In a fast changing world the library service needs to keep pace. Liz McGettigan, Head of Libraries and Information Services at Edinburgh City Libraries, first became aware that the library needed to get on board with web 2.0, or risk being left behind in an increasingly digital world. She created a team of people within the library to pull together all electronic resources in the one location, whilst also providing a public space for communication and collaboration.
The resulting development of Edinburgh's Virtual Library was part of the overall transformation programme for the libraries. The overall aim of setting up the social networks for the libraries was simple: to promote local libraries across the city and to harness the power of the community.
In providing web 2.0 technologies that allow for greater user feedback and comments, Edinburgh City Libraries and local librarians can coordinate involvement, invigorate the local communities and engage with their wisdom.
Involving neighbourhoods and community groups was an important aspect of the process to ensure that library users could feel a sense of ownership and to stimulate engagement. As Liz said, "The beauty of the development of one cohesive online resource is that those groups who set up their online communities can 'own' these records. In effect this becomes their website, or web presence."
The main element is the Tales of One City blog, written by Liz and the team. Readers are encouraged to interact by adding their comments and subscribing to an RSS feed. Liz writes about library events, exhibitions, new developments, Web 2.0, and Edinburgh.
The Facebook site is used similarly to promote what's happening and aims to be even more interactive. The strong branding is continued via a presence on Flickr, the photo site, and Twitter, the microblogging site, and visitors can easily link between each of these online places.
Examples of how these sites are being used include a recent 'tweet' linked to the Huffington Post's 'Most Amazing Libraries in the World' poll.
Visitors have been invited to look at and comment on the newly opened Portobello Library via its pictures on Flickr, and there are videos linked to YouTube of Scottish authors Michel Faber and Iain Banks at Edinburgh City Libraries' events.
Web content is syndicated across the different media – so there is no duplication of work but the language is adjusted to suit the tool, or medium. For example, the character constraints in Twitter necessitate a briefer style of getting the message across.
The library service deals directly with any comments and complaints which are posted via the different social media. The response rate is rapid and further improves the library's good public image and enables them to adapt services according to user needs and preferences. All the social media sites can be used as one forum to obtain input from library users on policies which affect them – such as revising their stock policy. One user tweeted, "Edinburgh library case study could grow to be a classic. Impressive roll out and internal buy in."
Local library users can to type their postcode or address into the website which will then connect the user to all the services in their area, whether that be library databases, digital images, community groups, the library catalogue, and will eventually link to the NHS patient information database. These services are linked to a smart card to access all library services, and complemented with the library newsletter.
Other organisations and groups have recognised that the library is providing information in one streamlined location – a digital one stop shop which has a range of applications for a number of wider council services. This has led to the library receiving greater recognition within the council. The council has in fact been so impressed with the library's practice and innovation in developing the service that the library has taken on the communications role for the council’s communities department .
As Liz states, "In the current climate, with so much pressure upon libraries, using web 2.0 resources has given our service a profile and shown the library to be innovative, creative and the recognised expert in information management. The service has its sex appeal back."
For more information on this case study visit the MLA Research Website.