Marketing library services through social networking sites: An analytical study of the usage reality in public libraries in the United Arab Emirates

Document Type : Original Article

Authors

1 باحث دکتوراه

2 استاذ علم المکتبات

Abstract

The study seeks to explore the most widely famous Social Media Sites
(SMSs) used in marketing of libraries’ services and resources of public libraries in
United Arab Emirates. The study tackles the concept of Social Media Sites
(SMSs), its important characteristics and advantages, and how they can be
utilized in marketing of libraries’ services and resources.
Within that, the two researchers adopted descriptive method in their study.
The study also used the method of search field to study and analyse the aspects
of benefits and show the services and activites that can be marketed through
Social Media Sites (SMSs) in public libraries in UAE.
The study’s results have indicated the positiveness of using social media
sites in marketing libraries’ services and collections since such sites are widely
and commonly used in the different public libraries in UAE. At the forefront of
these sites is Facebook, followed by Twitter, YouTube, LinkedIn and Instagram,
respectively. The current study has shown that the most important services and
activities that can can be marketed and promoted through social media sites are
the following:
The publishing of updates and current events in the library, providing quick
answers to the users’ inquiries, as well as sharing and participating in the video
conferences and workshops that are organized in the library. Furthermore, the
participants in the study have agreed on the fact that marketing library services
through social media sites is more effective than using traditional methods due to
the many features and potentials that the former has. The study comes out with a
number of recommendations to market library services and resources via social
media sites.

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