Evaluating libraries’ activities in social media through web-analytic means

Abstract

Based on the studies of analytical agencies reports, the author summarize the data on social networks popularity (Facebook, Instagram, VKontakte, Twitter, etc.) in Russia and internationally, as well as the users’ activity level. She argues that the libraries’ media accounts need to be managed based on analytical data and results of expert evaluation, surveys, marketing research, web analytic. These tools enable to analyze library smm-manager efficiency, to study library user behavior and preferences, to reveal and eliminate technical errors, to define strategic vectors of libraries’ www-activities. The modern www-instruments for social networks evaluation are revealed and tested based on several libraries’ www-accounts. The authors also suggests to use combinations of www-instruments to get detailed statistics, to perform content studies, comparative analysis of libraries’ www-accounts and user profiles, to reveal problems, to improve libraries’ presence on the World Wide Web, etc. The results of evaluation tools application prove their importance and practicability in assessing libraries’ performance in the social media.