Making Web 2.0 work for your organisation – Draft marketing plan

Odden (2012) suggests that a holistic approach to integrated search, social media and content marketing is required for organisations so that they can develop adaptive models that allow for rapid assimilation of new technologies and trends. Roblyer, McDaniel and Webb (2010) argue that educational organisations (particularly individual faculties) can efficiently promote their curriculum content as well as market the school’s general features using social media to an increasing demographic that utilise mobile technologies. Using Odden’s (2012) recommendations for developing a draft markeitng plan for the High School the following focus areas need to be considered:

  1. Identifying the organisations objectives

Leiser (2012) outlines the direct benefits for organisations who employ social media marketing strategies to address customer concerns and consequently improve their reputations. Friedman (2014) also suggests that increasing success is experienced by organisations that set creative objectives for social media marketing plans.

  1. Addressing and expanding the audience

The school community has been the traditional target market for the school’s marketing audience with a particular focus on providing quality information for feeder schools making the transition to high school. Social media marketing plans should also consider expanding this audience by developing professional networks with nearby business, government, charity and community organisations through online social networks such as facebook and twitter. Bernhoff (2010, 2011, 2012) and Li (2007) recommend the use of their social technographics ladder to identify the growing section of conversationalists that are participating in the social media ladder.

  1. Considering a content plan

When considering the content being marketed, Sing (2014) highlights the importance of avoiding simply attracting traffic via social media and instead targeting the right demographic and interst for that content through proper planning. Repoli (2014) recommends posting regular links to website content such as blog posts, articles, images and events.

  1. Promotion of Internet presence

Promoting the school’s Internet presence and social media marketing abilities can be achieved by placing links to social networking applications on the website, in newsletters, on letterheads and general paraphernalia (Carscaddon and Harris, 2009; Taylor and Francis, 2014).

  1. Engagement with the audience, customers and community

Following up marketing campaigns with engagement important and Leiser (2012) outlines the direct benefits for organisations who employ social media marketing strategies to address customer concerns and consequently improve their reputation. Odden (2013) further suggests that adapting to community technologies will play a key role in marketing plans that are sustainable for the future (See figure 1).

  1. Objective measurement of campaigns using quality metrics

Fox (2010) suggest using metrics to focus on goals and actionable insights and Leiser (2012) outlines the direct benefits for organisations who address customer concerns and consequently improve their reputations. Brown (2009) outlines the need for organisations to thoroughly document the strategy development process so that marketing issues are addressed in a robust way.




Bernoff, J. (2010). Social Technographics: Conversationalists get onto the ladder. Forrester Research. Retrieved from:


Bernoff, J. (2011). Social 2012 is Web 2000, Adding Some Perspective to the Hype Surrounding Social Technologies. Retrieved from:


Bernoff, J. (2012). The Global Social Takeover’ (4 January, 2012). Empowered. Retrieved from:


Brown, A. (2009). Developing an Effective Social Media Marketing Strategy, in Salt Lake City Social Media Examiner (30 July). Retrieved from


Carscaddon, L. and Harris, C. (15 June 2009). Working the social: Twitter and FriendFeed – Let these social networking services do the filtering for you. in Library Journal. Retrieved from:


Fox, V. (2010). Marketing in the age of Google: Your online strategy is your business strategy. John Wiley & Sons.


Friedman, B. (October 3, 2014). How to add creativity to your social media strategy. Retrieved from:


Odden, L. (2012). Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing. John Wiley & Sons.


Leiser, T. (2012). Are Ya In or Ya Out? CFE. Franchising World44.12 (Dec 2012): 16-18.


Li, C. (2007). Forrester’s new Social Technographics report. Groundswell: Winning in a World Transformed by Social Technologies. Retrieved from:


Mendleson Communication. (2015). Auburn High School. Community relations, brand development, profile building, media relations and communications. retrieved from:


Repoli, K. (2014). How to use social media in your marketing plan. Retrieved from:


Roblyer, M. D., McDaniel, M. and Webb, M. (2010). Findings on Facebook in higher education: A comparison of college faculty and student uses and perceptions of social networking sites. Internet and Higher Education, 13, 134 – 14 0.


Singh, G. (2014). Why planning is important for social media marketing. Retrieved from:


Taylor and Francis. (October 2014). Use of social media by the library: Current practices and future opportunities. Retrieved from

Making Web 2.0 Work for your Organisation

Both public and private libraries have important roles in society because they facilitate the publication of information that helps to educate and socialise their respective communities (Scott, 2012). The close educational relationship that libraries have with their communities necessitates the use of social media because it is increasingly popular among patrons. Local council libraries (BMCC Library, 2015), large city libraries (NSW State Library, 2015) and national libraries in Australia (ANL, 2015) have sought to develop their relationships with patrons via digital mediums such as social media. Facebook, Twitter, PInterest and Youtube are popular mediums for library information to be disseminated to audiences that can follow, search and share particular news of events, exhibitions, products, services and education topics.

The advocacy of increased technology use in schools by governments such as the New South Wales Department of Education and Communities’ Digital Education Revolution (2011) and the general widespread use of technology by students has been identified by Ahn et. al (2012) as an opportunity for librarians to share their knowledge through social networking platforms. Subramaniam et. al. (2013) have developed an internally controlled (externally accessible) social media application for science students to share and collaborate with school librarians in the co- creation of projects and curriculum called Scidentity. More specialised libraries such as the US National Library of Medicine, Alliance Library System (ALS) and Central Medical Library, the University Medical Center Groningen (UMCG) have further developed their approach to social media by utilising the second life virtual world platform to provide services for patrons (Boulos, Hetherington, and Wheeler, 2007).

The increased use of social media in our society has also resulted in issues of privacy and ethics that need to be considered by libraries (Griffey, 2010; Ahn et. al., 2012). Librarians can play a key role in role modeling the responsible and ethical use of social media thereby maintaining their significant traditional social importance. Farkas (2007) highlights the important role that social media can play in listening to and encouraging patrons to communicate with libraries so that services can be developed to address their needs more directly. Casey and Stephens (2009) suggest that Web 2.0 tools and social media can facilitate a cost effective vehicle for libraries and librarians to communicate with their communities. As economic difficulties threaten many library budgets and patrons turn to digital technologies, the use of social media can assist in addressing the needs of libraries and their communities.


Alliance Library System (ALS) (2015). The University of Illinois Library of the Health Sciences-Peoria.

Ahn, J., Subramaniam, M., Fleischmann, K. R., Waugh, A., Walsh, G., & Druin, A. (2012). Youth identities as remixers in an online community of storytellers: Attitudes, strategies, and values. Proceedings of the American Society for Information Science and Technology, 49(1), 1-10. Retrieved from:

Australian National Library (ANL) (2015).

BMCC Library (2015).

Boulos, M. N. K., Hetherington, L., & Wheeler, S. (2007). Second Life: An overview of the potential of 3-D virtual worlds in medical and health education. Health Information & Libraries Journal, 24(4), 233-245. Retrieved from:

Casey, M. and Stephens, M. (2009). You can’t afford not to do these things, Library Journal, 15 March. Retrieved from:

Central Medical Library, the University Medical Center Groningen (UMCG) (2015).

Griffey, J. (2010). Chapter 5: Social Networking and the Library. Library Technology Reports, 46(8), 34. retrieved from:

Farkas, M. (2007_b). Social software in libraries: building collaboration, communication, and community online. Medford, NJ: Information Today, Inc.

NSW State Library (2015).

New South Wales Department of Education and Communities. (2011). Digital Education Revolution – NSW. Retrieved from:

Subramaniam, M., Ahn, J., Waugh, A., Taylor, N. G., Druin, A., Fleischmann, K. R., & Walsh, G. (2013). Crosswalk between the” Framework for K-12 Science Education” and” Standards for the 21st-Century Learner”: School Librarians as the Crucial Link. School Library Research, 16.
US National Library of Medicine (2015).


Appendix A: Library Comparison
Table 1: Local, State and National libraries

Australian National Library: NSW State Library: BMCC Library:
Social Media Social Media general:




History Pin:!photos/list/



RSS feeds:





service provision Services: Services: Sefvices:
educational programs Affiliations with ABC splash:!/home Research guides:


Table 2: Medical libraries

Library – >Social Media US National Library of Medicine Alliance Library System (ALS), the University of Illinois Library of the Health Sciences-Peoria Central Medical Library, the University Medical Center Groningen (UMCG)
social networking General social media informations:
Facebook –, twitter – facebook:



service provision Library catalog and services: projects and exhibitions: Services: What can we do for You:
What we can do together:
educational programs history of medicine:
online exhibitions and digital projects:
Services for students: Education:
conduct business Customer service policy: Library mission: Our position:


Knowledge, Skills and Attributes of a Librarian 2.0

The modern librarian faces both technical and social challenges in acquiring essential knowledge, skills and attributes for successful information professionals in the Web 2.0 environment as they transition toward new Library 2.0 frameworks. Librarians seeking to remain relevant in the industry need to acquire the technical Web 2.0 knowledge of using Content Management Systems (CMS) such as WordPress and JOOMLA to provide platforms for Library 2.0 websites that address Gates’ (2009) 4Cs of Web 2.0. CMS platforms are important Web 2.0 tools for building collaborative, conversational relationships in an online community that can benefit from co- creation because they enable the co creation of blogs and microblogging content. Librarians also need to develop a range of technical knowledge and skills in the use of social media such as the social networking applications of Facebook, Google+, Twitter, Tumblr, LinkedIn, Instagram and PInterest. The development of knowledge and skills in other forms of social media such as YouTube, Delicious and Flickr are also increasingly valuable because they contain resources that can be segmented by libraries for a range of audiences.

A significant attribute needed by librarians in the Library 2.0 environment is to view the Web 2.0 environment as a social web (Alexander, 2006).  Stephen Abram (cited in Partridge, Lee and Munro, 2010) suggests that information professionals who are able to acquire a conceptual understanding of the needs of their audiences and address them using their technology skills will be have addressed the attributes of a Librarian 2.0 and be seen as a ‘guru of the information age’. Cohen (cited in Kingrss, 2006) outlines a range of socially proactive attributes that should guide a the actions of a librarian 2.0. including an embracement of Web 2.0 technologies and the development of a user focused online presence. Harvey (2009) has further identified RSS feeds, chat, podcasting, tagging and voicethread application skills as necessary for the Librarian 2.0 to develop more user focused social attributes that better serve and collaborate with their community. Despite the initial confusion among librarians about what Library 2.0 means for them (liseducation, 2009), Farkas (2007_a) has outlined the skills and attributes needed for librarians to develop their use of social software (through courses like Five Weeks to a Social Library) and advocates for a balanced approach to funding (Farkas, 2007_b) for the training of information professionals of institutions who are seeking to address the modern needs of their communities.




Alexander, B. (2006). Web 2.0: A new wave of innovation for teaching and learning?. Educause review, 41(2), 32. Retrieved from:


Kingrss (2006). A Librarian’s 2.0 Manifesto. A manifesto by Laura Cohen, 2006. (Video slideshow mash up by Soren Johannessen, Copenhagen. Retrieved from:


Farkas, M. G. (2007_a). Social software in libraries: building collaboration, communication, and community online. Information Today, Inc.. retrieved from:


Farkas, M. (2007_b). Keynote Speech in: UC Berkeley Events (2007) Building Academic Library 2.0.


Harvey, M. (2009). What does it mean to be a Science Librarian 2.0? Issues in Science and Technology Librarianship, (Summer). Retrieved from
liseducation. (2009). Librarian 2.0. Comments from delegates at the 2008 ALIA New Librarians Symposium on library 2.0 and library education 2.0. retrieved from:

Designing Effective Library Websites

Designing an effective Library 2.0 website should include a strategy that addresses the needs of a range of audiences in the community. Matthews (2009) argues that effective Library 2.0 websites are designed with segmentation to cater for a range of audiences. The Orange County and Kanakee Public Library’s mobile friendly section of their website, Colorado State University’s Electronic Theses section and the simple modular layout of Buffalo State University’s library Home Page demonstrate effective design principles for different patrons. A children’s section of a Library 2.0 website is also an effective way to build relationships with the community and can encourage parents to introduce library services through participating in programs and events (SCC, 2015). A children’s section of the website should include the use of bright colours, images of natural objects, user interaction, videos, games, artistic use of spaces on the page to avoid the grid like look of most webpages and an information for parents section (Lazaris, 2009).

A focus for Library 2.0 development is occurring in Universities where the students are increasingly using mobile devices and social media (McBurnie, 2007). Gagliardi (2011) indicates that libraries need to reach out to students through a more strategic use of social networking platforms such as Facebook. Facebook Places, Pages, Groups and Events are important features of the social networking platform’s popularity among university students according to Gagliardi (2011). Re- directing audiences back to the Library 2.0 website from Facebook using links to latest blogs, news feeds, videos and chat services is an important aspect to consider when using social networking applications so that the visitors return to your site (Smith, 2015).

The technical design of a Library 2.0 website needs to maintain a sustainable approach toward innovation by using Open Source platforms that are able to be modified according to community needs (Governor, Hinchcliffe and Nickull, 2009). Mitropoulos, Dimitrios Baltasis, Rodios and Douligeris (2014) have proposed such an Open Source cooperative Digital Library 2.0 model for the development of a content management system (CMS) called SociaLib. While still in the planning stages at the moment, SociaLib seeks to build on previous examples of successful Web 2.0 integration into Library 2.0 websites in the digital library of the Belgian Health Care Knowledge Centre (KCE) led by Chalon. Chalon, Di Pretoro, and Kohn (2008) outline the importance of Library 2.0 websites utilising the Open Public Access Catalogue 2.0 (OPAC 2.0) standard that can provide a technical framework for addressing Gates’ (2009) 4Cs of Web 2.0 by adding social networking features that allow Library members with accounts to comment, rate, tag and suggest books based on their experiences.




Brennan, J. (2015). 10 Things Facebook Fans Crave From Your Business Page. Virtual Office Worx: Our Time Saves yours. Retrieved from:


Gagliardi, K. (2011). How to Use Social Media to Engage Students. Retrieved from:


Chalon, P.X., Di Pretoro, E. and Kohn, L. (2008), “OPAC 2.0: opportunities, development and analysis”, 11th European Conference of Medical and Health Libraries, Helsinki, Finland. Retrieved from:


Gates, J. (2009). The 4Cs of web 2.0 and storytelling. In The learning evolution. Retrieved from:


Governor, J., Hinchcliffe, D. and Nickull, D. (2009). Capturing Web 2.0 Knowledge with Patterns and Architecture. in: Web 2.0 architectures (1st ed.). Sebastopol, Calif.: O’Reilly Media. [ebook] Retrieved from:


King, D., (2014). Improving the Customer Experience: on the web, in the library, in the community. Retrieved from:


Lazaris, L. (2009). Designing websites for kids: Trends and best practices, Smashing Magazine, (27 November). Retrieved from


Mathews, B. (2009). Web Design Matters. Library Journal, 134(3), 24-25. Retrieved from:


McBurnie, J. (2007). Your online identity: Key to marketing and being found. FUMSI, (October). Retrieved from:


Mitropoulos, S., Dimitrios Baltasis, G., Rodios, M., & Douligeris, C. (2014). SociaLib: a collaborative digital library model platform using Web 2.0. The Electronic Library, 32(5), 622-641. Retrieved from:


Sagar Vinod Kumar, R., & Kumar, V. (2014). Library 2.0: The Social Library. Retrieved from:


Smith, K. (2015). Top Five Facebook Updates and Marketing Tips: The Social Scoop Issue 132. Retrieved from:


SCC – Sydney City Council. (2015). Rock, rhyme and storytime. Retrieved from:


Waggener, S. (2007). Opening Remarks in: UC Berkeley Events (2007) Building Academic Library 2.0. Retrieved from:


The ASU Libraries’ Library 2.0: Addressing the 4Cs of Web 2.0

The 4Cs of Web 2.0 are: collaboration, conversation, community and content creation (or co-creation) (Gates, 2009). The Arizona State University (ASU) Libraries’ News Events and Announcements web page and associated social media videos on their Youtube channel are an example of how Web 2.0 tools such as wordpress can provide a range of social networking features that assist in addressing the 4C’s. ASU’s focus on social networking features such as facebook, twitter, Google+, and YouTube encourage visitors to the website to maintain a collaborative relationship with the university library through selecting their favourite social networking application/s and following the news that is published to them. The social networking features of ASU’s ‘thelibrarychannel’ are an embracement of Web 2.0 technologies for a more ‘user orientated’ approach to knowledge because they encourage the community in conversation with 24/7 chat and social networking features (Casey and Savastinuk, 2006). Connected community conversations are also encouraged in the ASU Libraries’ YouTube channel The Library Minute show ‘The Social Connection’ where viewers are requested to utilise the chat, Facebook and Twitter networks to inform the Library of any concerns. Other The Library Minute videos such as Mobile Web, Open Access, Mobile Security and Online Access (see links below) also explain valuable information about a range of digital library resources. ASU Libraries are demonstrating a strategic approach to building a rapport and more meaningful relationships with the community with a competent and transparent attitude toward digital resources and how they relate to social networking. Schrier (2011) argues that a strategic approach to the use of social networking by libraries can assist in developing the use of digital resources that would otherwise suffer from a disconnect. ASU’s focus on collaboration, conversation and community arguably lead to an indirect method of co- creation of content, however, Web 2.0 technologies offer the potential for more direct community contributions to the publications of the Library (Miller, 2005; Casey and Savastinuk, 2006). The affordances of Web 2.0 library technologies identified by Holmberg, Huvila, Kronqvist-Berg and Widén-Wulff (2009) need to be utilised more by ASU so that a larger suite of Library 2.0 features are available for co- creation to be fully addressed.




ASU libraries. (n.d.) The library channel: News, events, announcements. In ASU: Arizona State University. Retrieved December 28, 2012 from


Casey, M. and Savastinuk, L. (2006). Library 2.0: Service for the next-generation library, Library Journal , 1 September. Retrieved from


Gates, J. (2009). The 4Cs of web 2.0 and storytelling. In The learning evolution. Retrieved from


Holmberg, K., Huvila, I., Kronqvist-Berg, M., & Widén-Wulff, G. (2009). What is library 2.0?. Journal of Documentation, 65(4), 668-681.


Miller, P. (2005). Web 2.0: Building the new library, Ariadne , 45, 30 October. Retrieved from


Schrier, R. (2011). Digital librarianship & social media: the digital library as conversation facilitator, D-Lib Magazine, 17(7/8) July/August 2011. Retrieved from


The Library Minute Video Links:


ASU – Arizona State University (Sep, 2010). The Library Minute: Mobile Web


ASU – Arizona State University (Oct, 2010). The Library Minute: Open Access


ASU – Arizona State University (Apr, 2011). The Library Minute: The Social Connection


ASU – Arizona State University (Oct, 2012). Important Library Minute: Mobile Security .
ASU – Arizona State University (Nov 25, 2013). The Library Minute: Online Access.