Redes, tweets y engagement: análisis de las bibliotecas universitarias españolas en Twitter

Palabras clave: Twitter, Bibliotecas universitarias, Engagement, Redes de nodos, Implicación, Compromiso, Participación, Redes sociales, Enlaces, Contactos, Colaboración, Rebiun.

Resumen

Las bibliotecas de las universidades españolas han aumentado significativamente su presencia y su actividad en las redes sociales, especialmente en Twitter. En el presente artículo se analiza el uso que las bibliotecas pertenecientes a la Red de Bibliotecas Universitarias Españolas (Rebiun) realizan de Twitter. En concreto, a través del análisis de redes sociales, de un análisis de contenido y de pruebas estadísticas no paramétricas, esta investigación analiza la red generada en Twitter por las 59 bibliotecas universitarias españolas que tienen perfil en esta plataforma, así como la finalidad, el contenido, el formato y el engagement (compromiso, fidelidad) de sus tweets. Los resultados obtenidos indican que las bibliotecas universitarias conforman en Twitter una red de un solo componente con cierto grado de cohesión, pero de varias comunidades, en la que los tweets de información de servicio y los que tienen imagen son los más numerosos. Los tweets con imágenes generan mayor engagement independientemente de su contenido.

Referencias

Aharony, Noa (2010). “Twitter use in libraries: An exploratory analysis”. Journal of web librarianship, v. 4, n. 4, pp. 333-350. https://doi.org/10.1080/19322909.2010.487766

Al azar (2019). Números aleatorios y números al azar. https://bit.ly/22HLcZR

Al-Daihani, Sultan M.; Abrahams, Alan (2016). “A text mining analysis of academic libraries’ tweets”. The journal of academic librarianship, v. 42, n. 2, pp. 135-143. https://doi.org/10.1016/j.acalib.2015.12.014

Arroyo-Vázquez, Natalia (2018). “Interacción en las páginas en Facebook de las bibliotecas universitarias españolas”. El profesional de La información, v. 27, n. 1, pp. 65-74. https://doi.org/10.3145/epi.2018.ene.06

Ayiah, Efua-Mansa; Kumah, Cynthia-Henewaa (2011). “Social networking: a tool to use for effective service delivery to clients by African libraries”. In: World library and information congress: 77th IFLA general conference and assembly. https://www.ifla.org/past-wlic/2011/183-ayiah-en.pdf

Bodnar, Jonathan; Doshi, Ameet (2011). “Asking the right questions: A critique of Facebook, social media, and libraries”. Public services quarterly, v. 7, n. 3-4, pp. 102-110. https://doi.org/10.1080/15228959.2011.623594

Bouttier, Jérémie; Di-Francesco, Philippe; Guitter, Emmanuel (2003). “Geodesic distance in planar graphs”. Nuclear physics B, v. 663, n. 3, pp. 535-567. https://doi.org/10.1016/S0550-3213(03)00355-9

Booker, Latrice; Bandyopadhyay, Subir (2013). “How academic libraries can leverage social networking to popularize their services: An empirical study”. Journal of the Indiana Academy of the Social Sciences, v. 16, v. 2. https://bit.ly/2VRWMoe

Castillo-Díaz, Ana; Herrera-Morillas, José-Luis (2014). Nuevas fórmulas de comunicación con los usuarios de las bibliotecas universitarias. Historia y comunicación social, v. 19, pp. 813-820. https://doi.org/10.5209/rev_HICS.2014.v19.45004

Casey, Michael E.; Savastinuk, Laura C. (2007). Library 2.0: A guide to participatory library service. Information Today, Inc. ISBN: 978 1 573872973

Charnigo, Laurie; Barnett-Ellis, Paula (2007). “Checking out Facebook.com: The impact of a digital trend on academic libraries”. Information technology and libraries, v. 26, n. 1, pp. 23-34. https://doi.org/10.6017/ital.v26i1.3286

Clauset, Aaron; Newman, Mark. E. J.; Moore, Cristopher (2004). “Finding community structure in very large networks”. Physical Review E, v. 70, n. 6, p. 66111 (6 pp.). https://doi.org/10.1103/PhysRevE.70.066111

Connell, Ruth-Sara (2009). “Academic libraries, Facebook and MySpace, and student outreach: A survey of student opinion”. Portal: Libraries and the academy, v. 9, n. 1, pp. 25-36. https://doi.org/10.1353/pla.0.0036

Connor, Elisabeth (2007). “Medical librarian 2.0”. Medical reference services quarterly, v. 26, 1, pp. 1-15. https://doi.org/10.1300/J115v26n01_01

CRUE (2017). Bibliotecas. Red de Bibliotecas Universitarias Españolas. CRUE, Universidades Españolas https://bit.ly/2BKT17K

Curran, Kevin; Murray, Michelle; Norrby, David-Stephen; Christian, Martin (2006). Involving the user through library 2.0. New review of information networking, v. 12, n. 1-2, pp. 47-59. https://doi.org/10.1080/13614570601136263

Del-Bosque, Darcy; Leif, Sam A.; Skarl, Susie (2012). “Libraries atwitter: Trends in academic library tweeting”. Reference services review, v. 40, n. 2, pp. 199-213. https://doi.org/10.1108/00907321211228246

Dickson, Andrea; Holley, Robert P. (2010). “Social networking in academic libraries: The possibilities and the concerns”. New library world, v. 111, n. 11/12, pp. 468-479. http://doi.org/10.1108/03074801011094840

Emery, Katie; Schifeling, Todd (2015). “Libraries using Twitter better: Insights on engagement from food trucks”. In: ACRL 2015 Proceedings, pp. 450-458. https://bit.ly/2KgdbvU

Facebook (2019). “Información de la empresa”. Facebook. Newsroom. http://bit.do/eSPTQ

Glazer, Harry (2012). “‘Likes’ are lovely, but do they lead to more logins?: Developing metrics for academic libraries’ Facebook pages”. College and research libraries news, v. 73, n. 1, pp. 18-21. https://doi.org/10.5860/crln.73.1.8688

González-Fernández-Villavicencio, Nieves (2007). “Biblioteca 2.0 en España (el camino recorrido)”. Boletín de la Asociación Andaluza de Bibliotecarios, n. 22, n. 86-87, pp. 29-46. https://bit.ly/2V5jTGN

Grande-González, Pilar; De-la-Fuente-Redondo, Pablo (2012). “Bibliotecas universitarias españolas en la web social”. El profesional de la información, v. 21, n. 6, pp. 577-584. https://doi.org/10.3145/epi.2012.nov.04

Harrison, Amanda; Burress, Rene; Velásquez, Sarah; Schreiner, Lynnette (2017). “Social media use in academic libraries: A phenomenological study”. The journal of academic librarianship, v. 43, n. 3, pp. 248-256. https://doi.org/10.1016/j.acalib.2017.02.014

Herrera-Morillas, José-Luis; Castillo-Díaz, Ana (2011). “Bibliotecas universitarias 2.0. El caso de España”. Investigación bibliotecológica, v. 25, n. 55, pp. 175-200. https://bit.ly/2BTWBNd

Herrera-Torres, Juan-Carlos; Pérez-Tur, Fernando; García-Fernández, Jerónimo; Fernández-Gavira, Jesús (2017). “El uso de las redes sociales y el engagement de los clubes de la Liga Endesa ACB”. Cuadernos de psicología del deporte, v. 17, n. 3, pp. 175-182. https://revistas.um.es/cpd/article/view/313981

Holmberg, Kim; Huvila, Isto; Kronqvist-Berg, Maria; Widén-Wulff, Gunilla (2009). “What is library 2.0?”. Journal of documentation, v. 65, n. 4, pp. 668-681. https://doi.org/10.1108/00220410910970294

Howard, Heather A.; Huber, Sarah; Carter, Lisa V.; Moore, Elizabeth-Anne (2018). “Academic libraries on social media: Finding the students and the information they want”. Information technology and libraries, v. 37, n. 1, pp. 8-18. https://doi.org/10.6017/ital.v37i1.10160

Jain, Priti (2014). “Application of social media in marketing library; information services: A global perspective”. International journal of academic research and reflection, v. 2, n. 2, pp. 62-75. https://bit.ly/2YkpajT

Kell, Laura-Andrea (2019). “How to increase rates of engagement on Twitter”. ITP live, 23 May. https://bit.ly/2CE6VtH

Laudano, Claudia-Nora; Corda, María-Cecilia; Planas, Javier A.; Kessler, María-Inés (2016). “Los usos de la red social Facebook por parte de bibliotecas universitarias argentinas. Reflexiones en torno a las dinámicas comunicativas en la web 2.0”. Revista interamericana de bibliotecología, v. 39, n. 1, pp. 23-37. https://doi.org/10.17533/udea.rib.v39n1a05

Lozares, Carlos (1996). “La teoría de redes sociales”. Papers. Revista de sociologia, v. 48, pp. 103-126. https://doi.org/10.5565/rev/papers/v48n0.1814

Maness, Jack M. (2006). “Library 2.0 theory: Web 2.0 and its implications for libraries”. Webology, v. 3, n. 2. https://bit.ly/2SRxG7d

Marcos, Mari-Carmen (2009). La biblioteca en la web 2.0. DuocUC. http://eprints.rclis.org/14849

Margaix-Arnal, Dídac (2007). “Conceptos de web 2.0 y biblioteca 2.0: origen, definiciones y retos para las bibliotecas actuales”. El profesional de la información, v. 16, n. 2, pp. 95-106. https://doi.org/10.3145/epi.2007.mar.01

Margaix-Arnal, Dídac (2008). “Las bibliotecas universitarias y Facebook: cómo y por qué estar presentes”. El profesional de la información, v. 17, v. 6, pp. 589-602. https://doi.org/10.3145/epi.2008.nov.02

Marquina, Julián (2018). “Cómo conectan las bibliotecas a través de las redes sociales”. JuliánMarquina, 18 enero. https://bit.ly/2BiJUZ6

Martín-Marichal, María-del-Carmen (2017). Las universidades y las bibliotecas universitarias españolas en las redes sociales: 2017. https://cutt.ly/V38xRA

Miller, Paul (2005). “Web 2.0: building the new library”. Ariadne, n. 45. https://bit.ly/2I9WsbW

Morales-Vallejo, Pedro (2012). “Tamaño necesario de la muestra: ¿Cuántos sujetos necesitamos?”. Estadística aplicada a las ciencias sociales. Madrid. https://tinyurl.com/y3qrj9hs

Newman, Mark E. J. (2006). “Modularity and community structure in networks”. Proceedings of the National Academy of Sciences of the United States of America, v. 103, n. 23, pp. 8577-8582. https://doi.org/10.1073/pnas.0601602103

O’Reilly, Tim (2005). “Web 2.0: Compact definition?”. O’Reilly Radar blog, 1 October. https://oreil.ly/1mFWDLJ

Phillips, Abigail L. (2015). “Facebooking it: Promoting library services to young adults through social media”. Public library quarterly, v. 34, n. 2, pp. 178-197. https://doi.org/10.1080/01616846.2015.1036710

Pérez-Arranz, Fernando (2008). “Los consorcios de bibliotecas universitarias españolas en el ámbito de la edición electrónica”. Boletín de la Asociación Andaluza de Bibliotecarios, v. 23, n. 90-91, pp. 11-28. https://dialnet.unirioja.es/servlet/articulo?codigo=2866312

Petit, Joan (2011). “Twitter and Facebook for user collection requests”. Collection management, v. 36, n. 4, pp. 253-258. http://doi.org/10.1080/01462679.2011.605830

Piñuel-Raigada, José-Luis (2002). “Epistemología, metodología y técnicas del análisis de contenido”. Estudios de sociolingüística, v. 3, n. 1, pp. 1-42. https://www.ucm.es/data/cont/docs/268-2013-07-29-Pinuel_Raigada_AnalisisContenido_2002_EstudiosSociolinguisticaUVigo.pdf

Rodríguez, Rubén-José (2004). Ayuda SPSS Chi cuadrado. Notas metodológicas. https://bit.ly/2BTWLnN

Rogers, Simon (2014). “What fuels a Tweet’s engagement?”. Twitter Blog, 10 March. https://bit.ly/2wM71tN

Sachs, Dianna E.; Eckel, Eduard J.; Langan, Kathleen A. (2011). “Striking a balance: Effective use of Facebook in an academic library”. Internet reference services quarterly, v. 16, n. 1-2, pp. 35-54. https://doi.org/10.1080/10875301.2011.572457

Sheikh, Arslan; Kazim-Ali, Syed; Naseer, Mirza M. (2016). “Use of social media tools by reputed university libraries of the world: A comparative study”. Pakistan library and information science journal, v. 47, n. 2, pp. 45-55. https://www.researchgate.net/publication/311419742_Use_of_social_media_tools_by_reputed_University_libraries_of_the_world_A_comparative_study

Shulman, Jason; Yep, Jewelry; Tomé, Daniel (2015). “Leveraging the power of a Twitter network for library promotion”. Journal of academic librarianship, v. 41, n. 2, pp. 178-185. https://doi.org/10.1016/j.acalib.2014.12.004

Smith, Mark; Ceni, Arber; Milic-Frayling, Natasa; Shneiderman, Ben; Mendes-Rodrigues, Eduarda; Leskovec, Jure; Dunne, Cody (2010). NodeXL: a free and open network overview, discovery and exploration add-in for Excel 2007/2010/2013/2016, from the Social Media Research Foundation. https://www.smrfoundation.org

Spiegel, Murray R.; Stephens, Larry J. (2009). Theory and problems of statistics. New York: McGraw-Hill. ISBN: 0 07 060281 6 http://www.fulviofrisone.com/attachments/article/447/Schaum’s%20Outline%20of%20Statistic.pdf

Stephens, Michael (cont.) (2007). “Web 2.0, library 2.0, and the hyperlinked library”. Serials review, v. 33, n. 4, pp. 253-256. https://doi.org/10.1016/j.serrev.2007.08.002

Stvilia, Besiki; Gibradze, Leila (2014). “What do academic libraries tweet about, and what makes a library tweet useful?”. Library & information science research, v. 36, n. 3-4, pp. 136-141. https://doi.org/10.1016/j.lisr.2014.07.001

Stvilia, Besiki; Gibradze, Leila (2017). “Examining undergraduate students’ priorities for academic library services and social media communication”. Journal of academic librarianship, v. 43, n. 3, pp. 257-262. https://doi.org/10.1016/j.acalib.2017.02.013

Twitter (2019). Nuestra empresa. https://bit.ly/2IltS9s

Vassilakaki, Evgenia; Garoufallou, Emmanouel (2015). “The impact of Twitter on libraries: A critical review of the literature”. Electronic library, v. 33, n. 4, pp. 795-809. https://doi.org/10.1108/EL-03-2014-0051

Vaughan, Liwen; Gao, Yijun (2016). “The use of microblogs and social networking services: A comparison between academic libraries of the United States and China”. Journal of web librarianship, v. 10, n. 1, pp. 1-13. https://doi.org/10.1080/19322909.2015.1118366

Wallis, Richard (2007). “Web 2.0 to library 2.0-from debate to reality. A presentation to the CPD25 Conference, 23 April 2007, London. New review of information networking, v. 13, n. 1, pp. 53-64. https://doi.org/10.1080/13614570701571484

Wan, Gang (Gary) (2011). “How academic libraries reach users on Facebook”. College and undergraduate libraries, v. 18, n. 4, pp. 307-318. https://doi.org/10.1080/10691316.2011.624944

Yang, Jiang; Counts, Scott (2010). “Predicting the speed, scale, and range of information diffusion in Twitter”. In: Procs of the 4th Intl conf on weblogs and social media. https://www.microsoft.com/en-us/research/publication/predicting-speed-scale-range-information-diffusion-twitter

Yep, Jewelry; Brown, Madison; Fagliarone, Gina; Shulman, Jason (2017). “Influential players in Twitter networks of libraries at primarily undergraduate institutions”. Journal of academic librarianship, v. 43, n. 3, pp. 193-200. https://doi.org/10.1016/j.acalib.2017.03.005

Yep, Jewelry; Shulman, Jason (2014). “Analyzing the library’s Twitter network: Using NodeXL to visualize impact”. College & research libraries news, v. 75, n. 4, pp. 177-186. https://doi.org/10.5860/crln.75.4.9101

Young, Scott-Woodward-Hazard; Rossmann, Doralyn (2015). “Building library community through social media”. Information technology and libraries, v. 34, n. 1, pp. 20-37. https://doi.org/10.6017/ital.v34i1.5625

Publicado
2019-08-06
Cómo citar
Carrasco-Polaino, R., Villar-Cirujano, E., & Martín-Cárdaba, M.- Ángel. (2019). Redes, tweets y engagement: análisis de las bibliotecas universitarias españolas en Twitter. Profesional De La Información, 28(4). https://doi.org/10.3145/epi.2019.jul.15
Sección
Artículos de investigación / Research articles

Descargas

La descarga de datos todavía no está disponible.