مقاله انگلیسی رایگان در مورد رسانه های اجتماعی به عنوان پلتفرمی در بازاریابی کتابخانه دانشگاهی – الزویر 2020

Introduction

Literature review

Methodology

Result and data analysis

Discussion and suggestions

Conclusion

References

Abstract

Social media like Facebook have become popular tools for different organizations like libraries in marketing practice. To build relationships with library users, libraries hope social media can engage its user communities actively with their collections, services, and activities. This paper aims at evaluating the effectiveness of using social media as a platform in marketing through a questionnaire on the Facebook page of the University of Hong Kong Libraries (HKUL), comparing the perspectives of students and faculty members. Both the current situation of HKUL’s Facebook page and the reasons affecting users’ interest and participation in the page are evaluated, in order to suggest better strategies for the library to deal with the needs of library users in the future. Other university libraries can also gain new insights from the study.

This research has the following key findings: 1. The marketing practices of HKUL’s Facebook page generally did not receive adequate attention and reactions from users; 2. Students were more engaged than faculty members in HKUL’s Facebook page, as students use more varieties of library services than faculty members; 3. User needs, social media content, and interactions generally affected user acceptance of the library’s Facebook marketing.

Introduction

Marketing refers to “effective management by an organization of its exchange relationship with its various markets and publics” (Kotler, 1972, p.12). Johnson (2014) defines the term of marketing from a library context, which is to determine the wants and needs of the user communities, to develop the products and services to respond, as well as to encourage users and potential users to take advantage of those products and services. Therefore, building relationships by connecting users to the library would be critical in the marketing practice. Through public engagement and liaison work with user communities, it enables two-way interactions between libraries and their users by allowing libraries to communicate its collection policies and services, as well as enabling their users to express needs and offer feedback. Furthermore, these marketing activities can help ensure the collections and services satisfy the needs of users, and arouse the awareness of the users (RUSA, 2010).