Marketing and Social Media: A Guide for Libraries, Archives, and Museums - Hardcover

Koontz School Of Information Florida State University, Christie; Mon, Lorri

Hardcover

ISBN 10: 0810890801 ISBN 13: 9780810890800

Publisher: Rowman & Littlefield, 2014

Synopsis

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 who want to go beyond mere promotion to developing a planned and deliberately managed marketing campaign. Beginning with mission, goals, and objectives, readers will review the components of both the internal and external environments which must be understood to plan an objective campaign. Chapter coverage includes how to do a SWOT analysis, identify and involve stakeholders, a 4-step marketing model, market research, market segmentation, market mix strategy, and evaluation are all covered. Each chapter includes explanatory topical content designed to build a framework of marketing and social media management understanding including discussion questions (which can be developed into classroom or workshop assignments and key terms. Illustrative and brief case study examples from all three institution types are embedded in chapters as relevant.

About this title

About the Author

Christie Koontz is a faculty member at the School of Library and Information Studies at Florida State University. She has taught nonprofit marketing for twenty years, serving on state, national and international association marketing committees Lorri Mon is associate professor at Florida State University’s iSchool. She teaches and conducts research on social media and emerging digital technologies in libraries, nonprofits, education and e-government.

Edition details

• Publisher: Rowman & Littlefield
• Publication date: 2014
• Language: English
• ISBN 10: 0810890801
• ISBN 13: 9780810890800
• Binding: Hardcover
• Number of pages: 310