Add Thesis

Embracing Twitter

Marketing the Public Library on Social Media

Written by G. Düzer

Paper category

Master Thesis


Business Administration>Marketing & Sales




Master Thesis: Twitter Before starting to explain the choice of theory and method, I decided to dedicate the chapter to Twitter. Since specific Twitter terminology will be used throughout the paper2, it is necessary to explain the most basic terminology to readers. Twitter was launched in 20063 and has quickly become one of the most widely used social media sites in the world. At the time of writing this chapter,10 Twitter has 500,250,000 active users worldwide4. According to the same statistics, 150,000 new users log on to Twitter every day. According to the statistical study "Twitter Census", the number of Twitter users in Sweden is estimated to be 475 00056 (Brynolf 2013). According to Brandel, the number of Twitter users has doubled since 2012 (2013). Twitter is defined as a type of social media. According to Porter, “the term ‘social media’ describes any type of online platform where users can exchange content” (2012, p. 91). Among the types of social media, Twitter belongs to a group called Weibo. Weibo consists of short status updates. In the example of Twitter, a tweet can contain up to 140 characters. However, a tweet does not necessarily contain only text, and it can even post photos and videos in the tweet. When a user inserts an item, it is called a "tweet". The act of inserting an entry is called a "tweet"7. When users log in to Twitter, they will get a username of their choice. Twitter will automatically add an "@" sign before each username, such as "@student". This prefix has a specific function. With this prefix, you can see that another Twitter user mentioned ifone. If a user tweeted another user, it would also do so by mentioning their username. In this case, all Twitter users can access this information. However, it is also possible to make private contact through the "Direct Message" option (aka "DM"). Once someone becomes a Twitter user, she can start following other Twitter users. Since Twitter is a Weibo and not a social networking site, a user can follow any Twitter user she chooses, regardless of whether other users follow her. Users don’t have to know each other in order to follow each other on Twitter. Twitter users can follow not only private users, but also public figures, such as politicians or writers. In addition, Twitter users can follow the Twitter accounts of companies, organizations, institutions, etc. When someone logs into her Twitter account, she will see the "timeline" of all the tweets posted on Twitter by the users she follows in real time on the homepage. Tweets include the tweets of followed users and other tweets deemed worthy of "retweet" by followed users. When a user thinks a tweet is worth sharing with her followers, she can choose the "retweet" option under the tweet. In this way, all her followers can see this tweet regardless of whether they follow the original tweet or not. Therefore, "retweet" may be one of the most important functions of Twitter for libraries. When people browse the papers of different university libraries and information science departments in Sweden, they will notice that there are two different paths in the papers that may be relevant to this research. On the one hand, there are some papers on how libraries apply marketing to various environments. On the other hand, there are also papers on how libraries use social media. In the marketing research paper, I was inspired by those who applied marketing mix 22 to their research. Among those researching the relationship between libraries and social media, I decided to show those who follow Twitter. Library and Marketing In her master's thesis Vi kan inte satta här och tro attfolk ska komma until oss, Bergström studied the marketing methods of Harran Children's Library. Authors use marketing mix to understand what aspects of the library can be used for marketing. Bergström was inspired by the four PS23s of marketing and the application of de Sáez and Rowley's literature in the application of this marketing mix. In addition, she uses the theory of Jochumsen and Hvenegaard Rasmussen to study the library as a space to perceive its different functions. As a result of the research, Bergstrom concluded that both librarians and users have vague views on marketing. Bergström pointed out that it is necessary to discuss the concept of marketing and its relationship with libraries more carefully. Therefore, marketing can be applied more consciously, and better results can be obtained in communication with users. In her master's thesis Marknadsföringen biblioteket-In Brobybiblioteket's fall study, Persson discussed the impact of marketing theory on library activities. She created a case study of the Broby Public Library to study these effects. The author applies the four Ps of marketing proposed by Kotler. Since the library can be regarded as a service organization, the author also benefits from Grönroos' research on service industry marketing theories. Persson claimed that even if the library provides additional services, most users think that the library is just a source of materials and books. Therefore, she suggested that the library should make users aware of its additional services. In their bachelor's thesis Att spegla sin omvärld – en exemplifierande fall-studie av Haninge kommuns bibliotekverksamhet, Nyqvist and Svensson aim to study which aspects of the library are influenced by the local community. The case study of Haninge City Library is used to study these aspects. They applied PEST analysis (political, economic, social, technical analysis) to emphasize this issue. In addition, the authors apply the Four Cs of Marketing to their case studies. Marketing Four C is a different version of Marketing Four P. Read Less