Public University Libraries on YouTube:

understanding channel management

Abstract

This study focuses on YouTube channels of Brazilian public academic libraries. It begins with the question: How is the management of YouTube channels configured for public academic libraries? The objectives are to: describe the motivations behind the creation of these channels, understand the management of these YouTube channels, and describe the challenges and opportunities in managing them. The research is characterized as exploratory, descriptive, and employs a mixed-methods approach. The sample consists of 16 library channels or Library Systems with 1,000 subscribers or more, linked to 16 federal and state universities. A form composed of descriptive and objective questions was subsequently sent via email to the library contacts in January 2024. For the literature review, searches were conducted in the title and subject fields of the following databases: Scientific Electronic Library Online (SciELO), Web of Science, Scopus, EBSCO, Base de Dados em Ciência da Informação (BRAPCI), applying the search string (YouTube AND (biblioteca OR librar*)) without language, document typology, or period restrictions. Additionally, a search was conducted on Google Scholar. Despite the variety of content offered by the channels, including tutorials, events, lectures, and promotional content, there are still challenges to be addressed. One highlighted point is the need for more structured planning in content production and dissemination, aiming to more effectively meet user demands, increase engagement, and provide a deeper analysis of statistics to guide more assertive management decisions.