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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.

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.

The book lays out the history of diversity in the veterinary profession, in the context of historical changes and actions within US society. An overview of selected strategies from dental, pharmacy, and (human) medical schools is then offered. The impact of social constructs on career interest development is explored using the examples of race, gender, sexual orientation, and gender identity. Practical strategies for attracting preschool through undergraduate students to careers in the veterinary profession are presented, as well as metrics and tools to assess the impact of diversity and inclusiveness strategies. A systems approach to diversity and inclusiveness in the veterinary profession is called for in a manner that frames barriers as opportunities for improvement and progress. There is much that needs to happen to achieve professional inclusiveness and cultural competency, but the path to achieving this is clear. System-wide commitment, planning, execution, and continuous assessment will position the profession to better suit the population of the nation and the world that will be served. This book is a call to action for consistent championship and cohesive approaches, and it provides a road map to building a sustainably inclusive future.

Creating Research Infrastructures in the 21st-Century Academic Library focuses on research infrastructures with topics such as research and development in libraries, datasets, e-science, grants and grant writing, digital scholarship, data management, library as publisher, metadata, web archiving, and the research lifecycle.

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.

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.

Collaborating for Impact opens with an exploration of current collaboration between liaison and special collections librarians, including a thorough literature review. A proposed framework for acquiring general and special collections that document the history of the academy and remain responsive to campus curricular needs, and a tutorial on object-based pedagogy that can underpin such arrangements, follow. And finally, there are thirteen case studies that provide concrete examples of how to move the needle towards sustainable efforts and away from one-off examples.

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.