An article of digital tech predictions for 2010 written by Nuri Djavit and Paul Newnes, starts like this:
In 2009, digital marketing experienced some major shifts in marketing opportunities, budgets and attitude. 2010 will see the hype calming around Facebook apps and Twitter campaigns and the development of ROI models around social media marketing.
I became excited about the “development of ROI models” bit. This is of special interest to me as we head in to the new year at my library, with the launch of a new social discovery tool, AquaBrowser, for our catalogue. One of the priorities at this time is how to market the launch, and social media marketing is certainly something we’re thinking about.
Reading through the list of trends, there are a few that can be applied directly to libraries and our continuing advancement in using technology to promote and enhance our services. They are:
Fewer registrations – one size fits all. I’m thinking of the single sign in feature that many libraries are implementing, as well as the single search box.
Mobile commerce – the promise that has never delivered yet. Related to this is our continued exploration of how to deliver library news, reading lists and sharing user-generated information via patrons’ mobile devices. While this has been sitting on the horizon for us, and I’m thinking specifically of announcing programs, newly catalogued books in a favourite genre or a text message letting a patron know their holds are in, I think we’ll start to see more progress in this area.
The continuing evolution of web-driven, open source DIY culture. The adoption of social catalogues, the encouragement of user-generated information in our catalogues, and even the growth and promotion of patron interaction and feedback in library blogs and reading lists provides examples that we are aware of this trend in libraries, and are seeking ways to create a collective body of knowledge, not just created and gathered by librarians, but by users.