20.500.12556/RUL-128799 Oglaševanje knjižničnih virov in storitev na Facebooku Advertising Library Resources and Services on Facebook Učinkovita komunikacija knjižnici omogoči, da se poveže s svojimi ciljnimi skupinami in jim sporoči, kaj vse jim lahko ponudi. Eden od načinov za povezovanje s (potencialnimi) uporabniki je uporaba družbenih omrežij kot je Facebook. Ta poleg brezplačnega objavljanja vsebin omogoča tudi plačljivo oglaševanje, ki temelji na nagovarjanju določenih ciljnih skupin glede na demografske in druge značilnosti. Namen magistrskega dela je bil ugotoviti, ali slovenske splošne knjižnice že oglašujejo na Facebooku in kako se takšno oglaševanje obnese na konkretnem primeru. Z anketo smo preverili izkušnje in mnenje zaposlenih v slovenskih splošnih knjižnicah ter ugotovili, da ga v večini knjižnic še niso uporabljali. V tistih, kjer so ga, imajo z njim večinoma pozitivne izkušnje, menijo, da gre za dober način promocije in nameravajo z njim nadaljevati tudi v prihodnje. Z eksperimentalno raziskavo smo raziskali potencial oglaševanja na primeru Kanopy, spletne platforme za pretočen ogled video vsebin, ki je brezplačna za člane Mestne knjižnice Ljubljana. Rezultati nakazujejo, da je imelo oglaševanje pozitiven vpliv na število novih registracij na platformi. Zanimanje za oglas smo merili s kliki na povezavo, ki jih je bilo največ med Ljubljančani od 35. do 44. leta starosti. Through effective communication, libraries can connect with their target audiences and inform them about what they offer. One way of connecting with (potential) patrons is to use social networks like Facebook. Besides publishing content free of charge, this platform offers the use of paid ads that can reach specific target groups based on their demographic and other characteristics. The aim of this Master thesis was to determine whether Slovene public libraries already advertise on Facebook and to test the impact of this type of advertising. By conducting a survey, we investigated the experiences and opinions of employees working in Slovene public libraries and found that most libraries have so far not used this type of advertising. Libraries that have advertised through Facebook, have had mostly positive experiences with it and consider it a good way of advertising, which they plan to continue using in the future. In an experimental study, we examined the advertising potential of Kanopy, an online streaming video platform that is free for members of Ljubljana City Library. The results suggest that advertising had a positive impact on the number of new registrations on the platform. The greatest interest in the ad that was determined through clicks on the link was detected among Ljubljana residents aged 35 to 44. splošne knjižnice oglaševanje marketing spletni marketing digitalni marketing Facebook družbena omrežja public libraries advertising marketing digital marketing Facebook social media true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2021-07-30 07:45:59 2021-07-30 07:46:05 2022-09-07 04:17:16 0000-00-00 00:00:00 2021 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 473636 73401603 9494.pdf 9494.pdf 1 31A1F37719DE7E950DB33E1345C65E77 583dcc938e09d520c8d420687d7273d4611420751c91d451db3cc7765468bea6 427070f2-f0f9-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=145684 Filozofska fakulteta 0 0 0