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Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Finding Your Voice: Developing a Content Strategy for Social Media That Works!

Finding Your Voice: Developing a Content Strategy for Social Media That Works!
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Author(s): Karen L. Yacobucci (NYU School of Medicine, USA) and Stephen Maher (NYU School of Medicine, USA)
Copyright: 2022
Pages: 17
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch005

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Abstract

This chapter aims to provide an indispensable introduction to content marketing based on industry best-practices and help academic libraries navigate this essential but often overlooked marketing practice. The chapter will begin by addressing some of the consistent challenges organizations have starting their social media marketing campaigns and developing a social media strategy. Next, the chapter will focus on defining the tone and voice of their social media messages. Then, it will discuss sustaining the campaign by curating content and avoiding “content fatigue.” Finally, the authors share an example of how an academic library but them into practice. They are confident this chapter will give academic librarians the vocabulary and techniques they need to talk and walk their way through meaningful and engaging marketing campaigns for their libraries using social media.

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