Abstract The purpose of this article is to examine key management principles that are crucial for sustainable social media engagement with library customers. To explore these principles, the Strategic Social Media Marketing Framework was applied in interviews to contextualize the management considerations of preselected Nigerian university libraries (n = 6) with social media accounts. Interview results reveal that clarity of purpose and adequate planning are lacking in the approach adopted by libraries for social media marketing, yet these are established as essential ingredients for creating and sustaining social media engagement. Against this background, a framework was developed to provide a high-level guide for social media management with both practical and theoretical implications.

中文翻译：

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重新思考学术图书馆使用社交媒体进行营销：可持续用户参与的管理策略

摘要 本文的目的是研究关键管理原则，这些原则对于与图书馆客户的可持续社交媒体互动至关重要。为了探索这些原则，在访谈中应用了战略社交媒体营销框架，将预先选定的尼日利亚大学图书馆（n = 6）的管理考虑因素与社交媒体帐户联系起来。采访结果表明，图书馆在社交媒体营销方面所采用的方法缺乏明确的目的和适当的规划，但这些已被确立为创建和维持社交媒体参与的基本要素。在此背景下，开发了一个框架，为社交媒体管理提供具有实践和理论意义的高级指南。