What is it about?
This study investigates how academic libraries in the U.S. were using Twitter as of early 2011. The researchers examined 296 randomly selected institutions, analyzing 19 variables ranging from tweet content and frequency to follower count and homepage design. The article explores which types of institutions were more likely to have Twitter accounts, what libraries posted about (mostly resources and events), and what practices correlated with higher follower counts and engagement.
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Why is it important?
In the early 2010s, academic libraries were still figuring out how to use social media effectively. This paper provided one of the first large-scale, data-driven snapshots of Twitter adoption across the sector. It highlighted best practices, like using hashtags, linking Twitter from the library homepage, and maintaining frequent updates, that correlated with higher visibility and engagement. These insights remain useful today for understanding how libraries adapt to emerging communication tools and how digital outreach impacts student engagement.
Perspectives
This was one of my earliest research projects, and it remains one I return to often when thinking about digital communication and institutional voice. We were trying to answer a simple but timely question: What does it look like when libraries tweet? What emerged was a rich portrait of experimentation, caution, and emerging norms. I especially value how this paper captured a moment in time, early Twitter, early library social media, and still offers lessons about how tone, design, and digital presence shape public engagement.
Dr Sam Leif
Read the Original
This page is a summary of: Libraries atwitter: trends in academic library tweeting, Reference Services Review, May 2012, Emerald,
DOI: 10.1108/00907321211228246.
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