The use of Facebook social network in libraries from research centers and institutions in Argentina

Abstract

This paper analyzes the adoption and main use of the Facebook platform by libraries from research centers and institutes in Argentina. After a bibliographic review on the subject, the methodological procedures employed are discussed in order to identify, firstly, the institutions that presently has this communication tool, and secondly, the use of it according to a series of variables, among which the following may be mentioned: the initial moment, the links with other communication media managed by the institution (websites and social networks), the number of followers, the use of images, the frequency and type of posts, and finally, the quantity and quality of the comments. In the results, the information gathered is studied to obtain a quantitative and qualitative analysis, in order to construct a global scene. In the conclusions, the little number of libraries that has adopted Facebook prevents the projection of any statement beyond the cases. However, those detected aspects related to the appropriation dynamics can be used to think other circumstances. Among them are, on one hand, the diversity of situations related to the construction of a communication strategy defined by the frequency and quality of the publications; on the other hand, the functionality that usually acquires Facebook as a dissemination media, rather than exploits it as a space for exchange and collective construction.