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Social Networking: The Confluence of Content, Collaboration and Community

Social Networking: The Confluence of Content, Collaboration and Community. Presented by: Lynn Silipigni Connaway, Ph.D. Senior Research Scientist, OCLC Jasmine de Gaia Director, Social Networking Initiatives, OCLC Marie L. Radford, Ph.D.

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Social Networking: The Confluence of Content, Collaboration and Community

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  1. Social Networking: The Confluence of Content, Collaboration and Community Presented by: Lynn Silipigni Connaway, Ph.D. Senior Research Scientist, OCLC Jasmine de Gaia Director, Social Networking Initiatives, OCLC Marie L. Radford, Ph.D. Associate Professor, Rutgers, The State University of New Jersey

  2. Libraries • Provide systems and services to meet the information needs of differing groups • Largest groups • Baby boomers • Cohort #1 • Cohort #2 • Millennials • Screenagers

  3. Who Are They?Baby Boomers • Actual “boom” in births occurred between 1946 - 1964 • 1950s - Time of prosperity • 1960s & 1970s - Time of social upheaval • Comprise largest part of workforce (45%)

  4. Cohort #1 Born 1946 - 1954 Experimental Individualists Free spirited Social cause oriented Cohort #2 Born 1955 - 1964 Less optimistic Distrust of government General cynicism Who Are They?Baby Boomers

  5. Information PerspectivesBaby Boomers • Value authoritative information • Involved in information seeking • Value library as place • Use technology as tool • Personalized service

  6. Who Are They? • Millennials / NextGens / EchoBoomers / Gen Y • Born between 1979 & 1994 • 75 – 80 Million • Generational divide • 13-28 year olds • By 2010 will outnumber Baby Boomers

  7. Screenagers • Youngest members of “Millennial Generation” • Term coined in 1996 by Rushkoff • Used here for 12-18 year olds • Affinity for electronic communication

  8. Information PerspectivesMillennials • Information is information • Media formats don’t matter • Visual learners • Process immediately • Different research skills

  9. Information-seekers’ Preferences • IMLS-funded projects • How individuals find information to meet their needs • Why information seekers do not choose to use library services first for their information needs • How libraries can develop services and systems to meet the needs of information seekers

  10. Sense-Making the Information Confluence: The Whys and Hows of College and University User Satisficing of Information Needs

  11. Baby Boomers:Convenient & Authoritative • Yeah, well, actually I was going to be different and not say Google. I do use Google, but… [I also] use two different library homepages… and I will go into the research databases… do a search there and then I will end [up]… limiting myself to the articles that are available online.” • “[Google] is user friendly… library catalog is not.” • “…before I came to the library to use the MLA database, I did a Google search and it turns out that there is a professor at Berkeley who keeps a really, really nice and fully updated… page with bibliographic references.” • “I'm suspicious of people who are publishing on-line because usually the peer review is much less rigorous.” • “I'm not trust(ing) everything that's on the Internet…”

  12. Baby Boomers:Did not use the library • “If I have a student mention a book and I'm not familiar with that book, Amazon.com gives me a brief synopsis, … reader reviews of the book, so it's a good, interesting first source to go to for that kind of information.” • “…before I came to the library to use the MLA database, I did a Google search and it turns out that there is a professor at Berkeley who keeps a really, really nice and fully updated… page with bibliographic references.”

  13. Millennials:Convenient & Quick • “Also I just go ask my dad, and he'll tell me how to put in a fence, you know? So why sort through all this material when he'll just tell me” • “…you need to know which database with abstracting, indexing… Google, I don't have to know, I go to one spot.” • “…first thing I do, is, I go to Google… I don't go into the [library] system unless I have to because there's like 15 logins, you have to get into the research databases. Then it takes you out of that to [the local consortium]…” • “I had the Google tool bar, tool bar on my browser. I don’t even have to go to a search engine anymore. I mean it is literally one tab down…”

  14. Millennials:Did not use the library • “The library is a good source if you have several months.” • “Hard to find things in library catalog.” • “Tried [physical] library but had to revert to online library resources.” • “Yeah, I don't step in the library anymore… better to read a 25-page article from JSTOR than 250-page book.” • “Sometimes content can be sacrificed for format.”

  15. Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives

  16. VRS Transcript Analysis • Population of 500,000+ QuestionPoint VRS sessions • In-depth analysis of n=850, random sample • Sessions coded as Millennial (secondary school or collegiate) n=296 • Sessions coded as adult for comparison, n=76 • Analysis of relational facilitators and barriers reveal different communication patterns

  17. Facilitators – DifferencesMillennials (n=296) vs. Adults (n=76) • Lower averages (per transcript) Thanks 59% (175) vs. 75% (57) Self Disclosure 42% (125) vs. 63% (48) Closing Ritual 38% (111) vs. 50% (38) • Lower averages (per occurrence) Seeking reassurance 56% (166) vs. 68% (52) Polite expressions 30% (90) vs. 33% (25) • (n=372 transcripts)

  18. Facilitators – DifferencesMillennials (n=296) vs. Adults (n=76) • Higher averages (per occurrence) • Agree to suggestion 64% (188) vs. 47% (36) • Lower case 43% (126) vs. 16% (12) • Greeting Ritual 24% (70) vs. 16% (12) • Admit lack knowledge 20% (58) vs. 7% (5) • Interjections 20% (58) vs. 7% (5) • Slang 9% (27) vs. 3% (2) • (n=372 transcripts)

  19. Barriers – DifferencesMillennials (n=296) vs. Adults (n=76) • Higher averages (per transcript) for: Abrupt Endings 37% (109) vs. 28% (21) Impatience 4% (13) vs. 1% (1) Rude or Insulting 3% (9) vs. 0 • (n=372 transcripts)

  20. What We Learned • Libraries are trusted sources of information • Search engines are trusted about the same • People care about the quantity and quality of information they find • They like convenience and speed • They do not view paid information as more accurate than free information • The image of libraries is… • BOOKS • Patrons do not think of the library as an important source of electronic information!

  21. Multiple Demands on the Library

  22. What Now? • Three Opportunity Areas: Content Access Services

  23. 1. Content • What can libraries do? • Tailor content • Shape collections • More choices • Make discovery easy

  24. 1. Content • What libraries are doing today: • WorldCat.org • Discovery • 24x7 access • Online content • Incorporating more relevant content • Enabling user contributed content

  25. 2. Access • What can libraries do? • Expand search tools • Expose library content through both: • Library interfaces • Non-library interfaces • Provide access – anytime, anywhere

  26. 2. Access • What libraries are doing today: • Broadcast & federated search • WorldCat Local • Partnerships • Web services • Mobile interfaces

  27. 3. Services • What can libraries do? • Integrate physical spaces with virtual services • Provide a comfortable environment • Support collaboration • Update infrastructure • Provide media literacy skills • Redesign the role of the librarian

  28. 3. Services • What libraries are doing today: • Virtual reference • Social networking tools • Profiles • User contributed content • Tags • Reviews • Lists • RSS feeds / alerts • Recommendations • Community tools • Collaboration

  29. Conclusion • Expectations not isolated • Lead the way • By understanding them, we can serve everyone better

  30. Additional Resources • Boomer Nation: The Largest and Richest Generation Ever and how it Changed America, S. Gillon. New York: Free Press, 2004. • Generations: The History of America’s Future, 1584-2069, N. Strauss & W. Howe. New York: Morrow, 1991. • Generations at Work, S. Luck. http://dps.dgs.virginia.gov/Forum2006/Presentations/S201%20PPSluck%20Generations.ppt • Growing Up Digital, D. Tapscott. www.growingupdigital.com • Millennial Behaviors and Demographics. Sweeney,R. http://library1.njit.edu/staff-folders/sweeney/Millennials/Article-Millennial-Behaviors.doc • Millennial Net Values: Disconnects between Libraries and the Information Age Mindset, R. Mcdonald & C. Thomas. http://dscholarship.lib.fsu.edu/general/4/ • Millennials Rising: The Next Generation, W. Howe & N. Strauss. New York: Random House, 2000. • Net Generation Students and Libraries, J. Lippincott. In Educating the Net Generation, Educause 2005. • “Screenagers” and Live Chat Reference: Living Up to the Promise, M.L. Radford & L.S. Connaway. (February, 2007). Scan, 26(6), 31-39.

  31. Questions and Comments Lynn Silipigni Connaway Jasmine de Gaia Marie L. Radford

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