Calculating value: a digital library's social media campaign. Issue 4 (7th December 2015)

• Record Type: Journal Article
• Authors: Lamont, Lisa; Nielsen, Jordan
• Is Part Of: Bottom line. Volume 28:Issue 4(2015)
• Page Start: 106
• Page End: 111
• Publication Date: 2015-12-07
• Subjects: Archives -- Social media -- Digital libraries -- Return on investment; Library finance -- Periodicals; Libraries -- Economic aspects -- Periodicals; 025.11
• DOI: 10.1108/BL-07-2015-0010
• Languages: English
• ISSNs: 0888-045X

Abstract

Abstract : Purpose: – The purpose of this paper is to discuss a social media campaign used to promote a digital library of archival resources. Design/methodology/approach: – Librarians planned and executed a social media campaign using Tumblr and Pinterest and consulted Google Analytics and database reports to determine the impact. Findings: – The campaign resulted in few conversions back to the digital library and little return on investment. Research limitations/implications: – The campaign has been in effect for only five months, a longer testing period may be needed. Also, additional social media platforms will be added to the test. Originality/value: – This is one of few examples of return on investment applied to social media and digital library promotion.