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The purpose of this paper is to examine the use of social media in the marketing of academic library resources and services in Kuwait and identifies the factors related to the use of social media applications in marketing academic libraries.

A quantitative data-collection approach using a paper and online questionnaire has been employed to elicit the opinions of librarians working in academic libraries in Kuwait in both private and public institutions. In total, 89 valid questionnaires have been analyzed using descriptive (frequencies, percentages, means and standard deviations) and inferential statistics (factor analysis, correlations, experimental analysis and regression).

The study shows that the academic librarians have a positive perception toward the use of social media. The identified factors relating to the use of social media for marketing library information resources and services are the usefulness of social media tools in raising awareness and in providing needs analysis and satisfaction assessments. However, management support for the use of social media for library marketing is poor.

This study provides insights into the factors related to the use of modern social media platforms to promote information resources and services at academic libraries to provide outreach services to current and potential users.

This research contributes to the field of information studies as it highlights the importance of using social media platforms in marketing academic library information resources and services. Library administrators could use the results to develop social media marketing plans to effectively promote their library resources.

This research aims to analyze academic libraries’ Twitter content and present a categorization framework for the study of their tweets.

The research adopted a statistical descriptive analysis in addition to a content analysis of the tweets. Consequently, many categories and subcategories were created to classify the tweets according to different aspects. A total of 17 academic library accounts were examined.

The findings show that academic libraries used Twitter as a multifaceted tool. “News and announcements” received the highest score as the type of information most often posted on Twitter by libraries, followed by “library collections” and “library services”. The subcategories that received the highest scores were “library marketing and news”, “answers and referrals” and “books”. Academic libraries showed a penchant for posting links more often than other content. Other results show different patterns of communication and interaction between libraries and their Twitter followers.

The categorization of tweets provides a framework for understanding how academic libraries use Twitter.

As little research can be found in the library and information science literature on Twitter content analysis, this research is expected to contribute significantly. It will also support academic libraries and librarians in using Twitter more efficiently and effectively.