Sometimes there is a debate whether libraries should be present in social media or not, and if so, which channels to choose. The Internet Foundation in Sweden has just released their latest statistics
that might be interesting to take part of while thinking of channel
selection and strategy in social media.

Here are a few observations thar I made after a quick perusal:

“Instagram is increasing the most. Instagram is most frequently used
by young people, but 40 per cent of those aged 36-45 years are also
using the Instagram sometime.”

My comment:
A picture is worth a thousand words. Isn’t Instagram’s popularity a proof of that saying? And aren’t libraries exceptionally favorable places to take pictures and share? Just imagine all these beautiful and exciting book covers just waiting to expose themselves and attract new library users ….

“The most frequent users are young men, 16-25 years, where 16 percent use the service daily.”

My comment:
if libraries want to strengthen the dialogue with the target group of
young men (highly topical today, given the ongoing debate about insecurity in libraries), so Twitter
can be a potentially important tool for this.

“Four out of five 12-15 year olds use snapchat sometime and three out
of five uses snapchat daily. The most prolific Snapchatters are 12-15
year old girls, where as many as three out of four use it daily. Daily
Snapchat users over 35 years, however, are rare.”

My comment:
If libraries want to strengthen the dialogue with the target group of young girls maybe snapchat can be a way to reach out? In
the “Out of the bubble” project in 2014 the Bredäng library in Stockholm ran a
book club on Kik, another messaging app that is also very popular in this target group. By
asking young people who were hanging in the library if they wanted to join a
reading group in their own favorite app I think they felt extra motivated. The experiment was also an interesting way to mix physical and digital conversations seamlessly.

“Among the younger retired people (66-75 years) using the Internet, in 2012 32 percent visited Facebook, today it is 50 percent.”

My comment:
If libraries want to strengthen the dialogue with the senior target group perhaps this can be a way to try? Who would have thought that just five years ago?

Read the full report here (Swedish):

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