Marketing and Social Media - Couverture souple

MON, LORRI; KOONTZ, CHRISTIE

Couverture souple

ISBN 10 : 1538142953 ISBN 13 : 9781538142950

Editeur : Rowman & Littlefield, 2020

Synopsis

Marketing and Social Media: A Guide for Libraries, Archives, and Museums, Second Edition is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book serves as both an introductory textbook and as a guide for working professionals interested in developing well-planned evidence-based marketing campaigns. Chapters cover coordinating efforts with the organization's mission, goals, and objectives, how to do a SWOT analysis and environmental scanning, the use of existing data as well as issues in collecting additional data, how to identify and involve stakeholders, a 4-step marketing model, considerations of price, placement, product, and promotion, market research, understanding customer groups and market segmentation, marketing mix strategy and evaluation, promotional activities, channel selection, social media marketing activities, content marketing, social media policies, guidelines, crisis communication, and evidence-based assessment. Discussion of social media and examples of social media marketing activities are included throughout the book, as well as case study examples of marketing and social media campaigns in libraries, archives and museums. This second edition further includes a new final chapter offering step-by-step guidance for brand-new social media managers on how to get started from their first day on the job with social media marketing, management, assessment, strategic planning, and content calendar planning activities, in addition to working with colleagues and managers to integrate social media into work activities across the organization. For educators, this text includes elements which can be developed into classroom or workshop assignments which include pull quotes highlighting important concepts in each chapter, key terms, discussion questions, illustrative case study examples from archives, libraries and museums, and an annotated bibliography for further reading.

A propos du livre

À propos des auteurs

Lorri Mon has served as an associate professor and former director of Florida State University's School of Information, researching and teaching in the area of changing and emerging technologies for libraries. She has designed and taught graduate courses in social media marketing, digital/virtual reference, and makerspaces, and is the author of published books and articles on social media and libraries. Dr.

Christie Koontz is an adjunct professor of marketing at Florida State University's iSchool as well as San Jose State University iSchool, continuing work in marketing internationally through IFLA, International Federation of Library Agencies.

Détails de l'édition

• Éditeur: Rowman & Littlefield
• Date d'édition: 2020
• Langue: anglais
• ISBN 10: 1538142953
• ISBN 13: 9781538142950
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 322
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Friedensallee 273; Hamburg; 22763; Allemagne