Use of Social Media in Marketing Library Services at Lira University Library

This study investigated the Use of Social Media in Marketing Library Services at Lira University Library. The main issue addressed is the limited engagement of students with social media accounts, which affects their awareness of library services available via these platforms and, consequently impacts the quality of education. The study employed a mixed-methods approach with a convergent parallel design; the target population included final-year students at Lira University and some library staff. The sample size of 230 students for the quantitative component was determined using Yamane’s simplified formula for sample size calculation while purposive sampling was selected for the qualitative component. Data collection involved structured, closed-ended questionnaires and in-depth, open-ended interviews. Quantitative data were analysed using Statistical Package for the Social Sciences (SPSS) Version 26, while qualitative interview data were transcribed and analysed thematically. The results revealed that although final-year students were aware of social media platforms, their level of engagement remained low. Facebook was the most frequently used platform for marketing library services. The findings also identified challenges such as insufficient staff skills in using social media tools, a lack of social media policies, inadequate funding, and unstable internet connectivity as major barriers to adopting social media for marketing library services. The study concluded that social media platforms can improve the visibility, accessibility, and engagement with library services. It recommended staff training, increased funding for the library, clearer policies on social media use, enhanced internet stability, and the ongoing maintenance of existing social media tools.