April 19, 2009
Class Reflection
Like many of my classmates, I agree that this is one of the best classes offered at Dominican, if not THE best.
One of my favorite aspects of the class was the community that was formed both inside and outside of the classroom. The environment that was created allowed people to explore, experiment and think creatively. I think the three-weekend format worked well. Because of our weekly blog posts and twitter communication, the class continued to flow even on the weeks that we did not meet in person. On the weekends we did meet, our sessions were thought provoking, inspiring and fun.
I was surprised by how much I learned from maintaining this blog. While an avid blog reader, I never had the experience of having one myself. I was apprehensive at first, but by the end I realized the importance of cultivating a public voice. You write differently when the whole world could be reading, as opposed to an assignment turned in only to a teacher or posted on Blackboard. It was an important lesson in leaving my comfort zone to try something new.
I also really liked the assignments for this class and how well they worked together. There was room to explore ideas through blog posts, the context book report, the group project and ultimately the final paper. The assignments felt like cohesive building blocks rather than isolated exercises. I also especially liked having the opportunity to read material from outside of the LIS world.
More than anything else, this class left me with a sense of optimism and hope for the future of librarianship. Michael, thank you for leading us on this journey and carefully crafting such a wonderful class. And to my fellow 768ers, best of luck to all of you in the future. I look forward to seeing you out in the field.
March 30, 2009
Group Project Experience
Working on the group project for LIS 768 ended up being one of the better group project experiences I have had. Right from the start, we all seemed to be on the same page and had a singular vision for what the Citizen Journalism project would look like. After deciding to put a blog together to demonstrate a potential citizen journalism program for our hypothetical Youtopia Public Library, we each took on individual areas of research.
For my contribution to the group, I tried to identify libraries that were involved with citizen journalism or media projects for library users. As I mentioned in our presentation, I was really surprised to discover so little evidence of libraries involved with this kind of project. Based on all of our research, the library seems like such a natural place to launch a service promoting civic engagement and public participation.
A highlight of the project for me was reaching out to Phil Shapiro to find out what he discovered when he investigated libraries involved with citizen journalism projects. His thoughtful (and nearly immediate) response was a nice reminder of how supportive and resourceful the library community can be.
The blog we created as the prototype for the project ended up being our best communication tool. Renee set it up for our group, and then we each were able to add our own content for the other group members to see. Based upon our positive experience using the blog, it was clear to see how easily a library could develop its own citizen journalism program using the same technology.
March 21, 2009
Brand Monitoring
I chose to monitor the Suzzallo Library, located on the Seattle campus of University of Washington. I did my undergrad at UW and logged many hours in Suzzallo’s stunning Reading Room. It was a sanctuary to me. I honestly believed that I would learn more if I did my homework in that room versus some other spot on campus. I felt smarter just walking through the door.
As I monitored the library using Facebook, Twitter, Flickr and Technorati, I wasn’t surprised to find that most of the conversations people were having were about the impressiveness of the space. Current students said they loved doing homework there. Non-student visitors said the room made them want to go back to college. Former students, after seeing library photos posted, said they regretted never having visited Suzzallo. I became the 29th fan of the Suzzallo Reading Room on Facebook.
Beyond any services that the Suzzallo Library may have to offer users, its strongest asset is this idea of library as place. Anything they can do to enhance the user experience is in the library’s best interest. For example, the library now has a cafe which is a new addition since my UW days.
Interestingly, the Suzzallo Library is much more than the Reading Room, yet most of the online chatter is focused on that single room. Why are people not talking about the rest of the library? What do the 1000+ Flickr photos really say about the Suzzallo library?
I think brand monitoring is an important tool for libraries to use, however, I think librarians need to look beyond their specific libraries to the larger library brand. While conversations about specific libraries might be more easily identified on blogs or Flickr because of tags, there are still important conversations happening on Twitter about “the library” which can still be applicable to any library.
March 14, 2009
Further Paper Exploration: Hope, Twitter and the Library brand
In continuing to think about the library brand for my paper, I did a very cursory brand monitoring exercise on Twitter today to see how people are talking about the library. [Note: In a separate post, I will present my findings from monitoring an actual library for the Brand Monitoring assignment.]
I must say, I was surprised by how often the library was mentioned. Within a 30 minute time-frame, there were 70+ updates with the word “library” in them. A small handful of these tweets referred to iTunes libraries, but the vast majority of them referred to physical libraries, either identified by a specific name or simply as “the library.”
Many of the messages were of the “I’m at the library” variety, offering nothing beyond a simple location status update. There were a few complaining about how the library wasn’t open late enough, or how disappointing it was that the cafe was closed on Saturdays. There weren’t enough outlets in the quiet study room of one library. One guy couldn’t believe there was a children’s percussion class in the library. (I got the impression from his “Are you f*<king kidding??” that this wasn’t a good thing.) A woman had to go out and buy the book she needed because there were too many holds on that title at her library.
There was a whole lot of positive commentary, too. Within the span of 30 minutes, two people had their minds blown by the Seattle Public Library. Another guy was really excited about using his iPhone to renew his books. Someone couldn’t believe the good movies they were able to check out from their library. Several folks commented on how they had forgotten how much they loved going to the library. A woman said she was pleased to see her library more crowded than her local J. Crew store.
This little exercise gave me a lot of hope. People ARE going to the library. I also now see how Twitter can be added to the arsenal of tools to better understand the public’s perception of the library. Library brand advocates can be identified, and services and experiences can be created or tailored to better meet user needs.
March 6, 2009
Lit Review for the Paper (Part 1)
As I am gathering sources for this paper on re-launching the innovative library brand, I am finding there to be no shortage of information to think about.
A good starting point for me was James Keller’s “Branding and Marketing Your Library” article from the September/October 2008 issue of Public Libraries. This article emphasizes the importance of marketing and branding your library given the current competitive landscape (Amazon/Borders/Netflix) for books and entertainment. Keller believes that despite the competition, libraries still have a place because people “long for community” (46). For me, the most important issues that Keller addresses is the need for libraries to promote the services and collections they have to offer. He believes libraries often make the mistake of assuming people already know why they are relevant. I also really liked an exercise he suggested in the “Create a Strategic Positioning Statement” section involving two questions that libraries need to ask: “(1) What word or phrase most aptly describes what the library currently is? and (2) What word or phrase most aptly describes what the library hopes to be?” (48).
While working on our citizen journalism group project, I exchanged some messages with a librarian named Phil Shapiro from the Takoma Park Maryland Library. Phil was beyond helpful and pointed me towards a recent blog post he had written for PC World called “Should Public Libraries be Welcoming Homes for Ingenuity?”. My answer is yes, and the ideas in his post really go along with some of the concepts I am thinking about for my paper. What he says is that libraries are about so much more than books. They are about the media and art we make and the songs we compose. He offers some great examples of the kinds of experiences that could be created for users in the library.
I have just started to read PR 2.0: New Media, New Tools, New Audiences by Deirdre Breakenridge, and I can already tell that their will be helpful information to apply to the idea of re-launching the innovative library brand. I am also starting to look at The Culting of Brands: When Customers Become True Believers by Douglas Atkin, Harvard Business Review on Brand Management, Democratizing Innovation by Eric von Hippel, and Brand Hijack: Marketing Without Marketing by Alex Wipperfurth.
February 28, 2009
Social Networking
Social networking, while creepy at times, has plenty of useful applications from both a personal (Facebook) and professional (Linked In) perspective. Yes, there can be over-sharing involved, and many sites can’t seem to withstand the test of time. The good sites, though, connect people and provide a place to share information, ideas and news.
I like Facebook because it allows me to (passively) maintain relationships with people from my past as well as those within my current social circle. Even if I do not communicate directly with a friend via a message or a wall posting, I still have a pretty good sense of what is going on in their life via status updates or their comments on other people’s postings. With surprisingly little effort, I feel connected to my friends, both old and new, in a way that I’ve never felt before.
Another strength I see in Facebook, beyond connecting people, is its ability to let friends share information in a centralized location. In a way, my Facebook Newsfeed acts as a virtual public square where my friends can come together to share news stories, blog posts, videos, book reviews and anything else they like. For example, this week my friend posted a link to a super cool project that her organization is funding involving the development of a credible search engine. I love the exchange of content and ideas.
Undoubtedly, the boundaries between public and private get blurred, no matter what your profile privacy settings may be. Personally, I do not like that people, even my friends, know that I am online. To me, there is no benefit to revealing that kind of information. Of the social software building blocks, the “presence” block feels like an invasion of privacy.
Another downside to the social networks is the potential for over-saturation. Between Facebook and Linked In, all of my social networking needs are being met, and frankly, I do not have the time or energy to participate in another site. I think a lot of people feel this way, so I am skeptical of the Ning communities.
I’m still trying to figure out the best way for libraries to utilize social networking. The University of Illinois and University of Michigan have the right idea by establishing a presence on Facebook. Just as I enjoy and learn from what my friends share on the site, it seems that libraries have the opportunity, and the content from their collections, to share as well.
February 22, 2009
Best. Library. Video. Ever.
1987 – Betty Glover Library Workout Tape Ad
February 20, 2009
Paper Topic Exploration
For my paper, I’m considering working with idea of “The Library” as a brand. We each (if we are indeed library users) have an individual library we frequent, whether it be public or academic. Yet, each of these places is known collectively as “The Library.” I would like to do a brand analysis of sorts to determine what defines the “The Library” as we know it and would also like to look at instances of innovation at particular sites. How many individual libraries will need to change (and to what degree) before the public’s perception of “The Library” changes? What will it take to re-launch “The Library” brand?
Context Book Report
Small is the New Big and 183 Other Riffs, Rants, and Remarkable Business Ideas
By: Seth Godin (2006)
This was my first Seth Godin book. While we have nearly all of them in the marketing agency library, I never had an occasion to read one until now.
This book is a collection of blog posts. Arranged alphabetically by title, beginning with “AAA Auto Parts” and ending with “Zebra Cake, Famous,” there are 184 sections to choose from. Each entry is meant to present an idea or to spark some innovative thinking. It is presented to appeal to a marketing or business professional, however, many of these ideas can apply to the world of libraries.
The reader is cautioned in the first sentence not to read the whole book all at once. I read the first half in a single sitting and then decided to skip around for the second half over several days.
The non-linear format is representative of how people consume information these days. It’s also indicative of the direction libraries need, and have already started, to go in. It’s not about reading books from start to finish. It’s about taking the pieces you need, when you need them.
While not every entry is applicable to libraries, the continuous message that small ideas can make the biggest splash, should serve as inspiration to libraries as they transition to meet the new needs of their users. Also, the notion that you don’t have to do things the way you you’ve been led to believe you need to them should also be inspirational.
Some of the specific sections that do apply to libraries:
- Functionality is the new marketing as illustrated by Amazon providing customers with access to the contents of the books they sell (p. 100)
- Your day should be about serving the wants of your user, not just their needs (p. 41)
- Transform the mundane into the memorable (p. 173)
This illustration was used in the book, taken at a convention center in Milwaukee:
While libraries may not install polka players, there still is plenty of room for innovation. The library is no longer what it used to be
February 14, 2009
Virtual Communities
My first experience with virtual communities, like many of the others in the class, was on America Online. It was probably 1994, and I was in my first or second year of high school. It was around the time that I was discovering music, so AOL was my ticket to information on all the bands I was into as well as their fellow fans. I don’t remember visiting any chat rooms, but I do recall having a profile page identifying all of my favorite groups, albums and songs. I was horrified when another AOL member contacted me to tell me that I had misquoted the words from my favorite Guided By Voices song. This incident probably explains why I am extremely hesitant to comment or contribute to any other virtual communities.
I do lurk, though. For years I regularly visited the message board for one of my favorite bands. The band members regularly contributed as did a small, core group of fans scattered around the country. Even though I never commented on postings or initiated any threads, I still felt like part of the community because I could share in their experiences. I was at the same poorly attended shows, and I loved those songs just as much as anybody else.
When one of the band members suddenly died, I immediately went to the message board. It turned out there were many other lurkers, now compelled to contribute for the first time. The board seemingly became a source of comfort for the other band members, family (many of whom had never posted before) and close friends. A gathering was organized for people to grieve together, and an invitation was extended to everyone on the board. I considered going, but in the end decided against it, fearing I would be looked at as an outsider. I have a feeling I would have been welcomed, even as a lurker.
