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”Det gäller att hänga på”- en studie om marknadsföring av folkbibliotek via sociala medier
University of Borås, Swedish School of Library and Information Science.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
”It’s all about keeping up”- a study about marketing of public libraries through social media (English)
Abstract [en]

The purpose of this bachelor thesis is to examine how public libraries use social media for marketing purposes, and what librarians think about this. My focus of this thesis lies on what librarians think about marketing of libraries through social media and if they think that marketing through social media can create a better relationship between the library and its users. The questions I wanted to answer were: ‐ Libraries using social media, for what purpose do they use them? ‐ Do the libraries choose to use social media to market their organization? Why? ‐ What attitudes exist among librarians about marketing through social media? The theoretical framework for this thesis is Evert Gummessons model off Relationship marketing and the process of Internet marketing, which both are based on relational perspective. The methodology used for this study was structured interviews. Four interviews were conducted with five librarians that have partial responsibility of their respective libraries social media. The result of this study shows that all libraries use social media, but to varying degrees. They also use them for different purposes. The librarians choose to market through social media because it is a way to reach more people and the only way for users to influence the content. The study shows that librarians generally have positive attitudes towards marketing through social media. Negative attitudes are experienced in the beginning of working with social media when the staff is not sure how the tools work. Librarians believe that social media can create good relations with its library users.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2011.
Series
Kandidatuppsats ; 2011:23
Keywords [sv]
sociala medier, marknadsföring, attityder, folkbibliotek, bibliotekarier, relationsmarknadsföring, internetmarknadsföring
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-20671Local ID: 2320/8871OAI: oai:DiVA.org:hb-20671DiVA, id: diva2:1312605
Note
Program: BibliotekarieAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • 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
  • text
  • asciidoc
  • rtf