Enhancing Library Engagement and Awareness Through Social Media Platforms

With changing library functions in this era of digitisation, social media platforms facilitate outreach and engagement of users at educational institutes. The present study investigates the utilisation of social media for marketing library and information services within academic libraries. It examines the extent to which these platforms have been integrated into library practices, evaluates the perceptions of both librarians and users regarding their effectiveness, and identifies key challenges impeding successful implementation. These challenges include insufficient training for library professionals, lack of strategic planning, and limited institutional support for sustained social media engagement. Using mixed-method approaches that include surveys, interviews, and social media analytics, the study elicits the outcomes of the success of the social media campaigns. It provides recommendations for enhancing engagement as well as helping overcome challenges. The study reveals that although academic libraries have launched social media tools, there is enormous potential to improve engagement and institutional support for more effective outreach.