TITLE:
Application of Facebook and Twitter Media Communication Channels in University Libraries in Kenya
AUTHORS:
Samuel Kairigo Wakahia, Patrick Oduor Owoche
KEYWORDS:
Social Media, Social Media Analytics, University Libraries, User Engagement
JOURNAL NAME:
Open Access Library Journal,
Vol.11 No.4,
April
30,
2024
ABSTRACT: The purpose of this research was to investigate the application of Facebook and Twitter social media handles as communication channels by University Libraries in Kenya. The objectives of the research were to examine the application of Facebook and Twitter as communication channels and their usage trends within academic libraries and to develop a strategy for the application of social media by university libraries. This research has highlighted how Social Media handles, specifically Facebook and Twitter are utilized within the University Libraries in Kenya as compared to what has been recommended globally by other researchers. The research has also developed a strategy that may be adopted in order to enhance utilization of the same handles within University Libraries. The target population was 30 public and private universities in Kenya with social media accounts for their library. This research applied Social Media Analytics tools to mine accurate data from the Kenyan Universities Libraries that have functional Facebook and Twitter Handles. A survey of Social Media (Facebook and Twitter) activities metrics were taken. Data was gathered using Fanpage Karma and online questionnaire. Descriptive analytics was used to process the data to derive insights. The results revealed that, on average, universities had more followers on Facebook than Twitter, yet a significant percentage of universities had no engagement on both platforms, with a majority recording zero comments, reactions, shares, and likes, indicating low levels of interaction. Additionally, many universities had no comments on Facebook, emphasizing a widespread lack of engagement across social media platforms. University libraries exhibited a strong presence on social media platforms but faced significant challenges with low user engagement. Libraries are urged to boost user engagement on social media by creating captivating content, fostering dialogue, and promptly responding to user interactions, thereby enhancing the overall user experience.