Social and Behavioral Sciences Commons^™

Herding Cats, Knitting Fog, And Nailing Pudding To The Wall: Toward A Mixed-Methods Approach For Evaluating Social Media Marketing In Libraries, Selene Colburn

UVM Libraries Conference Day

Just a few years ago, social media tools were so new that adapters were considered innovators. Many academic libraries now routinely share information about their collections, programs, and services through these modalities, but how do we evaluate our efforts, in a medium that remains inherently experimental? This paper will look at both qualitative and quantitative evaluative measures that can be used together to assess the efficacy of social media marketing campaigns and will provide conference-goers with sample rubrics for assessing the use of Facebook, Twitter, and YouTube.