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Uppsökande verksamhet 2.0: Hur två folkbibliotek och två skolbibliotek ser på sina webbplatser
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Arts, Department of ALM.
2009 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Swedish  libraries started  their outreach work in  the 1950s by travelling to the countryside with books for those who were unable to make their way to the library, or those who were not familiar with books and libraries. The times have changed since the 1950s, but the outreach work libraries do is still, to a large extent, the same. This thesis will suggest that libraries should start thinking of their web sites as outreach work, and invest more in developing them. It is especially important since the group most libraries try to reach is the youth, who spend much of their time on the Internet. The purpose of this thesis is to study how Swedish school- and public libraries perceive their web sites, and also investigate the user perspective. I have interviewed webmasters from two school libraries and two public libraries in two different municipalities - Bollnäs and Uppsala - to find out their views of their web sites. I also distributed questionnaires to 15 users in each library. The thesis is grounded in three theoretical areas; usability theories, theories about Web 2.0 and Library 2.0, and marketing  theories. Previous  research within  these  three areas  is also discussed. The usability theories and research comes mainly from Jakob Nielsen. He coined the term “usability”, which means that a web site should be designed and maintained so that it is both usable and of use to the user. The only way to know if your web site is usable is to communicate with the users and let them be a part of the process of developing the web site. The term Web 2.0 was coined by Tim O’Reilly, and refers to the new interactive functions - for example blogs and communities. Michael Casey  transferred  the  theory  to  the  library community, and coined  the  term Library 2.0, which for him and Laura Savastinuk is about the whole  library and all services offered. That is to say, it is not just about the web but about reaching out to your users in new ways also in the physical library. Jack M. Maness objects  to  this broad  interpretation of  the  term, and claims Library 2.0 should be solely about  the web and the social software libraries can use to improve their web sites and their communication with users online. The main name within marketing is Philip Kotler, and he has developed many marketing theories and models for both businesses and for nonprofit organizations such as libraries. Such organizations do not sell products, but can instead market their services. Many services can be offered on the web, and services can also be marketed on library web sites. Marketing  on  the  Internet  is  about  communication with  your  users  and maintaining  a  relationship with them, to know what they want from the web site and the library services.  In my study I found that the public libraries for the moment have rather simple web pages with basic information about the library - they are electronic brochures of the physical libraries. However, both of them are part of collaborations with other  libraries  in  their counties. Both collaborations plan to start new 2.0 web sites with interactive  functions, which will hopefully be more  like virtual communities where users can  interact. The  two school  libraries both have  their own pages on  the  school web  sites, but  they are very different.  In Bollnäs  the school web site is run by one from the administrative staff, but the library’s page is run by the librarian. The library’s page is not updated and has very little information. In the school in Uppsala, the library has several updated pages, and a librarian runs the school web site. The schools have no plans for developing 2.0 web sites, but the school  libraries hope that they can join  the public library collaborations and be a part of their new 2.0 web sites. Perhaps these collaborations can open up for a new type of outreach work on library web sites.

Place, publisher, year, edition, pages
2009. , 94 p.
, Uppsatser inom biblioteks- och informationsvetenskap, ISSN 1650-4267 ; 457
Keyword [en]
Libraries and the Internet, Web 2.0, Web Sites, Web Sites - design, Marketing, Library users
URN: urn:nbn:se:uu:diva-120046Local ID: 457OAI: oai:DiVA.org:uu-120046DiVA: diva2:302353

Available from: 2010-03-05 Created: 2010-03-05 Last updated: 2010-03-05Bibliographically approved

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