Oglaševanje knjižničnih virov in storitev na Facebooku

magistrsko delo

Vesna Lešnik (Author), Tanja Merčun (Mentor)

Abstract

Učinkovita komunikacija knjižnici omogoči, da se poveže s svojimi ciljnimi skupinami in jim sporoči, kaj vse jim lahko ponudi. Eden od načinov za povezovanje s (potencialnimi) uporabniki je uporaba družbenih omrežij kot je Facebook. Ta poleg brezplačnega objavljanja vsebin omogoča tudi plačljivo oglaševanje, ki temelji na nagovarjanju določenih ciljnih skupin glede na demografske in druge značilnosti. Namen magistrskega dela je bil ugotoviti, ali slovenske splošne knjižnice že oglašujejo na Facebooku in kako se takšno oglaševanje obnese na konkretnem primeru. Z anketo smo preverili izkušnje in mnenje zaposlenih v slovenskih splošnih knjižnicah ter ugotovili, da ga v večini knjižnic še niso uporabljali. V tistih, kjer so ga, imajo z njim večinoma pozitivne izkušnje, menijo, da gre za dober način promocije in nameravajo z njim nadaljevati tudi v prihodnje. Z eksperimentalno raziskavo smo raziskali potencial oglaševanja na primeru Kanopy, spletne platforme za pretočen ogled video vsebin, ki je brezplačna za člane Mestne knjižnice Ljubljana. Rezultati nakazujejo, da je imelo oglaševanje pozitiven vpliv na število novih registracij na platformi. Zanimanje za oglas smo merili s kliki na povezavo, ki jih je bilo največ med Ljubljančani od 35. do 44. leta starosti.

Keywords

marketing;oglaševanje;digitalni marketing;spletni marketing;Facebook;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.09 - Master's Thesis
Organization:	UL FF - Faculty of Arts
Publisher:	[V. Lešnik]
UDC:	027:004.774.1(497.4)(043.2)
COBISS:	73401603
Views:	460
Downloads:	149
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Advertising Library Resources and Services on Facebook
Secondary abstract:	Through effective communication, libraries can connect with their target audiences and inform them about what they offer. One way of connecting with (potential) patrons is to use social networks like Facebook. Besides publishing content free of charge, this platform offers the use of paid ads that can reach specific target groups based on their demographic and other characteristics. The aim of this Master thesis was to determine whether Slovene public libraries already advertise on Facebook and to test the impact of this type of advertising. By conducting a survey, we investigated the experiences and opinions of employees working in Slovene public libraries and found that most libraries have so far not used this type of advertising. Libraries that have advertised through Facebook, have had mostly positive experiences with it and consider it a good way of advertising, which they plan to continue using in the future. In an experimental study, we examined the advertising potential of Kanopy, an online streaming video platform that is free for members of Ljubljana City Library. The results suggest that advertising had a positive impact on the number of new registrations on the platform. The greatest interest in the ad that was determined through clicks on the link was detected among Ljubljana residents aged 35 to 44.
Secondary keywords:	Splošne knjižnice;Magistrske naloge;Družbena omrežja;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Filozofska fak., Oddelek za bibliotekarstvo, informacijsko znanost in knjigarstvo; študijski program Bibliotekarstvo, informacijski in založniški študiji, smer Bibliotekarstvo
Pages:	70 f.
ID:	13192018