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《The Journal of Academic Librarianship》2023,49(4):102744
The COVID pandemic forced academic libraries to quickly and dramatically adjust their operations. This article explores how marketing in academic libraries was represented in the research and practitioner literature during the pandemic through an examination of articles published between March 2020 and March 2023 as compared to LIS marketing articles published in the three previous years (between March 2017 and February 2020). Marketing was selected as the lens through which to examine library and information science (LIS) articles because marketing strategies and techniques offer powerful insights into how libraries perceive themselves and the communities they serve. The 2017–2020A set included 165 articles, while the 2020B–2023 set contained 93 articles. These articles were inductively coded to identify marketing-related concepts and themes. The most common marketing themes from the per-pandemic article set were marketing strategies and planning, marketing methods, social media, outreach, and engagement. The most common marketing themes from the pandemic article set were social media, marketing strategies and planning, library instruction and orientations, marketing methods, and perceptions of libraries. The categories that experienced the largest levels of change between the two periods were engagement (a reduction of 12.67 % during the pandemic), marketing methods (a reduction of 11.75 % during the pandemic), marketing strategies and planning (a reduction of 10.75 % during the pandemic), outreach (a reduction of 9.11 % during the pandemic), and library instruction and orientations (an increase of 8.44 % during the pandemic). Recommendations for library marketing practice are provided based on this literature analysis including the use of multiple physical and digital communication channels when developing marketing strategies; the importance of continuing to market core operational services, especially during challenging times; the need for libraries to regularly review their engagement methods as the needs and behaviours of users shift; and that there are many ways in which the voice of the user and the effectiveness of library marketing activities may be captured. 相似文献
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《Journal of Web Librarianship》2013,7(4):81-90
ABSTRACT Libraries are quite practiced at outreach activities in the physical world, but now, just as our services and resources have moved online, so must our outreach efforts. This article provides a list of twenty practical things libraries can do to begin to delve into the world of online outreach. Topics covered include listing your library in Wikipedia, listing library events in local community calendars, listing librarians in expert-finding directories, pushing newsletters out via RSS, being present in online game and other environments, and much more. The requirements for online outreach at libraries will always be evolving, but this starter list will provide a place for all libraries to begin their foray into online outreach and marketing. 相似文献
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Brady D. Lund 《Public Services Quarterly》2020,16(2):112-123
AbstractThis article discusses the use of R programing language for executing a sentiment analysis of tweets pertaining to library topics. This discussion is situated within the literature of marketing and management sciences, which is employing methods of machine learning and business intelligence to make informed decision-making, and library administration, which has expressed great interest in social media engagement within its literature but has yet to adopt these types of analysis. Presented in this article is a sample code with instructions on how users may execute it within R to retrieve and analyze tweets relevant to library services. Two examples created using the code (analysis of top librarians’ tweets and analysis of posts about major book publishers) are used to demonstrate the functionality of the code. The code presented in this article may be used by libraries to analyze tweets about their library and library-related topics, which, in turn, may inform management and marketing design. 相似文献
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[目的/意义] 通过归纳总结近十年来国外图书馆界对于营销理论研究的进展以及业务实践中所取得的成功经验,为推动我国图书馆广泛开展营销推广工作提供借鉴和参考。[方法/过程] 运用文献计量分析法,对近十年来国外图书馆营销理论研究相关论文的年份分布、主题、关键词进行分析,结合对高影响力文献的内容梳理,明确该研究领域的热点趋势及主要观点。开展网络调研,对近年来国际图书馆领域营销推广经典案例进行深入挖掘,归纳国外图书馆界在营销推广实践方面所取得的经验,总结近年来图书馆营销业务发展趋势特点。[结果/结论] 营销推广业务的广泛开展必将促进图书馆角色功能的转变,有力推动知识传播,助力服务创新。我国图书馆营销事业发展前景广阔,应坚持一切以用户需求为中心,在科学合理的营销战略规划下,将品牌营销、整合营销、数字营销融会贯通,走出一条具有中国特色的图书馆服务创新之路。 相似文献
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[目的/意义] 通过归纳总结近十年来国外图书馆界对于营销理论研究的进展以及业务实践中所取得的成功经验,为推动我国图书馆广泛开展营销推广工作提供借鉴和参考。[方法/过程] 运用文献计量分析法,对近十年来国外图书馆营销理论研究相关论文的年份分布、主题、关键词进行分析,结合对高影响力文献的内容梳理,明确该研究领域的热点趋势及主要观点。开展网络调研,对近年来国际图书馆领域营销推广经典案例进行深入挖掘,归纳国外图书馆界在营销推广实践方面所取得的经验,总结近年来图书馆营销业务发展趋势特点。[结果/结论] 营销推广业务的广泛开展必将促进图书馆角色功能的转变,有力推动知识传播,助力服务创新。我国图书馆营销事业发展前景广阔,应坚持一切以用户需求为中心,在科学合理的营销战略规划下,将品牌营销、整合营销、数字营销融会贯通,走出一条具有中国特色的图书馆服务创新之路。 相似文献
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Yasmeen Shorish 《College & Undergraduate Libraries》2015,22(1):97-106
As a primer on data information literacy (DIL), this column will cover the background of the field and why it is relevant to college and university libraries serving undergraduate populations. This article includes how data information literacy relates to information literacy, competencies associated with DIL, the relevance of DIL to undergraduates, DIL in library instruction, and the reasons for library engagement with DIL. Examining DIL within the larger framework of information literacy can help outreach and instruction librarians engage with a format that may be unfamiliar to them but whose underlying foundation is well-established. 相似文献
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Jon C. Giullian 《Slavic & East European Information Resources》2013,14(4):170-180
The proliferation of research guides created using the LibGuides platform has triggered extensive discussion touting their benefits for everything from assessment, engagement, and marketing, to outreach and pedagogy. However, there is at present a relative paucity of critical reflection about the product’s place in the broader informational landscape. This article is an attempt to redress this lacuna. Relying primarily on examples from the field of Slavic, East European, and Eurasian studies, the authors briefly describe the evolution of online research guides; identify reasons for the proliferation of Springshare’s product in academic libraries; question whether LibGuides improve learning or reinforce information inequality in higher education; and propose a way to move beyond LibGuides. 相似文献
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Carrie Girton 《Journal of Library & Information Services in Distance Learning》2018,12(3-4):209-218
Marketing to distance students can be particularly challenging, but a new marketing trend called empathetic marketing provides academic libraries with a new and innovative way to reach these students. Empathetic marketing focuses on the core emotional needs of students and demonstrates how the library’s staff and services can help meet those needs. This article explores how using empathetic marketing in outreach efforts to distance students builds a connection between the library staff and distance students and can help alleviate library anxiety for distance students. 相似文献
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Heather Reid 《Public Library Quarterly》2016,35(3):188-202
While the topic of community engagement in public libraries has been researched in urban public library systems, little research explores community engagement in rural library systems. The Canadian province of Nova Scotia is largely rural and sparsely populated, with a dwindling and aging rural population. This report examines how community engagement can connect Nova Scotia’s rural public libraries with their communities. Librarians from eight predominantly rural library systems across the province were interviewed regarding the community engagement practices currently being used within their libraries and how their patrons (particularly youth) were reacting and responding to these practices. This article synthesizes the information derived from these interviews and provides a summary of the community engagement efforts being made throughout Nova Scotia. This study ultimately determines that while librarians in rural communities face a number of challenges when attempting to implement community engagement (e.g., small budgets and low staffing numbers), they remain extremely passionate about the topic and dedicated to serving their communities in the most meaningful and relevant way possible. 相似文献
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AbstractIn recent years, library outreach has become an increasingly important aspect of public services work. In order to expand capacity and engage patrons, libraries should consider expanding their library outreach programs to include the efforts and expertise of technical services personnel. In this article, librarians from Texas A&M University will share how public services librarians, cataloging experts, and preservation librarians collaborated to provide support for a student-led textbook lending library for student veterans. Through this collaboration, the library was able to develop new outreach opportunities that highlighted technical services expertise as well as lend support to an important campus effort to improve the affordability of college textbooks for veterans. 相似文献
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IFLA图书馆国际营销奖积累了大量的最佳实践,对于中国的图书馆营销有着重要的借鉴价值;更重要的是,该奖项的创立者们指出,长期以来“宣传推广”几乎代表了“图书馆营销”的所有内涵,“图书馆营销”的内涵应该随着时代的要求逐步拓展。基于已有研究,梳理该奖项从2003年设立以来到2013年的所有获奖情况,指出研究相关案例时值得注意的一些基本情况,并从构建全面的营销体系、不变的基本原则和与时俱进的策略、多种最佳实践的吸收与内化3个层面讨论奖项及其获奖案例背后的营销理念。 相似文献
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《The Journal of Academic Librarianship》2023,49(3):102657
Living Learning Communities (LLCs) are first-year student residence groups based on a shared academic focus, interest, or social identity. Key to LLC success is co-curricular engagement, which can be greatly aided by library involvement. Because much of the literature on library outreach to LLCs was published two decades ago, the authors conducted a survey of academic librarians in North America to learn about the prevalence of library/LLC partnerships today. The authors learned that at many institutions with LLCs, the library is involved or is planning to be involved in offering outreach or programing to LLCs. Outreach to LLCs is primarily instruction- and library services- based, and the mechanism for delivering outreach varies widely across institutions. Survey results show that most libraries who target LLCs for outreach believe their efforts are successful and that the greatest challenge in sustaining these efforts is staffing. 相似文献
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The librarians at the Sauls Memorial Library at Piedmont Hospital describe two services they offer to Piedmont Healthcare personnel and patients. Included are the system-wide library outreach program and the Sauls Memorial Library Business Center at the main hospital. These services create good will between patients, employees, and the healthcare system, and are also vital elements in promoting and marketing the library. This article illustrates the steps that were taken to create these services within Piedmont Healthcare's growing system. 相似文献
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ABSTRACTA case study demonstrating how an online narrative featuring the adventures of a cuddly toy penguin, Pablo Penguin (@uoppenguin on Twitter) has been introduced at the University of Portsmouth Library to build trust and engagement between university students and library services and facilities. Evidence for the benefits of anthropomorphic brand mascots and best practice for their design and use to enhance the library brand, emotionally engage, build trust, lower barriers to service engagement, and mentor students from the perspective of a perpetual student are drawn from the marketing and psychological literature then illustrated in the case study. 相似文献
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Carli Spina 《Public Services Quarterly》2020,16(3):194-199
AbstractGraphic design is an important part of library marketing efforts that impact a wide range of projects, from the creation of outreach materials to the design of signage. Because it reaches so many areas of the library, it is important that graphic design work be done in a way to maximize accessibility and inclusion. By integrating accessibility considerations and best practices into design workflows, it is possible to create designs that are simultaneously accessible, inclusive, and visually engaging. 相似文献
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Although outreach is a common activity in academic libraries, little has been written about strategies for assessing library outreach efforts. Assessing outreach efforts is important in order to measure the success of the outreach activity, identify areas for iterative improvement, and demonstrate the value of the outreach activity to stakeholders. This article is a case study describing the multifaceted strategies employed to assess a major outreach event, Texas A&M University Libraries annual Open House event. It details demonstrating value and programmatic improvement as the articulated goals for outreach assessment as well as the specific strategies used and the insights gleaned from each assessment strategy. 相似文献
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As part of a newly created library marketing plan, librarians at the College of Wooster undertook a study of the communication preferences of students, faculty, and staff in early 2015. The results of the survey helped to develop a comprehensive picture of what library resources and services these constituencies are interested in learning about, as well as when, where, and how they prefer to learn about them. This article describes the development, distribution, results, and analysis of the survey, and highlights the importance of campus-specific library marketing practices. 相似文献