Marketing the Library in a Digital World

Cole, Kerry; Graves, Tonia; Cipkowski, Pam

doi:10.1080/03615261003625729

Cited by 15 publications

(11 citation statements)

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“…American Marketing Association defines marketing as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large" (AMA, 2004). In a rapidly expanding digital environment, marketing has become increasingly important in promoting libraries and their services to users (Cole et al, 2010). Fulfilling the role of the library requires librarians to learn and apply marketing skills, understand user and stakeholder needs, create awareness, stimulate interest, build loyalty and demonstrate value; and technologies such as social media can be used to support marketing, to increase visibility, to raise levels of information literacy and to deliver personalized services that anticipate the current and future needs of users (Kenneway, 2007).…”

Section: Introductionmentioning

confidence: 99%

Marketing via social media: a case study

2013

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Purpose -The purpose of this paper is to present a study about a successful, award-winning online video marketing project at an academic library in China, hoping to shed light on how to most effectively employ social media in libraries' marketing campaigns. Design/methodology/approach -The study examined the different aspects of the library's online video marketing project, including project preparation, video production, distribution and promotion, and evaluation of students' perception of this project via survey questionnaires. Factors that contributed to its success were also analyzed. Findings -Four factors that contributed to the success of the library's video marketing project were identified: base video content on the real campus life, reflecting what students experience in their everyday activities; convey content in a humorous, light-hearted, and refreshing style; employ social media to share content and engage the target audience; and partner with students. Practical implications -The paper helps interested librarians develop a more grounded understanding of how video sharing sites can be effectively and efficiently used as a marketing platform and how to successfully create their own video marketing campaigns. Originality/value -One significant weakness in library marketing literature is the lack of empirical studies analyzing the details of creating an online video marketing campaign. This paper helps fill that void, and contributes to the growth of the knowledge about library marketing using innovative technologies.

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Section: Introductionmentioning

confidence: 99%

Marketing via social media: a case study

2013

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“…As with any marketing and promotion campaign, knowing key audiences and their needs are important first steps to any outreach effort (Cole, Graves, and Cipkowski 2010). This is especially true of digital libraries, because few tools provide granular data about users and their specific needs.…”

Section: • Background Decoration For Local Theatre Production In Capementioning

confidence: 98%

Understanding Ultimate Use Data and Its Implication for Digital Library Management: A Case Study

Reilly

Thompson

2014

Journal of Web Librarianship

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Information professionals and librarians have been studying, discussing, and developing digital libraries for more than two decades, but understanding ultimate use of images from digital libraries remains a mystery for many of them. Most articles written on digital library use focus on users' search retrieval needs and behavior. Few mention how digital library patrons use the images they request. Like many digital libraries, archives, and special collections, the University of Houston Digital Library makes high resolution images available to its patrons. Image delivery is achieved by an automated system, titled the Digital Cart Service. An unexpected benefit of the Digital Cart Service is the reporting mechanism that produces data that includes intended use information. This article discusses the analysis of this data to determine why images were used, what products were created from the images, and what implications this has on digital library management. The authors believe that answering these questions creates an environment in which digital library innovators can better promote and design digital libraries, and describe and select the content in them.

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“…Strength and Weaknesses look at the internal organizational factors, while Opportunities and Threats assess the external factors ( Encyclopedia of Management , 2006). Libraries have been using this tool more in recent years, as evidenced by the literature discussing its use (Fernandez, 2009; Cole et al , 2010; Rooney‐Browne and McMenemy, 2010).…”

Section: Process and Findingsmentioning

confidence: 99%

Leadership training and development: an academic library's findings

2013

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PurposeThe aim of this paper is to describe a process undertaken by Colorado State University Libraries' (CSUL) faculty to address concerns regarding their leadership training and development opportunities within the Libraries.Design/methodology/approachA Task Force (TF) under the direction of the Libraries Faculty Council (LFC) collected and examined feedback from the faculty librarians, reviewed professional literature, and made recommendations to the Libraries' administration and the Council.FindingsRecommendations by the TF include: possible training initiatives, leadership role development, and improvement of organizational communication. The work of the TF heightened awareness of the issue within the Libraries. An LFC standing committee is now exploring and offering leadership training opportunities on an ongoing basis. An organizational climate survey has been completed and its results shared among the library faculty to address the issue of communication. In addition, the Libraries' administration has launched a number of strategic initiatives that were open to faculty and staff for leadership and participation. A number of faculty librarians are now leading these initiatives based on their professional strengths and interests.Originality/valueThis article has value to academic librarians and library administrators as they consider improving leadership training and development opportunities in their libraries. As middle management positions in academic libraries diminish, consideration must be given to how academic librarians gain experience or are trained in order to be well‐prepared for future leadership positions. Additionally, library administration should be instrumental in providing such opportunities to their librarians to ensure professional growth.

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Marketing the Library in a Digital World

Cited by 15 publications

References 0 publications

Marketing via social media: a case study

Marketing via social media: a case study

Understanding Ultimate Use Data and Its Implication for Digital Library Management: A Case Study

Leadership training and development: an academic library's findings

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