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Social Networking & Promotion of Library Services
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Social Networking & Promotion of Library Services



A lecture delivered for the PLAI-NCRC general assembly. ...

A lecture delivered for the PLAI-NCRC general assembly.

Reosurces: http://whatissocialnetworking.com
Interviews via email: Meinard Cruz and Rosele Masirag (Scholastic); Van Bicomong (The Learning Library); Kenneth Yu, Rayvi Sunico and Ani Almario (publishers); Mike Rivera (marketing strategist)



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    Social Networking & Promotion of Library Services Social Networking & Promotion of Library Services Presentation Transcript

    • Social Networking and Promotion of Library Services PLAI-NCR General Assembly 22 March 2010 The National Library, Manila Zarah C. Gagatiga Guest Lecturer http://lovealibrarian.blogspot.com [email_address]
    • Outline
      • Part 1 - Understanding the Animal
      • Social Networking; Plus and Minus
      • Part 2 - Experts say…
      • Promotion and Marketing According to Practitioners
      • Part 3 - The “Social” Librarian
      • Library Promotions in Action
    • Understanding the Animal
      • Answer yes (thumbs up) or no (thumbs down).
      • I have an account in Facebook.
      • Apart from FB, I am a member of other social networking sites (Twitter, LinkedIn, My Space).
      • I sign-in/log-in my account everyday.
      • I am online from 8am - 5pm, Monday to Friday.
      • The library I work in has a blog / account in a social networking site.
    • Social Networking
      • It is the grouping of individuals into specific groups.
      • It happens in physical and virtual environments.
      • It has gained popularity via the online/ digital format.
      • Social networking sites function like a community of online users with shared interests, hobbies, religion, political beliefs.
      • People join social networking sites to get in touch with family and friends, and to “connect” professionally.
    • PLUS & MINUS
      • Establish ties
      • Nurture friendships
      • Offer new ways to learn
      • Open doors to opportunities (business, job, etc.)
      • An avenue to present and participate in campaigns, causes, and advocacies
      • Exposure to viruses
      • Possible data theft
      • Occasional troll and predators
      • Viral spread of unreliable information
      • Addictive
      • Counter productive
    • Experts say..
      • Promotion is the periodic activity done to increase interest on a brand. It is the achievement of short term marketing goals.
          • - Mike Rivera, Marketing Strategist
      • Promotion is communicating activities, materials, devices, and techniques that support the marketing of a product and or idea.
          • Meinard Cruz, Scholastic Philippines
    • Experts say…
      • Marketing is understanding how a product or service answers a particular need of a particular consumer; how the consumer will access the product or service; how much the consumer is willing to expend to do this. The end goal is to attract as many consumers of the product/service in a cost-efficient and timely manner.
          • Vannesa Bicomong, The Learning Library
    • Experts say…
      • Marketing is encouraging someone to believe in what you believe in.
          • Meinard Cruz, Scholastic Philippines
      • Marketing is selling an idea.
          • Roselle Masirag, Scholastic Philippines
      • Marketing is an on going cycle of communication and feedback.
          • Rayvi Sunico, Publisher
    • In library parlance…
      • Marketing the library, its services and products, would involve the awareness of its existence and what it can offer.
      • The target audience of the library is aware and knowledgeable of the purpose of the library and the services it provides them.
      • Marketing the library is communicating what the library does; what users/consumers can do in the library; and how the library’s services can benefit their lives.
      • Library users must find reason to go back to the library.
    • Library Marketing
      • Product - the library’s services; available information in a variety of formats
      • Place - the location of the library and community it serves
      • Price - cost that the library invests in its services; time and effort of the library user/consumer
      • Positioning - what kind of library do you manage or run?
      • PEOPLE - the staff and manpower behind the library
    • Let’s think about it!
      • Identify the following library program, service or activity if it is Marketing or Promotion.
      • Library Orientation
      • Library Bulletin or Newsletter
      • Author-Illustrator Visit
      • Current Awareness Services
      • Library Brochure and Website
      • Book/Website of the Week
      • Hands-On Media-Tech Training
    • Social Networking Sites
      • Creates noise
      • Far-reaching
      • Technology driven
      • Cheap and convenient
      • Highly interactive
      • Limits the capacity to mobilize library users to action
      • Tracking its cost effectiveness may be difficult
      • A good communication tool for some, but not to ALL (available technology and skills; age group)
    • Parting Shot
      • Consider formulating a marketing plan for the library where promos are spelled out
      • Know thy USER
      • Know thy LIBRARY (programs, collection, services, income generating capacity)
      • Know thy MANPOWER
      • Evaluate and measure marketing and promo activities