A new report on social media marketing trends makes for interesting reading for libraries. http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
The most important tools for marketers were Facebook and Linkedin – and one third of marketers spent 5 hours a week on social media marketing and the longer they have been using social marketing, the more time they spend on it. Equally, the digital divide is obvious – the younger the professional, the more they use social media. The more they use social media for marketing, the less they spend on conventional advertising. 84%+ of participants found that increased traffic occurred with as little as 6 hours per week invested in social media marketing. This looks like a good investment of time. However, these are people with a marketing background – perhaps librarians with less professional knowledge of marketing might not feel the same. Interestingly, marketing professionals felt that they lacked to tools to identify their target markets and to estimate the effectiveness of their work. That may feel very familiar to many librarians.