The Extent of Use of Selected Social Media Applications in the Marketing of Library Services to Postgraduate Students: A Study of Mahatma Gandhi Graduate Library, University of Nairobi, Kenya

The purpose of the study was to examine the extent of use of selected social media in the marketing of library services to postgraduate students at the University of Nairobi’s (UoN) library with specific reference to UoN’s Mahatma Gandhi Graduate Library (MGGL). The study was guided by the following objectives: To determine the extent of use of selected social media applications in the marketing of library services to postgraduate students at UoN’s MGGL, to establish the impacts of social media use by the postgraduate students at the UoN’s MGGL, and to suggest recommendations for the implementation of social media application in the marketing of library services to postgraduate students at UoN’s MGGL. The study targeted a sample size of 7 library staff and 70 postgraduate students as units of analysis. The study used non-probability sampling techniques involving: purposeful, convenience, and snowballing. In obtaining primary data, the study used interviews and questionnaires as data collection methods. The piloting of the study was to ensure the validity and reliability of the instruments. The data obtained was analyzed and computed through MS-EXCEL, a package of descriptive statistics. From the study findings, “it can be concluded, despite the positive impact social media has in the marketing of services, it is not used to a larger extent”. The study recommended: Library users database, Review of policy, and Lobbying for the ICT budget. In a nutshell, the study is very relevant, especially to the policymakers responsible for the management of academic libraries.