IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Enhancing the Competitive Advantage of Libraries through Social Media Marketing

Enhancing the Competitive Advantage of Libraries through Social Media Marketing
View Sample PDF
Author(s): Tom Kwanya (The Technical University of Kenya, Kenya) and Christine Stilwell (University of KwaZulu-Natal, South Africa)
Copyright: 2015
Pages: 23
Source title: Social Media Strategies for Dynamic Library Service Development
Source Author(s)/Editor(s): Adeyinka Tella (University of Ilorin, Nigeria)
DOI: 10.4018/978-1-4666-7415-8.ch001

Purchase

View Enhancing the Competitive Advantage of Libraries through Social Media Marketing on the publisher's website for pricing and purchasing information.

Abstract

The available evidence reveals that although librarians have made good progress in adapting library services and products to current realities, usage of libraries remains low. This situation has been attributed partly to the poor marketing of library services to actual and potential users. Therefore, the library services delivered using shoestring budgets are barely used, occasioning great “losses” to the libraries and their communities. Social media marketing offers a unique opportunity for libraries to increase their visibility and usage by taking services and products to the platforms where their actual and potential users already “hang out.” Many libraries in Africa are experimenting with diverse social media marketing tools in an ad hoc manner with mixed results. This chapter is a practical guide that libraries can use to enhance their competitive advantage through social media marketing. It offers step-by-step action plans and tips on social media marketing for African libraries.

Related Content

Laura Holgado-Ruiz, José Ramón Saura, Beatriz Rodríguez Herráez. © 2023. 24 pages.
Dino Sossi. © 2023. 25 pages.
Sheldondra J. Brown, Grace M. Babcock, Monica Bixby Radu. © 2023. 11 pages.
Aifheli Makhwanya. © 2023. 14 pages.
Rui Alexandre Novais. © 2023. 23 pages.
Hasan Turgut. © 2023. 19 pages.
Debika Sihi. © 2023. 27 pages.
Body Bottom