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master's thesis
Kako narodne knjižnice u Hrvatskoj koriste društvene mreže Facebook i Instagram
Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences, 2024. urn:nbn:hr:131:138398
Konjevod, Tanja
University of Zagreb
Faculty of Humanities and Social Sciences
Department of information and Communication sciences

Institutional repository: ODRAZ

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Konjevod, T. (2024). Kako narodne knjižnice u Hrvatskoj koriste društvene mreže Facebook i Instagram (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:138398

Konjevod, Tanja. "Kako narodne knjižnice u Hrvatskoj koriste društvene mreže Facebook i Instagram." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:131:138398

Konjevod, Tanja. "Kako narodne knjižnice u Hrvatskoj koriste društvene mreže Facebook i Instagram." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:131:138398

Konjevod, T. (2024). 'Kako narodne knjižnice u Hrvatskoj koriste društvene mreže Facebook i Instagram', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, accessed 09 November 2024, https://urn.nsk.hr/urn:nbn:hr:131:138398

Konjevod T. Kako narodne knjižnice u Hrvatskoj koriste društvene mreže Facebook i Instagram [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2024 [cited 2024 November 09] Available at: https://urn.nsk.hr/urn:nbn:hr:131:138398

T. Konjevod, "Kako narodne knjižnice u Hrvatskoj koriste društvene mreže Facebook i Instagram", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:131:138398

Metadata
TitleKako narodne knjižnice u Hrvatskoj koriste društvene mreže Facebook i Instagram
Title (english)How public libraries in Croatia use social networks Facebook and Instagram
AuthorTanja Konjevod
MentorTomislav Ivanjko (mentor)
Committee memberIvana Hebrang Grgić (predsjednik povjerenstva)
Committee memberMonika Batur (član povjerenstva)
Committee memberTomislav Ivanjko (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of information and Communication sciences)
Zagreb
Defense date and country2024-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Library Science
Abstract
Ovaj rad dubinski istražuje različite aspekte marketinga u kontekstu narodnih knjižnica, s posebnim fokusom na digitalni marketing i upotrebu društvenih mreža. Počinje s općim načelima marketinga, ističući važnost marketinga u suvremenom poslovanju te analizira specifičnosti marketinga u neprofitnim organizacijama poput knjižnica. Velika pažnja posvećena je digitalnom marketingu, pružajući pregled ključnih alata i strategija te ulogu društvenih mreža u promociji narodnih knjižnica. Istraživanjem prisutnosti hrvatskih narodnih knjižnica na društvenim mrežama zaključeno je sljedeće: Na Facebooku bilježimo pozitivan trend rasta broja knjižnica u usporedbi s prijašnjim desetljećem. Suprotno tome, udio knjižnica na Instagramu ostaje nizak, sa samo 30% prisutnosti. Unatoč tome, knjižnice iz manjih gradova često uspijevaju uspješnije angažirati svoju publiku, nadmašujući ponekad i veće knjižnice zbog izraženijeg socijalnog aspekta svojih zajednica. Na Facebooku, većina knjižnica održava visoku razinu aktivnosti, iako pretjerano objavljivanje može smanjiti angažman pratitelja. Objave na obje platforme često su promotivnog karaktera, a najviše interakcija privlače objave s najavama i izvještajima događanja.
Abstract (english)
This paper thoroughly explores various aspects of marketing within the context of public libraries, with a specific focus on digital marketing and the use of social media. It begins with general marketing principles, emphasizing the importance of marketing in modern business practices and analyzes the specifics of marketing in nonprofit organizations such as libraries. Significant attention is devoted to digital marketing, providing an overview of key tools, strategies, and the role of social media in promoting public libraries. Research on the presence of Croatian public libraries on social media reveals the following findings: There is a positive trend in the number of libraries using Facebook compared to a decade ago. Conversely, the presence of libraries on Instagram remains low, with only 30% having a presence. Despite this, libraries from smaller towns often engage their audience more successfully, sometimes surpassing 74 larger libraries due to the stronger social aspect within their communities. On Facebook, most libraries maintain a high level of activity, although excessive posting can decrease follower engagement. Posts on both platforms often serve promotional purposes, with announcements and event reports garnering the most user interaction.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:131:138398
Study programmeTitle: Information Sciences; specializations in: Archivistics Study, Library Science, Information Sciences (research), Information Sciences (teaching), Museology and heritage management, Informatology
Course: Library Science
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra bibliotekarstva (magistar/magistra bibliotekarstva)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Public noteIzvanredni studij bibliotekarstva
Created on2024-09-25 09:11:07