Modeling a social media-based solution for Marketing Library Services in Sri Lanka: A User-Librarian Collaborative Model (ULCM)

The use of social media platforms is in a very low capacity in the provision of their services in university libraries of Sri Lanka. Though a very limited number of university libraries utilize social media concepts, they do not use it as a marketing tool. The library is the place where all new information and knowledge is deposited. However, most of the students are unaware of or have little knowledge of what is available in the library. Social media can be used to increase the awareness of the library’s services among university students. This paper attempted to introduce a social media-based solution for marketing library services in Sri Lanka. To support this, a research study was carried out to look into the possibilities of using social media to market university libraries. A survey method was adapted and questionnaire was used collect the data from the academic library professionals working under higher education institutions in Sri Lanka. A total of 123 library professionals (N) were invited to respond to a survey questionnaire that was given to them through email. The totally field completed surveys were returned by 113 library professionals (n) who work at various libraries. The study identified Facebook as the most important and powerful tool used by the library professionals in Sri Lanka. Facebook was also revealed to be the most effective platform for marketing university libraries. This positive attitude of academics on Facebook can be converted into a usable tool to market the services and resources in the libraries. A User-Librarian collaborative model which can be implemented to market university libraries in Sri Lanka through social media platforms was suggested as a result of the research findings of this study. The proposed model, connects the major parties of the library, users, and library management, efficiently and effectively to function daily activities of the system smoothly. Further, it would address the basic requirements that should be fulfilled and satisfied by both parties in the process. Additionally, the model provides some functions from both points of view.