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ROI en medios sociales: campañas de marketing en bibliotecas

 

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Título alternativo: Social media profitability: marketing campaigns in libraries
Author: González Fernández-Villavicencio, Nieves
Department: Universidad de Sevilla. Biblioteca
Date: 2015
Published in: El profesional de la Información, 24 (1), 22-30.
Document type: Article
Abstract: Las organizaciones deben incluir los medios sociales en su plan de marketing digital para obtener unos beneficios que los expertos han asociado tradicionalmente a retornos no ROI como el ROI social, el IOR (Retorno en relaciones), ROC (Retorno en co...
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Organizations should include social media marketing as a part of a digital marketing plan. Traditionally the benefits obtained from social media marketing have been associated with not economical ROI, i.e., social ROI (return on influence, return on relationships, return on collaboration, reputation, branding, etc.). This study addresses the use of digital marketing campaigns by libraries for social profitability, i.e., obtaining conversions to more readers and more circulation. Concepts related to digital marketing and social media marketing, and the way different types of organizations, business and libraries use them in order to get ROI, are reviewed. The marketing benefits for libraries are presented, along with three case studies about promotion and marketing campaigns in university libraries in Spain that show how libraries can improve and increase the use of their services and products beyond their expectations with a marketing campaign of only three months.
Cite: González Fernández-Villavicencio, N. (2015). ROI en medios sociales: campañas de marketing en bibliotecas. El profesional de la Información, 24 (1), 22-30.
Size: 1.211Mb
Format: PDF

URI: http://hdl.handle.net/11441/57219

DOI: 10.3145/epi.2015.ene.03

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