Marketing and Social Media

Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book is both an introductory textbook and a guide for working professionals on developing a comprehensively planned marketing campaign that integrates social media into a holistic marketing strategy.

Beginning with mission, goals, and objectives, readers will put together working knowledge of the essential components for planning a marketing campaign. Chapters cover how to do a strengths, weaknesses, opportunities and threats (SWOT) analysis, identify and involve stakeholders, a 4-step marketing model, market research, market segmentation, market mix strategy, and evaluation. The final chapter, “From the Social Media Manager’s Perspective: Putting it all Together,” guides readers through first days on the job of taking over an organization’s social media marketing efforts, and the steps to be taken in the first days, weeks, and months that follow, including promotional and assessment activities.

Throughout the book, chapters include examples from marketing campaigns, key terms, and discussion question activities which can be developed into classroom or workshop assignments. Illustrative case study examples from libraries, archives and museums are embedded throughout the chapters. The new edition provides more extensive examples from all three types of institutions as well as other relevant nonprofit and government organizations, and features updated coverage of social media technologies, techniques, and practices.

Dr. Lorri Mon has served as an associate professor and former director of Florida State University’s School of Information, researching and teaching in the area of changing and emerging technologies for libraries. She has designed and taught graduate courses in social media marketing, digital/virtual reference, and makerspaces, and is the author of published books and articles on social media and libraries.

Dr. Christie Koontz is an adjunct professor of marketing at Florida State University’s iSchool as well as San Jose State University iSchool, continuing work in marketing internationally through IFLA, International Federation of Library Agencies.