Original Research

Use of social media as a marketing and information provision tool by the City of Cape Town Libraries

Fikiswa Masizana, Oghenere G. Salubi
South African Journal of Information Management | Vol 24, No 1 | a1513 | DOI: https://doi.org/10.4102/sajim.v24i1.1513 | © 2022 Fikiswa Masizana, Oghenere G. Salubi | This work is licensed under CC Attribution 4.0
Submitted: 20 January 2022 | Published: 29 August 2022

About the author(s)

Fikiswa Masizana, Department of Library and Information Science, Faculty of Arts and Humanities, University of the Western Cape, Cape Town, South Africa
Oghenere G. Salubi, Department of Library and Information Science, Faculty of Arts and Humanities, University of the Western Cape, Cape Town, South Africa


Background: Social media use by libraries has facilitated communication and marketing of services to user communities. The City of Cape Town Libraries adopted social media usage in the 2015–2016 financial year. This study is set out to assess librarians’ perception and response to the implementation and adoption of social media for library services.

Objectives: The research sought to appraise the City of Cape Town public librarians’ experiences of social media use in the provision of information services, evaluate librarians’ perceptions of social media use for information provision services and recommend ways in which social media information services provision can be improved upon.

Method: A quantitative research method and a descriptive survey research design approach was adopted for the study, and a web-based questionnaire was used for data collection. The study was anchored on the technological acceptance model, and employed total enumeration sampling to collect data from the 102 City of Cape Town librarians-in-charge.

Results: City of Cape Town librarians have positive perception and acceptance towards the use of social media to perform library-related duties. Librarians utilised social media in engaging with library users, including marketing of library services, and promotion of library events. Experiences including lack of guidance in dealing with copyright issues and organisational policy favouring a single social media platform were reported.

Conclusion: Library services through is vastly positive but expansion across multiple social media platforms is necessary to encourage further engagement with users. A third construct: preference of choice is proposed for the TAM model.


City of Cape Town libraries; library social media; social media marketing; social and libraries; public libraries; technology acceptance model; technology trends in libraries; social media; library services


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