Abstract:

Facebook, one of the many Web 2.0 tools, has been used by libraries as a channel to reach their respective communities. Its numerous features allow library managers to publicize and market services, share content, and interact with library users. The University Library of the University of the Philippines Diliman (UPD Library), through the General Reference Section of the Main Library, provides marketing and reference service through its Facebook page by uploading photos and promotional materials on the site to disseminate information on library resources and services. The social networking site facilitates reference queries via messages sent to the page and via wall posts and comments, with the majority of queries related to library schedules and access policies. Facebook has also been useful in establishing connection and association with library users by soliciting and accepting feedback. Likes, comments and shares are the indicators of how users react to the activities of UPD Library at Facebook. Challenges encountered are non-engagement, negative feedback, problematic promotion practices, environment changes and the difficulty of achieving market saturation. Libraries are recommended to offer specific reference services such as answering queries, providing current awareness and conducting readers’ advisory through Facebook. It is recommended to promote information literacy activities and market library collections, services and events through advertisements, albums, status updates and event photos. Interaction, collaboration and feedback may also be done in the social networking site.