Marketing with Social Media: A LITA Guide

Abstract

In 11 chapters, the authors of Marketing with social media introduce readers to approaches for using a variety of social media applications, some old and some new-ish, to market a library. This new edition includes some new content and leaves out chapters from the first edition; interested readers should compare the table of contents of each in WorldCat to determine which edition addresses institutional social media needs. The newest application on the scene to be considered in this volume is Snapchat, which has fallen in popularity over recent years as users, especially Gen Z-ers, flock to the new juggernaut TikTok. There isn’t a chapter in this volume about TikTok, although this is understandable given the rapidly changing social media landscape compared with the relatively plodding nature of publishing. Which leads to an interesting question: is this type of content, and the rapidly changing landscape it describes, best served by a published book? The answer is probably yes in light of this text’s specific audience: this monograph is geared toward social media newbies who are likely looking for clear, definitive guidelines to make their introduction to this overwhelming landscape manageable. Despite the clear, simple writing, there is a lack of consideration for the negative experiences one should prepare for in the course of creating social media content. These include trolls, hackers, and the rampant racism, sexism, and homophobia found on all platforms; how should libraries be ready to face these types of crisis communication situations online? A dedicated chapter on this topic would have been wonderful. One of the best parts of this volume was clear assessment sections after the descriptions of platforms to remind readers of the ways usage and engagement should be evaluated for the value a platform adds to a library’s marketing agenda. Anita Riley Hall, in the first chapter, clearly sets the tone when they write, “you should realistically assess the amount of resources you are able to dedicate to your social media efforts.”