International Journal of Research and Innovation in Social Science (IJRISS) |Volume V, Issue VII, July 2021|ISSN 2454-6186 www.rsisinternational.org Page 319 Modeling a social media-based solution for Marketing Library Services in Sri Lanka: A User- Librarian Collaborative Model (ULCM) Dr. A.W.V Athukorala Senior Assistant Librarian, Sri Palee Campus, University of Colombo, Sri Lanka Abstract :The use of social media platforms is in a very low capacity in the provision of their services in university libraries of Sri Lanka. Though a very limited number of university libraries utilize social media concepts, they do not use it as a marketing tool. The library is the place where all new information and knowledge is deposited. However, most of the students are unaware of or have little knowledge of what is available in the library. Social media can be used to increase the awareness of the library’s services among university students. This paper attempted to introduce a social media-based solution for marketing library services in Sri Lanka. To support this, a research study was carried out to look into the possibilities of using social media to market university libraries. A survey method was adapted and questionnaire was used collect the data from the academic library professionals working under higher education institutions in Sri Lanka. A total of 123 library professionals (N) were invited to respond to a survey questionnaire that was given to them through email. The totally field completed surveys were returned by 113 library professionals (n) who work at various libraries. The study identified Facebook as the most important and powerful tool used by the library professionals in Sri Lanka. Facebook was also revealed to be the most effective platform for marketing university libraries. This positive attitude of academics on Facebook can be converted into a usable tool to market the services and resources in the libraries. A User-Librarian collaborative model which can be implemented to market university libraries in Sri Lanka through social media platforms was suggested as a result of the research findings of this study. The proposed model, connects the major parties of the library, users, and library management, efficiently and effectively to function daily activities of the system smoothly. Further, it would address the basic requirements that should be fulfilled and satisfied by both parties in the process. Additionally, the model provides some functions from both points of view. Key Words: Social Media, Collaborative Model, University Academics, Facebook, Library Marketing, Awareness, University Libraries, User-librarian I. INTRODUCTION igital technology has affected differently the academic, professional, and day-to-day life activities of the professionals who are working in university libraries all over the world. The role of the library staff has changed as a result of this, and it has created a vast number of new duties to understand, implement, and operate in libraries to serve the users. On the other hand, education has transformed to digital mode and one of the major aspects of it is information and knowledge management. In this context, social media has become much popular knowledge and information sharing mode of the society. Most of us are familiar with social networking sites like Facebook, Twitter, and Linked In, etc. These platforms help us connect with friends and encourage knowledge-sharing and are all about personal, human–to– human interaction. And these tools are also very common in modern libraries as a tool to be used in marketing their services and disseminating information (Yi, 2013). Evan (1999) identified a library collaborative model as a method that can be used by the librarians to promote library resources among the users of the library. Vygotsky (1978) defined the process of collaboration as a construction method which is a cumulative effect of a series of discussions among the members of a group. This can be considered as a collaborative model that is ideal for university libraries in Sri Lanka to market their services. The relationship between the two parties can be built up using different communication techniques such as emailing, text messaging, and calling over the phone, etc. Since most of the university libraries in Sri Lanka provide introduction programs and, comparatively, individual-based services to their customers Wijayasundara (2008), students’ library collaboration projects are functioning at a minimum level. Here, the study focuses on the following objectives (1) to look into possibilities of using social media to market university libraries and, (2) To examine the services that can be provided using social media for the library clientele and (3). To propose a User-Librarian Collaborative Model (ULCM) using social media in Marketing the Library Services in Sri Lanka. II. LITERATURE REVIEW Research studies on social media and universities have focused primarily on the type of social media channels used by university students and teachers for their academic purposes, rather than on how the activity has been adopted in universities. There are, however, some viewpoints and research discussions through some extended links on the adaptation of social media as a medium for the marketing of libraries in universities. Serantes (2009) categorized the relationship between the library and social media under three perspectives. The first viewpoint explores how to implement D