Adoption and use of social media in academic libraries in South Africa

Abstract

Studies suggest that social media is currently proving to be a valuable tool used by institutions to support research and as a powerful used marketing tool. Developments suggest that academic libraries also have new platforms that could be used to present educational programmes for users. Hence, this study aimed to investigate the adoption and use of social media in academic libraries in South Africa. The study employed a quantitative research approach through a survey to gather data from administrators of social media, librarians and IT technicians employed at academic libraries in South Africa. The actual sample of respondents in the survey totalled 78, which 48 respondents completed and returned the questionnaire. The data collected were analysed by using the statistical package for social sciences (SPSS). The findings revealed that academic libraries in South Africa are currently using Facebook, Twitter, YouTube and blogs to provide and promote library services. The results also showed that academic libraries have adopted and are using other social media platforms, such as WhatsApp, Skype, Drop Box, Instagram and RSS. Furthermore, the findings indicated that the academic libraries use social media for a variety of purposes, with specific attention to communication and the marketing of library services. Some academic libraries do not have policies guiding the usage of social media. The study recommends that academic libraries in South Africa adopt and use the social media platforms available; furthermore, they should introduce social media policies and guidelines.