Analysis of YouTube Videos of University Libraries in terms of Promotion and Marketing

Öz

This study aims to evaluate the effectiveness of Turkish university libraries’ YouTube videos with regard to library promotion and marketing. The videos found on the YouTube channels of universities and libraries have been listed and grouped according to their purpose and promotionmarketing perspectives. Next, the findings were analyzed by converting them into figures and tables on Microsoft Excel. The research is revealed to have examined 936 YouTube videos from only 120 of Turkey’s 207 university libraries. When considering the purposes for which the videos were prepared, 353 were determined to have been prepared for training, 333 for events, 128 for general library promotions, 34 for entertainment, 32 for service or collection promotions, 30 for orientations, and 26 for news videos. From the point of view of promotion and marketing, the name of the library was determined to have been mentioned in the title of 192 videos, with university or library logos being found in 744 videos, librarians taking part in 205 videos, 437 videos having music/jingles, 197 videos having voiceovers, and 49 videos having personal scenarios. In the analysis made with respect to year of publication, the number of university libraries’ videos on YouTube has been determined to increase daily. However, when examining the videos’ contents and features, the need to create them using a strategy and planned with the understanding of promotion and marketing can be mentioned. The fact that no study has been previously conducted on evaluating YouTube videos from a promotional and marketing point of view adds originality to the study.

Anahtar Kelimeler

• University libraries
• YouTube
• Library promotion and marketing
• Library communication
• Marketing

Üniversite Kütüphanelerinin YouTube Videolarının Tanıtım ve Pazarlama Yönünden Analizi

Öz

Bu çalışma ile Türkiye’deki üniversite kütüphanelerine ait YouTube videolarının kütüphanenin tanıtım-pazarlamasındaki etkinliğinin değerlendirmesi amaçlanmıştır. Üniversitelerin ve kütüphanelerinin YouTube kanallarında tespit edilen videolar listelenerek, amaçlarına ve tanıtım-pazarlama bakış açılarına göre gruplandırılmıştır. Ardından bulgular Microsoft Excel üzerinde şekil ve tablolara dönüştürülerek analiz edilmiştir. Araştırmada incelenen 207 üniversite kütüphanesinden sadece 120’sine ait 936 YouTube videosu olduğu ortaya çıkmıştır. Videoların hazırlanma amaçlarına göre bakıldığında; 353 eğitim, 333 etkinlik, 128 genel kütüphane tanıtımı, 34 eğlence, 32 hizmet veya koleksiyon tanıtımı, 30 oryantasyon ve 26 haber videosunun olduğu tespit edilmiştir. Tanıtım ve pazarlama bakış açısından bakıldığında; 192 videonun başlığında kütüphane adının geçmekte olduğu, 744 videoda üniversite ya da kütüphane logosunun bulunduğu, 205’inde kütüphanecinin rol aldığı, 437 videonun müzik / cıngıla sahip olduğu, 197’sinde seslendirme yapıldığı ve 49 videonun özel senaryosunun bulunduğu belirlenmiştir. Yayınlanma yıllarına göre yapılan analizde üniversite kütüphanelerinin YouTube üzerinde bulunan video sayılarının her geçen gün arttığı ortaya çıkmıştır. Ancak videoların içerikleri ve özellikleri incelendiğinde tanıtım ve pazarlama anlayışı ile bir strateji ve plan dâhilinde oluşturulmasına ihtiyaç olduğu söylenebilir. Tanıtım ve pazarlama bakış açısıyla YouTube videolarının değerlendirilmesine yönelik bu tür bir çalışmanın daha önce yapılmamış olması çalışmaya özgünlük kazandırmaktadır.

Anahtar Kelimeler

• Üniversite kütüphaneleri
• YouTube
• kütüphane tanıtım ve pazarlaması
• kütüphane iletişimi
• pazarlama

Kaynakça

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