Marketing and Social Media: A Guide for Libraries, Archives, and Museums, Second Edition is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book serves as both an introductory textbook and as a guide for working professionals interested in developing well-planned evidence-based marketing campaigns. Chapters cover coordinating efforts with the organization’s mission, goals, and objectives, how to do a SWOT analysis and environmental scanning, the use of existing data as well as issues in collecting additional data, how to identify and involve stakeholders, a 4-step marketing model, considerations of price, placement, product, and promotion, market research, understanding customer groups and market segmentation, marketing mix strategy and evaluation, promotional activities, channel selection, social media marketing activities, content marketing, social media policies, guidelines, crisis communication, and evidence-based assessment. Discussion of social media and examples of social media marketing activities are included throughout the book, as well as case study examples of marketing and social media campaigns in libraries, archives and museums. This second edition further includes a new final chapter offering step-by-step guidance for brand-new social media managers on how to get started from their first day on the job with social media marketing, management, assessment, strategic planning, and content calendar planning activities, in addition to working with colleagues and managers to integrate social media into work activities across the organization. For educators, this text includes elements which can be developed into classroom or workshop assignments which include pull quotes highlighting important concepts in each chapter, key terms, discussion questions, illustrative case study examples from archives, libraries and museums, and an annotated bibliography for further reading.
Dr. Lorri Mon is an associate professor and former Director at the Florida State University School of Information. Her research has explored the changing ways in which organizations provide education and information services and interact with their users via technologies such as chat, e-mail, instant messaging, text messaging, social media, virtual worlds and in makerspace/fab lab environments. Dr. Mon has often been an early innovator in developing and teaching classes in emerging areas that build upon her research such as social media management, virtual reference environments, and managing makerspaces, and she also teaches in key skills areas for libraries including reference and information services, government information, and information behavior. She received the Elfreda Chatman Award for her research on avatar-mediated reference and educational interactions in virtual worlds, and worked together with Dr. Christie Koontz and Dean Jue on the iMapLibraries project in using demographic data and GIS mapping to show how public libraries served local communities
Dr. Christie Koontz has taught marketing, grantwriting, and other courses at library and information science programs at Florida State University (FSU), and San Jose State University (SJSU), USA. She presents and teaches internationally about marketing. In her research, Dr. Koontz has been a pioneer in areas including the marketing of libraries and nonprofit organizations, and the use of geographic and spatial data in understanding how people use local facilities and services. Dr. Koontz won the prestigious Carroll Baber Research Award from the American Library Association for a study to identify differences in use patterns amongst communities comprised of people with greater or lesser income, education, and racial diversity. Her research led to a nationwide study identifying 3500 lower income and majority-minority library markets, and describing how people within these markets use materials and services in the library. Dr. Koontz’s research became the basis of the U.S. Public Library Geographic Database which included relevant US census data and library use data from 16,000 communities. Dr. Koontz’s academic training and work are primarily focused in communications, including journalism, advertising, and marketing, and she continues to publish, teach, and give presentations worldwide in support of marketing and advocacy efforts for nonprofits.
i. Dedication and Acknowledgements
1. Marketing and Social Media: A Customer Centered Approach
2. Marketing and Mission, Goals and Objectives
3. Scan the Environments
4. SWOT: Strengths, Weaknesses, Opportunities and Threats
6. Four Step Marketing Model
7. Marketing Research
8. Marketing Segmentation
9. Marketing Mix Strategy & Product
10. Price or Customer Costs
11. Place: Channels of Distribution
12. Promotion: Not the Same as Marketing
13. Case Studies
14. Marketing Evaluation
15. From the Social Media Manager’s Perspective: Putting It All Together
About the Authors
This second edition of Mon and Koontz’s 2014 book provides the reader with the foundational marketing principles necessary to efficiently use social media in their libraries, archives, and museums.
Each of the 15 updated chapters provides a 'crash course' in marketing, with more emphasis on social media in each chapter. The last chapter ties it all together with a step-by-step guide for social media managers.
Social media is always in a state of flux and change. This densely packed guide provides valuable insights for any library worker charged with using social media as a marketing tool.
This timely update expands on the previous edition throughout, including a new summary chapter to help new social media managers deploy the book's most valuable lessons quickly and effectively. Mon and Koontz neither idolize nor ignore for-profit marketing lessons, but rather contextualize them alongside the particular needs of nonprofits. With its emphasis on understanding and reaching the customer, this is a must-have resource for nonprofit organizations. outreach, marketing, and social media managers.
This newly updated edition of Marketing and Social Media: A Guide for Libraries, Archives, and Museums is the perfect companion to our profession's current shift to more online program delivery. Urging us to treat our patrons like retail customers whose attention and time is being enticed from every direction is the kick we need to create an experience that meets their expectations—and beyond!