American Journal of Service Science and Management 2014; 1(2): 17-21 Published online March 30, 2014 (http://www.openscienceonline.com/journal/ajssm) Librarians' personal branding through information technology for effective service delivery in Nigerian university libraries Ottong, Eno J. 1 , Eyo, Ekanem B. E. 2 , Ottong, Ubong J. 3 1 Library & Information Science Department, University of Calabar, Calabar, Nigeria 2 University Library, Cross River University of Technology, Calabar, Nigeria 3 Business Management Department, University of Calabar, Calabar, Nigeria Email address enojoseph2001@yahoo.com (Ottong, Eno J.), ubgsouth@yahoo.com (Eyo, Ekanem B. E.) To cite this article Ottong, Eno J., Eyo, Ekanem B. E., Ottong, Ubong J. Librarians' Personal Branding through Information Technology for Effective Service Delivery in Nigerian University Libraries, American Journal of Service Science and Management. Vol. 1, No. 2, 2014, pp. 17-21 Abstract In the contemporary age and corporate world where there exist a lot of competition among various scholars, librarianship has changed from the traditional service delivery to Information and Communication Technology (ICT) service delivery. This paper assesses librarians’ personal branding through information technology for effective service delivery in Nigerian university libraries. To carry out this study, documentary survey method was used, and the concept of librarians’ personal branding was highlighted. It further suggests how librarians can create their personal branding to optimize effective library service delivery. The study concludes its high time librarians left their traditional comfort zones because the global ICT train is moving so fast that they may be left behind. It recommends the need to enhance the skills and ability to appropriately acquire, process and disseminate digitized information for effective service delivery and also make great untiring efforts to create personal branding through information technology that would announce them to the world of various clients, employers and contemporaries. Keywords Effective Service Delivery, Information Technology, Librarians, Nigerian University Libraries, Personal Branding 1. Introduction Since the inception of library profession, there has been this notion that librarians are traditional practitioners. The existence of librarians proved that of analogue-minded set of individuals that dust books, shelves and serve library patrons with materials they need for their researches. Then there were no traces of information technology being imbibed in the library for operations. But now, the 21st century has brought a lot of dynamism within the library and information science profession. This has come as a result of the sophisticated nature of the present day library user. Library patrons are constantly prompting librarians to be more pro-active in their service delivery. The advent of the Internet has also compelled librarians to work at providing services in more dynamic ways. Library and information service is an umbrella term covering all services obtainable in the library. This does not only imply 'within-the-library services', but also includes mobile library services which in essence is the provision of library services to clients outside the library building. Owing to the need for librarians to embrace the new technology both to reach their clients and employers and to compete with their contemporaries, the librarians are expected to build a lasting positive image, and reaching the apex in the library profession. Librarians have qualified their status as 'professional librarians' owing to the fact that technology is being utilized by such librarians for self-marking and branding of services. The society now holds librarians in high esteem because they have started involving themselves in self-upgrading or branding as the