At a time when Web 2.0 applications in libraries have gained growing popularity globally, it appears that the library must consider marketing its services more regularly through the Internet, taking advantage of Web 2.0 applications to improve access to its users and to promote information services. Many studies have discussed the importance of enhancing library services through Web 2.0 applications such as blogs, wikis, RSS (Really Simple Syndication), podcasts and social networking sites (SNSs). However, very few studies have focused on social networking sites in relation to marketing strategies for library and information services. The main purpose of this paper is to explore the varied marketing activities of libraries on SNSs, focusing on Facebook, as it is recognized as a popular SNS used among libraries. Additionally, the study introduces the role of library and information professionals (LIPs) within SNSs, as well as user contributions to the marketing process. Web content is used in a quantitative approach. Twenty public libraries that have Facebook pages have been selected as subject samples. These libraries were randomly selected by searching on Facebook, using “public library” as a keyword. Then, the study browsed the sampled public libraries’ Facebook pages, transferred the contents into categories of activities in a table and then summarized the marketing activities of the libraries on SNSs and the different roles of LIPs as well as users. The outcomes of this study are: the analysis found four main activities on library Facebook pages, including marketing the library itself, marketing information services, marketing information resources, and marketing people knowledge and skills; LIPs have new roles within SNSs and users play an important role in facilitating the library marketing process; and Facebook applications are not widely used currently, although these libraries in enhancing library services. The study concluded with recommendations that would help LIPs to enhance library marketing by using these applications.
At a time when Web 2.0 applications in libraries have gained growing popularity globally, it appears that the library must consider marketing its services more regularly through the Internet, taking advantage of Web 2.0 applications to improve access to its users and to promote information services. Many studies have discussed the importance of enhancing library services through Web 2.0 applications such as blogs, wikis, RSS (Really Simple Syndication), podcasts and social networking sites (SNSs). However, very few studies have focused on social networking sites in relation to marketing strategies for library and information services. The main purpose of this paper is to explore the varied marketing activities of libraries on SNSs, focusing on Facebook, as it is recognized as a popular SNS used among libraries. Additionally, the study introduces the role of library and information professionals (LIPs) within SNSs, as well as user contributions to the marketing process. Web content is used in a quantitative approach. Twenty public libraries that have Facebook pages have been selected as subject samples.