User Interaction and Content Categorization in Social Media: Analysis of Facebook Posts of Public Libraries in Ankara

Year 2020, Volume: 34 Issue: 2, 160 - 186, 29.06.2020

Tolga Çakmak , Şahika Eroğlu

https://doi.org/10.24146/tk.706882

Cited By: 1

Abstract

The presence of libraries in social media platforms that mostly based on
interaction, sharing, and engagement can contribute to the identification of
user expectations as well as service delivery and marketing. In this regard,
the content produced by libraries on social media platforms and the reaction
data obtained from users can be utilized for impact assessment purposes. In
this study, it is aimed to describe user interaction and to detect the content
categories by analyzing the Facebook public page contents of public libraries
in Ankara. Accordingly, 1739 posts and the interaction data related to these
posts were collected on the Facebook pages of 10 public libraries in Ankara.
The collected data were firstly presented with descriptive statistics, and then
the posts were analysed by using text mining applications. Additionally, topics
and sub-topics are detected. The results showed that specific libraries
actively use their Facebook pages. It was also revealed in the study that the post
contents in the event category were mostly for children and students at primary
and secondary levels. The number of posts included in the collection category
was lower than the number of posts in other categories. It is recommended in
the study that the analyzed public libraries should develop more content
according to their target audiences. It is also emphasized that the analyzed
libraries should increase the number of post interactions, and they should
increase the number of posts related to collections and services. Lastly, It
was emphasized that the analyzed libraries should act in the context of a
social media strategy to increase user interaction and provide its
sustainability.

Keywords

Public libraries, user interaction, social media, content analysis, Facebook

Sosyal Medyada Kullanıcı Etkileşimi ve İçerik Kategorizasyonu: Ankara’daki Halk Kütüphanelerinin Facebook Gönderilerinin Analizi

Abstract

Etkileşim, paylaşım ve katılım gibi unsurlara dayanan sosyal medya platformlarında kütüphanelerin var olmaları hizmet sunumu ve pazarlamasının yanı sıra kullanıcı beklentilerinin belirlenmesine de katkı sağlayabilmektedir. Bu noktada kütüphanelerin sosyal medya platformlarında ürettikleri içerikler ve bu içeriklere yönelik olarak kullanıcılardan elde edilen etkileşim verileri etki değerlendirme amacıyla kullanılabilmektedir. Bu çalışmada Ankara’daki halk kütüphanelerinin Facebook kamu sayfalarında paylaştıkları gönderilerin ve bu gönderilere yönelik etkileşim verilerinin analiz edilmesi amaçlanmaktadır. Çalışmada Facebook’ta kamu sayfası bulunan Ankara’daki on halk kütüphanesinin Facebook sayfalarındaki 1739 gönderi ve bu gönderilere ilişkin etkileşim verileri toplanmıştır. Toplanan veriler öncelikle tanımlayıcı istatistiklerle sunulmuş, sonrasında ise metin işleme uygulamalarından yararlanılarak ve n-gram testleri ile gönderilerin içerikleri analiz edilmiş; gönderilere yönelik genel konu ve alt konu kategorileri belirlenmiştir. Elde edilen sonuçlar çerçevesinde Ankara’daki halk kütüphanelerinin gönderi içeriklerini hedef kitlelerine göre geliştirmeleri önerilmiştir. Ayrıca, kütüphanelerin bazı konu kategorilerine yönelik gönderilerini artırmaları gerektiği vurgulanmaktadır. Çalışmada son olarak konuyla ilgili süreçlerin etkin bir şekilde sürdürülebilmesi için belirli bir strateji odağında hareket edilmesi gerektiği belirtilmiştir.

Keywords

Halk kütüphaneleri, kullanıcı etkileşimi, sosyal medya, içerik analizi, Facebook

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