E-commerce for library promotion and sustainability: how library technicians can market themselves and their library’s services online

Abstract

As players in the delivery of services and online information, libraries are in the best position to use staff expertise and the technology they have developed to foster community awareness of social, professional and commercial interactions on the internet. Historically, libraries have been progressive institutions, undertaking constant reassessment to stay relevant. As clients become used to the nuances of virtual transactions and the technology for participation on the internet becomes widely available, the provision of value-added services, such as virtual reference, e-reserves and WiFi networking further contribute to transactions and services traditionally provided by institutions such as libraries. These services and transactions use business models to justify funding and ongoing support. It can be argued that libraries must keep abreast of new models of e-commerce to provide relevant services and develop input where necessary, to predict changes and suitably adapt their way of interacting online or doing business, whether it is free, fee-for-service or cost-recovery. Such is the competitive nature of the World Wide Web that libraries are being challenged to justify their existence and budgets against this context. By using e-commerce models, for example, the buying and selling of information, products and services via the internet, and developing new models, libraries are well placed to promote their own successful futures.

Additional information

Notes on contributors

Lothar von Retzlaff

Lothar von Retzlaff won The Dunn & Wilson Scholarship 2003–04. This is a biennial award of up to $5000 (presented at the biennial library technicians’ conference) and provides the recipient with an opportunity to investigate a particular project relating to practice by library technicians which will increase the recipient’s professional experience. The inaugural scholarship was awarded in 1991. The scholarship is open to practising library technicians who are financial members of the Association. Scholarship recipients are required to prepare a comprehensive report on their studies, suitable for publication as a journal article. The report must be forwarded to the national executive of the library technician’s group within four months of its completion. Recipients must also present the ‘Dunn & Wilson Oration’ at the ALIA Library Technicians Conference or equivalent event. The oration should include a report on the project, detailing the project’s outcomes, benefits to the individual and to the practice of library technicians. In awarding the Dunn & Wilson Scholarship, ALIA reserves the right to make broad adjustments to the proposed project to ensure optimal relevance for the Association and library technician practice. Nominations are considered by the Dunn & Wilson award panel, which makes recommendations to the Board of Directors. Nominations for the next award close on 1 June 2007.