Social media and library marketing: Is Facebook being used effectively in promoting library reswources and services of main university libraries in Sri Lanka?
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Social media and library marketing: Is Facebook being used effectively in promoting library resources and services of main university libraries
in Sri Lanka? By
Lionel R. Amarakoon MIM (NILIS); FLA (S.L.); FIInS (IIS); MITD (Sri Lanka); PGD (BCIS);
Dip in HRD (IIMT) India(Ex) Librarian – University of Bolton - Western College for Management & Technology (WCMT)
E-mail:lionelorama@gmail.com and
Thushari M. Seneviratne BSc (Sp.) Zoology; PG in Environmental Management (UoM); MLS (UoC)
Senior Asst. Librarian, In-charge of Outreach ServicesUniversity of Moratuwa
E-mail:thushari@lib.mrt.ac.lk
Key Literature References
• As found by Hendrix,D. et al. (2009) academic health sciences libraries use their Facebook Pages, mainly to market the library.
• It is important to go where patrons are as found by Farkas (2007).
• Facebook advertising is a potentially cost-effective way of promoting the library and its services (Chan,2011)
Objective of the Study• General: Explore the use of SM networking tools in academic library settings in Sri Lanka
• Specific : Investigate the academic librarians attitudes and to examine the problems associated
Research Methodology• This is a descriptive study using survey research method
• Study Population – 15 UGC’s national university libraries and 4 non UCG university libraries
• Research Instruments – 1. Questionnaire
2. Observation of FBP of libraries
Data Analysis and Results
• 18 (100%) librarians were in the opinion that FBP is a very effective tool for promoting library services
• 6 (33.3%) thought that FBP use will expand quickly
• 10 (55.6%) FBP will grow solely• 1 (5.6%) FBP will stay slow
Data Analysis and Results (Contd.)
• Purpose for which libraries should use FBP:
16 (88.9%) agreed that it is to promote library products and services
12 (66.7%) – Provide quick updates to users
11 (61.1%) – Promote user education programs
9 (50%) – Disseminate library news and press releases
Data Analysis and Results (Contd)
• 72% were concerned about confidentiality of students information
• 61.1% concerned on privacy and identity theft
• Librarians attitudes towards FBP use: It is an integral part for promoting library resources and services 16 (88.9%)
FB facilitate providing user with information 17 (94.5%)
16 (88.9%) FB will allow students to create, connect, converse, vote and share information
FB offers more than just traditional ways of marketing 16 (88.9%)
Conclusions and Recommendations
• All libraries need to include in their strategic plan a social media marketing component
• Face book is very popular among the Y-Generation; since they are available in the cyber space 7/24 basis even off-campus libraries need to reach them space where the students are present
• Awareness should be create among the library staff the importance of Face book in marketing the libraries through in-service training programs
• One person of the library need to held responsible of managing the library FBP.
• Task should be more elaborately mentioned on the respective JDs.
• There is the need to convert FBPs from generic landing pagers into pages specifically tailored for library users.
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