Effects of Social Media Marketing on Visibility of Public Library Services in Lagos State

This study examined the effects of social media marketing on the visibility and patronage of public library services in Lagos State, South West Nigeria. As digital communication platforms become central to public information dissemination, public libraries have begun leveraging social media to promote their services and resources. A mixed-methods design was employed: quantitative data were gathered from 400 library users and non-users in five Lagos State library branches through structured questionnaires, while qualitative data were obtained through interviews with library marketing officers. The study found that libraries with active and consistent social media presences recorded higher footfall and event attendance than those without. Instagram and Facebook were most effective for reaching younger demographics, while Twitter was more effective for policy-focused content. Challenges included the absence of dedicated social media staff, lack of institutional social media policies, and difficulty measuring return on engagement. The study recommended the appointment of digital communications librarians, the development of content calendars, and the adoption of analytics tools to guide platform strategy. Keywords: social media marketing, public library, Lagos State, library visibility, digital communication.