This document discusses how libraries can use Web 2.0 tools for marketing. It begins by defining marketing as keeping in constant touch with consumers to understand their needs and develop products to meet those needs. It then contrasts traditional marketing approaches with Web 2.0 approaches that emphasize collaboration, convenience and community. The rest of the document provides a step-by-step guide for developing a marketing plan using Web 2.0 tools, including identifying needs, researching the audience, crafting messages and evaluating effectiveness. Specific tools mentioned include blogs, social networks, directories and search engines.