53 KLA Journal of Information Science & Technology, Vol.1, No.1 Social Media Analytics for Libraries: A Case Study S. L. Faisal Librarian .HQGUL\D 9LG\DOD\D 3DWWRP 7KLUXYDQDQWKDSXUDP ｱ   & Research Scholar, DLIS, University of Kerala VOIDL]DO#JPDLOFRP Abstract The purpose of the study is to measure the effectiveness of three social media channels managed by the library of Kendriya Vidyalaya Pattom in achieving the set objectives of providing resources, publicizing library activities and reaching out to the users irrespective of their space and time. An analytical study of the data obtained from the inbuilt analytics tools available with WordPress, Facebook DQG 7ZLWWHU ZDV FRQGXFWHG EDVHG RQ ｿYH SHUIRUPDQFH VRFLDO PHWULFV DFWLYLW\ DXGLHQFH HQJDJHPHQW referral and return on investment). The analysis revealed that blog was the most used social media channel by students and teachers to get academic resources, followed by Twitter and Facebook. The reach and engagement was maximum among people in the age group of 18-24. Most shared posts on the channels were of academic in nature and content whereas, posts with photographs recorded PD[LPXP OLNHV FOLFNV DQG FRPPHQWV 7KH VWXG\ DOVR FRQｿUPHG WKH WUXVWZRUWKLQHVV RI UHVRXUFHV provided by government agencies. The analysis of the return on investment metric underlined the success of social media channels in libraries as valuable investment options for present and future. Keywords: Social media; Social metrics; Social media analytics; Library blogs; School library 1. Introduction Social Media has become a widely used and effective tool in modern libraries to reach out to the current users and the society at large. Services and applications using social media, particularly blogs and online social networks, have immensely helped libraries to increase their online presence, PDUNHWDELOLW\ DQG LQﾀXHQFH 7KH WUHQG LV VWHDGLHG with the exponential growth in the global use of internet and mobile technologies. This demands libraries to repackage and redesign their products and services more compatible with popular social media tools. A large number of libraries around the world took hold of this opportunity and became socially relevant. In this context, blog(s) and social network page(s) maintained by such libraries can be monitored to assess how effectively these tools perform and help them to accomplish the VHW REMHFWLYHV $QDO\]LQJ D VHW RI UHOHYDQW VRFLDO media metrics retrieved from a library’s blog or a social network page (like Facebook or Twitter) will help us to carry out a quantitative assessment of their effectiveness. This paper presents a brief general textual overview of important social media performance metrics and data analytical tools available with these channels those are useful and relevant for libraries. At the application level, the paper studies the data analytics to assess the performance of the library blog and social QHWZRUNLQJ SDJHV PDQDJHG E\ .HQGUL\D 9LG\DOD\D .9 3DWWRP 7KLUXYDQDQWKDSXUDP 2. Literature Review The use of social media tools in libraries has become a notable trend in the last decade. A number of studies were conducted on how these tools have been or could be incorporated as a resource as well as a service in a library. Most RI WKH VWXGLHV ZHUH FRQｿQHG WR LQYHVWLJDWH WKH application potentials of these tools. Measuring the impact of social media channels set up by a library in achieving its institutional goals requires an analytical approach based on dynamic social media metrics.