17 May 2013

CONUL ACIL Annual Information Literacy Seminar, 11th June 2013

Looking forward to speaking at this!
Via the LAI HSLG Mailing list:

The annual seminar of the CONUL Advisory Committee on Information Literacy will be held on Tuesday 11th June in the Trinity Long Room Hub, Trinity College Dublin. The seminar is aimed at library staff involved in information literacy education and initiatives.

To register, simply email gmccabe [@] rcsi.ie before Thurs 30 May.

The fee for the seminar is €35 for CONUL members and €50 for non-CONUL members

Programme:

CONUL Advisory Committee on Information Literacy
Annual Information Literacy Seminar
Tuesday June 11th, 2013, Trinity Long Room Hub, TCD


10.15am – 10.45am
Registration, Trinity Long Room Hub entrance lobby
Tea/Coffee, Neill/Hoey Lecture Theatre, Level 2, Trinity Long Room Hub

10.45am – 11.30am
Engagement and the student experience
Dr Noel O’Connor, Director of Student Services, DIT

11.30am – 12.00pm
Pecha Kucha 1
- Librarians as personal tutors. Grainne McCabe, RCSI
- Designing and delivering an information literacy programme to second level students: an NUIM experience.  Elaine Bean, NUIM
- Measuring the impact of IL instruction, Lorna Dodd, UCD

12.00pm – 12.45pm
Being digital: the development of the Digital and Information Literacy framework
Jo Parker, Library Services Manager (Information Literacy), Open University

12.45pm – 13.00pm
ACIL Information Literacy Survey, 2012
Mary Antonesa, ACIL Committee

13. 00pm – 14.00pm
Lunch (Tea & Sandwiches Provided), Ideas Space, Level 3, Trinity Long Room Hub

14.00pm – 14.30pm
Pecha Kucha 2 
- Trinity College Dublin, MPhil in Digital Humanities and Culture: an archivist’s perspective. Ellen O’Flaherty, TCD
- Understanding the Information Behaviour of Humanities PhDs on a Graduate Information Literacy Course. Ronan Madden, UCC
- FI:LO Developing online tutorials for law students. Sarah-Anne Kennedy, DIT

14.30pm – 15.00pm
Academic writing: elements of a synthesis
Miriam Fitzpatrick, Lecturer in Architecture, UCD/WIT

15.00pm – 15.30pm
Pecha Kucha 3 
- IL & clinical legal learning and practice. Hugo Kelly, NUIG
- Diagnosing Information Literacy: A Healthcare Lens for the SCONUL Seven Pillars Model. Michelle Dalton, UHL (University Hospital Limerick)
- DCU’s annual training programme for staff and researchers. Lisa Callaghan, DCU

Report on UKSG 2013, Bournemouth, UK -- Part 1

Guest post by Anne Madden

Key themes:
UKSG 2013 was apparently the biggest yet. With 930 delegates, the organising committee are very restricted in the venues open to them. Bournemouth and the Bournemouth International Centre (BIC) proved acceptable and accessible and will be recycled for 2016. In particular, the sponsor hall was well laid out and worked very well (see pics below). Getting to a workshop did occasionally involve a bit of advanced navigation though.

Over the 3 days, my idea that the Conference was focused around Open Access and the Finch report was shot down. Finch was only the launch pad. Very roughly, the themes could be broken down to:
  • Open Access (Part 1)
  • The Research Agenda (Part 1)
  • Our clients under the microscope (Part 2)
  • The role of Technology (Part 2)
The inclusion of Lightning talks and Breakout Sessions further broadened the scope of the Conference, and some of these talks and workshops were real highlights for me.

Day One
Following greetings from Ross MacIntyreChair of UKSG and Bob Boissy, President of NASIG, various awards were presented. It was good to see Ireland was represented by Kathryn Walsh from NUI Maynooth who won one of the early career professional awards.

Open Access
The first presentation was by Phil Sykes “Open Access gets tough”. As an early aside, he welcomed the HEFCE decision to insist on OA for REF 2020 where decisions are made on how much funding will be provided to each university. This, he claims, will be a game-changer as loss for non-compliance could be disastrous. HEFCE have an annual research budget of £2 billion.  It was obvious from the outset that Phil Sykes was passionate about OA.

Sykes didn’t honestly believe that Institutional Repositories were being adequately supported. He credits David Willetts as the man who breathed new life into the OA movement and the Finch study. Finch proposed Gold OA (immediate access on a CC By licence). RCUK immediately adopted the recommendations but also allowed for Green OA which allows for an embargo period especially for humanities and social sciences. At least 45% of funded research would have to be on a Gold basis for this year, gradually building to 100%. The APC costs were being deducted at a time when the budget was already very tight, so this was not a popular decision. As a result, now 45% must be published OA, but either Green or Gold is acceptable.

He highlighted how the stars were currently aligned for a major push-through of OA: prominent politicians and key research figures are all very supportive of the movement.  He did chide librarians for their lack-lustre support of OA. As librarians, we should be raising awareness of the current enormous costs of subscribed journals and providing all relevant information, support and advice on the OA alternative to our clients.

Fred Dylla (“The evolving view of public access to the results of publicly funded research in the US”)  brought us through the various steps, studies, reports and legislation leading to OA in the US: the Scholarly Publishing Roundtable; the Competes Act (which was signed earlier this year by President Obama); the NSF report; the OSTP Directive; the FERPA Act (2012). There is a nice insight into the process at http://www.aip.org/fyi/2012/049.html. One of the earliest “wins” for OA was when, in 2007, the NIH Public Access Mandate was passed. By September 2013 the OSTP have directed that eleven funding agencies, that between them control a $100m budget, come up with a plan for public access. In it, they must keep the international scene under consideration.

Mr. Dylla highlighted the logistical and technical problems that need to be solved using various partnership approaches:
- Interoperability: for example, would research reports housed in http://science.gov be compatible with publisher platform and linking resources?
- What about unique identifiers?
- Identifying funding sources?

Already some of these issues are being addressed. In May this year, CrossRef will launch FundRef – which will trace and ID funding sources. ORCID (covered separately) is now launched and will provide a unique identifier for researchers. A trial group of Public Libraries are making research available free of charge within the participating libraries. There is also an article rental scheme, DeepDyve, which already has 100 publishers on board.

For anyone with an interest in the progress in the US of Open Access over the past 3 years, Dylla’s presentation is an excellent source of information. One slightly disappointing note relates to their apparent acceptance of Green OA with an average of 12 months’ embargo as a target. Also interesting will be how OA journals will develop – already according to one questioner hundreds of “journals” with titles remarkably similar to leading journals are touting all and sundry for papers.

So what should librarians be doing to support this? Jill Emery quoted from Lankes’ Atlas of New Librarianship “the mission of librarians is to improve society through facilitating knowledge creation in their communities”. It is our duty to champion what is being created locally. We are also responsible, she suggests, for ensuring that OA is not a separate project, but is central to the organisation’s research agenda.  What are we doing with our collections to help to facilitate these major changes in knowledge in our local societies/user groups?

Ms. Emery regretted that the general attitude of librarians is “adversarial” with publishers as the bad guys, and only their greed holding back the democratisation of research. She flagged three important points:
1. Open Access is still going to involve money
2. It is still going to need management and organisation. “This is the golden age of cataloguers”.
3. OA has to be integrated into mainstream library and organisational activity.

The movement is gaining momentum; a recent survey estimated 17% of journal articles published in 2015 will be OA. Meanwhile, library budgets were being cut and journal costs were soaring. Before proceeding with any OA plans, Jill Emery and her colleagues first decided to survey the current scene. Of the ten major publishers surveyed, all had a significant number of hybrid journals available. While general indications suggested an APC of $660, the average identified in their survey was $3,000. Librarians should challenge these prices – what is the value of the prestige of a publication against its cost?

She next introduced a term briefly touched on earlier by Phil Sykes “double-dipping”. Discounts to subscription prices offered to institutions based on the number of APCs they have submitted to the journal/publisher. OUP were by far the most transparent in this respect. Another factor to follow is the type of licence that is being offered.

A major difficulty at present is tracking usage – a key role for librarians is to ensure that any available tools such as FundRef and ORCID will be utilised to allow for Counter 4 compliance (currently no publishers are Counter 4 compliant). Librarians should also be changing mindsets within faculty and departments. Should librarians be dealing with APC charges? Essentially librarians should be developing the organisational OA policy and this will require becoming the experts on OA standards and developments and promoting them through the organisation.

My next stop was the Mendeley break-out session. At the time of attending, this was a good fit with the OA agenda. The statistics were staggering:
- 381 million documents in the database (not unique, included some duplications)
- 227,000 public or private groups
- 50-60,000 active users per week
- 1,500 Mendeley advisors establishing local communities

It operates as a Desktop client but there is also a web version. The user profile is largely academics and top level researchers, who use it to organise and annotate their collections as well as sharing with interested communities within Mendeley. It is compatible with a wide range of resources – with mobiles via Scholarley or Droideley and with Kindles using Kin-sync. The “Moodley” project is under way with Cambridge University to integrate it into their symplectic VLEs. The words “shared” and “collaborative” were used repeatedly; including user-generated tagging, collaborative filtering, and more than 300 apps which have been generated for Mendeley by the users.

As for altmetrics, there is a quite accurate relationship between article readership in Mendeley and the citation index – except that it is available much earlier.

But we all know what happened next, so the future of this valued resource is uncertain.

Also falling under the OA umbrella was the Swets session on OA and the role of the intermediary. This was hosted by Maxim van Gisbergen of Swets. In an evolving scholarly communication world, what assistance can an intermediary provide? Who will be their customer – should the intermediary be funded by publishers or librarians? Some suggestions included the traditional roles of facilitating visibility and access to resources, but also proposed they might provide assistance in pulling together “big deals” and APC payments. Once again it was mentioned that librarians should strongly consider whether they wanted to get involved in management of APC management within their organisation. The Research Information Network had recently published a paper on how intermediaries could be involved in this process. The key point I took from this break-out session was the disruptive effect that OA will have on all stakeholders.

Two lightning talks finish the section on Open Access. The first was Carolyn Alderson, of JISC, who spoke of a new project launched by JISC Collections to facilitate the payment of APCs. It is a consolidated platform developed in partnership with OAK (Open Access Key) who provide the technical expertise.  JISC are already “trusted partners” in managing payments between institutions and publishers. She reiterated Phil Sykes view that IRs are not being used effectively. Additional benefits of the service include the ability to collect information about APCs for both libraries and publishers, and the opportunity to promote standardisation of process through the industry. The pilot has just been launched: 64 institutions and 60 publishers have shown an interest in becoming involved.

Not quite OA, but the Coventry University textbook project may have been seen as such by their students.  As a marketing ploy inter alia, they took the “no hidden extras” route for their 2012/13 first year students and in conjunction with Ingram Coutts supplied each new student with the core textbooks they needed free of charge for the duration of their Course. Funding was provided by each department, and the entire project was co-ordinated by the Library. A week before the students arrived, Ingram Coutts arrived on scene with their containers of books and set about bundling and marking them with each student’s ID no. Next year they are looking at a more eBook focused solution, again in partnership with Ingram Coutts. One interesting fact is that, although borrowing figures were down, footfall in the library increased by 10%.

The Research Agenda
Presentations on research came from Jenny Delasalle of Warwick University; Laurel Haak of ORCID and, in a breakout session, Joanna Ball of Sussex University. There may well have been more break-out sessions on the subject but this is the only one I attended that falls under the research heading.

The topic chosen by Jenny Delasalle was the relevance of librarians to research evaluation and vice versa. Universities are ranked substantially on their research output; this output is evaluated on where they have published, what has been published and the citation index. As libraries regularly provide this information or resources to provide it, the link to the library is already established.

An additional role for the librarian is to provide guidance on using social media to increase the impact of research. For REF 2014, 20% of the research funding decision will be based on impact. RCUK require research reports which are submitted to ROS (Research Outcomes System) – librarians are key partners in this through CRIS (Current Research Information Systems)/IRs and through handling metadata creation.

Another initiative is Snowball Metrics, involving Elsevier and 8 Universities including Warwick. This has produced a “recipe book” identifying core units of measurement or metrics to allow for the equitable benchmarking of universities on a global basis. For example, counting the value of grants as well as the number of projects, and breaking it down to Depts, FTEs, quarterly figures etc.

So what tools can we point our clients at to measure what is needed? The prestige of the journal in which it is published is still very influential. For clients looking for information on journals, there are a number of tools including Ulrich’s, JCR, “Snip”, and now also Google Scholar metrics.

Article level measures: in addition to the traditional citation index, use any new tools available – tools for counting hits on specific sites; “likes”, reader ratings etc. Librarians need to step in and advise on these tools and how researchers should use them when developing their profiles and submitting their research portfolio.

Two items that fall under her “recommended viewing” list include the http://altmetrics.org site, and the recent SURF report “Users, narcissism and control – tracking the impact of scholarly publications in the 21st century”. Future opportunities include tracking and being the expert on the changing publication profile: the article level economy, and the non-traditional article.

It had already come up in conversation, now it was the turn of Laurel Haak to give her very animated presentation on ORCID. ORCID has three key benefits: it connects a researcher to their output and follows them through their career; it facilitates and automates the population of IRs; and avoids any confusion between the output of researchers sharing the same name.

Very simply, ORCID is a register which provides a unique and persistent ID for every researcher. It is an open, not-for-profit initiative and is the “person part” of the system, combined with DOIs and organisational IDs – all designed for interoperability. First, it has to be adopted by both researchers and by information systems, publishers etc.

Currently, there are 8-9,000 new registrants per week and it is being integrated into manuscripts submission systems, IRs and resources such as Scopus. By contacting professional bodies, they are receiving permission to embed ORCID in the members’ renewal forms. Researchers are responsible for managing their own account – issues of privacy are addressed. Occasionally, a “trusted organisation” may set up the account for the researcher, and then contacts them to claim it.

ORCID is being accepted as the standard author identifier tool and it is worth checking out the site in order to recommend to staff that they sign up as early as possible.

The final presentation I have included in this section is the workshop by Joanna Ball, University of Sussex, entitled “Supporting research data management on a shoestring: a practical solution”. The management of research data had previously been a neglected part of the research process, but new standards from funders such as RCUK and EPSRC require that a detailed management plan be submitted at the bidding stage. She undertook to develop a Code of Practice which would identify roles for the Research office, Library and for IT services. Rather than re-inventing the wheel, she re-purposed previous JISC projects, such as RDMRose. From the outset it was decided that the project would be carried out by postgraduate students (and postdoctoral students for Life Sciences participants, for hierarchical reasons); they were perceived to be more acceptable and less possibly biased than Librarians.

Some outcomes: set up a Digital Curation Centre to first up-skill librarians. Twitter Chat was used to address questions on the ethics of sharing. The need for a flexible solution that would take account of a range of different tools and media was highlighted. To work, the Code of Practice would require collaboration and buy-in from all parties.

She put some queries to her audience:
- Should each university/institution follow their own path or could collaboration and cooperation (maybe using a “best practice lab”) result in a one-size-fits-all out of the box solution? 
- What are the roles for librarians in the research management agenda?

In answer to this last question, she suggested our roles should be ethics, data protection, curation, copyright and legal limitation information, storage, authority on responsibility and ownership of data. In other words, “information literacy”.

The themes 'Our clients under the microscope' and 'The role of Technolocy' will be covered shortly in a separate blog post.

Sincere thanks to the Acquisitions Group of Ireland for making my trip possible.

*Guest blog posts represent the personal views of the poster and do not represent the official opinions or commentary of libfocus.com

9 May 2013

LIR #irelibchat - Mobile Technologies in Libraries - Tues 21st May 8-9pm

#irelibchat is joining forces with the lovely folk at LIR to bring you our next Twitter chat on Mobile Technologies in Libraries on Tuesday 21st May at 8-9pm.

Libraries have the reputation for thinking long and hard, and debating all of the finer points, before deciding to implement a new technology or technology-based service, sometimes missing the peak of the trend (Jacobs, 2009). Building on the success of LIR’s symposium in November and previous #irelibchat discussions, this chat will consider whether libraries are in fact, committed to embracing and implementing new mobile technologies.

  • Have you been involved in implementing a mobile catalogue or website?
  • Do you use skype or more ‘formal’ communication tools for information skills provision?
  • Have you experimented with lending mobile devices?
  • Have you developed a library app or examined the use of QR codes or augmented reality for your library service?
  • Are there other mobile technologies which you implemented in your library? Do your users like them and what did you learn from the experience?

A couple of interesting resources on the topic include a presentation by @joeyann on Experimenting with Mobile Technologies in Libraries and The Handheld Librarian: Mobile Technology and the Librarian by Thomas A. Peters and Lori Bell.

This is a joint collaboration between #irelibchat and the LIR Group. To join in, simply search for the #irelibchat tag on twitter and remember to tag your own tweets with #irelibchat so that others can find them!

8 May 2013

Library Impact and Assessment - ANLTC Seminar, 7th May 2013

Demonstrating library impact is not only crucial for communicating our value to stakeholders, but also helps us design and shape our services more effectively. Where do we have the greatest impact and deliver most value? How can we show causation of - rather than simply correlation with - desired outcomes? Which services have least impact, and why? How can we address this? Or perhaps we should be primarily focusing on those areas where we do add real value and "purposefully abandoning" those that don't? What about those who don't engage with our services at all - what is causing this non-usage? These were just some of the questions I asked myself throughout the course of yesterday's ANLTC event on Library Impact and assessment.

The morning session focused on assessing the impact of information literacy, first through the lens of the CONUL ACIL 2012 survey on curriculum-integrated instruction (Mary Antonesa, NUIM), and then Lorna Dodd (UCD) outlined the process of taking stock of IL instruction to inform future directions. The potential for reusable learning objects to serve as an effective and flexible form of IL support surfaced in both presentations, an idea worth exploring, particularly in the context of falling staff numbers. Graham Stone's (University of Huddersfield) presentation on the Library Impact Data Project offered a brief glimpse of the vast possibilities that are open to us regarding the analysis of our usage and activity data. It is likely that as we dig deeper into this data deluge, more and more questions will emerge, and ultimately we are only limited by our time and our resources. However, unfortunately these represent very real constraints for most if not all of us. Fortunately, Huddersfield have made their Impact Data Project toolkit available for others to use and learn from, and you can also read more about the implementation and findings of the project. Graham also provided a taster of the ongoing Library Analytics and Metrics Project (LAMP), which I have been following with interest for the past few months via their blog.

JISC LAMP Dashboard - WIP: http://jisclamp.mimas.ac.uk/2013/04/dashboard-some-first-thoughts/

Unsurprisingly LibQual also featured on several occasions throughout the day. Ciara McCaffrey (UL) synthesised the experiences of using the survey instrument from the perspective of Irish Universities, and Peter Corrigan (NUIG) described the practicalities and workload involved in analysing LibQual comments and qualitative data, including a review of some of the relevant software packages available.

Whilst many of the presentations looked at impact assessment from different perspectives (such as customer service, information literacy, or usage data), some common themes resonated throughout. Firstly, there is a clear need for librarians as a profession to start looking beyond our safety-zone of input- and process-focused metrics. We need to start building a culture of impact assessment in our libraries that tries to measure the real value we add to out institutions. Collaboration is also key in this regard, be it with faculty for tracking IL outcomes, or indeed with our users themselves as Jo Aitkins (University of Leicester) reminded us. In the majority of cases, libraries are part of a broader organisation or institution, and how we can assess and demonstrate our impact is deeply rooted in this context.

The value of being able to benchmark services to provide a relative value and meaning for our metrics was also highlighted; this is the real advantage of using standardised instruments such as LibQual, in spite of their simplifications and limitations compared with local tools. Indeed, perhaps initially at least, simplification is a compromise we will have to make. Often the variables we are trying to capture are covert and complex, and it can be difficult (or even impossible in some cases) to extract and eliminate confounding factors. However, if we wait for a 'perfect' measure to surface, demonstrating the impact of our services will always remain out of reach. Instead, as a recursive process, our assessment efforts merely represent the next step in a continuous cycle of improvement and refinement, with each additional study and piece of data providing something we can build on in the future.

7 May 2013

iPad in hand = roving librarians

Continuing from a recent post, which looked at the potential of the tablet-PC to facilitate constructivist instruction and learning approaches in the classroom, this second instalment takes a utilitarian library perspective. Given the increasing prevalence of tablets among library patrons (I see more of them around the library by the day) it makes sense to include tablets to the librarian’s existing toolkit for research and reference services, as well as information literacy instruction.

The idea that librarians arm themselves with enhancing-services technologies (e.g. see txting or the ubiquitous presence of IM reference services) which reach students in- and outside the physical confines of the library is nothing new. But the idea of roving reference librarians certainly represents a conceptual leap in terms of delivering a targeted service at the point of need, rather than expecting students to physically turn up at the traditional (stationary) reference desk.

Here are some immediate benefits if reference/teaching librarians equip themselves with tablet-PCs:
  • Increase visibility of the library, its staff and resources as focus is given to the individual needs of the user (teaching and training)
  • Roving outreach activities may enhance the quality of patron-librarian interactions (point-in-need support)
  • Students who avoid the reference desk (for all sorts of different reasons) can be captured by directly approaching them on their terms
  • Roaming librarians may provide an opportunity for the library to better integrate with the wider institutional culture
Suggested modus operandi:
Roaming librarians invite students to approach them directly in the library and other locations as appropriate (staff armed with iPAD in hand and a t-shirt with the slogan, say, “reference librarian on duty” act as meaningful signifiers to students in need of help). This can be combined with the library’s IM reference service for the purpose of locating students that happen to be on campus. Effectively, the reference librarian responds to an IM contact and approaches the caller in situ if a) the complexity of the query warrants such a move, b) the caller happens to be physically in the library/on campus. Adequate IM backup covers for IM overflows and bottlenecks.

Some challenges....
  • Procurement, maintenance and operating service costs
  • Roving reference should be carefully planned considering service hours, service location(s), approach style, evaluation, technology, training and staffing so that services meet expectations
  • Spatial layout of the library might render this type of service inappropriate as noise levels are likely to increase
  • Student social spaces should not be 'invaded' by roaming librarians; focus instead on academic and academic/social spaces
Below is a short list of iPAD apps that represent a good starting point (check out ref for more). Bear in mind that apps are constantly updated and new apps are launched all the time.

Google apps (including Google Search, Maps and Youtube among others)
Chalk Board (allows you to draw on a chalkboard just as you would in a classroom)
Dragon Dictation (voice recognition application that allows you to easily speak and instantly see your text or email messages)
Dictionary (trusted reference content from Dictionary.com & Thesaurus.com - works offline)
Dropbox (cloud based file storage)
Evernote (collect information from anywhere into a single place)
Nook  (access over 3 million books, magazines, newspapers, comics, and more)
Jumbo Calculator (large-buttoned calculator for everyone, ages 2-92)
Kindle (optimised for iPAD)
Wikipanion (Wikipedia for iPAD)
World Factbook (includes extensive information on more than 250 countries and locations around the world)
PDF Reader Pro (very handy)
iSSRN (Social Science Research Network for access to scholarly research in the social sciences and humanities)

EBSCOhost (access EBSCOhost database content, provided courtesy of your library [as applicable])

References and resources:
McCabe, K., MacDonald, J.. Roaming Reference: Reinvigorating Reference through Point of Need Service. Partnership: the Canadian Journal of Library and Information Practice and Research, North America, 6, nov. 2011. Available at: https://journal.lib.uoguelph.ca/index.php/perj/article/view/1496/2241. Date accessed: 03rd May. 2013.
ALA TechSource. 2012. Rethinking Reference and Instruction with Tablets. [ONLINE] Available at: http://www.alatechsource.org/taxonomy/term/106/rethinking-reference-and-instruction-with-tablets. [Accessed 02 May 13].
Maloney M, Wells V. iPads to Enhance User Engagement During Reference Interactions. Library Technology Reports [serial online]. November 2012;48(8):11-16. Available from: Academic Search Complete, Ipswich, MA. Accessed May 03, 2013.
Apple. 2013. iPAD Support. [ONLINE] Available at: http://www.apple.com/support/ipad/. [Accessed 03 May 13].
McKiernan, Gerry. 2013. Spectrum > Mobile Learning, Libraries, And Technologies. [ONLINE] Available at: http://mobile-libraries.blogspot.ie/. [Accessed 02 May 13].
Miller, R.K. et al.. 2013. iPads and Tablets in Libraries. [ONLINE] Available at: http://tabletsinlibraries.tumblr.com/. [Accessed 01 May 13].
Derry, Bill. 2013. Apps for Librarians. [ONLINE] Available at: http://pinterest.com/wplbillderry/apps-for-librarians/. [Accessed 01 May 13].
University of Washington, Bothell. 2013. Apps for the iPAD. [ONLINE] Available at: http://www.bothell.washington.edu/learningtech/help/how-to/ipad/ipad-apps. [Accessed 01 May 13].

2 May 2013

Marketing Your Library's Electronic Resources: A how-to-do-it manual by Marie R. Kennedy & Cheryl LaGuardia (Review)

With libraries typically spending an increasing chunk of their budgets on e-resources, ensuring these products are both visible and accessible to our users has become crucial. As our digital libraries continue to evolve outside of our physical spaces, the links between the library and its resources are sometimes not as obvious as we would like them to be. As Kennedy and LaGuardia put it, the adage of “if we build it [subscribe to it], they will come" can not necessarily be relied upon in an environment where there is intense competition for our users’ attention.

The first key point the authors make is that one-off marketing events won’t work in isolation, they need to be part of a bigger plan. In this context, a nine-step cycle for developing a marketing plan for e-resources is presented, but in truth the structure could be applied to nearly any aspect of library services. Indeed there is a lot of detail on general issues such as the process of developing a marketing plan, and communicating a deliberate, clear and consistent message to your users. This could be interpreted as either a strength or weakness of the book depending on the reader's individual needs and motivations. The activities and processes that the authors discuss will undoubtedly provide a solid grounding in marketing for librarians in most contexts. However, whilst the text frequently links back to the area of e-resources, it often does not extend beyond the general. As a reader looking for specifics to take away, I was somewhat disappointed in this respect. For example, from memory I can’t recall a single mention of Twitter, and a quick look at the index lists a mere two pages under “social networks and marketing techniques”. Discovery interfaces get a similarly brief mention, when it would have been possible to devote an entire chapter to this area alone.

That said, Kennedy & LaGuardia do an excellent job of summarising the relevant literature in the area, although as a result, at times it is hard to hear the authors’ own voices and experiences coming through. Throughout the book there are extracts from various libraries’ marketing plans, and the last third or so of the book comprises sample plans and forms, which provide useful guidance and ideas for those developing their own strategies. There are also some nice quick reference aspects, such as the list of marketing techniques based on Kennedy’s (2010) previous research on pages 52 & 53. This provides some at-a-glance inspiration for practical ideas for promoting your e-resources, including techniques such as calendars, VLEs and user guides.

Whilst the book is certainly well-written and contains high quality information, at times I question if the level of detail included about writing a marketing plan is necessary, when there is a wealth of other resources and publications users could have consulted for such information. This approach would have freed up some space for a deeper analysis and discussion of specific promotional and marketing techniques for e-resources, and how effective (or otherwise) they are. Instead the book is very much a one-stop shop, and for those already familiar with marketing plans and strategies and looking for highly specific advice, this can be a little frustrating. For those completely new to the area however, this is certainly a book that will serve as a useful toolkit from start to finish - if there is such a thing as a finish in marketing!