#Donate: the role of social media in academic library fundraising

IF 8 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Bottom Line Pub Date : 2016-08-15 DOI:10.1108/BL-02-2016-0013
Joyce V. Garczynski
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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.
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#捐赠:社交媒体在高校图书馆筹款中的作用
本研究的目的是研究学术图书馆利用社交媒体进行筹款的程度,他们在社交媒体上使用什么策略进行筹款,以及学术图书馆的社交网络如何回应他们的筹款努力。这项研究是对2015年以来16个学术图书馆的Facebook、Twitter和Instagram账户上的276条帖子进行内容分析。这项研究发现,学术图书馆才刚刚开始使用社交媒体进行筹款,许多图书馆采用了非营利的最佳做法,这给他们的账户带来了更多的点赞和分享/转发。这项研究是为数不多的关于图书馆如何使用社交媒体讨论筹款的系统研究之一,研究结果为图书馆在筹款帖子中采用的策略提供了建议,以获得更多的点赞和分享/转发。
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来源期刊
Bottom Line
Bottom Line INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
9.90
自引率
12.20%
发文量
7
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.
期刊最新文献
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