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.
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