Utilization of Social Media Strategies in Library Marketing: Asystematic Literature Review

Abstract

The pervasive growth of social media has changed how libraries communicate, market services and interact with their constituents. The results of this study have implications for adapting current practice and for future initiatives, encouraging library professionals and researchers. This systematic review of the literature covers the period from 2014 to 2024 and synthesizes empirical evidence on social media Hoopla, marketing strategies, implementation drivers, user and librarian perceptions and emerging challenges. Fifteen studies from various geographic areas were included, following PRISMA 2020 criteria. The patterns suggest that Facebook, Twitter, Instagram, YouTube and blogs are the most widely used platforms, with regional exceptions: WeChat and Sina Weibo in China and WhatsApp in some countries in Africa and South Asia. Effective execution requires consideration of user requirements, proper content development, staff education, brand maintenance and outcome evaluation. Both librarians and users generally view social media as an effective tool for enhancing visibility, interaction and service satisfaction, though concerns persist regarding privacy, digital literacy and strategic alignment. The review also identifies key marketing approaches, including information sharing, promotional campaigns, interactive content and community-building strategies that contribute to user engagement. Challenges such as inadequate policy frameworks, limited skills and low institutional support continue to constrain impact.