I just finished drafting a set of recommendations for 2.0 library marketing--that is, increasing users' awareness of our new 2.0 resources (like the Libraries' Facebook app) and utilizing 2.0 technologies to better market our many resources, services and events.
I'm pasting in below the text of my general recommendations. If you have additional thoughts or ideas on this, I'd love to hear them!
General Recommendations:
--Market at the point of need in the native environment. Example: Facebook Social Ads and Pages.
--Strategically market and place content (collections, events, services) on sites like Flickr, LibraryThing, Youtube and Wikipedia. Examples: The University of Washington’s paper, Using Wikipedia to Market Digital Collections. (and see my earlier post on this topic.) The Social Sciences Library, The Penn State Mont Alto Library, The leisure reading collection and the Business Library are using LibraryThing in great ways--perhaps we need to think even more broadly about how we can use this Libraries-wide.
--Adapt mechanisms on the Libraries’ web pages for users to bookmark and easily share content with others. Example: The New York Times provides this service to their readers on individual article pages (see the ‘Share’ menu on this sample article page.) (An interesting side note--It is really hard to find Libraries who are doing this outside of their catalog. I wonder why?)
--Syndicate (via RSS feeds) Libraries’ related content, including new books, subject-specific CAT searches, Libraries’ events and news, etc… Make these feeds visible (and easily taken away for use elsewhere) in visible, appropriate places (within the CAT, on the Libraries home page, on the Tools and Widgets page etc…) Example: The Hennepin County Library provides a variety of customizable RSS feeds.
--Develop a Libraries’ toolbar for Firefox, integrating library resources, links and news into the user’s browser. Example: UMN Libraries Toolbar.
--Utilize and leverage the power of logos that are already familiar to and resonate with our users. Facebook, Google, AOL IM all have graphics and logos that are highly familiar to patrons. Some libraries are using the attractive familiarity of these images to help promote the Libraries’ presence and added utility in these resources. Examples: University of Texas Libraries home page, or NC State University’s ASK! Logo.
--Create a top-level linked ‘Tools and Widgets’ page, to promote new Libraries technology tools. Example: UMN Libraries Tools & Widgets page; University of Texas Libraries’ Tools & Widgets page.
Additional recommendations specifically for publicizing our new 2.0 tools include:
--Advertise new technologies via plasma screens, vertical banners throughout campus (in the HUB, in dorm common areas)
--Purchase low-cost, fun cards advertising new online resources (such as Moo cards)
--Implement consistent coverage of new technologies and tools locally and nationally (via outlets such as the Chronicle Wired Campus.)
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