Social networking in a non-social context. Plenty of serious studies done in this area.
One LSE study http://clt.lse.ac.uk/Projects/Case_Study_Five_report.pdf refers to an
OCLC report, ‘Sharing, Privacy and Trust in Our Networked World’ which apparently concluded that social networking is ‘not for libraries’. But that was 2007, ancient history in web terms.
More recent is this article, Use of Facebook in academic health sciences libraries
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2605034/
J Med Libr Assoc. 2009 January; 97(1): 44–47.
The consensus? a useful marketing tool and could be even more so once greater numbers of libraries embrace it.
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