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Full Description
Marketing and Social Media: A Guide for Libraries, Archives, and Museums, Second Edition is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book serves as both an introductory textbook and as a guide for working professionals interested in developing well-planned evidence-based marketing campaigns. Chapters cover coordinating efforts with the organization's mission, goals, and objectives, how to do a SWOT analysis and environmental scanning, the use of existing data as well as issues in collecting additional data, how to identify and involve stakeholders, a 4-step marketing model, considerations of price, placement, product, and promotion, market research, understanding customer groups and market segmentation, marketing mix strategy and evaluation, promotional activities, channel selection, social media marketing activities, content marketing, social media policies, guidelines, crisis communication, and evidence-based assessment. Discussion of social media and examples of social media marketing activities are included throughout the book, as well as case study examples of marketing and social media campaigns in libraries, archives and museums. This second edition further includes a new final chapter offering step-by-step guidance for brand-new social media managers on how to get started from their first day on the job with social media marketing, management, assessment, strategic planning, and content calendar planning activities, in addition to working with colleagues and managers to integrate social media into work activities across the organization. For educators, this text includes elements which can be developed into classroom or workshop assignments which include pull quotes highlighting important concepts in each chapter, key terms, discussion questions, illustrative case study examples from archives, libraries and museums, and an annotated bibliography for further reading.
Contents
i. Dedication and Acknowledgements
ii. Preface
1. Marketing and Social Media: A Customer Centered Approach
2. Marketing and Mission, Goals and Objectives
3. Scan the Environments
4. SWOT: Strengths, Weaknesses, Opportunities and Threats
5. Stakeholders
6. Four Step Marketing Model
7. Marketing Research
8. Marketing Segmentation
9. Marketing Mix Strategy & Product
10. Price or Customer Costs
11. Place: Channels of Distribution
12. Promotion: Not the Same as Marketing
13. Case Studies
14. Marketing Evaluation
15. From the Social Media Manager's Perspective: Putting It All Together
About the Authors
Annotated Bibliography
Index
