Publications and Research

Document Type


Publication Date

Fall 2015


Library initiatives to first-year students not only present an opportunity to offer information literacy instruction for student advancement but they also serve a key marketing function by communicating the library’s ongoing value and building customer relationships. Library orientation tours are an example of how to effectively market to first-year students. Combining peer-to-peer learning and user-generated content via social media known as crowdsourcing, Newman Library sponsored a contest challenging first-year students to create a video sharing a useful library tip. The contributions and benefits of this co-creation approach to fostering relationships are examined and the implications to strengthening other library-user bonds are explored.


This is an e-verson of an article published in Ellis, L. A. & Peña, A. (2015). Crowdsourcing as an Approach to Customer Relationship Building in Academic Libraries. College & Undergraduate Libraries, 22(3–4), 273–295. College & Undergraduate Libraries is available online at


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