Social Media Analytics for Libraries
A Case Study
The purpose of the study is to measure the effectiveness of three social media channels managed by the library of Kendriya Vidyalaya Pattom in achieving the set objectives of providing resources, publicizing library activities and reaching out to the users irrespective of their space and time. An analytical study of the data obtained from the inbuilt analytics tools available with WordPress, Facebook and Twitter was conducted based on five performance social metrics (activity, audience, engagement, referral and return on investment). The analysis revealed that blog was the most used social media channel by students and teachers to get academic resources, followed by Twitter and Facebook. The reach and engagement was maximum among people in the age group of 18-24. Most shared posts on the channels were of academic in nature and content whereas, posts with photographs recorded maximum likes, clicks and comments. The study also confirmed the trustworthiness of resources provided by government agencies. The analysis of the return on investment metric underlined the success of social media channels in libraries as valuable investment options for present and future.