خلاصة:
The purpose of the study was to articulate the Librarians' Individual Abilities affecting on applying the social networks, as a tool for marketing, from viewpoint of librarians working at the Iranian state university libraries. This research was analytical survey research. The research community consisted of 146 librarians who are working at central libraries of 40 state universities in the capital of province affiliated to Ministry of Science, Research and Technology. Data collection instrument was a researcher- made questionnaire. The findings of the research confirmed the impact of librarians’ individual abilities on the usage of social networks as a marketing tool in academic libraries. Among the components, “skill for establishing a communication via a social networks” (3.34), “familiarity with social network” (3.26) and “cognitive skill for meeting users’ information requirements” (3.13) had the greatest impact on using social networks as a marketing tool in academic libraries. Based on the findings of the research and outputs, we concluded that, individual abilities are among the most important success factors of academic libraries and most be defined as an important element of academic librarians’ competency profile. For that, library managers and librarians are to be aware of the ever-changing conditions in academic libraries, and assess the strengths and weaknesses of individual librarians' characteristics and their job performance for effective use of social networks in library marketing.
ملخص الجهاز:
The findings of the research confirmed the impact of librarians' individual abilities on the usage of social networks as a marketing tool in academic libraries.
The main research question was what is role of individual competencies in using social networks as a marketing tool in academic libraries.
Social media and academic libraries Social media employ mobile and web-based technologies to create highly interactive platforms which enables individuals and communities to share, co-create, discuss, and modify user-generated content.
(Kietzmann, Hermkens, McCarthy & Silvestre, 2011) Social media is in continuation of using web-based technologies to build a social relationship among people and facilitate information exchange through interactive platforms.
Stvilia & Gibradze (2017) studied undergraduate students' use of library services and social networks in their research.
Research method The main questions of this research was: What is the role of individual abilities in using social networks as a marketing tool from the point of view of librarians of central academic libraries?
This means that, creative librarians who are well equipped with communication skills and are able to build a good relationship with library users are more likely to leverage the social media and market the library services.
Considering the impact of individual abilities on using social media in academic libraries marketing programs, some recommendation are proposed as following: 1- Holding meetings, conferences, seminars, workshops on information technology, especially social networks, to improve the advanced knowledge required of librarians and exchange their knowledge and experiences on how to use these social networks in the library.
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