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Marketing and Social Media


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Table of Contents

Preface 1. A Customer Perspective Marketing and Social Media: A Customer-Centered Approach Learning From Retailers Customer Centered Characteristics Why Call Them Customers? Social Media and Segmentation Customer Offers: Tangible and Intangible Customer Costs Channels of Distribution Communicating with Customers 2. Marketing and Mission Goals and Objectives Systematic Marketing Strategic Planning Begin with a Mission Successful Mission Characteristics Social Media Mission Statements Organizational Level Goals and Objectives Library, Museum and Archives Examples: Missions, Goals and Objectives Social Media Marketing Goals and Objectives 3. Scan the Environments The Organization's Micro-environment The Organization's Macro-environment Types of Environmental Data: Primary and Secondary Macro-environmental Data Categories A Natural History Museum Environmental Scenario Social Media Environmental Scanning 4. SWOT: Strengths, Weaknesses, Opportunities and Threats SWOT Defined Organizing and Ranking the SWOT Presentation of SWOT Analysis Social Media Managers and SWOT Analysis 5. Stakeholders Who are Stakeholders? Value of Identifying Stakeholders Stakeholders Conflicts Stakeholder Mapping Conflicts and Crisis Communication: A Public Library Stakeholder Communication Building Relationships through Social Media 6. A Four-Step Model for Marketing Nonprofit Marketing Defined True Marketing Framework Step One: Marketing Research Step Two: Marketing Segmentation Step Three: Marketing Mix Strategy Step Four: Marketing Evaluation 7. Marketing Research Competition Is Here to Stay Marketing Research Reveals Steps in Marketing Research Internal Secondary Data: Current Status, Current Needs The Importance of Counting All the Uses External Secondary Data Understanding U.S. Census Data Mapping the Customer's Geographic Market Area Demographics Partially Predict Use Customer Data from the Web and Social Media Using Internal and External Secondary Data: Two Case Studies 8. Marketing Segmentation Benefits of Segmentation Useful Ways to Segment Customers Market Segment Characteristics Segmentation Strategies Social Media: Customer AIO & Lifestyle Data 9. Marketing Mix Strategy & Product Product Broadly Defined Product Mix, Lines & Items Product Life Cycle Price: Nickels and Time Place: Physical or Virtual Promotion is a Marketing Tool Tweaking the 4P's for Optimal Customer Satisfaction Marketing the Intangible Why Products Fail A New Spin on the Marketing Mix: Social Media 10. Price or Customer Costs Price: a Marketing Definition Price: Its Role in the 4Ps Perceived Customer Costs Identifying the Full Range of Costs Reducing Customer Costs at a Public Library Tweaking Customer Costs: Examples Social Media Example: Public Library Setting Pricing Objectives 11. Place: Channels of Distribution Library, Museum and Archive `Places' Place and Changing Channels of Distribution Channel Selection Components of a Channel Strategy Location and Social Media The Need for Facility Location Strategies Proactive Measures to Combat Old Scenarios Five Facility Location Strategies Why Identify Geographic Market Areas Implications of Digital Libraries Virtual Location: Selecting Social Media Channels 12. Promotion: Not the Same as Marketing Major Promotional Tools and Media Choosing Promotional Tools and Media Selecting the Optimal Promotional Mix Social Media: Pros and Cons Promotion: Misunderstood and Misused Archives Promotional Mix Example Evaluating Your Promotional Strategies 13. Case Studies Public Library Art & Science Museum University Science and Engineering Library School Media Center/Elementary Archive/Historical Society Social Media: Children's Museum 14. Marketing Evaluation Why Evaluate? How Do We Measure? What Do We Measure Inputs, Outputs, Outcomes and Fallacies Thereof Estimating Geographic Market Areas (GMA) Outcomes What Benefits are Customers Receiving Segmentation Facilitates Better Data New Technologies Facilitate New Data Collection Specifically Measuring Social Media Success What is a Social Media Goal? Social Media and BIG DATA Marketing Budgets Implementation 15. Four Strategic Marketing Tools Tool One: Grant Writing Similar Steps of Market Research and Grant Writing Tool Two: Public Relations Public Relations Toolkit Case Studies From Around the Globe Tool Three: Advocacy Brands and Branding Tool Four: Common Sense Marketing Policies Social Media Policies 16. Synergy and the Future Library*Archive* Museum: Two Examples Five Things to Think About for the Future Annotated Bibliography Index

About the Author

Christie Koontz is a faculty member at the School of Library and Information Studies at Florida State University. She has taught nonprofit marketing for twenty years, serving on state, national and international association marketing committees Lorri Mon is associate professor at Florida State University's iSchool. She teaches and conducts research on social media and emerging digital technologies in libraries, nonprofits, education and e-government.


Useful to those completely new to marketing or those looking for new ideas, tips and rigorous methodologies, Marketing and Social Media: A Guide For Libraries, Archives, and Museums works well to provide an expansive overview of all aspects of developing and delivering a marketing strategy. The book is particularly useful to educators as it looks at marketing from a holistic perspective highlighting the importance of understanding your audience's needs and catering to them at every turn, which is surely a sentiment at the heart of engaging informal education. * Roots Education Review *
This book contains a wealth of information and advice. . . .If your nonprofit is as serious about social media as it is about its other strategic initiatives, then this is the book for you. * Marketing Library Services *
Many libraries, archives and museums dabble in social media, dipping their toes in the water to test the environment. However, many others have had a range of successful outcomes arising from a bigger commitment to social media. If your library is serious about using social media as a marketing tool, I highly recommend Marketing and Social Media: A Guide for Libraries, Archives and Museums as the first tool you will need. * Australian Library Journal *
[B]y combining the two topics of marketing and social media, this book promises to offer archivists (alongside librarians and museum professionals) a systematic framework and a range of useful, practical tools to improve current knowledge about users, and subsequently to design services which better meet customer needs. . . .I would urge any archivist to familiarize themselves with the concepts and tools it covers. * Archives and Records: The Journal of the Archives and Records Association *
Koontz and Mon thoroughly and clearly detail the marketing process for libraries, archives and museums. The social media component makes this text unique. Social media is effectively inserted into the traditional marketing framework, offering a helpful structure for approaching this new platform. The straightforward presentation and current subject matter will make this a go-to text for LIS instructors, students and practitioners! -- Nicole Stroud, Director, Ozark Foothills Literacy Project
This book really puts the "marketing" into "social media marketing." Authors Christie Koontz and Lorri Mon beautifully blend explanations of what marketing really is with instructions on how to do it well in social media. Unless you're already a serious marketing expert, you need this book. -- Kathy Dempsey, Editor, Marketing Library Services newsletter
A fount of practical advice firmly grounded in the relevant theories and literature, Marketing and Social Media offers practitioners and students a comprehensive strategy guide to implementing customer-centered planning and outreach in the social networking era. Drawing upon decades of experience in research and practice, Koontz and Mon have crafted a must-read text that merges their collective expertise into a powerful and insightful guide for anyone establishing, managing, or implementing social media marketing practices in libraries, archives, and museums. -- Paul F. Marty, Professor, School of Information, Florida State University
Marketing can be a powerful tool, when understood. It starts with the customer and potential customer, not program publicity, public relations and advertising. Add a well-sculpted mission, careful strategy and engaging new social media, and you have a winner-just like this book. -- Ken Haycock, Research Professor of Management and Organization & Director of Graduate Programs in Library and Information Management, University of Southern California

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