ROI en medios sociales: campañas de marketing en bibliotecas
| Main Author: | González-Fernández-Villavicencio, Nieves |
|---|---|
| Format: | Journal PeerReviewed Book |
| Bahasa: | es |
| Terbitan: |
EPI SCP, Barcelona, Spain
, 2015
|
| Subjects: | |
| Online Access: |
http://eprints.rclis.org/24763/1/022-030_Gonzalez-Fernandez-Villavicencio.pdf http://eprints.rclis.org/24763/ |
Daftar Isi:
- Social media marketing must be a part of a digital marketing plan. Although marketing traditionally has been associated with obtaining an economic ROI (return on investment), it also can be measured in terms of social ROI (return on influence, return on relationships, reputation, branding, etc.). This study addresses the use of digital marketing campaigns by libraries for social profitability. Concepts related to digital marketing and social media marketing, and the way different types of organizations, business and libraries use them in order to get ROI, are reviewed. The marketing benefits for libraries are presented, along with three case studies about promotion and marketing campaigns in university libraries in Spain that show how libraries can improve and increase the use of their services and products beyond their expectations with a marketing campaign of only three months.