Likes Comments and Views A Content Analysis of

  • Slides: 11
Download presentation
Likes, Comments, and Views: A Content Analysis of Academic Library Instagram Posts Jessica Martinez

Likes, Comments, and Views: A Content Analysis of Academic Library Instagram Posts Jessica Martinez Jylisa Doney Olivia Wikle

Methodology ● 16 peer land-grant institutions ○ 11 had Instagrams with posts within the

Methodology ● 16 peer land-grant institutions ○ 11 had Instagrams with posts within the date range (1/1/2018 to 6/30/2018) ● Schema ○ Stuart, E. , Stuart, D. , & Thelwall, M. (2017). An investigation of the online presence of UK universities on Instagram. Online Information Review, 41(5), 582– 597. https: //doi. org/10. 1108/OIR 02 -2016 -0057

Orienting ● Posts that situate the library within its larger community, especially in regards

Orienting ● Posts that situate the library within its larger community, especially in regards to locations, artifacts, or identities ● Text often includes geographic information Percentage of total = 6. 9%

Humanizing ● Posts that add more of a human character or element of warmth,

Humanizing ● Posts that add more of a human character or element of warmth, humor, or amusement ● Includes historic photos used to convey these sentiments Percentage of total = 24. 7%

Interacting ● Posts with candid photographs of people at library and library-associated events ●

Interacting ● Posts with candid photographs of people at library and library-associated events ● Includes events within or outside the library Percentage of total = 5. 6%

Placemaking ● Posts that capture the atmosphere of the library through its physical space

Placemaking ● Posts that capture the atmosphere of the library through its physical space and attributes ● Includes permanent murals, statues, artwork, etc. Percentage of total = 5. 3%

Showcasing ● Posts that highlight library or campus resources, services, or future events ●

Showcasing ● Posts that highlight library or campus resources, services, or future events ● Includes collections, temporary or semi-permanent exhibits, information about library operations, and fundraising Percentage of total = 46. 9%

Crowdsourcing ● Posts that were created with the intention of generating feedback within the

Crowdsourcing ● Posts that were created with the intention of generating feedback within the platform ● Includes requests for followers to like, comment on, or tag others in a particular post Percentage of total = 10. 6%

Which posts generated the most likes?

Which posts generated the most likes?

Next Steps. . . ● Investigating other engagement metrics to measure impact ● Applying

Next Steps. . . ● Investigating other engagement metrics to measure impact ● Applying the schema to a larger set of universities to see if it holds true ● Expanding secondary categories from the schema to posts

Thank you!

Thank you!