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This paper explores the use and application of Facebook among Malaysian academic libraries in order to provide academic libraries with ideas for best practices in using social networking sites to better profile themselves and communicate effectively with their users. The research questions guiding this study were: (a) What are the extent and nature of institutional Facebook use by Malaysian academic libraries? (b) What information do Malaysian academic libraries deliver through Facebook page? This study employs content analysis to examine current uses of the library Facebook page. A checkpoint was developed to analyze the libraries’ usage and application of Facebook page. A total of 14 academic libraries in Malaysia are using Facebook page as part of their services to users. However only three libraries are fully utilizing their Facebook page, and they have been identified as “Skaters” based on the 8-S Framework of Category Development for Facebook user. Most libraries are using their Facebook page for marketing and creating awareness of library services to their users.
► The first study on social media presence in Malaysia that explores the use and application of Facebook in academic libraries.
► Only 3 out of 14 Malaysian academic libraries are in a strong position for taking advantage of Facebook opportunities.
► The findings will be very useful to librarians planning or on their way to create social media presence.
Journal: The International Information & Library Review - Volume 43, Issue 4, December 2011, Pages 239–249