Social media and library marketing: Is Facebook being used effectively in promoting library reswources and services of main university libraries in Sri Lanka?

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:[email protected] 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:[email protected]

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.

Q & A