Influential Players in Twitter Networks of Libraries at Primarily Undergraduate Institutions

Abstract This study presents an analysis of Twitter networks from academic libraries housed in medium-sized, primarily undergraduate universities. Previous investigations on this topic have used networks of followers, i.e. attention, to show that accounts associated with a library's home institution are the prime influencers in library Twitter networks. That is, they are in key positions to disseminate library-related information. The library itself was found to be positioned to contribute to the institution-wide conversation as well. Networks of followers, however, are susceptible to unwanted influence from inactive users. The present study utilizes networks constructed from tweeting behavior to identify influencers. These networks are, thus, insensitive to inactive followers. The results are compared to those of the previously published follower networks. The behavior networks are significantly smaller and contain far fewer interactions than the follower networks; however, institutional accounts are found to be the principal influencers in these networks as well. Additionally, the social network analysis allows for the quantification of relationship strengths. The closest relationships are between library/institutional and library/student accounts. The former demonstrates that the libraries are active participants in the university-wide exchanges on Twitter and the institutional accounts often include the libraries in their messages.