Marketing and Social Media: A Guide for Libraries, Archives, and Museums

Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing a planned and deliberately managed marketing campaign. Beginning with mission, goals, and objectives, readers will review the components of both the internal and external environments which must be understood to plan an objective campaign. Chapter coverage includes how to do a SWOT analysis, identify and involve stakeholders, a 4-step marketing model, market research, market segmentation, market mix strategy, and evaluation are all covered. Each chapter includes explanatory topical content designed to build a framework of marketing and social media management understanding including discussion questions (which can be developed into classroom or workshop assignments and key terms. Illustrative and brief case study examples from all three institution types are embedded in chapters as relevant.

Politics & Social Sciences

MON, LORRI

Koontz School of Information Florida State University, Christie

Social Sciences

Rowman & Littlefield Publishers

Review\nOverall, this title is extremely well researched, thorough in its coverage, and provides excellent real-life applica-tions for putting theory into practice. ― Journal of the Medical Library Association\nMarketing helps to match an organization’s resources and services with potential customers, and social media have become a significant participatory communication channel. Mon and Koontz have collaborated on work that focuses on using demographic data and GIS mapping to show how public libraries serve communities, and here they offer updated advice and examples (from the 2014 first edition) of how to get the word out about the library's value to those communities. . . the new edition has streamlined content, updated resources, and expanded information about social media. Each chapter also includes a summary, discussion question, key terms, and cited notes. The work concludes with an annotated bibliography and index. The writing is clear and practical, and the examples are particularly beneficial. Libraries, archives, and museums will find this basic introduction to marketing useful in their efforts to use social media to optimize their relationships with their customers. ― Booklist\nSeasoned library marketers and beginners alike will benefit from this book. Offering a comprehensive breakdown of the many facets of running effective social media marketing campaigns, from conception to analysis, this exhaustive guide is a valuable reference tool for getting the word out about programs and services. Library marketing staffers interested in fine-tuning their outreach and strategies will want this on their reference shelf.... This second edition includes an extensive bibliography for further reading as well as a step-by-step outline for those newer to social media marketing. A great reference for libraries of all types. ― American Libraries\nThis second edition of Mon and Koontz’s 2014 book provides the reader with the foundational marketing principles necessary to efficiently use social media in their libraries, archives, and museums. 
Each of the 15 updated chapters provides a 'crash course' in marketing, with more emphasis on social media in each chapter. The last chapter ties it all together with a step-by-step guide for social media managers. 
Social media is always in a state of flux and change. This densely packed guide provides valuable insights for any library worker charged with using social media as a marketing tool. -- Mark Aaron Polger, author of Library Marketing Basics, academic librarian, library marketer, and information literacy instructor, City University of New York\nThis timely update expands on the previous edition throughout, including a new summary chapter to help new social media managers deploy the book's most valuable lessons quickly and effectively. Mon and Koontz neither idolize nor ignore for-profit marketing lessons, but rather contextualize them alongside the particular needs of nonprofits. With its emphasis on understanding and reaching the customer, this is a must-have resource for nonprofit organizations. outreach, marketing, and social media managers. -- Tammy Ivins, Coordinator of Instructional Services, Randall Library, University of North Carolina Wilmington\nThis newly updated edition of Marketing and Social Media: A Guide for Libraries, Archives, and Museums is the perfect companion to our profession's current shift to more online program delivery. Urging us to treat our patrons like retail customers whose attention and time is being enticed from every direction is the kick we need to create an experience that meets their expectations—and beyond! 
-- Jenn Carson, MSLIS, CYT, CCYT, Library Director, LP Fisher Public Library, and author of Get Your Community Moving: Physical Literacy Programs for All Ages and Yoga and Meditation at the Library: A Practical Guide for Librarians\nMarketing and Social Media: A Guide for Libraries, Archives, and Museums, Second Edition is

KOONTZ, CHRISTIE

Reference

Marketing and Social Media: A Guide for Libraries, Archives, and Museums, Second Edition is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book serves as both an introductory textbook and as a guide for working professionals interested in developing well-planned evidence-based marketing campaigns. Chapters cover coordinating efforts with the organization's mission, goals, and objectives, how to do a SWOT analysis and environmental scanning, the use of existing data as well as issues in collecting additional data, how to identify and involve stakeholders, a 4-step marketing model, considerations of price, placement, product, and promotion, market research, understanding customer groups and market segmentation, marketing mix strategy and evaluation, promotional activities, channel selection, social media marketing activities, content marketing, social media policies, guidelines, crisis communication, and evidence-based assessment. Discussion of social media and examples of social media marketing activities are included throughout the book, as well as case study examples of marketing and social media campaigns in libraries, archives and museums. This second edition further includes a new final chapter offering step-by-step guidance for brand-new social media managers on how to get started from their first day on the job with social media marketing, management, assessment, strategic planning, and content calendar planning activities, in addition to working with colleagues and managers to integrate social media into work activities across the organization. For educators, this text includes elements which can be developed into classroom or workshop assignments which include pull quotes highlighting important concepts in each chapter, key terms, discussion questions, illustrative case study examples from archives, libraries and museums, and an annotated bibliography for further reading.

Marketing and Social Media

Rowman Littlefield

The rise of social media technologies has created new ways to seek and share information for millions of users worldwide, but also has presented new challenges for libraries in meeting users where they are within social spaces. From social networking sites such as Facebook and Google+, and microblogging platforms such as Twitter and Tumblr to the image and video sites of YouTube, Flickr, Instagram, and to geotagging sites such as Foursquare, libraries have responded by establishing footholds within a variety of social media platforms and seeking new ways of engaging with online users in social spaces. Libraries are also responding to new social review sites such as Yelp and Tripadvisor, awareness sites including StumbleUpon, Pinterest, Goodreads, and Reddit, and social question-and-answer (Q&A) sites such as Yahoo! Answers—sites which engage social media users in functions similar to traditional library content curation, readers' advisory, information and referral, and reference services. Establishing a social media presence extends the library's physical manifestation into virtual space and increases the library's visibility, reach, and impact. However, beyond simply establishing a social presence for the library, a greater challenge is building effective and engaging social media sites that successfully adapt a library's visibility, voice, and presence to the unique contexts, audiences, and cultures within diverse social media sites. This lecture examines the research and theory on social media and libraries, providing an overview of what is known and what is not yet known about libraries and social media. Chapter 1 focuses on the social media environments within which libraries are establishing a presence, including how social media sites differ from each other, yet work together within a social ecosphere. Chapter 2 examines how libraries are engaging with users across a variety of social media platforms and the extent to which libraries are involved in using these different social media platforms, as well as the activities of libraries in presenting a social "self," sharing information, and interacting with users via social media. Chapter 3 explores metrics and measures for assessing the impact of the library's activity in social media sites. The book concludes with Chapter 4 on evolving directions for libraries and social media, including potential implications of new and emerging technologies for libraries in social spaces. Table of Contents: Preface / The Social Media Environment / Libraries and Social Media / Assessing Social Media Sites and Services / Evolving Directions in Social Libraries / Bibliography / Author Biography

Social Media and Library Services (Synthesis Lectures on Information Concepts, Retrieval, and Services, 40)

Computers & Technology

Networking & Cloud Computing

Morgan & Claypool Publishers

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