Crowdsourcing as an Approach to Customer Relationship Building in Academic Libraries

Abstract

Library initiatives to first-year students not only present an opportunity to offer information literacy instruction for student advancement, but they also serve a key marketing function by communicating the library's ongoing value and building customer relationships. Library orientation tours are an example of how to effectively market to first-year students. Combining peer-to-peer learning and user-generated content via social media known as crowdsourcing, Newman Library sponsored a contest challenging first-year students to create a video sharing a useful library tip. The contributions and benefits of this cocreation approach to fostering relationships are examined, and the implications to strengthening other library-user bonds are explored.

KEYWORDS:

• Contests, crowdsourcing
• customer relationship
• first-year experience
• marketing
• peer-to-peer learning

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