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Management of Social Media Marketing in Libraries

By Margita Lidaka, LIS 770

Marketing

an organizational function and a set of processes for creating,

communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders -American Marketing Association

The Seven Ps of Marketing

1.Product-the product or service being offered

5. Packaging-the visual look of your product

2. Price-analyzing the price of the service/product

3. Promotion-how you will inform consumers about the service and market it 4. Place-where the product or service is made available/sold

6. Positioning-how your product or company is thought of by consumers and the public

7. People-analyzing and considering all of the people involved with the product, both internal and external

The importance of marketing

The importance of Marketing, cont.

The importance of Marketing, cont.

46% feel they just know of some of what their library offers
20% say they know not much about services offered by their library 11% say they know nothing at all about what is available at their library.

-Pew Internet & American Life Project

Use of Social Media Tools for Marketing

only 8% of adults under 30 get news from printed newspapers

40% of Facebook users between ages 13-25 (as of 2010) Many types of social media tools to choose from

The tools are free!

Social Media Tools

So many options!
Pinterest Twitter

Facebook
Flickr Instagram YouTube

Steps in the Social Media Marketing Plan

First, analyze ones community This can include a SWOT analysis (strengths, weaknesses, opportunities and threats) Then, decide what tools to use and set goals For goals, can keep SMART objectives in mind

-specific -measurable -achievable -realistic timed

Steps in the Social Media Marketing Plan, Cont.

Manage and lead a social media marketing team

Create a social media marketing plan Create a social media policy For policy keep in mind:

-A tie in to the librarys goals -A statement of purpose -A definition of social media

-Librarian to patron contact

-Policies on comments/posts.

Steps in the Social Media Marketing Plan, Cont.

Implement usage of social media tools

After, reevaluate the process and measure successes/failures

Cycle of Marketing Plan

Desired Outcomes

Greater social media presence

Heightened awareness to public about services offered by the library Increase in patrons, circulation and program attendance Global library marketing that leads to increased library funding everywhere, and libraries become as valuable to the public as Apple! (And then the managers can go on vacation)

A Last Note for Management

Embrace Change
There is satisfaction in overcoming obstacles

Thank You!