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 serves both as 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 build a working knowledge of the essential components for planning a marketing campaign. Chapters cover how to conduct a strengths, weaknesses, opportunities and threats (SWOT) analysis, identify and involve stakeholders, and introduce 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 the first days on the job of taking over an organisation’s social media marketing efforts. It outlines the steps to be taken in the initial 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 organisations, featuring updated coverage of social media technologies, techniques, and practices.