Rethinking Facebook: An Exploration
M. Lasda, University at Albany, SUNY
F. Gouldin, Wheaton College Massachusetts
M. Lowe, University
at Albany, SUNY
Journal, volume 4, issue 1, pages 81-106.
two-phase study began as an exploration of Facebook
usage at academic libraries and resulted in the
discovery of the broader implications for social media
management. In Phase One of this study, the authors
looked at the Facebook pages of a sampling of academic
libraries to determine the combination of time,
resources, and planning that would lead to success on
Facebook. To assess this, they took a mixed-method
approach that compared the results of a survey of page
administrators with data pulled from the library’s
Facebook pages to see what insight could be gleaned.
Phase Two of this study looks at how the results of
Phase One have influenced the social media strategies
at two very different academic libraries: one at a
research university, the other at a small liberal arts
college, despite the waning of Facebook as a prime
source of social media engagement among college
students. This study also highlights the importance of
continuity planning for social media activities to
ensure continued success.
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