It is possible for libraries to build an effective online presence using either MySpace or Facebook, provided they take an active role in building their audience, actively soliciting friends and followers to whichever platform they choose (DeVoe, 2009). However, in order to build this audience, libraries must not only evaluate their technique, but also their choice of application.
Connell (2009) notes that personal profiles are limited to individuals on Facebook; organizations must create either a fan page or a group. The opposite is true on MySpace; however, students who might use an academic library are more likely to use Facebook exclusively. As such, librarians are more likely to reach their intended outreach groups if they use the more popular platform. This seems crass, but the importance of using the most current Web 2.0 technology should not be underestimated, especially if the goal is to reach as many members of the desired user group as possible.
Another consideration is what approach libraries should take towards using their chosen platform. Firstly, measuring access to the page in question proves inconclusive in terms of measuring its effectiveness; there must be a method in place to measure the outcomes (Haglund & Herron, 2010). Secondly, although it is possible to "personalize" responses to customer queries as with Starbucks's page, this is not feasible for most non-profit organizations, including libraries. As such, it behooves libraries to select a very specific audience - for example, at a university library, one might target the students - and provide them with options for receiving specific information on materials, events, and other items of particular interest. Academic libraries can further specialize this information by working in conjunction with faculty members for specific courses or subjects (Jacobson, 2011).
In the final analysis, libraries would be best served by using Facebook rather than MySpace, creating either a group or fan page. However, once the platform is selected for the given library, they must make a concerted effort to reach out to both students and faculty, working with them to bring about the most efficient exchange of ideas.
References
Connell, R. S. (2009). Academic libraries, academic libraries, facebook and MySpace, and student outreach: A survey of student opinion Portal: Libraries and the Academy, 9(1), 25-36.
DeVoe, K. M. (2009). Bursts of information: microblogging. Reference Librarian, 50(2), 212-214. doi:10.1080/02763870902762086
Haglund, L. & Herron, D. (2010).Research into the impact of Facebook as a library marketing tool is inconclusive. Evidence Based Library and Information Practice 5(3), 56-58.
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