Are Social Media Ubiquitous in Academic Libraries? A Longitudinal Study of Adoption and Usage Patterns

A debate has emerged in library literature concerning the advantages and disadvantages of adopting social media applications in academic libraries. This research examines the ubiquity of social media through a longitudinal study of the adoption rates and usage patterns of Facebook, Twitter, YouTube, and Flickr at academic libraries in the Canadian province of Ontario from April 2010 to April 2012. The findings from this study indicate that large discrepancies exist in adoption rates across libraries, with two-thirds of Ontario academic libraries maintaining at least one social media application during the period of examination. Unexpectedly, Twitter and Facebook were equally popular social media tools during the study period. Despite its low adoption rate and usage, YouTube was by far the most effective means of reaching patrons. We conclude by examining the implications of engaging with patrons via social media in ways that are effective, engaging, and meaningful.