Social media is the communication tool of now, the means by which a large proportion of our population keeps in touch with each other and stays in touch with what is happening with their favourite brands – whether companies, individuals or organisations. Many libraries have made the most of these free platforms to promote to and engage with their users and potential new audiences, but are we utilising them the best way possible?
Marketing and Social Media aims to be both an introduction and a guide for professionals in how to develop a concerted marketing campaign using social media. It begins by examining social media in the context of organisational goals; moves on to assist the reader in conducting a SWOT analysis and identification and involvement of stakeholders; lays out how to create a four-step marketing model, conduct market research and segmentation; then develops a marketing strategy and finally evaluates the results.
Each chapter explores its topic in some depth and, where applicable, gives step-by-step instructions to help the reader achieve the relevant goal. A chapter summary highlights the key points, and a list of key terms and discussion questions are included, which could be used in a teaching environment, or just in further exploration of the topic. Extensive references can also be used to learn more about the topic.
Outlines of successful social media projects from archives, libraries and museums, in the form of brief case studies, are included throughout the book, giving real-life examples from which the reader can learn and be inspired. An annotated bibliography and full index make further discovery even easier.
Many libraries, archives and museums dabble in social media, dipping their toes in the water to test the environment. However, many others have had a range of successful outcomes arising from a bigger commitment to social media. If your library is serious about using social media as a marketing tool, I highly recommend Marketing and Social Media: A Guide for Libraries, Archives and Museums as the first tool you will need.