Marketing and social media : a guide for libraries, archives, and museums

Mon, Lorri M., (author.). Koontz, Christie, (author.). Koontz, Christie. Marketing and social media. revision of: (Added Author).

Summary:

"Marketing and Social Media: A Guide for Libraries, Archives, and Museums, Second Edition is both an introductory textbook and a guide for working professionals in libraries, archives, and museums interested in developing well-planned evidence-based marketing campaigns. This second edition features a new final chapter offering step-by-step guidance for brand new social media managers on how to get started from their first day on the job with social media marketing, management, assessment, strategic planning, and content calendar planning activities, in addition to working with colleagues and managers to integrate social media into work activities across the organization"--Publisher's description.

Record details

ISBN: 9781538142943 (hardcover)
ISBN: 1538142945 (hardcover)
ISBN: 9781538142950
ISBN: 1538142953
Physical Description: xi, 310 pages : illustrations ; 23 cm
Edition: Second edition.
Publisher: Lanham, Maryland : Rowman & Littlefield, [2021]
Copyright: ©2021

Content descriptions

Bibliography, etc. Note:

Includes bibliographic references (pages 297-302) and index.

Formatted Contents Note:

A customer perspective -- Marketing and mission, goals, and objectives -- Scan the environments -- SWOT: strengths, weaknesses, opportunities, and threats -- Stakeholders -- A four-step model for marketing -- Marketing research -- Marketing segmentation -- Marketing mix strategy and product -- Price or customer costs -- Place: channels of distribution -- Promotion: not the same as marketing -- Case studies -- Marketing evaluation -- From the social media manager's perspective: putting it all together.