Social madia in academic libraries: a swot analysis
DOI:
https://doi.org/10.47475/2070-0695-2021-10106Keywords:
SWOT analysis, Social media, Academic libraries, Library marketing, Ho Chi Minh (Vietnam)Abstract
Social media offers libraries new ways to communicate, identify, and satisfy the information needs of library users. Although social media has several benefits, some challenges might be associated with its use. This study aims to make a SWOT analysis to help academic libraries identify their strengths, weaknesses, opportunities, and threats regarding social media usage. Managers and employees of four academic libraries in Ho Chi Minh (Vietnam) were asked for the current use and the factors influencing social media use in their libraries. The results shows that the surveyed libraries adopted Facebook and YouTube to promote resources and services, and to extend the reach of the university community. However, there are several weaks and challenges around the use of social media. Among them, lack of written policy, human resources, and social media skills are considered the significant challenges. Based on these findings, this study may assist libraries in creating an action plan to ensure growth and overcome challenges.
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