Usage of facebook in marketing academic library services and resources: a case of Mzumbe and St. Joseph University Library

This study focused on assessing the usage of Facebook in marketing academic library services and resources in Tanzania by using the case of Mzumbe University and St. Joseph University Libraries. Specifically the study assessed how Facebook usage in marketing academic library resources and services; assessed the level of success of Facebook usage in marketing academic library resources and services; and identified challenges facing librarians in using Facebook to market library resources and services. The study used exploratory research design that involved total of74 participants composed of library staffs, users and they were selected using two non probability sampling method. Library users were selected using a convenience sampling technique while library staff and key informants were selected using purposive sampling technique. Study used questionnaire guides, interview guide, and observation checklist to collect both qualitative and quantitative data. The quantitative data collected were analysed using SPSS version 16 to generate frequencies and percentages and presented in tables and charts. The qualitative data were analyzed using content analysis method. In general, the findings of this study have revealed that Facebook is the fourth most used tool for marketing academic library services and resources by the libraries involved in the study. The most used marketing media are library orientation programs, displays and notice boards, followed by the websites. The findings have further revealed that library staff deployed Facebook to market library resources and services by posting different kind of library infrastructures. Results further showed the frequency of posting on the Facebook page is unknown to the most of library staff which is attributed by the absence of marketing strategies. Findings further revealed that, text is highly preferred format used followed by video format to create and access information about library services and resources. Finding also revealed that, Facebook was not helpful to the users in accessing information about library services and resources. The study has revealed that the libraries face a number of challenges including slow internet connection and outdated information. The study concluded that academic libraries under study have been using Facebook for marketing their services and resources, but failed to strategically and optimally that the libraries should put in place marketing strategies to guide their marketing processes, and that the university managements should prepare trainings on how to market library services and resources on Facebook.