Library Marketing and Communication Strategies on Social Media: A Bibliometric Review _ dataset

This study examines the intellectual structure and thematic development of library marketing and social media strategies to provide information for public library leadership and strategic planning. Using a bibliometric analysis of 379 articles from the Web of Science Core Collection, the research maps interdisciplinary progress in this field over the past twenty years. The analysis reveals a significant paradigm shift in library services from traditional promotional methods to data-driven and human-centered service models. These findings indicate that effective engagement for library managers now largely depends on integrating strategic communication frameworks with advanced interdisciplinary collaboration. The study concludes that successful implementation requires investment in qualified personnel capable of guiding this conceptual transformation. By positioning library marketing within the broader context of strategic communication, this research offers a new approach for managers and directors seeking to align their institutions with contemporary service demands.lib