The Use of Social Media Networks to Market Information Services at the University of Zululand Library

Abstract

Social media networks (SMNs) are now a new technology platform strategically used across the world by libraries to market their library products and services. This study aimed to investigate the use of SMNs to market information services at the University of Zululand Library. Five research objectives were used to guide the study. The theoretical lens of the study was the Technology Acceptance Model (TAM) proposed by Davis (1989). Data were distributed to librarians through a purposive sampling technique. There were seven questionnaires distributed to librarians, and the seven collected questionnaires were subjected to statistical analysis. Findings from the study revealed that social media networks provide a good platform for marketing library services. It was found that the library currently uses three social media networks, such as Facebook, WhatsApp and Blogs to facilitate the promotion of library resources. Findings further indicated that the use of SMNs at the University of Zululand Library enhances the interaction between library users and librarians. However, a lack of skills and training to master SMNs may hinder their effective use in the library. Librarians face many challenges, not limited to a lack of skills and training to master all SMNs, but also power failure and connectivity, too many social media networks to learn, and the posting of non-academic information. The study recommends that every librarian should be trained and educated on how to use SMNs to fit into this technological era.