Purpose

The purpose of this study is to investigate how libraries use Twitter as a social media platform and examine the tweets they post, including multimedia content such as images and video clips. The study also aims to analyse the relationship between post types and user engagement and evaluate the effects of post features, such as multimedia content, on user engagement.

Design/methodology/approach

The methodology of the study involved three phases. In Phase 1, a review of related literature was conducted to develop a holistic approach for the study. In Phase 2, official Twitter handles of selected libraries were identified and verified for authenticity using various methods, including cross-checking with library websites. During Phase 3, data was collected from the Twitter handles. The data was then tabulated and interpreted to achieve the set objectives of the study.

Findings

The paper examined the tweets posted by select libraries on Twitter and their impact on user engagement. The study found that most tweets were related to library resources/collection and announcements, followed by events hosted by libraries. Emotionally inspiring posts and daily facts were also commonly posted. The findings also showed that including images in tweets resulted in higher levels of user engagement than video clips did. The study suggests that incorporating images fosters engagement and boosts retweets, while watching a video takes more effort and time.

Practical implications

The practical implications of the study can provide insights into the tweets that generate user engagement, which can help libraries tailor their social media strategies to attract and retain more followers. The paper can help libraries measure the success of their social media activities by evaluating user engagement metrics.

Originality/value

The originality/ value of the study lies in its examination of how libraries use Twitter as a social media platform, including the tweets they post and the impact of multimedia content on user engagement. While previous studies have examined the use of social media by libraries, this study focuses specifically on Twitter and provides a detailed analysis of the tweets that generate user engagement.

中文翻译：

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世界知名图书馆在 Twitter 上的社会知名度和参与度研究

目的

本研究的目的是调查图书馆如何使用 Twitter 作为社交媒体平台并检查他们发布的推文，包括图像和视频剪辑等多媒体内容。该研究还旨在分析帖子类型和用户参与度之间的关系，并评估帖子功能（例如多媒体内容）对用户参与度的影响。

设计/方法论/途径

该研究的方法涉及三个阶段。在第一阶段，对相关文献进行了回顾，以制定研究的整体方法。在第二阶段，使用各种方法（包括与图书馆网站交叉检查）识别和验证选定图书馆的官方 Twitter 账号的真实性。在第三阶段，从 Twitter 句柄收集数据。然后将数据制成表格并进行解释，以实现研究的既定目标。

发现

该论文研究了特定图书馆在 Twitter 上发布的推文及其对用户参与度的影响。研究发现，大多数推文与图书馆资源/馆藏和公告有关，其次是图书馆主办的活动。鼓舞人心的帖子和日常事实也很常见。研究结果还表明，在推文中包含图像比视频剪辑能带来更高的用户参与度。研究表明，合并图像可以促进参与并增加转发，而观看视频需要更多的精力和时间。

实际影响

这项研究的实际意义可以提供对产生用户参与度的推文的见解，这可以帮助图书馆调整其社交媒体策略以吸引和留住更多的关注者。该论文可以帮助图书馆通过评估用户参与度指标来衡量其社交媒体活动的成功程度。

原创性/价值

这项研究的原创性/价值在于它考察了图书馆如何使用 Twitter 作为社交媒体平台，包括他们发布的推文以及多媒体内容对用户参与度的影响。虽然之前的研究考察了图书馆对社交媒体的使用情况，但本研究特别关注 Twitter，并对产生用户参与度的推文进行了详细分析。