Seven Strategies for Marketing in a Web 2.0 World

So what should a marketer do in an era where customers freely discuss your products and services? People post compliments and complaints that can be discovered by thousands of Internet users. Peers listen to and trust these reviews. If you’re in charge of marketing for your library, this should be something that keeps you up at night as you ponder the best approaches to developing and protecting your library’s brand online. You can measure your library’s brand and credibility by reviewing your search results, which are increasingly being populated from information circulated and reposted by consumers. What is the “street value” of your library online?

One of the best ways to shepherd your brand online is to actively listen to and participate in the conversations about your library. You can’t control the message, but you can improve the conversation about your brand online. By actively listening you can learn what your customers care about and get smarter about designing and delivering services that delight your audience.