@Digital libraries: harnessing Twitter to build online communities

Purpose - The purpose of this paper is to investigate the types of roles that Twitter played in digital libraries (DLs) and their relationships in building DL online communities. Design/methodology/approach - A mixed method analysis of DLs' tweets was conducted to identify the usage, roles of Twitter in DL communities and relationships among the roles. Twitter data from 15 different DLs for one year were extracted, and an open coding analysis was performed to identify types of Twitter roles. Pearson correlation coefficient was applied to examine the relationships among the roles based on word similarities. Findings - The results present 15 types of Twitter roles representing five main categories identified from DL tweets, including information, promotion, related resources, social identity and social connection. Moreover, word similarities analysis identifies more strong relationships among the roles in four main categories (promotion, related resources, social identity and social connection) but less with roles in information. Research limitations/implications - Characteristics of DL online communities are discussed and compared with physical library communities. Suggestions are proposed for how tweets can be improved to play more effective roles. To build a strong community, it is critical for digital librarians to engage with followers. Originality/value - This study is a pioneering work that not only analyzes Twitter roles and their relationships in building DL online communities but also offers recommendations in terms of how to build a strong online community and improve Twitter use in DLs.