Prisutnost visokoškolskih knjižnica na društvenim mrežama : Facebook i Instagram

master's thesis

• Title (english): Presence of academic libraries on social networks : Facebook and Instagram
• Author: Brigita Božiković
• Mentor: Tomislav Ivanjko (mentor)
• Committee member: Ivana Hebrang Grgić (predsjednik povjerenstva)
• Committee member: Monika Batur (član povjerenstva)
• Committee member: Tomislav Ivanjko (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2024-07-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Library Science

Abstract

U današnjem digitalnom dobu, visokoškolske knjižnice sve više prepoznaju važnost prisutnosti na društvenim mrežama poput Facebooka i Instagrama kao ključnog sredstva za promociju svojih usluga i resursa. Ovaj diplomski rad istražuje kako visokoškolske knjižnice koriste digitalne kanale radi postizanja svojih misija i ciljeva, fokusirajući se na strategije digitalnog marketinga, specifičnosti neprofitnog marketinga te ulogu društvenih mreža u knjižničnom kontekstu.
Teorijski okvir rada obuhvaća osnovne koncepte marketinga, analizu komponenti marketing miksa primijenjenih u knjižnicama te strategije digitalnog marketinga prilagođene specifičnim potrebama korisnika. Empirijski dio rada provodi analizu prisutnosti visokoškolskih knjižnica na Facebooku i Instagramu, s detaljnom studijom slučaja najuspješnijih knjižnica poput Sveučilišne knjižnice Rijeka, Znanstvene knjižnice Zadar i Knjižnice Filozofskog fakulteta u Zagrebu.
Rezultati istraživanja pokazuju da knjižnice koje aktivno koriste društvene mreže postižu značajnu vidljivost i angažman korisnika putem kreativnih sadržaja kao što su priče, videozapisi i virtualni događaji. Ključni faktori njihovog uspjeha uključuju
prilagodbu strategija prema analizama metrika, kontinuirani dijalog s korisnicima te održavanje entuzijazma i inovativnosti u svakodnevnom radu.
Ovaj rad pruža vrijedan uvid u potencijal društvenih mreža kao alata za promociju knjižničnih usluga te nudi praktične smjernice za unapređenje digitalne prisutnosti visokoškolskih knjižnica. Konačno, ističe se važnost daljnjeg istraživanja i razvoja
strategija koje će knjižnicama omogućiti optimalno iskorištavanje prednosti digitalnog doba za bolju podršku akademskoj zajednici i široj javnosti.

Abstract (english)

In today's digital age, academic libraries increasingly recognize the importance of being present on social networks such as Facebook and Instagram as key tools for promoting their services and resources. This thesis explores how academic libraries utilize digital channels to achieve their missions and goals, focusing on digital marketing strategies, the specifics of nonprofit marketing, and the role of social networks in the library context.
The theoretical framework of the thesis covers basic marketing concepts, an analysis of the components of the marketing mix applied in libraries, and digital marketing strategies tailored to the specific needs of users. The empirical part of the thesis analyzes the presence of academic libraries on Facebook and Instagram, with a detailed case study of the most successful libraries such as the University Library of Rijeka, the Scientific Library of Zadar, and the Library of the Faculty of Humanities and Social Sciences in Zagreb.
Research results show that libraries actively using social networks achieve significant visibility and user engagement through creative content such as stories, videos, and virtual events. Key factors for their success include adapting strategies based on metric analyses, continuous dialogue with users, and maintaining enthusiasm and innovation
in everyday work.
This thesis provides valuable insights into the potential of social networks as tools for promoting library services and offers practical guidelines for improving the digital presence of academic libraries. Ultimately, it highlights the importance of further research and the development of strategies that will enable libraries to optimally leverage the advantages of the digital age for better support of the academic community and the general public.

• Keywords: digitalni marketing; visokoškolske knjižnice; društvene mreže; Facebook; Instagram
• Keywords (english): Digital marketing; Academic libraries; Social networks; Facebook; Instagram
• Language: croatian
• URN:NBN: urn:nbn:hr:131:972883
• Study programme: Title: Information Sciences; specializations in: Archivistics Study, Library Science, Information Sciences (research), Information Sciences (teaching), Museology and heritage management, Informatology; Course: Library Science; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra bibliotekarstva (magistar/magistra bibliotekarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-07-11 17:07:27