Rethinking Academic Library Use of Social Media for Marketing: Management Strategies for Sustainable User Engagement

The purpose of this article is to examine key management principles that are crucial for sustainable social media engagement with library customers. To explore these principles, the Strategic Social Media Marketing Framework was applied in interviews to contextualize the management considerations of preselected Nigerian university libraries (n = 6) with social media accounts. Interview results reveal that clarity of purpose and adequate planning are lacking in the approach adopted by libraries for social media marketing, yet these are established as essential ingredients for creating and sustaining social media engagement. Against this background, a framework was developed to provide a high-level guide for social media management with both practical and theoretical implications.