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《The Reference Librarian》2013,54(73):281-292
Abstract Many library directors and administrators spend a significant portion of their time attempting to market the library and its services. Getting patrons into the library and keeping their business is an integral part of the day-to-day management of the library. This mission, however, is not always effectively passed on to the front lines to the one group of people who face the patrons on a daily basis -the reference librarians. This article will show how the library's service points can be used as marketing tools; outline what librarians and public service staff should know about their library; and discuss ways in which reference service librarians can help further the library's marketing and public relations goals. 相似文献
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Christie Kliewer 《Public Services Quarterly》2013,9(2):170-182
Library literature about engagement has drawn from business marketing practices for years which has unsurprisingly influenced our approach towards social media communication. This article will evaluate how continuing this practice without a critical evaluation of the ethics behind marketing practices is contradictory to our institutional values. The principles discussed in this article may be useful for current library workers and administrators looking to engage in reflective practice in their outreach efforts. In response to the pervasiveness of marketing culture in library outreach our field has an obligation to support and encourage authentic interactions with our patrons without jeopardizing what makes us different from businesses. I will explain why a marketing perspective limits our efforts, initiate a discussion about this issue, and highlight some examples of effective engagement. 相似文献
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《Journal of Web Librarianship》2013,7(1):93-108
Abstract Measuring website success is critical not only to the web development process but also to demonstrate the value of library services to the institution. This article documents one library's approach to the measurement of website success. LibQUAL+(tm) results and strategic-planning documents indicated a need for a new type of measurement. The current literature on e-metrics focuses predominantly on vendor-based network statistics and reporting standards and other collaborative projects by various academic libraries around the world, such as the International Organization for Standardization, National Information Standards, Project COUNTER, and the Association of Research Libraries. There is no evidence within the body of library literature of academic libraries incorporating the use of e-metrics to measure the success of the library website in relation to library strategic planning and marketing. The purpose of this research paper is to consider how academic libraries can use web-conversion rates as a managerial tool for measuring a website's success and provides an outline for further research into a more strategic application of e-metrics as it relates to library strategic planning and marketing. 相似文献
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为了跟踪国外图书馆管理的最新研究进展,以国外相关学术期刊论文为数据源,借助词频分析与可视化方法对该领域的研究状况进行描述,在此基础上分九个主题对近十年国外图书馆管理研究论文的内容进行归纳整理,包括数字图书馆管理和数字版权管理、变革管理和项目管理、管理理论和管理系统、绩效管理和评价管理、人力资源管理和用户管理、危机管理和成本管理、业务管理和专门图书馆管理、战略管理和营销管理、知识管理和质量管理.最后结合研究论文的主要内容,综合评价了近十年国外图书馆管理研究的特点、不足,并提出今后国内研究应当重点关注的问题. 相似文献
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《The Journal of Academic Librarianship》2023,49(4):102744
The COVID pandemic forced academic libraries to quickly and dramatically adjust their operations. This article explores how marketing in academic libraries was represented in the research and practitioner literature during the pandemic through an examination of articles published between March 2020 and March 2023 as compared to LIS marketing articles published in the three previous years (between March 2017 and February 2020). Marketing was selected as the lens through which to examine library and information science (LIS) articles because marketing strategies and techniques offer powerful insights into how libraries perceive themselves and the communities they serve. The 2017–2020A set included 165 articles, while the 2020B–2023 set contained 93 articles. These articles were inductively coded to identify marketing-related concepts and themes. The most common marketing themes from the per-pandemic article set were marketing strategies and planning, marketing methods, social media, outreach, and engagement. The most common marketing themes from the pandemic article set were social media, marketing strategies and planning, library instruction and orientations, marketing methods, and perceptions of libraries. The categories that experienced the largest levels of change between the two periods were engagement (a reduction of 12.67 % during the pandemic), marketing methods (a reduction of 11.75 % during the pandemic), marketing strategies and planning (a reduction of 10.75 % during the pandemic), outreach (a reduction of 9.11 % during the pandemic), and library instruction and orientations (an increase of 8.44 % during the pandemic). Recommendations for library marketing practice are provided based on this literature analysis including the use of multiple physical and digital communication channels when developing marketing strategies; the importance of continuing to market core operational services, especially during challenging times; the need for libraries to regularly review their engagement methods as the needs and behaviours of users shift; and that there are many ways in which the voice of the user and the effectiveness of library marketing activities may be captured. 相似文献
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Karli R. Mair Kristine J. Shrauger 《Journal of Interlibrary Loan, Document Delivery & Electronic Reserve》2013,23(1-2):23-40
As it becomes increasingly difficult to demonstrate the worth of the library to the academic community, gate counts and usage statistics are no longer enough. Showing the impact the library has on the community requires planning new services with outcome measurement from the start. This article outlines a marketing strategy for launching a faculty book delivery service at the University of Central Florida's John C. Hitt Library using Fisher and Pride's (2006) Blueprint for Your Library Marketing Plan. It includes a review of relevant literature on marketing delivery services, service and marketing goals and outcomes, target audiences, marketing messages, message delivery strategies, marketing budget, and management of staff responsibilities. This article is the second in a series of three articles that together make up an entire project planning and management document that is based on Rhea Rubin's (2006) Outcome Measurement model. The plan in its entirety provides an example of how to apply the Outcome Measurement model in an academic library setting. 相似文献
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This article introduces a new language-independent approach for creating a large-scale high-quality test collection of tweets that supports multiple information retrieval (IR) tasks without running a shared-task campaign. The adopted approach (demonstrated over Arabic tweets) designs the collection around significant (i.e., popular) events, which enables the development of topics that represent frequent information needs of Twitter users for which rich content exists. That inherently facilitates the support of multiple tasks that generally revolve around events, namely event detection, ad-hoc search, timeline generation, and real-time summarization. The key highlights of the approach include diversifying the judgment pool via interactive search and multiple manually-crafted queries per topic, collecting high-quality annotations via crowd-workers for relevancy and in-house annotators for novelty, filtering out low-agreement topics and inaccessible tweets, and providing multiple subsets of the collection for better availability. Applying our methodology on Arabic tweets resulted in EveTAR, the first freely-available tweet test collection for multiple IR tasks. EveTAR includes a crawl of 355M Arabic tweets and covers 50 significant events for which about 62K tweets were judged with substantial average inter-annotator agreement (Kappa value of 0.71). We demonstrate the usability of EveTAR by evaluating existing algorithms in the respective tasks. Results indicate that the new collection can support reliable ranking of IR systems that is comparable to similar TREC collections, while providing strong baseline results for future studies over Arabic tweets. 相似文献
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Timothy McClelland 《图书馆管理杂志》2013,53(5):347-367
ABSTRACTThis study analyzes the presence of marketing-related job duties in public and academic library job listings and the experience required for these positions in order to better understand how libraries currently embrace marketing. A content analysis was performed on job listings from the American Library Association (ALA) JobLIST. The findings revealed 37% of job listings included marketing-related content, while only 11% of those listings also included stated experience or training in the marketing field. The findings will be of interest to library administrators looking to improve marketing strategies within their library without compromising the productivity of other library activities. 相似文献
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[目的/意义] 通过归纳总结近十年来国外图书馆界对于营销理论研究的进展以及业务实践中所取得的成功经验,为推动我国图书馆广泛开展营销推广工作提供借鉴和参考。[方法/过程] 运用文献计量分析法,对近十年来国外图书馆营销理论研究相关论文的年份分布、主题、关键词进行分析,结合对高影响力文献的内容梳理,明确该研究领域的热点趋势及主要观点。开展网络调研,对近年来国际图书馆领域营销推广经典案例进行深入挖掘,归纳国外图书馆界在营销推广实践方面所取得的经验,总结近年来图书馆营销业务发展趋势特点。[结果/结论] 营销推广业务的广泛开展必将促进图书馆角色功能的转变,有力推动知识传播,助力服务创新。我国图书馆营销事业发展前景广阔,应坚持一切以用户需求为中心,在科学合理的营销战略规划下,将品牌营销、整合营销、数字营销融会贯通,走出一条具有中国特色的图书馆服务创新之路。 相似文献
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AbstractAlthough the field of crisis management has grown considerably, academic curricula do not seem to have kept pace. This study investigates how library and information science (LIS) programs are addressing the need to provide adequate and relevant crisis management course content, so as to better empower librarians and other information professionals during community-based disasters and unpredictable circumstances. Twenty-eight ALA-accredited MLIS programs were evaluated. A four-phase model for evaluating crisis management content in LIS education (CM-LIS) has been developed. Crisis management topics were identified and categorized under the four phases: landscape survey, strategic planning, crisis management, and organizational learning. Six broad LIS subject modules were also identified to analyze the percentage of coverage of these topics. In the 264 course syllabi evaluated, curricula indirectly prepare librarians on how to meet and respond to crises and disasters within their communities; however, in many cases, this is given low priority. There is not a strong consideration for natural disasters and the societal calamities and unrest that dominate the media and occupy the minds of individual communities. This study gives insight into crisis-management education within LIS graduate degrees and should stimulate additional research to further investigate the preparedness of librarians and other information professionals to interact with communities in need in times of crises. 相似文献
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[目的/意义] 通过归纳总结近十年来国外图书馆界对于营销理论研究的进展以及业务实践中所取得的成功经验,为推动我国图书馆广泛开展营销推广工作提供借鉴和参考。[方法/过程] 运用文献计量分析法,对近十年来国外图书馆营销理论研究相关论文的年份分布、主题、关键词进行分析,结合对高影响力文献的内容梳理,明确该研究领域的热点趋势及主要观点。开展网络调研,对近年来国际图书馆领域营销推广经典案例进行深入挖掘,归纳国外图书馆界在营销推广实践方面所取得的经验,总结近年来图书馆营销业务发展趋势特点。[结果/结论] 营销推广业务的广泛开展必将促进图书馆角色功能的转变,有力推动知识传播,助力服务创新。我国图书馆营销事业发展前景广阔,应坚持一切以用户需求为中心,在科学合理的营销战略规划下,将品牌营销、整合营销、数字营销融会贯通,走出一条具有中国特色的图书馆服务创新之路。 相似文献
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This study is a social media analysis on the use of Twitter at Historically Black Colleges and University (HBCU) libraries. While information science researchers have begun examining how libraries use social media, the vast majority of these studies are situated at large flagship research-intensive universities. Additionally, there currently exist deficiencies in research on social media deployment at HBCU libraries. We leverage, the IBM Watson's analytic engine, to systemically examine over 23,000, tweets over an eighteen-month period, around a set of objective measures including propagation of retweets and sentiment to assess follower engagement. The analysis found little evidence of follower engagement with library generated content. However, we observed a substantial volume of library tweets coalesced around institutional boosterism, rather than library related phenomena. This non-library related content represented the vast majority of retweets, but paradoxically was propagated by non-followers. Additionally, tweets relating to institutional boosterism produced the most positive sentiment within the data. 相似文献
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[目的/意义] 有效的传播能够激发和提升营销效果，通过对具体营销案例的分析，加深对于图书馆营销的认识。[方法/过程] 以2020年端午期间东莞图书馆读者留言事件为例，还原整个事件的传播过程，指出行业媒体在图书馆营销传播中的重要性，并借鉴传播学“议程设置”概念探讨图书馆和行业媒体如何通过传播议题设置及内容策划开展常态化营销工作。[结果/结论] 图书馆的专业能力是图书馆营销的基本前提，行业媒体传播内容的系统性策划是引导公众关注图书馆的有效途径，同行聚力是实现营销效果最大化的有力保障。 相似文献
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《Public Services Quarterly》2013,9(1-2):191-220
SUMMARY Information literacy instruction is integrated into the distance education program in library and information science (LEEP) at the University of Illinois, Urbana-Champaign (UIUC). This article describes the LEEP program and the library services provided to its students. Published research on LEEP and related topics in librarianship is reviewed. Student evaluations of library instructional sessions have been gathered since 2002, shared with teaching faculty and administrators, and used to improve and promote information literacy instruction within LEEP. In the fall of 2005, the instructional model for LEEP was adapted to the on-campus environment. Preliminary analysis of the on-campus student evaluations suggests that modifications are needed to deliver an equivalent learning experience to all LIS students at UIUC, whether on-campus or off. 相似文献