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Library Hi Tech

Marketing via social media: a case study
Luo Lili Wang Yuan Han Lifeng

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Luo Lili Wang Yuan Han Lifeng , (2013),"Marketing via social media: a case study", Library Hi Tech, Vol. 31 Iss 3 pp. 455 466
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reflecting what students experience in their everyday activities. microblogs. Video sharing site. Social media. photo and video sharing sites. According to the Pew Internet and American Life project. employ social media to share content and engage the target audience. Marketing. award-winning online video marketing project at an academic library in China. San Jose. 65 percent of adult internet users used a social networking site like MySpace. China Paper type Case study 1. 3.emeraldinsight. China 455 Received 18 December 2012 Revised 11 February 2013 19 February 2013 Accepted 23 March 2013 Abstract Purpose – The purpose of this paper is to present a study about a successful. libraries are increasingly embracing it to strengthen their connections with the user community. Beijing. 2010. Originality/value – One significant weakness in library marketing literature is the lack of empirical studies analyzing the details of creating an online video marketing campaign. Given the popularity of social media. in 2011. and contributes to the growth of the knowledge about library marketing using innovative technologies. video production. Introduction Libraries have a well-established tradition of going where users are. hoping to shed light on how to most effectively employ social media in libraries’ marketing campaigns. A survey conducted by EBSCO among European Library Hi Tech Vol. social networking sites. social bookmarking sites. and 71 percent of online Americans used video-sharing sites such as YouTube and Vimeo (Moore.1108/LHT-12-2012-0141 . communities. 455-466 q Emerald Group Publishing Limited 0737-8831 DOI 10. Practical implications – The paper helps interested librarians develop a more grounded understanding of how video sharing sites can be effectively and efficiently used as a marketing platform and how to successfully create their own video marketing campaigns. 2013 pp. 2011). and Yuan Wang and Lifeng Han University Library. Keywords Online video marketing. Defined as “a group of internet-based applications that allow the creation and exchange of user-generated content” (Kaplan and Haenlein. Library marketing. convey content in a humorous. Since social media has introduced substantial and pervasive changes to communication between organizations. wikis. Findings – Four factors that contributed to the success of the library’s video marketing project were identified: base video content on the real campus life. 61). social media technologies take on many different forms such as blogs.com/0737-8831.htm Marketing via social media: a case study Marketing via social media Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) Lili Luo School of Library and Information Science. including project preparation. p. This paper helps fill that void. distribution and promotion. and partner with students. Factors that contributed to its success were also analyzed. and individuals in recent years. Design/methodology/approach – The study examined the different aspects of the library’s online video marketing project. and evaluation of students’ perception of this project via survey questionnaires. California. Facebook or LinkedIn.The current issue and full text archive of this journal is available at www. San Jose State University. Tsinghua University. libraries have been actively establishing presence on its various outlets. USA. 31 No. and refreshing style. light-hearted.

we present a case study accurately describing the successful use of a popular video sharing site for library marketing. market specific adult/youth/children programs and services. marketing can make a difference by helping connect libraries with their users. to increase visibility. provide quick updates and attract new users (Rogers. Cole et al. In this paper. 2. Literature review The importance of library marketing is well documented in the literature. set of institutions. and society at large” (AMA. and fund raising. As the information environment becomes more competitive and cluttered. p. Another survey targeting American Libraries reported similar findings. 2010). build discussion groups and collaborative work. raising awareness of community efforts and connections. the library literature seems to focus primarily on social networking sites. The paper seeks to share our successful experience with the world of academic libraries. (2010) pithily summarized that marketing is imperative for libraries to be proactive and to meet users’ needs. . The videos were posted on Youku (www. branding and awareness. and exchanging offerings that have value for customers. There are a variety of social media technologies with the potential of being a marketing platform. stimulate interest. we produced a low-cost series of five short and entertaining videos titled “Falling in Love with the Library” to promote library resources and services and to improve brand awareness. 2004). 92) observed that marketing is now more of a critical issue for librarians than it has been in the past because “it is not good enough just to be good at what you do anymore”. 2009). gathering feedback from customers or community. China’s equivalent of YouTube. Numerous articles discussed academic libraries’ presence on Facebook and its value in supporting marketing and outreach. and processes for creating. American Marketing Association defines marketing as “the activity. communicating.. and technologies such as social media can be used to support marketing. reach new audience of potential users and publish library news and press releases (Harnesk and Salmon. 2010). and achieved a staggering level of popularity. The advent of social media has offered more opportunities for library marketing. such as acquiring new customers. At Tsinghua University Library in China. understand user and stakeholder needs. marketing has become increasingly important in promoting libraries and their services to users (Cole et al. 2007). hoping to shed light on how to most effectively employ social media in libraries’ marketing campaigns. In a rapidly expanding digital environment. Kenneway (2007. building community network.com).3 456 libraries suggested that primary goals of libraries’ social media involvement are maximizing library exposure.youku. however. where more than half of the respondents indicated that their libraries use social media to promote general library services. promote specific content offers. build loyalty and demonstrate value. It is clear from both survey studies that marketing is a key function of social media. Fulfilling the role of the library requires librarians to learn and apply marketing skills.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) LHT 31. modernizing the library image and e-reputation. delivering. This online video marketing project won the 10th IFLA International Marketing Award. clients. create awareness. Blakeman and Brown (2010) identified several benefits of using social media for marketing. and librarians have to be adept at communicating this and what that means for their users. Facebook in particular. partners. to raise levels of information literacy and to deliver personalized services that anticipate the current and future needs of users (Kenneway.

which can be especially useful for incoming students or new faculty who can watch such videos weeks before they arrive on campus”. A prominent example is YouTube. but it will be streamed online” (Little. The business literature is abundant with evidence of successful online video marketing via YouTube and other video sharing sites (Miller. Jarboe. and socialization. In addition to supporting video instruction to both distance and traditional students at their points of need and sharing digital and special collections. Scholar” went viral and got profiled in the Chronicle of Higher Education and some other major news outlets. p. (2011) compiled a mediagraphy of marketing and promotion of library services using social media. Only a few relevant articles have been located in literature searches. 2009. Little presented a few examples to illustrate his point – the University of Florida libraries offered a collection of short orientation videos on its YouTube Channel. New York Public Library’s YouTube broadcast titled “Shout it out for your library”. Ivie et al. load them to YouTube. resources. and derived a set of evidence-based best practices for the use of Marketing via social media 457 . Another recommendation was to use it as a method of introducing resources available on campus. 2011. developing or maintaining a recognizable brand for their user communities. Although he did not specifically use the word “marketing”. In an effort to understand the ways that libraries are using YouTube for outreach purposes. Colburn and Haines (2012) identified and analyzed library promotional videos on YouTube.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) While it is indisputable that social networking sites like Facebook constitute an effective marketing ground. and then make the link available on its website. video sharing sites. YouTube was a way to “experiment and to advertise services. 72). Little (2011. PC Magazine (2012) defines a video sharing site to be “a website that allows people to upload and share their video clips with the public at large or with invited guests”. are also worth pursuing. As early as 2007. and Brigham Young University’s promotional video titled “Study Like a Scholar. where young students set up books to fall down domino-style through the area as the tour progressed. For example. the use of video production and sharing in libraries’ marketing endeavors is not abundantly documented in the library literature. such as creating visual helper for incoming freshmen-orientation sessions. and Pueblo City-County Library’s promotional video presenting a tour of Teen Central. 70) provided a more in-depth analysis of how academic libraries can embrace video sharing sites like YouTube. which was a compilation of celebrities describing why the library is important. However. Webb (2007) discussed the possibilities of using YouTube in academic libraries. faculty and librarians. p. most of which were opinion pieces about the promise and potential of library marketing via video sharing sites. he recommended that libraries film its various services. locations. which emphasized the library’s vast collections. To illustrate libraries’ attempts at creating. it was apparent that his suggested uses of YouTube served marketing purposes. 2012). intellectual exploration. another social media technology. Exemplar videos included in the list were: Harper College Library’s video tour of the library on a book cart with a funny host who pointed out useful places and items in a college library. Little concluded his piece with a reworked quote from Gil Scott-Heron to highlight the importance of engaging video sharing in library operation – “the revolution will not be televised. A list of library marketing videos as well as their YouTube links was provided. including YouTube. Dartmouth College library produced a video overview of the library narrated by students. librarians’ professional assistance and the library’s role as a space for interaction.

and social media environments. Positive feedback from the campus community was received about the videos. can be helpful for librarians to get a sense of how video marketing works.3 458 online video as a promotional tool by libraries. Plate 1 presents a panoramic view of the main library’s building cluster.000 faculty members. aiming at promoting new and existing library resources and services. it would be more beneficial for them to understand the most important things of the video production and distribution process. a librarian and a Cinema and Television Arts student joined forces to produce the videos with support from other campus departments. the literature has well acknowledged the value of video sharing sites as a marketing platform. that is. The videos were accessible on YouTube and the library’s website. 3. However. seven branch libraries and reference rooms in a number of colleges and departments. Falling in love with the library: a case study 3. Martin (2012) described a successful streaming video communication effort developed at the California State University. A key finding was that it was important to frequently and strategically feature online video content in Web sites. and the user community consists of over 39.000 students and 3. one significant weakness in the literature is the lack of empirical studies documenting the details of creating a video marketing campaign. While viewing the end results. Only one article resulted from the literature searches was about individual libraries’ experience of using video sharing sites for library marketing. the library’s print collection contains 4. Plate 1. Northridge Oviatt Library to reach out to campus faculty. we conducted a detailed analysis on Tsinghua library’s successful online video marketing experience. We hope that the examination of the award winning project will lead to a more grounded understanding of marketing and promotion of academic libraries via online videos. and the electronic collection includes 500 databases. local or campus communication vehicles. library promotional videos on YouTube. To that end. The University Library serves 16 schools and 56 departments across campus. in order to increase viewership by the intended audience.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) LHT 31. 65. and libraries have started employing such sites like YouTube for marketing. A panoramic view of the main university library . Two library staff members.1 Tshinghua University Library – a little background Tsinghua University is one of the oldest and most prestigious universities in China. Currently. Indisputably. The university library system consists of a main library.000 full text e-journals and 4 million e-books.19 million items.

The program offers small grants to academic projects that allow students to have practical experience in a professional field.2 percent) on social media was content sharing. In addition to personal use. Students make and share their own videos for new student orientations. Librarians were responsible for project planning and management. graduation ceremonies. 3. the team compiled an operational plan. Each project is credit-based and supervised by faculty members.4 Process of production At the beginning of the project. social media such as video sharing sites are widely used by students. The project was funded by Tsinghua University’s Students Research Training (SRT) Program. At Tsinghua University. and determining the messages the videos sought to impart. award presentation ceremonies. and post-production editing. 3. college students are the core user group of social media. students took charge of the detailed work of producing the videos. and distributing and promoting the videos via social media. and events on Student Government Election Day. facilities and services.2 Social media pervasiveness in China’s college life In China. The outcome of the project was set to be a series of videos (named “Falling in Love with the Library”) that would promote the library and evoke a feeling of love for the library via an entertaining and romantic story. auditioning the cast. team member training. The most common activity (49. and a third of that time was on social media. Impressed by the pervasive use of video sharing sites in students’ campus life. such as film making. The project sought to engage online video marketing via social media to achieve this aim. camera work. throughout the process of this project. we decided to create a library marketing campaign to take advantage of it. providing sets for filming. and 50. and 67. and they each specialized in a particular area of video production.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) 3. script writing.3 percent of the users had shared videos (China Internet Network Information Center. By the end of 2011. student festivals. outlining the project schedule and workflow. Of the librarians. librarians and students worked as a team and formed a collaborative relationship. Table I presents the schedule of the entire project. We recruited four students to participate in the library’s online video marketing project. The idea of an online video marketing project was hence born. promoting library resources. three served as faculty supervisors on this project. Marketing via social media 459 . Team members held regular face-to-face meetings every two weeks and occasional meetings whenever necessary to ensure the smooth accomplishment of every milestone. video sharing sites are extensively used for campus events. The team worked together on creating the script. Students earn credits based on their performance on the project. 2012).9 percent of them were between the age of 10 and 29. This marketing project aimed at improving library brand awareness. the population of social media users reached 244 million. However.3 Librarians partnering with students in library marketing The popularity of video sharing via social media drew the attention of librarians. and encouraging the optimal use of the library in a popular and effective way. The videos would be posted to the popular video sharing site Youku and promoted in multiple channels. More than half of China’s college students spent an average of 3 hours on the internet.

. Table II provides the summary of each episode and the messages conveyed in that episode. It was then announced and promoted in multiple channels. The most challenging part of the process was script writing.3 460 Table I. It even triggered the creativity among the audience and one of them produced a series of video commentaries to express his feelings about “Falling in Love with the Library”. 2011 November. averaging 8. 2011 June.com.com. Since the release of the video series on October 24. poster displays. the romantic love story unfolds in a light-hearted and humorous way. Throughout the video series. Project schedule Project schedule Milestone January.renren. post cards and book marks. The entire series featured a love story between two college students. Each episode was four to five minutes in length. and other social media platforms. Many details of the story were based on real college life so that students could resonate with it and therefore feel a connection with the library. 2011.5 End product – a five-episode video series The end product of this marketing project was a five-episode video series titled “Falling in Love with the Library”. the equivalent of Facebook in China).000 visits per day. Weibo is China’s equivalent of Twitter). open-mindedness. word-of-mouth advertisement. including web sites. including the library website. Canon EOS 7D. local or campus communication vehicles. and each episode had a focus that highlighted a particular aspect of using the library. and our strategic and frequent promotional efforts echoed this finding (see Figure 1).Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) LHT 31. Colburn and Haines (2012) found that the key to viewership increase is to promote the videos via as many venues as possible. 3. it received about 160. the library’s . Canon EOS 5D MarkII. what kind of a story was to carry these messages. The following technologies were used in the video production: . and a sense of humor that can be appreciated by today’s youths. 2011 July to September. RenRen (www. 3. Magic Bullet Mojo. Cameras: Canon EOS 550D. Meanwhile. which required creativity. and how the story would be told. and the library’s Weibo page (www.000 visits within 20 days.0.6 Promotion The video series[1] was posted to Youku. 2011 May. a popular video sharing site in China. Sony Vegas Pro10. 2011 October. Editing software: Adobe Premiere CS4. 2011 Project funded by SRT Team recruitment Information literacy training for team members and project planning Scriptwriting Video shooting Video editing and programming Product release Promotion and evaluation An online group was built on Fetion (a popular Chinese instant messaging software) for team members to easily communicate with each other. The script was a foundational component of this project as it dictated what messages were to be conveyed by the videos. 2011 March. 2011 April. The team went through numerous brainstorming sessions to finalize the script.weibo.

a number of news media took notice of it.200 new followers. students tend to “save” seats for their friends by putting books on the desk to indicate the seat has been claimed. One day Yifu notices that Kaifeng always hides a library book for his personal use. Yifu and Kaifeng are graduating soon. available holds or other circulation-related information Episode 2. Kaifeng then tries to apologize by texting her book titles from the Integrated Library System (ILS) that indicate “I’m sorry” or “I love you” The ILS of the library allows users to text a bibliographic record to their mobile phones. He has been saving the seat next to him for Yifu since they met. She sends a humorous SMS to Kaifeng. Yifu and Kaifeng meet again in library study cubicles. and Yifu is upset. A break-down of the episodes of “Falling in Love with the Library” . the library’s Weibo account had over 1. But Kaifeng still has not returned it two weeks past the due date. the project drew attention from one of the nation’s major news portals. and returns it The library provides email or SMS alerts about circulation services.000 comments (mostly enthusiastic) about the video series and witnessed a substantial increase in the number of followers – within 20 days of the video release. but Kaifeng misunderstands the building name and goes to a different building by mistake. Phoenix New Marketing via social media 461 Table II. Students can set it up easily to receive notifications about approaching due dates. hoping she would sit by him and study together with him Seat-saving is a common phenomenon at Tsinghua University Library. One day Yifu asks Kaifeng on a date in one of the library buildings. The romantic moments they have shared in the library are flashing by. So Yifu walks up to him. grabs it from him. Because the library study space is limited. Because of this mistake. which makes it convenient for them to locate the books they are looking for There is a new library building on campus. It interferes with the proper shelving and circulation of library collections. In addition to the wide coverage on campus TV and newspapers. but it has been checked out by a boy named Kaifeng. points out the book is long overdue. telling Yifu that she’s the love of his life Library is a place where romantic stories happen and beautiful memories are made Weibo page received over 1. book-hiding is discouraged in order for students to effectively and efficiently use library resources Each library study cubicle has a “graffiti wall” where students can release their creativity and distress a little Episode 4. so she takes the initiative again to put it back on the shelf. A college girl Yifu needs a library book. They get to know each other better and finally fall in love with each other. telling him not to “hijack” a library book anymore Students hiding library books for their personal use is a common problem at the library. Kaifeng is 20 minutes late for their date. Because of the project’s success on social media. Therefore. Kaifeng leaves a message in a book in the library reference room. It is important to clarify students’ confusion about these two buildings Episode 5. as well as other university libraries in China. Kaifeng is drawn to this beautiful girl. Although Yifu rather forcefully returns Kaifeng’s book. which is often confused with one of the old buildings because they have similar nicknames.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) Episode synopsis Library highlight Episode 1. Yifu accidentally runs into Kaifeng in the library and waits patiently for Kaifeng to return the book by the due date. This seat-saving behavior is discouraged as it prohibits the most efficient use of library space Episode 3.

and close to 28 percent had heard of it.6 percent felt that they had connected with the library at an emotional level and truly fell in love with the library.7 Evaluation To more formally measure this project’s impact. The survey focused on examining students’ awareness and perception of “Falling in Love with the Library”.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) LHT 31. They particularly appreciated two things about the videos: the story was heartening as they had similar experiences in . a key professional publication (China’s equivalent of Library Journal) in the library community. A total of 212 valid responses were collected. we conducted a survey study among Tsinghua University students one month after the video release. and Table III presents a detailed view of their feedback. Respondents were also asked about their perception of the different aspects of the video series. More than 50 percent of the respondents had seen at least one episode of the series. 3. About 97 percent of the respondents agreed that the video format of this marketing effort was a good idea to engage library users. which was then cited by numerous other websites and portals. and the print copies were distributed to high-traffic study areas across campus. Posters of “Falling in Love with the Library” Media. 42. China Library Weekly. The online questionnaire was linked from the library website. It published a feature story about the project.3 462 Figure 1.7 percent agreed that they had learned more about library services and policies. which was positive overall as the average rating for each item was higher than 4 on a five point Likert scale (5 being excellent and 1 being poor). also published a two-page report detailing the process and outcome of this project. and 72. Regarding the helpfulness of the series.

2 21. Lessons learned from the project are discussed in the next section.7 23. Kenneway (2007) opined that digital as a medium for marketing is likely to dominate over the course of the next decade because of two reasons: digital is becoming the predominant channel for accessing content. social media.9 11. understanding the technicality of a technology.2 0. Conclusions Digital technology such as social media offers great opportunities for library marketing. when exploring the video sharing site YouTube as a marketing platform. features and characteristics.6 62. Regarding the venue where respondents learned about the video series.8 0 0 1.8 0 0. Overall quality Story Acting Background music Messages conveyed Length 5 Excellent 4 3 2 1 Poor 57. understanding how people use it for communication and social purposes. secondly.1 64. rigid and old-fashioned image of the library in their minds. This evidence shows that for an online video marketing effort to take effect. However.2 3.9 66. Thus.8 1. Respondents’ feedback about different aspects of the videos series (%) . it is not sufficient to just “go where users are” – we need to make our presence relevant and useful.5 8.2 12. such as its functions.8 5.1 0. among those who learned about it through social media. Libraries’ understanding of technology has two layers of meaning: first.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) the library.8 7. the “online” element should be emphasized in the distribution and promotion of the videos. it is important for libraries to recognize the potential of digital technology in marketing and understand how to use it to achieve marketing goals.8 25.5 34.7 3. 90 percent had watched the series.6 Table III. while only 53 percent of those who learned about it through poster displays had. upload and share a video. One possible explanation is that it was more convenient for social media users to follow the link to view the video online than it was for those who learned about it via other physical venues.3 5. yet in the meantime they discovered new things about the library. 2007). and the style of the videos was humorous and refreshing. poster displays and word-of-mouth advertisement were the top three. The project team was also invited to present at professional conferences to share the successful experience. libraries need to not only figure out how to create an account. “Falling in Love with the Library” has been widely accepted as the brand identity of the library and hence used in library workshops and brochures for freshmen. Some respondents even proposed ideas for Season 2 of “Falling in Love with the Library”. For example.4 51.1 28. Both the statistics and survey results suggest that the video marketing project accomplished its objectives and could be considered successful.6 10. and the digital environment supports highly targeted and measurable campaigns (Kenneway.6 0. Even the University’s Admission Office posted the video series on their Webpage to showcase the library and attract prospective students. which changed the serious.3 56. and we hope that interested libraries will find it beneficial in their own marketing practice. Marketing via social media 463 4. The title and slogan of the project. culture and etiquette of the user community.4 33. but also become familiar with the behavior. In other words.

The staggering popularity of social media among college students makes it an ideal venue to release and distribute the video series. hiding library books). Meanwhile. 1985. but also comfortably immerse themselves in the sea of knowledge so they can grow as a person. (2) Style. Kaifeng tries to win the heart of Yifu by saving a seat for her in the library study space. Links to the videos on Youku can then be promoted through multiple channels. One of the roadblocks for libraries to engage in video marketing is the lack of video production expertise. The style of the videos is humorous. and refreshing. Pattee. and the humorous and light-hearted style is helpful to deliver the messages in an easy and even hilarious way. It is therefore necessary for students to view library as a friendly and comfortable place that supports their academic pursuit as well as personal growth. which is the exact opposite of the serious and rigid stereotype of library image. The story featured in the video series is based on the real campus life. 2008).and library-related questions (Harrington. The young generation tends to associate libraries with authority and formalness and they are willing to use the library only for “imposed” information needs such as school. 1997. At Tsinghua University Library. the project thrives on an innovative partnership between librarians and students. and they often come to the library to study together. Most important of all. reflecting what students experience in their everyday activities. For example. they are more prone to feel a sense of connection and the messages conveyed by the videos are more likely to make an impression.g. some of the highlights in the video series were about using the library optimally by avoiding certain behavior (e. The acts and dialogues in the videos have deep roots in the campus romantic culture. The popular video sharing site Youku is frequented by students for various kinds of video content and is thus chosen to host “Falling in Love with the Library”. Little suggested that academic libraries first find out if their institution partners with any video sharing site because participating in an institutional video initiative usually means that librarians can rely on technical and production support from campus media/information technology or public affairs departments in planning. and couples saving seats for each other is quite commonplace in reality. Creating the content is a critical step in a marketing campaign – choosing what story to tell and what messages to deliver hinges upon a solid understanding of how to reach to the target audience. instead of sounding like preaching. When students see things they can resonate with. 2011). we try to position ourselves as a place where students can not only effectively and efficiently access a wealth of information resources and services for their intellectual development. . including other social media platforms like the social networking site RenRen and the microblogging tool Weibo.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) LHT 31. light-hearted. in the second episode of the series. (1) Content. producing and promoting videos (Little. Farmer. Both RenRen and Weibo have proved to be effective venues to share content and engage the target audience. (4) Partnership with students.3 464 We have identified four factors that contributed to the success of Tsinghua University Library’s video marketing project “Falling in Love with the Library”. (3) Venue. There are many young couples at Tsinghua University.

We hope this detailed analysis of the case can help interested academic librarians develop a more grounded understanding of how video sharing sites can be effectively and efficiently used as a marketing platform and successfully create their own video marketing campaigns. K. Vol. 5-31. 1. Definition of Marketing.. The Serials Librarian. L. 153-162.html References American Marketing Association (AMA) (2004).pdf (accessed 5 November 2012). Journal of Web Librarianship. Vol. Vol.com/playlist_show/id_16919888. The 2011 Report of Social Media Use in China. 37 No. not all libraries have such support at the institutional level. Video series available at: www. and Cipkowski. Blakeman.com/playlist_show/id_16568360. 47-50.youku. At Tsinghua University Library. and the partnership also constitutes an opportunity for students’ self-growth. pp. our alternative is to partner with students who are passionate and knowledgeable about video making.com/AboutAMA/Pages/DefinitionofMarketing. (2010).youku.html. In conclusion.cnnic. (2012). this is a win-win situation for both the students and the library. T. China Internet Network Information Center (2012). 59. P. Such a partnership is beneficial in three ways: students contribute great ideas to the content of the videos because they are familiar with campus life and they understand how to connect with other college students. and in Martin’s (2012) article. and Haines. S. Note 1. (1997). helping them improve their knowledge about the library and about video production. pp. “Providing reference services for young adults: school and public librarian partnerships”. and enhance their teamwork capability. Graves. The Reference Librarian. “Measuring libraries’ use of youtube as a promotional tool: an exploratory study and proposed best practices”. students bring technical expertise to the project and they handle the production details. she also discussed the importance of partnering with students and collaborating with other campus departments in video production. available at: www. Marketing via social media 465 . 28 No. Series with English subtitles available at: www. “Marketing the library in a digital world”. marketing and branding”. Vol. L. 6 No. 1.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) However. marketingpower. It is a clear manifestation of going where users are and making the library’s presence relevant and meaningful there. Overall. Cole. Colburn. 182-187. Bulletin of the American Society of Information Science and Technology. 58. K. available at: www.aspx (accessed 5 October 2012). and it is not necessary for librarians to go through the steep learning curve of video making. and Brown. we think it is a sustainable model that can be replicated at other academic libraries. Farmer. “Social media: essential for research. Therefore. Tsinghua University Library’s video series “Falling in Love with the Library” has proved to be a successful case of library marketing via social media. pp.cn/hlwfzyj/hlwxzbg/sqbg/201209/P020120903424883 977032. pp. S. (2010).

aspx (accessed 11 April 2012). (2010). unite! The challenges and opportunities of social media”. pp. M. Vol. (2008). 92-97. 61 No.L. Lili Luo is the corresponding author and can be contacted at: lili. 53 No. “One-minute video: marketing your library to faculty”. and Web 2. Rogers. May. Ivie.pcmag. J. and Walker. Martin. John Wiley & Sons. (2010). (2007). Vol.1237. pp. “Marketing and promotion of library services using Web2. available at: http:// pewinternet. G. pp. Oxford. 2. Vol. pp.M. Social Media in Libraries. 1. Public Library Quarterly. Vol.net/ crr29061/social-media-libraries-and-web-20-how-american-libraries-are-using-new-toolsfor-public-relations-and-to-attract-new-users-second-survey-november-2009 (accessed 5 October 2012). College & Research Libraries News.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) LHT 31. Mitchell. (1985). IN. 65-75. Kaplan. Beijing.slideshare. (2011). Lifeng Han is Deputy Director of the Reference Department at Tsinghua University Library. M. China. J. M. Harrington. 1-4. 20 No. The Idaho Librarian. (2012). San Jose State University. G. (2009). McKay. Vol. P. 1. 68 No. Moore. Impact and Reader Engagement. pp. available at: www. C.3 466 Harnesk. C. 3. 4. California. Children & Libraries: The Journal of the Association for Library Service to Children. F. Kenneway. About the authors Lili Luo is an Assistant Professor at the School of Library and Information Science. Beijing.. “Reference service in the children’s department: a case study”. Jarboe.M. A. “Definition of video sharing site”. San Jose.net/ jhoussiere/social-media-usage-in-libraries-in-europe-survey-teaser (accessed 21 September 2012).R. 6 No.asp (accessed 9 October 2012).t¼videoþsharingþsite&i¼57378. (2009). (2011). 1. Little. 30-39. 1. The Journal of Academic Librarianship. 6 No. To purchase reprints of this article please e-mail: reprints@emeraldinsight. Miller. Vol. available at: www. 59-68. H. (2011). 354-355. T. 40 No. China. K. 37 No. and Haenlein. (2007). “What do you know?”. A. PC Magazine (2012). Webb. Business Horizons. Vol.0: an annotated mediagraphy”. “Users of the world. pp.slideshare. “The revolution will be streamed online: academic libraries and video”.. 71% of Online Adults Now Use Video-sharing Sites.org/Reports/2011/Video-sharing-sites. Vol..emeraldinsight. pp. YouTube for Business: Online Video Marketing for Any Business.edu Yuan Wan is Deputy Director of the Reference Department at Tsinghua University Library. 6.. Mortimer. “Marketing the library: using technology to increase visibility”. Reference Services Review. B. libraries. Serials. L. 70-72.com/ encyclopedia_term/0. available at: www. M.00. Pattee. YouTube and Video Marketing: An Hour a Day. J.luo@sjsu. Pearson Education. “Social media. “YouTube and libraries: it could be a beautiful relationship”. (2012). and Salmon. Indianapolis.0: how American libraries are using new tools for public relations and to attract new users”.com/reprints .com Or visit our web site for further details: www.

Fei Yao. . Doralyn Rossmann. Esabel Maisiri. Journal of Library Administration 55:8. 2015. 225-241. Similo NgwenyaStrategic Planning for Social Media in Libraries: 250-262. Wu Chen. Leveraging the power of a Twitter network for library promotion. Library Hi Tech 33:2. Yuan Wang. Daniel Tomé. 2015. [CrossRef] 4. Assessment of Social Media in the Library: Guidelines for Administrators. Jewelry Yep.Downloaded by UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE At 01:28 05 November 2015 (PT) This article has been cited by: 1. [Abstract] [Full Text] [PDF] 3. Robert J. Library Hi Tech 33:4. 467-472. Lackie. Jason Shulman. 2015. Lifeng Han. Heather A. Chengyu Zhang. Student Deep Participation in Library Work: A Chinese Academic Library's Experience. Social Media Optimization: Making Library Content Shareable and Engaging. 245-260. What If You Build It and They Still Won't Come? Addressing Student Awareness of Resources and Services with Promotional Videos. [CrossRef] 5. The Journal of Academic Librarianship . [CrossRef] 8. Journal of Library & Information Services in Distance Learning 8. The Journal of Academic Librarianship 40. Smart talking robot Xiaotu: participatory library service based on artificial intelligence. Jennifer Wright Joe. 2015. [CrossRef] 6. 2014. 667. Dalal. Lili Luo. [CrossRef] 7. [CrossRef] . [Abstract] [PDF] 2. 2014. Priti JainImpact of Social Media on Information Professionals: 1655-1674. Elisha Mupaikwa. Scott Woodward Hazard Young.