Using Myspace in Public Libraries

From LIS5313

[edit] Introduction

[edit] Web 2.0

Web 2.0 can be defined by “how content is created, distributed, and disseminated, and how people interact with that content and each other through a whole new generation of Web platforms and tools” (Bolan, 2007). Web 2.0 technologies include, but are not limited to: wikis, social networking sites, blogs, media sharing, podcasts, folksonomies, and RSS feeds. In recent years, Web 2.0 technologies have gained successful popularity; it is difficult to visit a website that does not have at least one Web 2.0 technology. Web 2.0 is clearly changing the way we see and use the Internet.

[edit] Library 2.0

The transforming technological environment on the Internet has affected the way many businesses and organizations operate. Library 2.0 introduces this new role for libraries. Wikipedia defines the concept of Library 2.0:

"library services are frequently evaluated and updated to meet the changing needs of library users. Library 2.0 also calls for libraries to encourage user participation and feedback in the development and maintaining of library services. The active and empowered library user is a significant component of Library 2.0. With information and ideas flowing in both directions--from the library to the user and from the user to the library--library services have the ability to evolve and improve on a constant and rapid basis. The user is participant, co-creator, builder and consultant--whether the product is virtual or physical.”

[edit] Social Networking and MySpace

A social networking site^[1] is “an online location where a user can create a profile and build a personal network that connects him or her to other users” (Lenhart 2007). Examples of popular social networking sites include: MySpace, Facebook, Friendster, and MyYearbook. These interactive sites allow members to engage in a bundle of Web 2.0 technologies: e-mail, chat, blog, and media-sharing.

[edit] Why MySpace?

Although MySpace was founded in 2003, it wasn't until 2005 that MySpace began to gain widespread popularity. MySpace is the most popular of the social networking sites, currently networking over 200 million members worldwide^[2] (Wikipedia, 2007).

MySpace provides libraries with the opportunity to effectively engage local teens with a low-cost approach. There is no monetary cost involved with creating a MySpace account. There is a minimal amount of time required to create an account, and the time allotted to maintain the site is at the discretion of each library. Using MySpace, libraries can provide “friends” and others with updates on library programs and news, as well as library services that can be utilized by students.

A simple MySpace page with no edited coding; attributed to Acnatta (via Flickr)

MySpace usually serves dual roles for libraries: a marketing role, whereby the purpose is to increase the visibility of the library, and an educational role, whereby the purpose it to provide library services (within the profile). Using MySpace, libraries accomplish their marketing role by promoting library events and library news, advertising new books and authors, linking to the web page or MySpace page of authors, and gathering input from teens. The educational role is satisfied by providing the search function of library catalog within the MySpace profile, providing reference services (via Ask-a-Librarian or a similar tool), and linking to the library and/or teen main page (Bolan, Canada, & Cullin, 2007)

Teens who are not traditional library users learn about use the library through MySpace because they are familiar and comfortable with the technology” (YALSA, 2007). Libraries hope that this familiarity will allow teens to overcome their library anxiety and begin to utilize library resources. Some students are logged onto social networking sites all day, even while they are doing homework. Nearly half of teens visit an online socical networking site at least once a day (OCLC, 2007). This provides libraries the perfect opportunity to reach out to these students by creating a MySpace account (Greenwell, 2006). Susan Hildreth, the State Librarian of California recommends that libraries engage their community by “being creative about what the library can contribute.” Students can “friend” a library and have quick access to the library’s online catalog, reference services, etc.

[edit] A Closer Look: Denver Public Library

[edit] About the Denver Public Library

In 2005, the Denver Public Library noticed the popularity of online social networking sites among teen patrons. This prompted the library to investigate the online social networking habits of DPL teen patrons, where the library discovered that MySpace was the preferred social networking site (Gauder, 2007). The Denver Public Library decided to create a MySpace account and began preparations for their page.

In November 2005, Ms. Sigg created a MySpace site for the library, commonly known as eVolver, but it was not until early 2006 that the site was promoted. A link to the eVolver MySpace page was provided on the library’s main page in spring 2006 (Gauder, 2007).

The success of the eVolver MySpace page has encouraged the DPL to reach out to teens in more ways. Since the MySpace launch, the library has created a presence on both YouTube and Flickr. Contests have even been promoted to encourage readership and creativity among teen patrons. In 2006, the library hosted a video contest on YouTube, “How I have fun at the library.” In both 2006 and 2007, the library hosted a bookmark contest.

[edit] The Denver Public Library MySpace: eVolver

A screenshot of the eVolver MySpace page with edited coding

The Denver Public Library MySpace page, eVolver, aims to provide many resources for teenage patrons. One of Ms. Siggs' motivations for creating a MySpace page was to ease library anxiety and allow teens to feel comfortable using a technology with which teens were comfortable. The eVolver MySpace page does just this by providing a "hip" website with many academic resources. The MySpace page includes many different features to appeal to teens. According to Ms. Sigg, the eVolver page is updated with new music every few weeks; the top friends feature is also updated via rotations. A video of winning entry for a recent contest sponsored by the library is displayed for all to watch. The eVolver page also hosts links to book and movie reviews by DPL's patrons, another program sponsored by the library this past summer. There is a picture section which includes photos of recent programs sponsored by the library. The page includes a blog that is updated by Ms. Sigg as news becomes available. As far as reference services and resources, the page includes a link to the library's teen main page, an online search catalog for the library, and a live chat feature (via AskColorado) to further engage and encourage teens to access library resources for homework.

[edit] Interview with Ms. Sigg, Web Developer for Denver Public Library

I had the opportunity to interview Angela Sigg, the Web Developer for Denver Public Library, on the library's involvement with MySpace. A transcript of the interview may be viewed here.

Ms. Sigg indicated that in a little over a year, the eVolver MySpace page had over 14,000 hits. The library's teen site saw an increase of 41% in the first year following launch and 9% the second year. Although the Denver Public Library had intended their MySpace page to be "a real community for teens," Ms. Sigg does not believe that it has taken this course. She believes that teens are viewing the page and using the resources, just not requesting to be "friends."

There were not many challenges faced by the DPL; one frustrating difficulty lies in the fact that some libraries and schools ban MySpace. Since all of the tools and resources featured on the eVolver MySpace page are also available on the library's teen main page, students are still able to access these tools and resources should they want/need to do so.

[edit] Criticisms

In recent years, both libraries and MySpace have faced criticisms. Many people do not feel libraries should have a presense on MySpace. MySpace has faced criticisms for privacy concerns, and some schools have even banned the site from being accessed altogether.

[edit] Libraries and Social Networking Sites

There has been criticism that the role of libraries is not on social networking sites. In fact, in a recent study conducted by Oline Computer Lbrary Center (OCLC), less than 10% of the U.S. population believe that libraries should be on social networking sites. A 15-year old expressed his view, “The library is a place where you can borrow books and sometimes use computers, not for people’s social lives” and he is not alone (OCLC, 2007). Some libaries, however, clearly disagree–at least 55 public libraries in the U.S. have a MySpace page (Oleck, 2007).

[edit] Schools Banning MySpace

As Ms. Sigg had mentioned, some schools are banning MySpace and other social networking sites from their servers through filtering. These measures have been taken in response to the rise in online sexual predators, however, many students and teachers find this filtering to hinder their research. Essential Web pages are being banned and student academia is potentially suffering (Whelan, 2006).

[edit] MySpace Privacy Concerns

MySpace has been subject to numerous privacy concerns over the past few years. Specifically, sexual predators have targeted teens, and private information has been accessible. MySpace has since taken steps to protect its members by devoting one-third of its workforce to "policing and monitoring the site" (Wehlan, 2006). MySpace requires new users to be 14 years of age and older and allows users to restrict their profile so it is viewable only by “friends.” In a recent survey, 85% of teens admitted to having a profile on MySpace. Of those with an online profile, forty percent of say their profile is visible to strangers (School Library Journal, 2007). By educating teens on the importance of privacy, our youth can be better protected.

[edit] Link to Media

For the media portion of this assignment, I have created a MySpace website, located here. I used a local library's tools and resources to complete the profile and titled the page after this library (I will remove once this assignment has been graded). After viewing several different MySpace profiles of libraries, I included the most common and appropriate information. Upon creating an account and subsequently logging in, I was provided information by MySpace on protecting my privacy (yet another step they have taken).

[edit] Notes

↑ Social networking is not to be confused with social media. Social media sites like Flickr and YouTube allow users to create and share media with one another.
↑ This number may be inflated and not reflect accurate current subscribers, as people may have created multiple accounts, created an account to use only once, etc.

[edit] References

Bolan, Kimberly, Canada, Meg, & Cullin, Rob 2007, ‘Web, library, and teen services 2.0’, Young Adult Library Services, Winter, p. 40-43.

Farkas, Meredith 2007, ‘Going where patrons are’, American Libraries, April, p. 27.

Gauder, Brad 2007, MySpace profile helps push traffic up 41 percent at teen Web site, viewed 18 November, 2007, http://www.oclc.org/nextspace/007/advocacy.htm

Greenwell, Stacey and Kraemer, Beth 2006, ‘Internet reviews: Social networking software: Facebook and MySpace, Kentucky Libraries’, Fall, p.12-16.

Hildreth, Susan 2007, ‘Engaging your community: A strategy for relevance in the twenty-first century’, Public Libraries, May/June, p. 7-9.

Lenhart, Amanda and Madden, Mary 2007, Social Networking Websites and Teens: An Overview, viewed 18 November, 2007, www.pewinternet.org/PPF/r/198/report_display.asp

Oleck, Joan 2007, Libraries use MySpace to attract teens, viewed 18 November, 2007, http://www.schoollibraryjournal.com/article/CA6456389.html

Online Computer Library Center 2007, Sharing, privacy and trust in our networked world, viewed 18 November 2007, http://www.oclc.org/reports/pdfs/sharing.pdf

School Library Journal 2007, A safer MySpace?, viewed 18 November, 2007, http://www.schoollibraryjournal.com/article/CA6472913.html

Sigg, Angela 2007, Web developer for Denver Public Library, interviewed by Laura Higgins, 23 November.

Whelan, Debra 2006, Schools crack down on teen social site, viewed 18 November, 2007, http://www.schoollibraryjounral.com/CA6319885.html

Whelan, Debra 2007, Teens don’t reveal personal info online, viewed 18 November, 2007, http://www.schoollibraryjournal.com/article/CA6410494.html

Wikipedia 2007, MySpace, viewed 4 December 2007, http://www.en.wikipedia.org/wiki/MySpace

Young Adult Library Services Association 2007, Teens & social networking in school and public libraries: A toolkit for librarians & library workers, viewed 4 December, 2007, http://www.ala.org/ala/yalsa/profdev/SocialNetworkingToolkit_March07.pdf