Building a Buzz: Libraries and Word-Of-Mouth Marketing

by Peggy Barber

Want to get the word out about your library in the most cost-effective way possible? You can achieve this with the effective word-of-mouth marketing (WOMM) strategies laid out in this book. Two creative marketers, Peggy Barber and Linda Wallace, bring you sound marketing principles to spread the word about your library within the community with Renowned for their creativity, Barber and Wallace bring you WOMM ideas that will help you turn your existing library patrons into a major marketing force.

Genres: Librarianship, Nonfiction

112 pages, Paperback

First published December 1, 2009

Reviews

[Tamara · Rating 4 out of 5]

Especially in a levy year, this book offers an extremely important reminder of how much people will do based on word-of-mouth suggestions and unsolicited testimonials from friends, families and neighbors.

Provides simple tips and suggestions. Some require a budget and some do not. Doesn't offer a ton of online or social networking suggestions, but does offer a lot of options for marketing online services in the physical library or within the community.

I might like to try the idea of doing a "Pajama Party" to promote your 24/7 online services such as chat reference, databases and eBooks. Staff can wear PJs all day which would definitely prompt conversations!

Favorite Quote:

Marketing is about people, not stuff. We can't just reel off a list of our impressive inventory and expect anyone to care.

[Amelia.S · Rating 5 out of 5]

Building a Buzz: Libraries and Word Of Mouth Marketing is an inspiring and practical guide that reimagines how libraries connect with their communities. Peggy Barber and Linda Wallace take a concept as timeless as conversation itself and turn it into a strategic, creative force for growth.

What makes this book stand out is its grounded optimism the belief that authentic relationships are still the most powerful form of marketing. Rather than relying on flashy campaigns or costly advertising, Barber and Wallace show how trust, enthusiasm, and storytelling can transform ordinary patrons into passionate advocates. Their insights feel both timeless and urgently modern, especially in a world where genuine connection often gets lost in the digital noise.

Whether you’re a librarian, educator, or community leader, Building a Buzz offers a blueprint for sustainable engagement that feels refreshingly human. It’s not just about promoting a library it’s about nurturing belonging, pride, and shared purpose.

Barber’s work proves that the best marketing doesn’t just spread messages; it strengthens communities.

[Hava · Rating 4 out of 5]

I checked two books out at the same time re: library marketing - this book and Bite-Sized Marketing by Nancy Dowd and company. Out of the two of them, I found Building a Buzz more helpful, although it still wasn't quite what I was looking for. I did like the case studies in here - I thought it was interesting to read about the triumphs and failures of the different campaigns, and seeing the budget difference between them. I especially liked reading about the development of Watson, the mascot for the Town and Country Public Library in Illinois. I think a mascot for the library is such a cute idea.

Overall, it was a helpful book, but still not worth buying for my personal collection. It was worth borrowing and reading from the library though. :)

[Liz De Coster · Rating 4 out of 5]

Real talk: probably gave this a half-star bump because the libraries featured were from the Chicagoland area. The book is an in-depth look at a grant-funded marketing drive these libraries attempted. There's some discussion of the basic concepts of "WOMM" marketing, then an deeper look at the individual projects undertaken by the participating libraries. I think the in-depth studies, which are like case studies, really make the concepts of WOMM seem applicable to many types of libraries for many different goals. I appreciated seeing the many different ways libraries used this technique, and their reflections on the results.

[Lawrence · Rating 5 out of 5]

IF busy, multitasking directors in small public libraries have time to read just one book on marketing and pr, let it be this one.

[Matt · Rating 4 out of 5]

A quick read. I picked up a few things I hope to use at my library in the future.