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

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.