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Det moderna biblioteket: Om biblioteks marknadsföring i sociala medier
University of Borås, Swedish School of Library and Information Science.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
The Modern Library : On libraries’ marketing in social media (English)
Abstract [en]

The aim of this thesis is to investigate how libraries market themselves in social media and why they do it. I have studied a certain public library’s process of introducing social media into its marketing mix, the preparations for this process and the effects of these marketing methods. The theoretical framework for this thesis is based on relationship marketing, a theory which focuses on relationships, networks and interaction. My main method has been semi-structured interviews with a librarian at the relevant library, with the manager of the library and with the head of the municipality’s department of communication. The results of my studies show that marketing on social media is a positive and important thing for libraries. The main reasons as to why the libraries want to work with this type of marketing is that it is fast, inexpensive and easy. Experience shows, however, that it is important to realise that this work requires much time and commitment. For those who are prepared to invest the time needed, social media can be useful channels for interaction between the staff and the users of libararies.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2013.
Series
Kandidatuppsats ; 2012:88
Keywords [en]
sociala medier, Facebook, Twitter, relationsmarknadsföring
Keywords [sv]
bibliotek, folkbibliotek, blogg, marknadsföring
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-17046Local ID: 2320/12168OAI: oai:DiVA.org:hb-17046DiVA, id: diva2:1308938
Note
Program: BibliotekarieAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Output format
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