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In Marketing Today’s Academic Library, Brian Mathews uses his vast experience to speak directly to the academic library practitioner about matching services with user needs. This book proposes new visions and ideas, challenging the traditional way of thinking and providing a framework to target users more precisely.

Volume 7 of the series Creating the 21st-Century Academic Library is focused on new approaches and initiatives in marketing the academic library, as well as the importance of outreach through partnerships and collaborations both internal and external to the library.

Enter the Personal Librarian, a flexible concept that focuses on customizing information literacy by establishing a one-on-one relationship between librarian and student from enrollment through graduation.

Academic libraries are going through what may be the most difficult period in their history. With more and more scholarly content available online and accessible almost anywhere, where does the traditional 'brick and mortar' library fit in?In this book, Jeannette Woodward attacks these and other pressing issues facing today's academic librarians. Her trailblazing strategies center on keeping the customer's point of view in focus at all times to help you: integrate technology to meet today's student and faculty needs; revaluate the role and function of library service desks; implement staffing strategies to match customer expectations; and, create new and effective promotional materials. Librarians are now faced with marketing to a generation of students who log on rather than walk in and this cutting edge book supplies the tools needed to keep customers coming through the door.

With the continuous improvement of library services across the globe owing to automation, technological advancement, and growth in student population, rapid access to social media (SM) platforms has become a vital part of keeping present and would-be users well-versed about academic library service. The study brings to bear on the use of SM platforms in promoting library services. Using the survey approach, one hundred and seventy-six (176) library users of the University of Ghana (UG), Library System (LS) were selected to provide primary data via questionnaires. All respondents were selected through simple random sampling. The SPSS was used to generate Pearson correlation, mean, and standard deviation results. The results revealed that the effectiveness of SM platforms has asignificant positive relationship with users' perception and its usefulness. The deployment of SM as a marketing tool in university libraries, marketing library resources, and information centrescan be promoted greatly. Moreover, few challenges encountered by library users in using the SM include lack of privacy, the confidentiality of information, power cut or shortage, and inadequate training opportunities for the UGLS staff among others. The study presents opportunities useful for professional librarians.

Here's an easy-to-follow, practical marketing book for academic and special libraries. Written by two practicing librarians who are passionate about communicating with users, the book provides both the inspiration and drive to market your library and practical tips and suggestions on how to do that effectively. Topics covered include: The process of planning a marketing campaign and how some time spent on planning at the outset can help keep you focused and help you determine your level of success. The importance of using brands and brand identity to help you establish your library's brand and market that aggressively to your users and potential users. Brand consistency is stressed here.Marketing tools:Digital publications,Social media,Visual and print marketing materials,Personal interactions Eventsyou can use throughout the year. For each topic, we will talk about best practices, what works, what often doesn't, and we share best concise case studies from all types of academic and special libraries.

PurposeThe purpose of this paper is twofold: to explore what kinds of social media content public libraries create to communicate with users online, and to examine the relationships between social media content types and corresponding levels of user engagement.Design/methodology/approachThe sample comprises 4,637 Facebook posts collected from 151 public libraries across the USA. The authors identified ten types of Facebook posts based on the open coding, and calculated the degrees of user engagement for each type of Facebook post, represented by the numbers of likes, shares and comments. Also, The authors examined the effects of the inclusions of images or video clips on user engagement.FindingsThe authors observed that the most frequent type of post was related to announcing upcoming events held in libraries. This study also found that posts about community news or emotionally inspiring messages elicited much engagement from users. Posts having an image or images tend to receive more user engagement.Practical implicationsBased on the findings of this study, the authors discussed practical strategies for public libraries to effectively use social media to better facilitate user engagement.Originality/valueThis study is one of a few attempts that examine the relationships between the types of social media content and the degrees of user engagement in public library environments. Also, the authors have proposed a coding scheme useful to analyze social media content in the context of public libraries.

Can the smart city provide a new perspective for public and academic libraries? How does the smart city impact the libraries as cultural and scientific assets? And how can libraries contribute to the development of the smart city? An overview of recent library models, like the learning center or the green library, reveals affinities with the concept of the smart city, especially regarding the central role of information and the integration of technology, people, and institutions. From this observation, the paper develops the outline of a new concept of the smart library, which can be described in four dimensions, i.e., smart services, smart people, smart place, and smart governance. However, the smart library concept does not constitute a unique model or project, but a process, a way of how to get things done, that is less linear, less structured, and more creative and innovative. Also, smartness may not be a solution for all library problems.

Purpose The purpose of this paper is to explore topics of Facebook posts created by public libraries using the bi-term topic model, and examine the relationships between types of topics and user engagement. The authors further investigated the effects of three library factors, namely, staff size, budget and urbanization degrees, on Facebook content and user engagement based on multilevel generalized linear modeling. Design/methodology/approach This study suggested a novel method, a combination of the bi-term topic modeling and MGLM, to enhance the understanding of social media in the context of public libraries. Findings The findings revealed that posts related to community events, awards and photos were likely to receive more likes and shares, whereas posts about summer reading programs received relatively more comments. In addition, the authors found that a larger staff size and the inclusion of multimedia had positive impacts on user engagement. Originality/value This study analyzed the content of public library-generated social media based on text mining. Then, the authors examined the effects of contextual library-level factors on social media practice in public libraries. Based on empirical findings, the study suggested a range of practical implications for effective use of social media in public libraries.

Short-form video platforms have become an important marketing channel for library resources and services. However, such promotions’ actual performance is not as good as expected. This research examined the performance of library marketing on the dominant short-form video platform in China, Douyin (aka TikTok worldwide), with social media analytics, including topic and correlation analysis. Results indicated that the number of fans of an account is positively correlated with the number of likes (p < 0.001) and independent of the number of videos (p > 0.05). Libraries post videos most often on the topic of “Reading Promotion”(31%), but the marketing performance on this topic is average (Mean DMI = 90.27). The most popular topics for patrons are “Hot Topics” and “Knowledge Quiz” (Mean DMI = 207.00). Using short-form videos for library marketing is a new practice, and scant studies have evaluated such performance, especially in Asia. Our results strengthen library practitioners’ awareness and reflections on conducting new media services and short-form video promotion, especially for the newer generation.