Social Media as a Marketing Tool for Public Libraries

This paper examines how public libraries can best use social media as a marketing tool, specifically focusing on Facebook. Data was collected from 30 public library Facebook pages on number of posts, number of comments, and number of likes received during a two month period. This data was used to create a model that could fairly accurately predict how many likes a public library's Facebook page would receive based on several factors. Findings of this study suggest that a public library can effectively cultivate public interest through social media by posting to social media sites frequently, allowing for comments on social media sites, and posting about career achievements of current staff members.Master of Science in Library Scienc