This document discusses how libraries can use web 2.0 tools and social media to market their services and attract more users in the digital environment. It recommends that libraries allocate funds to develop their website, train librarians in new technologies, use social media to promote the library, and conduct regular SWOT analyses. The conclusion states that adopting new technologies will modernize libraries and allow them to continue innovating and delivering services to users.

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Vinita Jain, Librarian, Maharshi Dayanand College, Mumbai

2. IInnttrroodduuccttiioonn
The basic aim of marketing is to know and
understand our users in order that the library is able to
satisfy those needs in an effective way.
Libraries have always connected people with
information.
In today's digital environment number of student are
declining in the library, with the help of web 2.0 tools
libraries can attract the readers back to the library.
A strong web presence, including representation on
social media sites, improves awareness of library
services and contributes to a progressive and modern
image, which may in turn lead to increased physical
visits.
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3. Update
Website/Library
Homepage
Prefer Online
Library
Resources
Allow customers to
tailor library services
to meet their needs
Web Based
Environment
Expects 24/7
access to library
Connects with
everyone online
Getting information
into the hands of users
wherever they are by
using whatever best
tools are available
Social Networking
of People
Exchange of
Documents in
Web 2.0
environment
Group sharing of
Ideas Globally
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4. Marketing of Library Services using
Library Website /
Home Page
Ask-A-Librarian
Reference Query
Online chat
FAQs on website WEB-OPAC
Library Catalogue
Library Automation
Library Software
Useful Links
Access to E
resources
Open Access
Journals
Online Feedback
Suggestion
Recommend a
Book
Library Blog
Twitter
Face book
RSS Feed
Library on Wiki
Research Projects
Bibliography
Virtual tour
Institutional
Repository
Photo Archives
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5. What to Market?
Print Media
E resources, CDs/DVDs etc.
Online Information Services & Product
Reprographic Services
CAS/SDI Services via SMS, E mail
Alerts
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6. Why of Marketing?
Maximum Use of Library Resources
Justifiable Extended Services
For Self Survival [Library + Librarian ]
Increase the Readership
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7. SWOT Analysis of Library
Strengths are characteristics of the
library that give it an advantage on
others
Open Access Library
Library Automation
Free Internet Access
Online Resources
Opportunities are external chances to
improve performance in the
environment;
Web OPAC
Use of Social Media
Weaknesses are characteristics that
place the library at a disadvantage
relative to others
Space Crunch
Unskilled Staff
Threats are external elements in the
environment that could cause
problems for the library.
Declining Reading Habits
Technology obsolescence
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8. RReeccoommmmeennddaattiioonnss
Allocate fund for Library website development.
Techno- savvy Librarian
Continuous Professional Development
Develop some standard for using web 2.0 technologies
incorporating in library home page.
Library Professionals need extensive and appropriate
training to make use of these tools.
Use of Social Media to market the library services
SWOT analysis of library should be conducted on regular
basis that helps to improve the library visibility in web
environment.
Short term course on use of web based technology for the
students and the faculty members.
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9. Conclusion
Use of latest technology will constitute a meaningful &
substantive change in the history of libraries.
The library collection will become more interactive &
fully accessible.
Short term course/ Information E-Literacy
Using Web 2.0 tools to continue to deliver innovative
service to library users
Contribution on social media to increase online visibility
of Library
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10. RReeffeerreenncceess
 Bandi, S., Malladad, H., & Kanamadi, S. (2011). Enhancing the impact of Libraries
through Web 2.0 : Using Blog to Maximize reach. National Seminar on "Empowering
Academic Libraries in Knowledge Society"EMALKS 2011 (pp. 146-152). Mumbai:
Universal Prakashan.
 Braziel, L. (2009). Social media marketing example #12: Library of Congress. Retrieved
May 9, 2012, from http://www.ignitesocialmedia.com/social-media-examples/social-media-
marketing-example-library-of-congress/
 Hazidah, N.A. & Edzan, N.N. The SWOT analysis: Marketing and Promotional Strategies
used at the University of Malaya Library, Malaysia
http://eprints.um.edu.my/4006/1/GenNEXT-Final.pdf accessed on 26/6/2014
 IIT Bombay on Twitter https://twitter.com/iitbombay accessed on 24/6/2014
 Jain, V. (2012). Innovations in Academic Libraries applying Web 2.0 tools & Social
networking, pp.157-163, ICoLIS 2012 , Kuala Lumpur, LISC,FCSIT, Malaysia
 Kotler, P. (2013). Marketing Management. New Delhi: Pearson Education Asia.
 Maness, J. M. (2006, Jun). Library 2.0 theory:Web 2.0 & its implications for Libraries.
Retrieved 2011 04, Aug, from Webology: http://www.webology.org/2006/v3n2/a25.html
 M.D.College library FAQs http://mdcollegelibrary.in/LibraryFAQ.aspx accessed on
20/6/2014
 Natarajan, M. (2007). Blogs : A Powerful tool for accessing information. Desidoc Bulletin
of Information technology, Vol 27. (3) , 13-21.
 Ranganathan, S. R.(1931). Five Laws of Library Science. London: Edward Goldston.
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The illiterate of the 21st century will
not be those cannot read and write,
but those who cannot learn, unlearn
and relearn- Alvin Toffler