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Building a Buzz: Libraries & Word-of-Mouth Marketing. Barber, Peggy and Wallace, Linda

As many libraries face decreasing budgets and increasing competition for users’ interests, librarians are recognizing the significance of word-ofmouth marketing. With the popularity of social networking sites and userdriven content media, there is a tremendous opportunity for libraries of all sizes to build their own buzz with the support of their patrons. Building a Buzz stems from the Buzz Grant Project, a Library Services and Technology Act (LSTA) grant program to provide training, planning support, and information resources on word-of-mouth marketing. Thirtyfive libraries (29 public, 3 academic, 2 school, and 1 special) took part in the Buzz Grant Project. Fifteen of the participating libraries are profiled in this book. The simplicity and creativity of these campaigns are inspiring. The applicability of word-of-mouth marketing to public libraries is evident, especially as 14 of the 15 libraries profiled are public libraries. Depending on the organization, an academic library may not have absolute control over its marketing and promotion. The notion of ‘‘turning customers into champions,’’ however, is one that all academic libraries can employ. Academic libraries have a built-in user community of faculty, students, and staff. Faculty members in particular can be invaluable library champions, advocating for the continuance and development of library funding, services, and resources. Building a Buzz is a scant 95 pages, as its purpose is to provide a ‘‘quick and dirty’’ introduction to word-of-mouth marketing. The book is not short on information, though; it is packed with practical tips and real-life examples. It is designed for an inexperienced marketer, and the authors do a fine job outlining the principles of marketing. In the first section of the book,