Trends
The primary trends as described in the article by Macmanus in The social library, libraries are using social networking sites primarily to announce events, highlight new collections and resources that are relevant to patrons. Social media is stated to be a good medium to foster relationships with the community by providing feedback about services. In addition, using LibraryThing embedded in the catalog provides user generated book reviews to help patrons select books and materials. Some libraries already give patrons access to Goodreads which is similar to LibraryThing though it is hard to find and most patrons probably do not even know how to access it from the library website. It would be beneficial for all libraries, especially now, to incorporate Goodreads or some other social cataloging website so that people can get book recommendations based on the books they already have enjoyed. Another way our library could incorporate social media would be to have a group reading contest for the summer, both for kids and adults with incentives since most summer reading programs are being done remotely anyway. Patrons could be keeping track of their reading times online to keep track of their progress. (Macmanus, 2012)
One certainty of virtual communities is that they will have a constant presence in our lives in some form or fashion. Social listening is a technique that listens to users to gain insight on ideas, thoughts and perceptions through mining data on virtual communities and platforms. The trends pertaining to their products and services can then be broken down into categories and groups, then be used as insights to personalize the product for each group through message and platform. This information is used to personalize marketing strategies in an easy and effective way. (Hamstra, 2018) In libraries, social listening can be used to determine what the community needs are, how they can educate and accommodate these needs and how to best communicate these programs to the broader community while specifically targeting each subgroup appropriately.
Artificial intelligence (AI) and Personalized Marketing is another trend in social media and involves companies collecting data on customers as a marketing strategy based on the information they have collected. This is in contrast to customization where the customer self selects how they want to be marketed to. AI is a deep learning based, data driven approach to increase consumers engagement and emotional bonding with the company or product. Currently, you can find the result of AI on Amazon or Netflix when you see the “recommended for you” suggestions. However, AI is also at work when your call is being routed, some companies match you with a representative that has compatible personality and skills with yours (Kumar, 2019). This technique could be used in the library when a patron is searching for books and (not based on stored data from previously checked out materials) depending on what search terms are used in the catalog, books can be recommend that are similar.
Virtual reality is a growing trend that seems to have many applications in schools, training, recreation and business with current projections to grow in use in the future. A virtual reality version of Zoom called Spacial has reported a 1,000% increase of usage since most employers have required employees to work from home in March of this year. Virtual reality software companies and related businesses have been seeing increased demand for products and anticipate this growth for the near future (Higginbottom, 2020). Virtual reality could be utilized by libraries in programming and also in education through the use of 3D simulators, 3D modeling, 360 degree videos, virtual labs and field trips.
Hamstra, M. (2018). Social listening yields performance, insights. Drug Store News, 40(9), 68. Retrieved from
Higginbottom, J. (2020, July) Virtual reality is booming in the workplace amid the pandemic. Here’s why. CNBC. Retrieved from
https://www.cnbc.com/2020/07/04/virtual-reality-usage-booms-in-the-workplace-amid-the-pandemic.html
Kumar, V. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review,
61(4), 135–155. https://doi.org/10.1177/0008125619859317
Macmanus, R. (2012, September). The social library: how public libraries are using social media. Readwrite.com. Retrieved from
https://readwrite.com/2012/09/18/the-social-library-how-public-libraries-are-using-social-media/