СОЦИАЛЬНЫЕ МЕДИА В УНИВЕРСИТЕТСКИХ БИБЛИОТЕКАХ: SWOT-АНАЛИЗ
Аннотация
Социальные медиа предлагают библиотекам новые способы общения, идентификации и удовлетворения информационных потребностей читателей. Хотя социальные медиа имеют ряд преимуществ, при их использовании могут возникать некоторые трудности. Целью данного исследования является проведение SWOT-анализа, который поможет университетским библиотекам определить свои сильные и слабые стороны, возможности и проблемы в области использования социальных медиа. Среди менеджеров и сотрудников четырех университетских библиотек в Хошимине (Вьетнам) был проведен опрос о текущем состоянии и факторах, влияющих на использование социальных медиа в библиотеках. Результаты показывают, что сотрудники опрошенных библиотек использовали Facebook и YouTube для продвижения ресурсов и услуг, а также для расширения охвата университетского сообщества. Однако существует несколько слабых сторон, связанных с использованием социальных медиа: отсутствие письменной политики, человеческих ресурсов и навыков работы в социальных медиа. Основываясь на этих выводах, исследование может быть полезным библиотекам при создании плана действий для обеспечения роста и преодоления трудностей.
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Литература
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26. Scott, D. M. (2015). The new rules of marketing & PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. 5th ed., Hoboken, New Jersey, John Wiley & Sons, Inc.
27. Sharma, S., & Verma, H. V. (2018). Social Media Marketing: Evolution and change. In: Heggde G., Shainesh G. (eds) Social media marketing (pp. 19–36). Palgrave Macmillan, Singapore.
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29. Taylor and Francis Group (2014). Use of social media by the library. Available at: https://librarianresources.taylorandfrancis.com/white_paper/use-of-social-media-by-the-library/ (accessed 11.10.2020)
30. Thanuskodi, S. (2012). Awareness of library 2.0 applications among library and information science professionals at Annamalai University, India. International Journal of Library Science, 1 (5), pp. 75–83.
31. Trương, Đ. L. (2008). Sử dụng Blog để phổ biến dịch vụ thông tin thư viện [Using Blog to disseminate library and information services]. Tạp chí Thư viện Việt Nam [Vietnam Library Journal], 4, pp. 16–24. Available at: http://dlib.huc.edu.vn/ (accessed 28.11.2020) (in Vie.).
32. uniRank (2020). 2020 Vietnamese University Ranking. Available at: https://www.4icu.org/vn/ (accessed 24.10.2020)
33. Weller, K. (2015). Accepting the challenges of social media research. Online Information Review, 39 (3), pp. 281–289.
2. Büyüközkan, G., & Ilıcak, Ö. (2019). Integrated SWOT analysis with multiple preference relations: Selection of strategic factors for social media. Kybernetes, 48 (3), pp. 451–470. https://doi.org/10.1108/K-12-2017-0512.
3. Chang, Y. P., & Zhu, D. H. (2011). Understanding social networking sites adoption in China: A comparison of pre-adoption and post-adoption. Computers in Human Behavior, 27 (5), pp. 1840–1848.
4. Chen, D. Y. T., Chu, S. K. W., & Xu, S. Q. (2012). How do libraries use social networking sites to interact with users? Proceedings of the American Society for Information Science and Technology, 49 (1), pp. 1–10.
5. Cho, A. (2013). YouTube and academic libraries: Building a digital collection. Journal of Electronic Resources Librarianship, 25 (1), pp. 39–50.
6. Collins, G., & Quan‐Haase, A. (2012). Social media and academic libraries: Current trends and future challenges. Proceedings of the American Society for Information Science and Technology, 49 (1), pp. 1–4.
7. Doan, E. Z. (2020). Vietnam: number of social network users 2017-2023. Available at: https://www.statista.com/statistics/489217/number-of-social-network-users-in-vietnam/ (accessed 25.4.2020).
8. Dương, T. P. C. (2019). Tiếp thị truyền thông xã hội trong hoạt động thư viện - thông tin [Social media marketing in Library – Information activities]. Thư viện Việt Nam [Vietnam Library Journal], 2, pp. 19–24. Available at: http://tailieudientu.lrc.tnu.edu.vn/ (accessed 25.11.2020) (in Vie.).
9. González-Ramírez, R., Gascó, J. L., & Llopis Taverner, J. (2015). Facebook in teaching: Strengths and weaknesses. International Journal of Information and Learning Technology, 32 (1), pp. 65–78.
10. Herhold, K. (2019). How people interact on social media in 2019. Available at: https://themanifest.com/social-media/how-people-interact-social-media (accessed 18.6.2020).
11. Internet World Stats (2019). Top 20 countries with the highest number of Internet users. Available at: https://www.internetworldstats.com/top20.htm (accessed 24.7.2020).
12. Kahraman, C., Demirel, N. C., & Demirel, T. (2007). Prioritization of e-Government strategies using a SWOT-AHP analysis: The case of Turkey. European Journal of Information Systems, 16 (3), pp. 284–298.
13. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53 (1), pp. 59–68.
14. Kent, M. L. (2010). Directions in social media for professionals and scholars. In R. L. Heath (Ed.), Handbook of public relations (2nd ed., pp. 643–656). Thousand Oaks, CA: Sage. Available at: https://www.researchgate.net/profile/Michael (accessed 1.11.2020).
15. Khan, S. A., & Bhatti, R. (2012). Application of social media in marketing of library and information services: A case study from Pakistan. Webology, 9 (1). Available at: https://www.webology.org/2012/v9n1/a93.html (accessed 10.11.2020).
16. King, D. L. (2015). Managing your library's social media channels. Chicago, IL: ALA TechSource, 35 p.
17. Lewis, B. K. (2010). Social media and strategic communication: Attitudes and perceptions among college students. Public Relations Journal, 4 (3), pp. 1–23.
18. Majid, S., Khine, W. K. K., Oo, M. Z. C., & Lwin, Z. M. (2012). An analysis of YouTube videos for teaching information literacy skills. In Advanced Information Technology in Education (pp. 143–151). Springer, Berlin, Heidelberg.
19. McCallum, I. (2015). Use of social media by the library: Current practices and future opportunities. A white paper from Taylor & Francis, The Australian Library Journal, 64 (2), pp. 161–162.
20. Mowafy, G. (2018). The effects of social media on the academic performance of Nile university students (a thesis for the degree of Master of Arts in Educational Leadership). The American University in Cairo.
21. Ngô, T. T. (2016). Ứng dụng marketing truyền thông xã hội trong cơ quan thông tin - thư viện [Application of social media marketing at Information – Library organizations]. Thông tin và Tư liệu [Journal of Information and Documentation], 5, pp. 13–19. Available at: http://tailieudientu.lrc.tnu.edu.vn/ (accessed 25.11.2020) (in Vie.).
22. Nguyễn, T. N. L., & Nguyễn, T. L. H. (2017). Facebook trong hoạt động thông tin – thư viện [Facebook in Information – Library activities]. Available at: https://repository.vnu.edu.vn/bitstream (accessed 11.10.2020) (in Vie.).
23. Penzhorn, C., & Pienaar, H. (2009). The use of social networking tools for innovative service delivery at the University of Pretoria Library. Innovation, 38, pp. 66–77.
24. Rajawat, K., & Kadam, A. (2020). Internet usage and information-seeking behaviour of medical college users in Maharashtra. Mukt Shabd Journal, IX (VI), pp. 7297–7315.
25. Roos, J. (2013). Why University Libraries Don't Trust Facebook Marketing?. Proceedings of the 21st International BOBCATSSS Conference (Vol. 164). Available at: http://bobcatsss2013.bobcatsss.net/proceedings.pdf (accessed 11.11.2020)
26. Scott, D. M. (2015). The new rules of marketing & PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. 5th ed., Hoboken, New Jersey, John Wiley & Sons, Inc.
27. Sharma, S., & Verma, H. V. (2018). Social Media Marketing: Evolution and change. In: Heggde G., Shainesh G. (eds) Social media marketing (pp. 19–36). Palgrave Macmillan, Singapore.
28. Swan, M. (2019). The right social media platform for your library. In N. Verishagen (Ed.). Social media (pp. 35–44). Chandos Publishing. https://doi.org/10.1016/B978-0-08-102409-6.00003-1
29. Taylor and Francis Group (2014). Use of social media by the library. Available at: https://librarianresources.taylorandfrancis.com/white_paper/use-of-social-media-by-the-library/ (accessed 11.10.2020)
30. Thanuskodi, S. (2012). Awareness of library 2.0 applications among library and information science professionals at Annamalai University, India. International Journal of Library Science, 1 (5), pp. 75–83.
31. Trương, Đ. L. (2008). Sử dụng Blog để phổ biến dịch vụ thông tin thư viện [Using Blog to disseminate library and information services]. Tạp chí Thư viện Việt Nam [Vietnam Library Journal], 4, pp. 16–24. Available at: http://dlib.huc.edu.vn/ (accessed 28.11.2020) (in Vie.).
32. uniRank (2020). 2020 Vietnamese University Ranking. Available at: https://www.4icu.org/vn/ (accessed 24.10.2020)
33. Weller, K. (2015). Accepting the challenges of social media research. Online Information Review, 39 (3), pp. 281–289.
Опубликована
2021-03-01
Как цитировать
DUONG, Chi Thi Phuong.
СОЦИАЛЬНЫЕ МЕДИА В УНИВЕРСИТЕТСКИХ БИБЛИОТЕКАХ: SWOT-АНАЛИЗ.
Знак: проблемное поле медиаобразования, [S.l.], n. 1 (39), p. 59–67, mar. 2021.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/427>. Дата доступа: 05 feb. 2025
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА
Ключевые слова
SWOT-анализ, социальные медиа, университетские библиотеки, продвижение библиотек, Хошимин (Вьетнам)
