The rules of marketing have changed. Do libraries know that?
Corporate PR-types used to control the message. Sitting behind a desk, they’d write a carefully crafted press release and then send it off to newspapers and upload it to their web site. The attention the company got might barely justify the salary of the PR professional.
Today’s world is fundamentally different. Neither news nor brand identity are controlled through press releases or carefully choreographed newspaper articles. Brands are molded and shaped by the audience—and the audience is everyone. People talk. And people listen.
Social tools, social media, and social engagement are the norms for many large advertisers that have populated sites like Facebook and Twitter with brand-focused pages and interactive techniques. Are you following your favorite brand?