Calculating value: a digital library’s social media campaign

Lisa Lamont (San Diego State University, San Diego, California, USA)
Jordan Nielsen (San Diego State University, San Diego, California, USA)

The Bottom Line

ISSN: 0888-045X

Publication date: 7 December 2015



The purpose of this paper is to discuss a social media campaign used to promote a digital library of archival resources.


Librarians planned and executed a social media campaign using Tumblr and Pinterest and consulted Google Analytics and database reports to determine the impact.


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.


This is one of few examples of return on investment applied to social media and digital library promotion.



Lamont, L. and Nielsen, J. (2015), "Calculating value: a digital library’s social media campaign", The Bottom Line, Vol. 28 No. 4, pp. 106-111.

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