{"title":"#Donate: the role of social media in academic library fundraising","authors":"Joyce V. Garczynski","doi":"10.1108/BL-02-2016-0013","DOIUrl":null,"url":null,"abstract":"Purpose \n \n \n \n \nThe purpose of this study is to examine the extent to which academic libraries are using social media to fundraise, what tactics they are using to fundraise on social media and how academic libraries’ social networks are responding to their fund-raising efforts. \n \n \n \n \nDesign/methodology/approach \n \n \n \n \nThis research is a content analysis of 276 posts from 2015 on the Facebook, Twitter and Instagram accounts of 16 academic libraries. \n \n \n \n \nFindings \n \n \n \n \nThis study found that academic libraries are just beginning to use social media for fund-raising with many adopting non-profit best practices that brought significantly more likes and shares/retweets to their accounts. \n \n \n \n \nOriginality/value \n \n \n \n \nThis research is one of the few systematic examinations of how libraries use social media to discuss fund-raising, and the findings suggest tactics for libraries to adopt in their fund-raising posts to generate more likes and shares/retweets.","PeriodicalId":44548,"journal":{"name":"Bottom Line","volume":"11 1","pages":"60-66"},"PeriodicalIF":8.0000,"publicationDate":"2016-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"9","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Bottom Line","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/BL-02-2016-0013","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
引用次数: 9
Abstract
Purpose
The purpose of this study is to examine the extent to which academic libraries are using social media to fundraise, what tactics they are using to fundraise on social media and how academic libraries’ social networks are responding to their fund-raising efforts.
Design/methodology/approach
This research is a content analysis of 276 posts from 2015 on the Facebook, Twitter and Instagram accounts of 16 academic libraries.
Findings
This study found that academic libraries are just beginning to use social media for fund-raising with many adopting non-profit best practices that brought significantly more likes and shares/retweets to their accounts.
Originality/value
This research is one of the few systematic examinations of how libraries use social media to discuss fund-raising, and the findings suggest tactics for libraries to adopt in their fund-raising posts to generate more likes and shares/retweets.
期刊介绍:
Because The Bottom Line: Managing Library Finances is written and edited by well respected figures from the librarian community - you can be assured the topics covered will be particularly relevant to you and your library.