Twittering Libraries: How and Why New Zealand Public Libraries Use Micro-Blogging

The aim of this research is to discover how and why New Zealand Public Libraries use the micro-blogging platform Twitter. This paper uses a qualitative methodology consisting of open-ended interview questions conducted via e-mail. Rogers' Diffusion of Innovation theory is used as the theoretical framework of this research. The analysis demonstrates that participants use Twitter as an alternative communication channel with members of the public who are Twitter users. Library websites as well as library services and programs are promoted on Twitter. Using Twitter enables participants to advocate for their libraries as Web 2.0 champions and is an invaluable professional development tool. The number of interactions and feedback from Twitter users who follow the library is a measure of the successful use of Twitter for participants. This research also reveals what software is being used by participants to maximise their use of Twitter. The results of this research will allow public librarians to gain more knowledge about the micro-blogging software Twitter and how it can be used to assist in the delivery of outcomes and outputs in their public libraries.