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Att marknadsföra ett bibliotek på Facebook
University of Borås, Swedish School of Library and Information Science.
University of Borås, Swedish School of Library and Information Science.
2012 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
Marketing a Library on Facebook (English)
Abstract [en]

With the advent of a range of social networks, librarians all over the world have started to ask themselves how this new technology can be used as a way to market their libraries. Today's information websites and search engines are difficult competitors for libraries and information centers, and are forcing traditional information institutions to market themselves in new ways. Marketing theories have traditionally concerned themselves with money transactions and marketing of specific services and/or products. Relationship marketing theories, on the other hand, focus more on the relationship between the customer and the company that produces the product or service. These two parties are seen as co-producers, and relationship marketing theories tend to focus more on a win-win situation, than on the company gaining power of the customer. The relationship is the important thing, and the theories concentrate to a great extent on how to nourish these relationships. This paper is a discussion about whether Facebook as a social network is a usable tool for library marketing. Since both libraries and social networks are all about relationships, we chose to make use of a relationship marketing theory to investigate this. This theory was Evert Gummesson's theory about the most important relationships in marketing. The literature we have used in our analysis shows different meanings when it comes to how to best, if at all, market a library on Facebook. The conclusion is that there is not one correct answer and every different library has to explore what is best for them.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2012.
Series
Magisteruppsats i biblioteks- och informationsvetenskap vid institutionen Biblioteks- och informationsvetenskap, ISSN 1654-0247 ; 2012:9
Keywords [en]
facebook, bibliotek 2.0
Keywords [sv]
marknadsföring, sociala nätverk, relationsmarknadsföring
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-16435Local ID: 2320/10738OAI: oai:DiVA.org:hb-16435DiVA, id: diva2:1308322
Note
Program: BibliotekarieAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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