Calculating value: a digital library’s social media campaign

Abstract

Purpose

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

Design/methodology/approach

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

Findings

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.

Originality/value

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

Citation

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. https://doi.org/10.1108/BL-07-2015-0010