Editorial

摘要

"Word-of-mouth marketing" is an umbrella term that covers a range of practices. However, it is different from traditional communication channels in that it is immediate, open and personal. It is targeted to start and support conversations between the library and its customers. Libraries can encourage the spread of word of mouth by educating customers about the services the library offers, providing an experience that people want to share with their friends and giving customers ways to share information. In her paper, Bailey discusses another mode of education for library customers - informal screencasting - which is capturing your actions on a computer screen with the goal of showing others how to accomplish tasks on a website or in a given software environment. She provides the results of a survey assessing academic library customers' attitudes towards informal screencasting as an instructional tool, which had positive responses.