What is it about?

This paper describes the experience of an academic library in using paid Facebook advertising to promote its services and activities. A key finding was the importance of the social nature of Facebook - for example, people are much more likely like the library's Facebook page if an advert shows them that their friends have already liked the page.

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Why is it important?

Although library Facebook pages are common, librarians may not have considered the use of paid Facebook advertising to increase their impact. The experience at HKBU Library shows that such advertising can be cost-effective and easy to implement.

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This page is a summary of: Marketing the academic library with online social network advertising, Library Management, October 2012, Emerald,
DOI: 10.1108/01435121211279849.
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