Research Structure

Planning & Building

Analyzing & Understanding

Establishing Value

“If [social site] can help cultivate a brand that expands beyond books, students may discover that the library is more relevant and approachable than previously perceived, and a valued part of their personal networks.” 

(Phillips, 2011)

Social Media Plan

Realize mission of the university

Build and engage community

MSU Library Social Media Guide

  1. Audience Focus 
  2. Goal 
  3. Values 
  4. Tone and Tenor 
  5. Activity Focus 
  6. Posting Frequency 
  7. Posting Categories
  8. Posting Personnel 
  9. Assessment

“Be Interesting, Be Interested.”

(Glazer, 2012)


How is our community formed?

Community Analysis


Action-Object Mapping

User Type Data

Interaction Analysis


Focus Groups

Action-Object Mapping

Group 1

Automated Tweet Content 

Low responsiveness 

No dedicated personnel 

No programmatic approach

Group 1 Median Interaction Rate 


Group 2

Original and unique content 

High responsiveness 

Dedicated personnel 

Programmatic approach

Group 2 Median Interaction Rate 


Interaction Rate Increase 

Group 1 → Group 


Quantitative Data

Qualitative Data

“On Facebook I think of it much more as a community, because it’s more interactive and personal that way. Twitter for me is more receiving information. It doesn’t feel community-based, more networked-based.”

- Student Focus Group

 “. . . a Twitter account that was more than just updating you on events, but that was more inviting you in and creating that community.”

 - Student focus group feedback

Social Media at the MSU Library

Group 1 → Group 2

New Content 

New Interactions 

New Connections 

New Community 

New value for the library?

Future Directions

“Social Network Sites have the potential to serve as a medium for meaningful support . . . in students’ lives”

(Gray, Vitak, Easton & Ellison, 2013)

“Institutional Involvement is related to degree completion, because a student who is committed to the institution is likely to persist in that environment.” 

(Brown & Burdsal, 2012)

Social Media = Community 

Community = Student Success 

Emerging hypothesis:

Social Media = Student Success


Scott Young 

Doralyn Rossmann

Social Media and Society 2013 — Online Communities

By Scott W. H. Young

Social Media and Society 2013 — Online Communities

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