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Appendix
E-mail interview questions
1. Can you state which library you represent?
2. Do you have a team for marketing the library on Twitter/social media?
Which title(s) do the responsible staff hold?
3. Do you use any kind of marketing strategy?
4. If you do, what kind of marketing strategy do you employ?
5. What kinds of goals do you set for marketing the library on Twitter?
6. Do you apply market research? If so, what kind and how? (Do you apply surveys, or have focus groups, etc.?)
7. While using Twitter for marketing the library, do you use any kind of mar-ket segmentation for the users? Do you use Internet segmentation?
8. If you use segmentation, can you give examples to what kinds of groups the users are segmented into?
9. Do you benefit from applications such as Twocation, Tweetstats, or Klout to measure the response you receive on Twitter? If you do, which ones and why? If you don't, why and would you consider using them?
10. Do you take what kind of language you use into consideration while tweet-ing? (Formal, informal, something in between? How do you feel about smileys?)
11. Do you have a slogan for the library?
12. Do you use QR codes for marketing the library within the library building?
Do you use them, for instance, for marketing the library's Twitter account?
13. If you do not use QR codes, do you have flyers in the library to let the users know that the library has a Twitter account?
14. Why do you use Twitter?
15. Do you look at other libraries' Twitter accounts as examples? If so, is it on a national or international context?
16. Do you look at how other industries deal with using Twitter for marketing?
If you do, would you mind elaborating on which ones, and why?
17. If there is any other information you would like to share regarding library marketing on Twitter, you are welcome to do it here.