Leveraging Social Media Platforms in Mark aging Social Media Platforms in Marketing Libr eting Library Services In Ghanaian Universities
Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
Library Philosophy and Practice (e-journal)
Abstract
With the continuous improvement of library services across the globe owing to automation,
technological advancement, and growth in student population, rapid access to social media (SM)
platforms has become a vital part of keeping present and would-be users well-versed about
academic library service. The study brings to bear on the use of SM platforms in promoting
library services. Using the survey approach, one hundred and seventy-six (176) library users of
the University of Ghana (UG), Library System (LS) were selected to provide primary data via
questionnaires. All respondents were selected through simple random sampling. The SPSS was
used to generate Pearson correlation, mean, and standard deviation results.
The results revealed that the effectiveness of SM platforms has a significant positive relationship
with users’ perception and its usefulness. The deployment of SM as a marketing tool in
university libraries, marketing library resources, and information centrescan be promoted
greatly. Moreover, few challenges encountered by library users in using the SM include lack of
privacy, the confidentiality of information, power cut or shortage, and inadequate training
opportunities for the UGLS staff among others. The study presents opportunities useful for
professional librarians.
Description
Research Article
Keywords
social media marketing, academic libraries, higher learning institutions