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Academic Libraries Service Provision in the Digital Era: The Institute of Finance Management Library Experience with Social Media Adoption
Author: Valeria Kyumana

Abstract
Despite numerous challenges hampering the effective utilisation of electronic resources such as e-books and electronic journals in libraries, the demand for scholarly content and virtual reference services has steadily risen due to widespread application of information and communication technology. This study, therefore, explored social media platforms for academic libraries seeking to extend their presence beyond the traditional four walls using the Institute of Finance Management Library in Tanzania as a case study. Using a qualitative research approach, the study collected data using three focus group discussions held with purposively selected librarians and library staff at the IFM Library. Additionally, interviews were conducted with heads of department and section to obtain in-depth information.
The study found that Facebook (95%, n=20), WhatsApp (90%, n=19), Instagram (81%, n=17), YouTube (67%, n=14), Twitter (57%, n=12) and Goodreads (29%, n=6) were the preferred social media platforms for providing services such as current awareness services, announcements and links to scholarly documents, video tutorials and virtual tours to the library, reference services and answering queries using mobile application (WhatsApp) as well as the establishment of the library book club to boost reading culture amongst students. Challenges included monetary costs, dormancy of accounts, trolling and bullying, and lack of management support. To remedy the situation, a library social media committee could be created in addition to advocacy for the selected social media, posting interesting and engaging content regularly, as well as blocking and reporting trolling and bullying.

Keywords: library services, social media, academic libraries, Tanzania, virtual reference services, ICT in librarie      

Proceedings of The 1st COTUL Scientific Conference Held On 8th – 12th November 2021