Facebook isn't a tool of direct marketing

Vol.4,No.1(2012)
Internet social networks

Olga Biernátová

https://doi.org/10.5817/ProIn2012-1-3

How to Cite:
Biernátová, O. (2012). Facebook isn’t a tool of direct marketing. ProInflow, 4(1). https://doi.org/10.5817/ProIn2012-1-3
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Abstract
Currently there are several Czech libraries active on Facebook. The level of their success in this environment differs, but is generally rather low. The main reason is especially misunderstanding the essence of Facebook presence, i.e. communication and creation of relationships, not direct marketing. Many libraries mostly advertise their services, resources and events, but they do less communication with their fans on any other subjects. They do "more talking than listening". They ask for interaction usually in a general way and often use phrases like "What do you think about it?" or "Do you like it?". Moreover, they do not fully leverage possibilities for recruiting more fans and many libraries have about 200 fans. The number of people actively communicating with the page is significantly lower. This article should offer tips and recommendations for successful communication on Facebook, emphasize other possibilities of recruiting fans and warn about mistakes of Czech libraries.


Olga Biernátová

Knihovna Univerzity Tomáše Bati ve Zlíně

Keywords:
Facebook; social media marketing; communication; libraries; propagation; PR
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