Are they even following us?: Using market research data to understand students’ social media preferences

Authors

Mark Aaron Polger, CUNY College of Staten IslandFollow
Dan Sich, University of Western OntarioFollow

Document Type

Article

Publication Date

2019

Abstract

The purpose of this paper is the exploration of students’ preferred social media (SM) tools for receiving information about their academic library. The authors administered a questionnaire at their prospective institutions: the College of Staten Island (CSI), City University of New York, USA and the University of Western Ontario (UWO) in London, Ontario, Canada. The authors examine students’ preferences for various SM tools, and analyzed the types of information students expect from the library’s SM accounts. The authors argue that the library’s SM postings should be curated based on market research that provides a better understanding of the target audience.

Comments

This work was originally published in Library Management, available at https://doi.org/10.1108/LM-06-2019-0031.