In the world of social web, the idea that page views and visit lengths on a library’s core website are still relevant metrics for measuring patron engagement is outmoded. Yes, there are some pieces of content that require a visitor to spend time on your main site. But increasingly, more of a library’s relevant content is available to people through multiple avenues of engagement, across multiple accounts on multiple platforms – Facebook, Twitter, Flickr, YouTube, etc.
Many libraries, though, still determine their online strategy using page views and visit lengths on their core site as their main data input. There’s still substantial resistance to sending people away from the core library website. This is understandable – we librarians have a hang-up about all the unevaluated and uncurated data “in the wild” out there on the internet; what we present on our library website is known to be high quality and our impulse is to keep people there. Linking visitors to social media sites requires us to give up some control over the quality of their experience… and we don’t like doing that.
Continue reading “Social Web Engagement Metrics”