Social Networking Sites as Marketing and Outreach Tools in Information Institutions and the Role of the User in the Marketing Process | ||
| iraqi journal for information | ||
| Article 1, Volume 13, Issue 1, December 2012, Pages 47-80 | ||
| Authors | ||
| Salim Said Ali Al-Candi; Mohammed Nasser Ali AL-Suqri | ||
| Abstract | ||
| The emergence of Web 2.0 applications has a very significant impact on libraries and information institutions. Social network sites (SNSs) are the most important and popular applications that libraries start to use as a tool for marketing and promotion of their services. Many studies have discussed the importance of enhancing library services through Web 2.0 applications such as social networking sites (SNSs), blogs, wikis, RSS (Really Simple Syndication) and podcasts. However, very few studies have focused on social networking sites in relation to marketing strategies for library and information services. The main purpose of this paper is to explore the varied marketing activities of libraries on SNSs, focusing on Facebook, as it is recognized as a popular SNS used among libraries. Additionally, the study introduces the role of library and information professionals (LIPs) within SNSs, as well as user contributions to the marketing process. Web content is used in a quantitative approach. Thirty five libraries that have Facebook pages have been selected as subject samples. These libraries were randomly selected. It was found that four main activities on library Facebook pages, including marketing the library itself, marketing information services, marketing information resources, and marketing people knowledge and skills. The study also found that LIPs have new roles within SNSs and users play an important role in facilitating the library marketing process. The study concluded with recommendations that would help LIPs to enhance library marketing by using these applications. Keywords: Web 2.0 Applications, social networking sites, Information Services Marketing, Marketing Tools, Information Institutions Marketing Activities | ||
| Keywords | ||
| web; applications; Social networking sites; Information Services Marketing; Marketing Tools; Information Institutions Marketing Activities | ||
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