Journal of Library and Information Sciences

Challenges and Strategies in Marketing Academic Libraries Using Social Media
Mamta Tomar

Abstract
The significance of social media in the marketing strategies of academic libraries is underscored, particularly in relation to the challenges encountered and the approaches implemented to succeed in a rapidly changing digital environment. As digital communication and social networking platforms increasingly shape contemporary interactions, academic libraries strive to engage effectively with their target demographics, thereby promoting their resources, services, and events. Nevertheless, leveraging social media for marketing purposes presents distinct challenges, such as fluctuations in algorithms, the necessity of maintaining content relevance, the cultivation of audience engagement, and the constraints posed by limited resources. This paper conducts an analysis of prevailing trends, exemplary practices, and relevant case studies to investigate how academic libraries can navigate these challenges. It highlights the critical need for establishing clear objectives, developing customized content that addresses the varied needs of users, assessing success through quantifiable metrics, and refining strategies based on user feedback to ensure ongoing impact and effectiveness.

Full Text: PDF     DOI: 10.15640/jlis.v12a1