Marketing And Social Media: A Guide For Libraries, Archives, And Museums by Christie KoontzMarketing And Social Media: A Guide For Libraries, Archives, And Museums by Christie Koontz

Marketing And Social Media: A Guide For Libraries, Archives, And Museums

byChristie Koontz, Lorri Mon

Paperback | May 1, 2014

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Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing a planned and deliberately managed marketing campaign. Beginning with mission, goals, and objectives, readers will review the components of both the internal and external environments which must be understood to plan an objective campaign. Chapter coverage includes how to do a SWOT analysis, identify and involve stakeholders, a 4-step marketing model, market research, market segmentation, market mix strategy, and evaluation are all covered. Each chapter includes explanatory topical content designed to build a framework of marketing and social media management understanding including discussion questions (which can be developed into classroom or workshop assignments and key terms. Illustrative and brief case study examples from all three institution types are embedded in chapters as relevant.
Christie Koontz is a faculty member at the School of Library and Information Studies at Florida State University. She has taught nonprofit marketing for twenty years, serving on state, national and international association marketing committees Lorri Mon is associate professor at Florida State University's iSchool. She teaches and c...
Title:Marketing And Social Media: A Guide For Libraries, Archives, And MuseumsFormat:PaperbackDimensions:310 pages, 8.86 × 6.05 × 0.9 inPublished:May 1, 2014Publisher:Rowman & Littlefield PublishersLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:081089081X

ISBN - 13:9780810890817


Table of Contents

Preface 1. A Customer PerspectiveMarketing and Social Media: A Customer-Centered ApproachLearning From RetailersCustomer Centered CharacteristicsWhy Call Them Customers?Social Media and SegmentationCustomer Offers: Tangible and IntangibleCustomer CostsChannels of DistributionCommunicating with Customers2. Marketing and Mission Goals and ObjectivesSystematic MarketingStrategic PlanningBegin with a MissionSuccessful Mission CharacteristicsSocial Media Mission StatementsOrganizational Level Goals and Objectives Library, Museum and Archives Examples: Missions, Goals and ObjectivesSocial Media Marketing Goals and Objectives3. Scan the EnvironmentsThe Organization's Micro-environmentThe Organization's Macro-environmentTypes of Environmental Data: Primary and SecondaryMacro-environmental Data CategoriesA Natural History Museum Environmental ScenarioSocial Media Environmental Scanning4. SWOT: Strengths, Weaknesses, Opportunities and ThreatsSWOT DefinedOrganizing and Ranking the SWOTPresentation of SWOT AnalysisSocial Media Managers and SWOT Analysis5. StakeholdersWho are Stakeholders?Value of Identifying StakeholdersStakeholders ConflictsStakeholder MappingConflicts and Crisis Communication: A Public LibraryStakeholder CommunicationBuilding Relationships through Social Media6. A Four-Step Model for MarketingNonprofit Marketing DefinedTrue Marketing FrameworkStep One: Marketing ResearchStep Two: Marketing SegmentationStep Three: Marketing Mix StrategyStep Four: Marketing Evaluation7. Marketing ResearchCompetition Is Here to StayMarketing Research RevealsSteps in Marketing ResearchInternal Secondary Data: Current Status, Current NeedsThe Importance of Counting All the UsesExternal Secondary DataUnderstanding U.S. Census DataMapping the Customer's Geographic Market AreaDemographics Partially Predict UseCustomer Data from the Web and Social MediaUsing Internal and External Secondary Data: Two Case Studies8. Marketing SegmentationBenefits of Segmentation Useful Ways to Segment CustomersMarket Segment CharacteristicsSegmentation StrategiesSocial Media: Customer AIO & Lifestyle Data9. Marketing Mix Strategy & ProductProduct Broadly DefinedProduct Mix, Lines & ItemsProduct Life Cycle Price: Nickels and TimePlace: Physical or VirtualPromotion is a Marketing ToolTweaking the 4P's for Optimal Customer SatisfactionMarketing the IntangibleWhy Products FailA New Spin on the Marketing Mix: Social Media10. Price or Customer CostsPrice: a Marketing DefinitionPrice: Its Role in the 4PsPerceived Customer Costs Identifying the Full Range of CostsReducing Customer Costs at a Public LibraryTweaking Customer Costs: ExamplesSocial Media Example: Public LibrarySetting Pricing Objectives11. Place: Channels of Distribution Library, Museum and Archive 'Places'Place and Changing Channels of DistributionChannel SelectionComponents of a Channel StrategyLocation and Social MediaThe Need for Facility Location Strategies Proactive Measures to Combat Old ScenariosFive Facility Location StrategiesWhy Identify Geographic Market AreasImplications of Digital Libraries Virtual Location: Selecting Social Media Channels12. Promotion: Not the Same as MarketingMajor Promotional Tools and MediaChoosing Promotional Tools and MediaSelecting the Optimal Promotional MixSocial Media: Pros and ConsPromotion: Misunderstood and MisusedArchives Promotional Mix ExampleEvaluating Your Promotional Strategies13. Case StudiesPublic LibraryArt & Science MuseumUniversity Science and Engineering LibrarySchool Media Center/Elementary Archive/Historical SocietySocial Media: Children's Museum14. Marketing EvaluationWhy Evaluate?How Do We Measure?What Do We MeasureInputs, Outputs, Outcomes and Fallacies ThereofEstimating Geographic Market Areas (GMA)Outcomes What Benefits are Customers ReceivingSegmentation Facilitates Better DataNew Technologies Facilitate New Data CollectionSpecifically Measuring Social Media SuccessWhat is a Social Media Goal?Social Media and BIG DATAMarketing BudgetsImplementation15. Four Strategic Marketing Tools Tool One: Grant WritingSimilar Steps of Market Research and Grant WritingTool Two: Public Relations Public Relations ToolkitCase Studies From Around the GlobeTool Three: AdvocacyBrands and BrandingTool Four: Common SenseMarketing PoliciesSocial Media Policies16. Synergy and the FutureLibrary*Archive* Museum: Two ExamplesFive Things to Think About for the FutureAnnotated BibliographyIndex

Editorial Reviews

Marketing can be a powerful tool, when understood. It starts with the customer and potential customer, not program publicity, public relations and advertising. Add a well-sculpted mission, careful strategy and engaging new social media, and you have a winner-just like this book.