DOI: https://doi.org/10.21847/1728-9343.2019.5(163).180787

Promoting Library Services in the Social Media Era: Exploring Use, Objectives, Challenges and Perceived Influence

Hudron K Kari, Gboyega K Oyeniran

Abstract


The social media have significantly changed almost every part of our being. They have changed the shape and nature of communication. Before the emergence of social media platforms, communication was mainly face-to-face as distance was an essential barrier in communication engagement, but that has changed with the emergence of social media platforms. In addition, library services are also experiencing serious changes as a result of the emergence of social media platforms. This is because services that were once rendered in library halls can now be rendered outside of library building. Library users also have new expectations from library managements. They desire to have services rendered to them in a simple and technological-based manner than before. These changes have made researchers interested in examining issues related to changes that have taken place in library management in the social media era. This study examined the use of mediated platforms for creating awareness regarding the services in libraries in Nigeria. The study was guided by five objectives. Descriptive survey was used as the design of the study. Both librarians (n=300) and library users (n=300) were sampled for the study. The questionnaire served as the instrument for data collection. Descriptive analysis like simple percentages, mean and standard deviation were used for the study. It was found that there is low extent of application of social media for the purposes of increasing public awareness of services in libraries. Also, seven objectives of applying social media to enhance awareness of services in libraries were found. Seven strategies for using social media to promote library services were also reported. Six obstacles to the use of social media to promote library services were also reported. They are: lack of skilful manpower; inadequate finance; lack of interest on the part of library management; lack of appropriate and up to date tool; inadequate staff members and lack of a conducive working environment. The perceived influence of exposure to social media messages promoting library services were also reported. The results of this study have implications on library practice and scholarship. Regarding library practice, the results suggests that to effectively promote library services with a corresponding possibility for increased patronage, there is the need for management of libraries to address serious issues of inadequate manpower, lack of facilities and poor funding. When this is done, it is hoped that social media could be fully applied for the purposes of promoting library services in Nigeria. In terms of scholarship, the results of the study has added to the body of literature regarding the important role that social media platforms are now playing in different spheres of the society. In particular, the results has added to studies on the role of social media in library services. It is therefore, recommended that library management should put in place programs and policies that support the use of social media to promote library services. Based on the results of the study, the researchers recommends, among others, the utilization of social media to promote library services. Other recommendations are also made.

Keywords


library services; professional; promotion; social media; users

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References


Adeloye, A. (2003). How to market yourself and your library organization: a solo librarian's guide. The Bottom Line, 16(1), 15-18. DOI: https://doi.org/10.1108/08880450310464018 (In English)

Ashcroft, L. (2002). Issues in developing, managing and marketing electronic journals collections. Collection Building, 21(4), 147-154. DOI: https://doi.org/10.1108/01604950210447386 (In English)

Bhat, M. I. (1998). Marketing of library and information services at British Council library network in India. DESlDOC Bulletin of lnformation Technology, 18(3), 29-33. Retrieved from https://publications.drdo.gov.in/ojs/index.php/djlit/article/download/3398/1829/ (In English)

Cummings, S. (1994). Marketing and promotion of information products. Quarterly Bulletin of the International Association of Agricultural Information Specialists, 39(1/2), 69-75. (In English)

de Saez, E.E. (2002). Marketing concepts for libraries and information services (2nd ed.). London: Facet Publishing. (In English)

Dodsworth, E. (1998). Marketing academic libraries: a necessary plan. Journal of Academic Librarianship, 24(4), 320-322. (In English).

Fisher, P. H., & Pride, M. M. (2006). Blueprint for your library marketing plan: a guide to help you survive and thrive. Chicago, IL: American Library Association. (In English)

Helinsky, Z. (2008). A short-cut to marketing the library. Oxford: Chandos Publishing. (In English)

Hinchliffe, L.J., & Leon, R. (2011). Innovation as a framework for adopting Web 2.0 marketing approaches. In Gupta, D. & Savard, R. (Eds.), Marketing libraries in a Web 2.0 world (pp. 58-65). Berlin: De Gruyter Saur. (In English)

Jackson, M. (2001). Marketing the HyLife project. Library Management, 22(1/2), 43-49. DOI: https://doi.org/10.1108/01435120110358853 (In English)

Ju, W. (2006). Marketing and service promotion practices in the LCAS. Library Management, 27(6/7), 336-343. DOI: https://doi.org/10.1108/01435120610702323 (In English)

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53 (1), 59-68. DOI: https://doi.org/10.1016/j.bushor.2009.09.003 (In English)

Mathews, B. (2009). Marketing today's academic library: a bold new approach to communicating with students. Chicago, IL: American Library Association. (In English)

Mathews, P. & George, S. (2013). Growth and future of social media. International Journal of Advanced Research in Computer Engineering & Technology 2 (12), 3177-3183. Retrieved from http://ijarcet.org/wp-content/uploads/IJARCET-VOL-2-ISSUE-12-3177-3183.pdf (In English)

Mitra, M. (2016). Promoting library services in the digital era among the children and young adults. Retrieved from https://www.ifla.org/node/10518 (In English)

Nkanga, N. A. (2002). Marketing information services in Botswana: an exploratory study of selected information providing institutions in Gaborone. Library Management, 23(6/7), 302-313. DOI: https://doi.org/10.1108/01435120210432273 (In English)

Nwazor, J. C., & Godwin-Maduike, C. C. (2015). Social media and academic performance of business education students in South-East Nigeria. Journal of Education and Practice, 6(25), 127-134. Retrieved from https://www.iiste.org/Journals/index.php/JEP/article/view/25698 (In English)

Patil, S. K., & Pradhan, P. (2014). Library promotion practices and marketing of Library services: A role of Library professionals. Procedia - Social and Behavioral Sciences, 133, 249-254. Retrieved from https://core.ac.uk/download/pdf/82182409.pdf (In English)

Potter, N. (2012). The library marketing toolkit. London: Facet Publishing. Retrieved from http://dlib.scu.ac.ir/bitstream/Hannan/464474/2/9781856048064.pdf (In English)

Rowley, J. (2003). Information marketing: seven questions. Library Management, 24(1/2), 13-19. DOI: https://doi.org/10.1108/01435120310454476 (In English)

Walther, J. B., & Parks, M. R. (2002). Cues filtered out, cues filtered in: Computer-mediated communication and relationships. In M. L. Knapp, & J. A. Daly (Eds.), Handbook of interpersonal communication (pp. 529-563). Thousand Oaks, CA: Sage. (In English)

Webreck, T. & Alman, S. (2007). Crash course in marketing for libraries. Westport, CT: Libraries Unlimited. (In English)

Welch, L. (2006). The other 51 weeks: a marketing handbook for librarians. Wagga Wagga, NSW, Australia: Centre for Information Studies, Charles Sturt University. (In English)

Yi, Z. (2014). Australian academic librarians' perceptions of effective Web 2.0 tools used to market services and resources. The Journal of Academic Librarianship, 40(3/4), 220-227. (In English)


GOST Style Citations


Adeloye A. How to market yourself and your library organization: a solo librarian's guide. The Bottom Line. 2003. 16(1). 15-18. DOI: https://doi.org/10.1108/08880450310464018

 

Ashcroft L. Issues in developing, managing and marketing electronic journals collections. Collection Building. 2002. 21(4). 147-154. DOI: https://doi.org/10.1108/01604950210447386

 

Bhat M. I. Marketing of library and information services at British Council library network in India. DESlDOC Bulletin of lnformation Technology. 1998. 18(3). 29-33. URL https://publications.drdo.gov.in/ojs/index.php/djlit/article/download/3398/1829/

 

Cummings S. Marketing and promotion of information products. Quarterly Bulletin of the International Association of Agricultural Information Specialists. 1994. 39(1/2). 69-75.

 

de Saez E. E. Marketing concepts for libraries and information services (2nd ed.). London: Facet Publishing, 2002.

 

Dodsworth E. Marketing academic libraries: a necessary plan. Journal of Academic Librarianship. 1998. 24(4). 320-322.

 

Fisher P. H. & Pride M. M. Blueprint for your library marketing plan: a guide to help you survive and thrive. Chicago, IL: American Library Association, 2006.

 

Helinsky Z. A short-cut to marketing the library. Oxford: Chandos Publishing, 2008.

 

Hinchliffe L. J. & Leon R. Innovation as a framework for adopting Web 2.0 marketing approaches. In: Marketing libraries in a Web 2.0 world / D. Gupta & R. Savard (Eds.). Berlin: De Gruyter Saur, 2011. Pp. 58-65.

 

Jackson M. Marketing the HyLife project. Library Management. 2001. 22(1/2). 43-49. DOI: https://doi.org/10.1108/01435120110358853

 

Ju W. Marketing and service promotion practices in the LCAS. Library Management. 2006. 27(6/7). 336-343. DOI: https://doi.org/10.1108/01435120610702323

 

Kaplan A. M. & Haenlein M. Users of the world, unite! The challenges and opportunities of social media. Business Horizons. 2010. 53 (1). 59-68. DOI: https://doi.org/10.1016/j.bushor.2009.09.003

 

Mathews B. Marketing today's academic library: a bold new approach to communicating with students. Chicago, IL: American Library Association, 2009.

 

Mathews P. & George S. Growth and future of social media. International Journal of Advanced Research in Computer Engineering & Technology. 2013. 2 (12), 3177-3183. URL http://ijarcet.org/wp-content/uploads/IJARCET-VOL-2-ISSUE-12-3177-3183.pdf

 

Mitra M. Promoting library services in the digital era among the children and young adults. 2016. URL https://www.ifla.org/node/10518

 

Nkanga N. A. Marketing information services in Botswana: an exploratory study of selected information providing institutions in Gaborone. Library Management. 2002. 23(6/7). 302-313. DOI: https://doi.org/10.1108/01435120210432273

 

Nwazor J. C. & Godwin-Maduike C. C. Social media and academic performance of business education students in South-East Nigeria. Journal of Education and Practice. 2015. 6(25). 127-134. URL https://www.iiste.org/Journals/index.php/JEP/article/view/25698.

 

Patil S. K. & Pradhan P. Library promotion practices and marketing of Library services: A role of Library professionals. Procedia - Social and Behavioral Sciences. 2014. 133. 249-254. URL https://core.ac.uk/download/pdf/82182409.pdf

 

Potter N. The library marketing toolkit. London: Facet Publishing, 2012. URL http://dlib.scu.ac.ir/bitstream/Hannan/464474/2/9781856048064.pdf

 

Rowley J. Information marketing: seven questions. Library Management. 2003. 24(1/2). 13-19. DOI: https://doi.org/10.1108/01435120310454476

 

Walther J. B. & Parks M. R. Cues filtered out, cues filtered in: Computer-mediated communication and relationships. In: Handbook of interpersonal communication / Knapp M. L. & Daly J. A. (Eds.). Thousand Oaks, CA: Sage, 2002. Pp. 529-563.

 

Webreck T. & Alman S. Crash course in marketing for libraries. Westport, CT: Libraries Unlimited, 2007.

 

Welch L. The other 51 weeks: a marketing handbook for librarians. Wagga Wagga, NSW, Australia: Centre for Information Studies, Charles Sturt University, 2006.

 

Yi Z. Australian academic librarians' perceptions of effective Web 2.0 tools used to market services and resources. The Journal of Academic Librarianship. 2014. 40(3/4). 220-227.






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