Crowdsourcing as an Approach to Customer Relationship Building in Academic Libraries |
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| Authors: | Lisa A Ellis Aisha Peña |
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| Institution: | 1. William and Anita Newman Library, Baruch College, New York, New York, USAlisa.ellis@baruch.cuny.edu;3. William and Anita Newman Library, Baruch College, New York, New York, USA |
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| Abstract: | Library initiatives to first-year students not only present an opportunity to offer information literacy instruction for student advancement, but they also serve a key marketing function by communicating the library's ongoing value and building customer relationships. Library orientation tours are an example of how to effectively market to first-year students. Combining peer-to-peer learning and user-generated content via social media known as crowdsourcing, Newman Library sponsored a contest challenging first-year students to create a video sharing a useful library tip. The contributions and benefits of this cocreation approach to fostering relationships are examined, and the implications to strengthening other library-user bonds are explored. |
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| Keywords: | Contests crowdsourcing customer relationship first-year experience marketing peer-to-peer learning |
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