TL Ponderings

Marketing Strategy

Posted in INF506 by sarahcook3 on June 7, 2011
Tags: , , , , ,

After reading Brown and Bernoff & Li the following steps have been adapted to suit the primary setting I currently work in. The aim is to set up a library web page that has links to a blog and the school’s wikis (from assignment 1), the catalogue and other online resources useful to my users.

  1. Be clear about what your intention is for setting up a social media/networking/collaborative/communication space. Talk to members of your staff to make a collaborative decision. Decide on goals and audience.
  2. Know your users – target market – then segment your approach. There are different requirements for students (infants and primary), teachers, leadership team, parents and the wider community.
  3. Define what and how much activity on the site is needed to determine whether you are succeeding (schools are all about accountability!).
  4. Get the boss onside. For that matter, get everyone onside (isn’t that what marketing is all about – appeal to their needs and then provide a solution).
  5. Allocate a specific amount of time each day/week to the social venture (it can become all-consuming – ‘know it all’ third stage of Jeff Utecht’s Stages of PLN Adoption to the detriment of other necessary/worthwhile strategies conversely, inactivity makes for a boring, useless site).
  6. Market your site. Use the newsletter, class time, homework activities, staff meetings, staff room conversations, email leading to RSS, posters, pamphlets, post its, twitter – any method at your disposal. If they don’t know about it, they won’t use it or benefit from it.
  7. Evaluate the site at regular intervals, this is not confused with up-dating, adding, responding, communicating, collaborating, creating but rather stepping back with clear guidelines, looking at the site statistics and possibly improving.
  8. Finally, the new catch cry for my own personal learning journey – have fun, enjoy, grow!

Why is marketing so important? In today’s climate where budgets are tight and the illusion that all the answers are on the Internet, it is vitally important to reach out to the user, show them the value-added content and services a library can provide for them and invite them to participate, communication and collaborate in the ongoing development of the library. More online activity results in evidence of the information professionals success and worth to the organisation.

Brown, AL. (2009). Developing an Effective Social Media Marketing Strategy, in Salt Lake City Social Media Examiner (30 July)

Bernoff, J. & Li, C. (2010) Groundswell excerpt,