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dc.contributor.authorRossmann, Doralyn
dc.contributor.authorYoung, Scott W. H.
dc.date.accessioned2016-02-29T16:32:34Z
dc.date.available2016-02-29T16:32:34Z
dc.date.issued2015
dc.identifier.citationDoralyn Rossmann, Scott W.H. Young, (2015) "Social media optimization: making library content shareable and engaging", Library Hi Tech, Vol. 33 Iss: 4, pp.526 - 544en_US
dc.identifier.issn0737-8831
dc.identifier.urihttps://scholarworks.montana.edu/xmlui/handle/1/9606
dc.description.abstractPurpose – Social Media Optimization (SMO) offers guidelines by which libraries can design content for social shareability through social networking services (SNSs). The purpose of this paper is to introduce SMO and discuss its effects and benefits for libraries. Design/methodology/approach – Researchers identified and applied five principles of SMO. Web analytics software provides data on web site traffic and user engagement before and after the application of SMO. Findings – By intentionally applying a program of SMO, the library increased content shareability, increased user engagement, and built community. Research limitations/implications – Increasing use of SNSs may influence the study results, independent of SMO application. Limitations inherent to web analytics software may affect results. Further study could expand analysis beyond web analytics to include comments on SNS posts, SNS shares from library pages, and a qualitative analysis of user behaviors and attitudes regarding library web content and SNSs. Practical implications – This research offers an intentional approach for libraries to optimize their online resources sharing through SNSs. Originality/value – Previous research has examined the role of community building and social connectedness for SNS users, but none have discussed using SMO to encourage user engagement and interactivity through increased SNS traffic into library web pages. Keywords Digital libraries, Generation and dissemination of information, Communities, Virality, Social media optimization, Social networking services Paper type Case studyen_US
dc.language.isoen_USen_US
dc.publisherEmeralden_US
dc.rights© Authors. This work is licensed under a Creative Commons Attribution 4.0 license.en_US
dc.subjectDigital librariesen_US
dc.subjectSocial media optimizationen_US
dc.subjectSocial networking servicesen_US
dc.titleSocial Media Optimization: Making Library Content Shareable and Engagingen_US
dc.typeArticleen_US
mus.citation.extentfirstpage526en_US
mus.citation.extentlastpage544en_US
mus.citation.issue4en_US
mus.citation.journaltitleLibrary Hi Techen_US
mus.citation.volume33en_US
mus.identifier.categorySocial Sciencesen_US
mus.identifier.doi10.1108/LHT-05-2015-0053en_US
mus.relation.collegeLibraryen_US
mus.relation.departmentLibrary.en_US
mus.relation.universityMontana State University - Bozemanen_US
mus.data.thumbpage6en_US


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