Marketing library services through Facebook groups

Z. David Xia (Kelly Business School, Indiana University, Fishers, Indiana, USA)

Library Management

ISSN: 0143-5124

Publication date: 24 July 2009



The purpose of this paper is to discover whether Facebook Groups are conducive for library marketing.


Facebook Groups at two major research universities in the USA, along with two global Groups, were analyzed for their activity and membership to examine their performance of effectively promoting library visibility.


It finds that the success of Facebook Groups can be controlled by the active organization of librarians and by using more general topics to keep discussions alive. It also finds that Facebook Groups should target not only students but also faculty and staff in support of their research and teaching.

Research limitations/implications

By effectively organizing Facebook Groups as useful social networking, libraries can extend their services to more users. The findings of this paper provide insight into a new means of library marketing.


Previous studies on this topic did not analyze the actual activity of specific Facebook Groups. This research is one of the very few, if any, to go into individual groups and examine several important aspects of messages and members in these Groups.



Z. David Xia (2009) "Marketing library services through Facebook groups", Library Management, Vol. 30 No. 6/7, pp. 469-478

Download as .RIS





Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.