Baltic and nordic university libraries marketing in facebook

Abstract

Facebook provides possibility to every organization to market their services and products through Pages and also libraries have a chance to be closer to their audiences. Libraries have always had standpoint of being where users are. Facebook is popular among young people and university libraries can use this fact to make themselves more visible to their target audience. The aim of the thesis is to explore the usage of Facebook by Baltic and Nordic university libraries, the information communicated, and application used. Also the attitudes of the university libraries towards social media marketing will be explored, as well as the importance of Facebook among other marketing channels. Qualitative content analysis of libraries’ Facebook pages were conducted to explore the usage of wall posts, photos, videos and other applications, as well as information communicated. Semi-structured e-mail interviews with each library representatives were undertaken to find out opinions, standpoints and attitudes towards marketing in social media. Two libraries, one multidisciplinary and one technical university library, from each Baltic and Nordic countries were analysed. Results indicate that in average 83 wall posts per year are communicated. Majority of information is provided in national language, events and reviews applications are used, some have created an app for library e-catalogue or use blog. Content of wall posts is library’s events, opening hours, changes in services, databases, collections, press coverage. Libraries are positively minded towards social media, it is a supplement to other channels. Main purpose is to promote events, introduce services, make library visible to students and researchers, show the availability of library, inform people, offer best help, and get people involved in the life of the library. Social media gives library more “human” face. Facebook is considered as very important instrument due to its availability, speed, and interactivity. It is hoped that the results of this study can be used as basis to compose guides of marketing libraries in Facebook, also analysing the content provided and feedback received.