Role of Social Media in Libraries in Disseminating Scholarly Information in the 21st Century

Introduction

The recent growth and development of social media and the technology that goes along with it has made life simpler for librarians and other library professionals. Social media is the most efficient communication in today's society, where everyone can contact one another with a click. To use in their libraries, library professionals are also becoming familiar with social media and the tools that go along with it. Social media is being implemented by library staff to build a virtual platform for user interaction, and it is also being used to reach out to specific audiences and clients. Librarians use social media to connect with library customers and to sell their sources and services. Several reasons influence the adoption of social media in libraries because library professionals believe that social media is the greatest way to bring library users closer together. Aside from these facts, library professionals face many obstacles and issues when using social media in their various libraries. These obstacles and concerns must be overcome to use social media more effectively and consistently in libraries. Library personnel use social media to communicate with potential consumers. Academic libraries are increasingly adopting social media platforms to connect users, felicitate services, promote resources, reach out to new audiences, and increase exposure. This exploratory study will look into the acceptance rate of social media as an innovative medium for service delivery and the influencing factors and the effectiveness of using social media tools in Indian business school libraries to benefit users. According to the findings, libraries should use evidence-based, innovative strategies to effectively adopt social media to benefit patrons in a collaborative online environment. The library should not be static but rather dynamic to deal with transformation. The internet's function in shifting marketing contexts becomes critical. In this regard, the collaborative online learning platform has developed as an innovative and rapid means for reaching out. The key advancements in information and communication technology have significantly impacted academic libraries. Academic libraries must adopt social media tools to communicate information, advertise services, provide innovative Content, update new knowledge, and increase library visibility.

The web and internet-based services that connect friends, family, library users, and customers are known as social networking. It will also be used for social and business objectives. Because of the widespread availability of internet access, it is most popular in the professional sphere, particularly in universities and colleges. Social networking and social media are becoming increasingly popular in libraries nowadays. Facebook, Web forums, blogging, webinars, Twitter, wikis, social blogs, magazines, social networking, photography, YouTube, weblogs, webcasts, and social tagging are all popular. The process by which individuals join online virtual communities and networks to trade, create, and exchange information and ideas is referred to as social media. Social media, a computer-based collection of materials, is a platform in the twenty-first Century where people can create social relationships with others who share their values, activities, personal issues, etc. Libraries utilize social media to publicize events and images, educate people about their facilities and services, display their collections, and collaborate with other libraries.