Anne’s post here brings up some interesting questions about the risks of using social media as a marketing tool. Spam and privacy concerns are certainly issues which need to be considered by any organization hoping to use social media to connect with its customer base (or user base, in the case of libraries), and this is no less true of libraries than it is of private corporations. But libraries may have extra hurdles to overcome in their attempts to use social media, as described in this article posted on The Digital Shift:
A new analysis of user comments on the Facebook page of academic libraries indicates that most students “appear to reject connecting with their libraries on Facebook.”
The study, which appears in the current issue of D-Lib Magazine, by Michalis Gerolimos of the Alexander Technological Educational Institute in Thessaloniki, Greece, examined 3,513 posts on the Facebook pages of 20 U.S. academic libraries.
Significantly, Gerolimos found that 91 percent of the posts did not generate any comments, and the few comments that do appear are primarily by library personnel rather than by faculty or students.