This article is devoted to analysis of the technologies effectiveness to promote library resources. The first part explores using web analytics and its tools in the library. The study of existing approaches to choose web metrics allows identifying the following key metrics to assess the effectiveness of the library web site operation: (1) attendance metrics; (2) the metrics of involvement and loyalty; (3) social metrics. The techniques effectiveness direct evaluation is proposed to promote library resources based on the analysis of: (1) measurable targeted actions by users on the site; (2) transitions to the library site by external links from search engines; (3) sites with high density of clicks and conversion of site landing pages; (4) existing segments of users and their activity. This paper provides perspectives showing what ways this emerging area of study can help in understanding and improving the perception of products and services on websites of libraries.
The libraries’ web-outposts open up new opportunities, enable libraries to interact efficiently with their users and to promote their information products in the virtual space. The systematic assessment is integral to high performance of libraries’ web-divisions. The author explores the intensity of applying evaluation methods to the libraries’ web-sites. She examines the current state and popular trends in libraries’ representation in the virtual space using the relevant methods of web-analytics. The findings of the 2019 survey “Modern trends in the development of library resources in the web space”, comprising 387 Russian and foreign libraries of various organizational and legal status, are discussed. Particular attention is paid to the presence of libraries in the web space and resource management using web-analytic instruments. Based on her research findings, the author concludes that the major accomplishment for the libraries today is the very fact of their presence in the web space in the form of official websites and accounts in social media. Though the respondents confirmed that they used web-based analytical tools to evaluate their own web-based representation, the survey demonstrates that just a small part of the analytical tools potentiality is actually used.
Ongoing and methodologically rigorous management of resources in the information and library web-environment affects its efficient advance. The author examines the problems of the new stage of management in the area. She provides general characteristics and definition of the term “iManagement” (Internet-management), substantiates the scholarly and applied potential of analytical instruments of library web-resources. She also emphasizes that the competent use of the analytical instruments facilitates efficient analysis of web-resources in the digital environment. The selection of analytical instruments depends upon the resource type (official www-site, account, blog, conference www-site or library event web-page, etc.) and upon the target goals. Acquiring and analyzing webometrics with analytical instruments make one of the basic reorganization methods. The paper goal is to study ways of managing www-site contents with webometrical indicators and to design the generic cycle for managing library web-resources. The advantages of the single system of library web-resources management are identified. The stages of management cycle are characterized in brief, as well as their sequence, i. e. goal setting, monitoring, analysis, planning, control, and decision making.
The article deals with assessing the efficiency of website management (EWM) in order to its development and increase the efficiency of its functioning. The concept “efficiency” in relation to the activities of the library in the web environment is analyzed It was concluded that the efficiency of a library website development can be measured by assessing the dynamics of webometric data, and one can get important information on positive or negative effect of the library website management process. A point-based methodology for assessing EWM has been developed, which makes it possible not only to control the process of managing the library own website, but also allows one the comparison of the evaluation coefficients of the EWM in other libraries, regardless of their type. The obtained coefficient for the evaluation of the EUS library indicates how effectively the website is being developed in the information web space. The proposed methodology is quite flexible and can vary depending on the set of key tools.
The article is devoted to the review of the effectiveness main indicators to promote library resources and services related to the intended target audience evidently for the State Public Scientific Technological Library of the Siberian Branch of the Russian Academy of Sciences (SPSTL SB RAS) website. To consider a number of indicators for creating a simplified EMO (electronic marketing orientation) model of an organization, the authors attempt to track the ratio of users belonging to the intended target audience, with the overall activity of Russian users.
The author generalizes the results of library user survey. The survey was held within the framework of the study “Webometric monitoring of libraries”. The study goal was to assess the virtual geography of library website users and to specify target audience. The user audience of 11 library websites was assessed by following criteria: geographical data (user location, probable user residence area); user demographic data (sex, age); loyalty indicators (bounce rate, visit depth, visit duration); website user desired actions (estimation of desired action conversion). Based on the findings, the author concludes that: library offline services impact website user geography; there is a close interdependence between library location and website traffic; users resident in the library region make the most loyal website users; women prevail in the library user audience. The target website user audience is identified; recommendations are offered for the further strategic development in the web-space. The study conclusions and recommendations would facilitate generated demanded content and efficient promotion of library information resources and services in the web-space.
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