Marketing your academic library [TG3/Marketing]

How can we encourage our users to engage with libraries and the services we provide? The social media landscape is ever- changing, and it can be difficult to know what will best reach our communities. How do we ensure authenticity and human connection whilst promoting our value effectively?

In this online event, our speakers will share insights and real-world experiences on how libraries can build meaningful relationships with their users, from social media tools to the essential role of human interaction.

Speakers will include Ned Potter (Faculty Engagement Manager: Community & UX at the University of York) who will reflect on authenticity in marketing, and how a genuine voice can help libraries resonate with their audiences.

Programme:

10:30 – Introduction and welcome

10:35 – Ned Potter, ‘Authenticity and marketing in academic libraries’

11:05 – Ilaria Gianfrancesch, ‘Beyond the Shelves: Social Media Challenges and Victories at the Aga Khan Library’

This presentation explores the social media journey of the Aga Khan Library — an academic library navigating the challenges and opportunities of digital marketing while continuing to serve its wider community and parent institutions. Drawing on two years of experience since the launch of the AKL Instagram page, the talk reflects on the lessons learned, the strategies that worked, and the obstacles encountered along the way — offering practical insights for academic libraries facing similar challenges in today’s digital landscape.

11:35-11:45 – Comfort break

11:45 –Mike Jones, ‘Keeping the human central to library marketing’

For some time social media has been seen as central to academic libraries approaches to marketing and promotion, but is this the most effective way to reach our students and make meaningful engagements about library resources, services and facilities? In this talk we’ll discuss the limitations of social media for this purpose and the importance of keeping human interactions central to student engagement.

12:15-12:30 – Panel Q&A

Speaker biographies:

Ned Potter is Faculty Engagement Manager: Community & UX at the University of York, and a Trainer for various organisations including the Bodleian Libraries and the British Library. He has run library workshops across four continents, and his presentations have been viewed over 2.5 million times online. His book The Library Marketing Toolkit was published by Facet in 2012. Ned can be found online at ned-potter.com and on Bluesky at @nedpotter.bsky.social 

Ilaria Gianfranceschi is a Library Assistant at the Aga Khan Library, where she works on the library’s collection development and contributes to outreach and promotional initiatives. Her work includes managing social media content, coordinating marketing activities, and assisting with the logistics of Library events, including academic lectures.

Since joining the Library in 2022 in a public-facing role, Ilaria has supported students and researchers while contributing to a range of initiatives aimed at increasing engagement with the Library’s activities. She launched the Aga Khan Library Tunes playlist on Spotify and organised several editions of the Aga Khan Library Movie Nights. Over the past two years, she has focused on developing the Library’s online presence, particularly through launching the Library’s Instagram account and integrating it into a wider social media strategy alongside the existing X account, while also supporting the coordination of the academic lecture series.

Ilaria holds a BA in Languages, Cultures and Societies of Asia and Mediterranean Africa from Ca’ Foscari University of Venice, specialising in Middle Eastern studies, Arabic, and Turkish, and an MA in the History of Art and Architecture of the Islamic Middle East from SOAS.

Mike Jones has been working in academic libraries for just over 20 years with experience in both FE colleges and higher education. He currently works at Southampton Solent University as an Information Librarian, supporting the School of Health & Sport by delivering sessions and appointments to support students with their research and referencing. Throughout his time in libraries, Mike has taken an interest in marketing of their resources, facilities and services and wrote his MA dissertation on the effectiveness of social media as a tool in this area. His other interests include developing a new framework for evaluating information and supporting the transition from FE to HE from a skills perspective.

Information for joining:

• This session is virtual and will run via Zoom. Once your booking has been confirmed, joining instructions will be emailed the day before the event.
• Electronic CPD attendance certificates can be provided on request. Please request via cpd25@london.ac.uk

Cost
£25 members
£50 for other institutions.

Cancellations less than one week before the event will be charged a 50% cancellation fee. In the event of a ‘no-show’ on the day, the full fee will be charged.

To book a place, please use our online booking forms.