Social Media Use in Academic Libraries: A Phenomenological Study

Academic libraries are increasingly engaged on social media in order to connect with diverse community groups and move beyond the traditional bounds of the library. This research uses a phenomenological approach and Institutional Theory to explore social media postings at six different public and private university libraries in two Midwest states. The research addresses what themes emerge among the university library's social media pages and what, if any, differences in themes emerge based on the status of the library in question. Social media postings included ten different codes: archives; collections; events; exhibits; facility; library community; sentiments; services; site management; and university community. These codes were tied to three different themes: libraries create a sense of outreach and advocacy with the goal of establishing community connection, providing an inviting environment, and access to content as needed or desired. Ultimately, while libraries at universities with an ARL library or an MLS granting degree program showed a similar breakdown between these three themes, libraries at other master's degree institutions spent less time on making community connections in lieu of posting content and information about the library's environment.