A comprehensive social media policy for Buganda Heritage and Tourism Board Library

Abstract

The increasing adoption of social media in libraries and cultural heritage institutions has transformed the manner in which information is disseminated, services are promoted, and users are engaged. However, despite these developments, many institutions continue to experience challenges related to the governance and management of their social media platforms. The Buganda Heritage and Tourism Board Library is one such institution where social media is actively utilized but lacks a comprehensive social media policy to guide content creation and administrative responsibilities. The aim of this project was to develop a comprehensive social media policy for the Library. Specifically, the project sought to examine the current social media practices at the library, identify the key requirements of an effective social media policy, develop a comprehensive social media policy and lastly to implement the developed policy. The project adopted a qualitative research approach using a case project method. Data were collected from ten purposively selected participants comprising library staff, social media personnel, top management, and library users. Semi-structured interviews, non-participant observation, and document review were employed as the primary data collection methods. The collected data were analysed thematically to identify recurring patterns, institutional practices, governance gaps, stakeholder expectations, and policy requirements. The project findings established that the library primarily uses Facebook and TikTok to disseminate information, promote library programmes, publicize cultural heritage activities, communicate institutional announcements, and engage with users. However, social media management was found to be largely informal, with no documented policy to guide content approval, communication standards, user engagement, staff responsibilities, monitoring, or policy compliance. The study further established that stakeholders considered clear governance structures, standardized content management procedures, defined roles and responsibilities, ethical and legal compliance, staff capacity building, monitoring and evaluation mechanisms, and continuous policy review as essential requirements for an effective social media policy. Based on these findings, the project developed a comprehensive social media policy comprising a mission statement, policy objectives, scope, governance structures, content management procedures, staff responsibilities and policy review procedures among others. The developed policy provides a structured framework for the strategic, ethical, consistent, and accountable use of social media within the Library. The project concluded that the implementation of the developed social media policy strengthens institutional communication, enhances stakeholder engagement, and supports the effective promotion and preservation of Buganda's documentary and cultural heritage through digital platforms.