The Journal of Academic Librarianship
Volume 37, Issue 5, September 2011, Pages 373-375
Guest editorial: Social Media, Academic Research and the Role of University Libraries
from the conclusion: "...the real value of social media for libraries lies in its marketing potential, and marketing is something that libraries are not very good at. Thus one of the biggest university users of social media in the UK (not represented in the focus groups) uses Facebook and Twitter quite successfully for this purpose. Social media add powerful (‘cool’) communication channels to the marketing mix and appeal to the strategic student group. Whether it would appeal to researchers is of course another thing. So the real issue isn't that libraries are failing to understanding social media per se but failing to understand its effectiveness in their marketing strategy overall, and this is why many of them are not really connecting with social media. .."
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