Analiza hrvatskih knjižnica na Facebooku pomoću alata Likealyzer

master's thesis

• Title (english): Analysis of Croatian libraries on Facebook using the Likealyzer tool
• Author: Viktorija Šegina
• Mentor: Ivana Hebrang Grgić (mentor)
• Committee member: Tomislav Ivanjko (predsjednik povjerenstva)
• Committee member: Marko Pavlovski (član povjerenstva)
• Committee member: Ivana Hebrang Grgić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2019-09-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Library Science

Abstract

Tema ovog diplomskog rada je analiza hrvatskih županijskih matičnih knjižnica na Facebooku pomoću alata LikeAlyzer. Rad je podijeljen na dva dijela. Prvi dio temelji se na stručnoj literaturi o istraživanjima na tu temu. Početak rada osvrnuo se na provođenje marketinga u neprofitnim organizacijama, s naglaskom na knjižnice, a zatim je prikazana prednost prisutstva knjižnica na Facebooku. Kako bi se knjižnicu moglo uspješno predstavljati na društvenim mrežama, potreban je „Facebook knjižničar“ koji se pridržava svih načela i pravila za održavanje Facebook stranice. Stoga su u radu navedene nove uloge i dužnosti knjižničara u virtualnom svijetu društvenih mreža, s kakvima se sve teškoćama suočava te savjeti kako ih izbjeći. Drugi dio rada je istraživački i temelji se na analizi županijskih knjižnica na Facebooku pomoću alata LikeAlyzer. Facebook stranice knjižnice su analizirane po kategorijama koje alat smatra da trebaju biti na visokoj razini kako bi knjižnice bile uspješno predstavljene javnosti te postigle zavidnu razinu komunikacije s korisnicima.

Abstract (english)

The theme of this diploma thesis is the presence of Croatian central county libraries on Facebook is analysed using LikeAlyzer. The paper is divided into two sections. The first section is based on literature on previous research about this topic. The beginning of the paper discusses marketing in nonprofit organisations with emphasis on libraries. Then, the paper lists the advantages of libraries having a presence on Facebook. In order for the library to be presented on social media in an adequate way, it is important to have a “Facebook librarian” who will adhere to all principles and rules of maintaining a Facebook page. Therefore, this paper lists new roles and duties a librarian has in the virtual world of social networks. It also discusses what kind of difficulties a librarian may face as well as provides advice on how to avoid them. The second part of the paper presents original research based on an analysis of county libraries on Facebook using LikeAlyzer. Facebook pages of these libraries are analysed according to categories LikeAlyzer labels as important for a successful presentation of the library to the public and a high level of communication with its users.

• Keywords: Facebook; knjižnice; društvene mreže; Facebook stranice; marketing
• Keywords (english): Facebook; libraries; social networks; Facebook pages; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:131:753414
• Study programme: Title: Information Sciences; specializations in: Library Science; Course: Library Science; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra bibliotekarstva (magistar/magistra bibliotekarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-10-03 12:12:16