Thinking what to tweet: A look at the marketing strategies through content analysis of selected academic libraries’ Twitter handles

• Main Authors: Franco, Harold T., Cauilan, Bob P., Bundalian, Jorge B.
• Format: text
• Published: Animo Repository 2017
• Subjects: Academic libraries—Internet marketing—Philippines; Twitter; Libraries and social media—Philippines; Library and Information Science
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/12553
• Institution: De La Salle University

In this age of smart phones and internet, having a social media account seem to be a necessity rather than a choice. The perks that it can offer – real-time and seamless communication along with fast and up to date information to worldwide happenings, celebrities, product and something of invaluable interest triggered almost all sectors of society in creating their handles and joining the bandwagon. Apparently, the library is not spared from this. For libraries that are just about to start their first social media account to gain social influence and grasping for strategies on how they can establish user engagement, this study can serve as basis for a start-up. A probe into the content of the library tweets of selected member libraries of the Inter-University Consortium was done to analyze its library marketing strategies and promotion. Analysis was done using a web-based twitter analysis tool to review and compare the twitter handles of selected university libraries in terms of its social influence and content engagement and interaction.