Monday, December 9, 2013

Application of Social Media in Marketing of Library and Information Services: A Case Study from Pakistan

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The paper aims to explore different applications of social media for marketing of library and information resources and services. It investigates the respondent's attitude towards the usefulness of social media in marketing of library. A survey research method was administered by using a peer-reviewed and pilot-tested questionnaire. Data were collected from librarians and LIS school academicians working at Bahauddin Zakariya University of Multan and the Islamia University of Bahawalpur. Findings showed that respondent's attitude was positive; majority agreed that the use of social media is important to capture the attention of online users and helps in distance learning and knowledge sharing. Respondents recommended the use of Facebook, Wikis, LinkedIn, Blogging, YouTube and online groups for marketing different library services. They indicated that inadequate training opportunities, lack of knowledge, privacy and identity theft, slow speed of internet and electricity failure are the problems for applying social media in libraries of Pakistan for marketing library resources and services. They demanded for trainings for social media usage and suggested that libraries should develop social media page for maximum exploitation of library services. Study recommends that libraries should develop their marketing plan for utilizing social media for news and service alerts and quick updates to online users and fund raising.



It is plausible that respondent's behavior towards the use of social media for marketing library resources and services was positive. By using social media libraries can promote their users, services, resources, events and communication. Study concludes that according to the changing needs of library users, libraries need to be changed accordingly. Libraries should be facilitated with internet service and develop their web page and social media page. In order to grow social media usage trend in libraries of Pakistan, librarians should be trained and educated regarding social media use for marketing library resources and services and all the problems that hinder in social media usage in libraries should be resolved.


Khan, Shakeel Ahmad, & Bhatti, Rubina (2012).   "Application of social media in marketing of library and information services: A case study from Pakistan."   Webology, 9(1), Article 93.

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