Publication: Las herramientas gestionadas por las bibliotecas universitarias españolas en el servicio de la web: creación de una marca en línea
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2016-03-30
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Universidad Complutense de Madrid
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Abstract
La posible emigración de los usuarios del Sitio web hacia cualquiera de los nuevos canales de comunicación se basa en una mayor cercanía de los mismos con los servicios de la biblioteca, al ofrecerse éstos a través de herramientas o aplicaciones que ya son utilizadas por la audiencia. Además, el vínculo que se establece entre ambas partes se fortalece, dando por hecho que las necesidades de dicha audiencia son perfectamente cubiertas, creando un sentimiento de fidelidad de los usuarios hacia la biblioteca. También, hay que tener en cuenta que la multiplicidad de estos canales proporciona acceso a un mayor número de usuarios, en menor tiempo, a los servicios de la biblioteca, esto es, se promociona la viralidad. Y, en general, se genera una mayor visibilidad y reputación de la institución, dentro del ecosistema web. Mediante la creación de una identidad propia, enmarcada dentro del proceso de construcción de la marca en línea de las bibliotecas universitarias españolas, en el servicio de la web, es posible homogeneizar la identificación de los servicios que ofrecen dichas bibliotecas, en un entorno donde el uso creciente de los dispositivos móviles provoca la simultaneidad de acceso mediante varios canales. Así mismo, dicha identidad propia obliga a que los objetivos, tanto de los servicios web que se ofrezcan como del proceso de construcción de dicha marca, en el entorno web, estén asociados, y que, por otro lado, la biblioteca correspondiente no se haga invisible entre el contenido ofrecido por la competencia, en el mismo servicio de la web. El objetivo de esta investigación pretende mostrar la necesidad que existe en cuanto a la creación de la marca en línea de las bibliotecas universitarias españolas, en base, por un lado, a la posible existencia de una correlación lineal entre el aumento de la utilización de determinados entornos web (medios de comunicación social, aplicación-app- y una herramienta específica, que sólo es posible visualizar a través de dispositivos móviles), a través de la medición de métricas específicas, y la disminución de uso de la herramienta Sitio web, medible a través de una métrica concreta. Por otro lado, comparar la influencia que ejercen objetivos tácticos, como la Popularidad, la Actividad, la Percepción social, el Compromiso y la Conversión, sobre el posible aumento de uso de dichos entornos web y la posible disminución en la utilización del Sitio web...
The possible emigration of users of the website to any of the new communication channels is based on easier access to the library's services, as they are offered via tools and applications that are already used by the audience. Moreover, the link between library and users is strengthened, as the audience's needs are totally covered, thus creating a feeling of loyalty to the library. It should also be borne in mind that the large number of such channels gives a wider public access to the library's services in a shorter time, contributing to virality. And in general the institution's visibility and reputation in the web ecosystem are enhanced. As part of the process of constructing the on-line brand of Spanish university libraries, the services they offer can be identified under a unified banner in an environment where the growing use of mobile devices facilitates simultaneous access via various channels. However, this means our objectives both for the web services offered and the development of the on-line brand need to be associated with this identity, while the library in question must avoid becoming lost among all the content offered by competitors. This research is intended to show the need for Spanish university libraries to create an on-line brand, in the light of the possible existence of a linear correlation between the increase in the use of certain web environments (social media, apps and specific tools, which can only be viewed on mobile devices), as indicated by appropriate metrics, and the decrease in the use of the website tool, also measurable in this way. It also aims to compare the influence of tactical objectives such as popularity, activity, social perception, commitment and conversion on the possible increase in the use of these web environments and the possible decrease in the use of the website. This quantitative descriptive research proposes to compile information on the number of Spanish university libraries for which the tactical objectives of popularity, activity, social perception, commitment and conversion are pursued more effectively in the above web environments than via the website, when promoting the visibility of the libraries and their brand identity..
The possible emigration of users of the website to any of the new communication channels is based on easier access to the library's services, as they are offered via tools and applications that are already used by the audience. Moreover, the link between library and users is strengthened, as the audience's needs are totally covered, thus creating a feeling of loyalty to the library. It should also be borne in mind that the large number of such channels gives a wider public access to the library's services in a shorter time, contributing to virality. And in general the institution's visibility and reputation in the web ecosystem are enhanced. As part of the process of constructing the on-line brand of Spanish university libraries, the services they offer can be identified under a unified banner in an environment where the growing use of mobile devices facilitates simultaneous access via various channels. However, this means our objectives both for the web services offered and the development of the on-line brand need to be associated with this identity, while the library in question must avoid becoming lost among all the content offered by competitors. This research is intended to show the need for Spanish university libraries to create an on-line brand, in the light of the possible existence of a linear correlation between the increase in the use of certain web environments (social media, apps and specific tools, which can only be viewed on mobile devices), as indicated by appropriate metrics, and the decrease in the use of the website tool, also measurable in this way. It also aims to compare the influence of tactical objectives such as popularity, activity, social perception, commitment and conversion on the possible increase in the use of these web environments and the possible decrease in the use of the website. This quantitative descriptive research proposes to compile information on the number of Spanish university libraries for which the tactical objectives of popularity, activity, social perception, commitment and conversion are pursued more effectively in the above web environments than via the website, when promoting the visibility of the libraries and their brand identity..
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Documentación, Departamento de Biblioteconomía y Documentación, leída el 04-12-2015