INTRODUCTION

The emergence of computer in Nigeria in the 70's which was greeted with so much reservation
had greatly advance development in digital technologies have compelled libraries to adopt
Information and Communication Technology (ICT) in library routine an in house functions.
According to Singh (2001) and Anyira (2011), internet is a major infrastructure for digital library
services and this has made the internet to become very indispensables able in information
service delivery. Web 2.0 has turned internet into social media for the use of individual,
organizations and institutions (Bullas 2012). Different social media platforms have brought an
unprecedented change to human interaction and communication. The effect of is use have been
researched on institutions and professionals, showing great influence on the increasing reach,
socialization and knowledge for information dissemination in Nigeria and at large.
Social media are modern interactive communication channels through people as a whole connect
to one another to share knowledge, experiences, messages and common interest of information.
The distinct nature of social media from conventional method of communication is their
interactive ability which allows users to communicate from any remote area via internet
connection with a smart device. McQuail (2010), differentiate social media from traditional media
means, traditional communication is essential one directional, while social media method is
essential interactive in nature. The interactive nature of the social media promote unprecedented
popularity on their usage. Osahenye (2011), refers to social media as unstoppable power by their
nature. Above all, they possess a "contagious and fast influence" that the conventional media
lack.
Lusk (2010), describes social media as a platform use for sharing information and services.
In my own word, Social media is as a set of software and web tools that help users interact
online, share content and develop a personalised network of friends, colleagues or organisations.
Every individual uses their network differently, and there are no set rules about what is 'right' for
each site. However, the key word here is social. Users come to social media sites to talk to
friends, share ideas and hear the latest news.

EVOLUTION OF SOCIAL MEDIA

● Historical perspective:
The historical perspective of social media traces its roots back to the late 1990s and early
2000s. The concept of online social networking began with platforms like Six Degrees, which
allowed users to create profiles and connect with others. However, it wasn't until the mid-2000s
that social media truly exploded onto the scene.

In 2004, Mark Zuckerberg and his co-founders launched Facebook, initially as a platform for
Harvard University students. The success of Facebook led to its expansion to other universities
and eventually to the general public, transforming the way people interacted online.
Shortly after, Twitter emerged in 2006, introducing the concept of microblogging and real-time
updates. Users could share their thoughts, news, and opinions in short posts, known as tweets.
Twitter quickly became a powerful tool for spreading information and shaping public discourse.

The late 2000s and early 2010s witnessed the rise of visual-centric platforms like Instagram and
Snapchat, emphasizing photo and video sharing. These platforms added a new dimension to
social media, focusing on visual storytelling and self-expression.

Throughout this period, social media played a pivotal role in various aspects of society. It
facilitated global communication, connecting people across borders and fostering a sense of
interconnectedness. Social media also became a catalyst for political movements, with events
like the Arab Spring demonstrating its potential for social and political change.

● Key milestones in the development of social media platforms

1. 1997 - Six Degrees: Considered the first social media platform, Six Degrees allowed users to
create profiles and connect with friends. It laid the groundwork for future social networking sites.

2. 2004 - Facebook's Launch: Mark Zuckerberg and co-founders launched Facebook initially for
Harvard students. Its success led to rapid expansion, ultimately becoming a global social media
giant.

3. 2006 - Twitter's Introduction: Twitter was founded, introducing the concept of microblogging
with 140-character posts (later expanded to 280 characters). It became a powerful tool for real-
time information sharing.

4. 2006 - YouTube Acquisition by Google: Google acquired YouTube, transforming it into a major
video-sharing platform. YouTube played a crucial role in the rise of content creators and online
video culture.

5. 2010 - Instagram Launch: Instagram, a photo-sharing platform, was launched. Its focus on
visual content and filters made it popular, especially among younger demographics.

6. 2011 - Snapchat's Debut: Snapchat introduced ephemeral messaging and Stories, where
content disappears after a short period. It pioneered a new form of casual and temporary social
sharing.

7. 2012 - Facebook Acquires Instagram: Facebook acquired Instagram, solidifying its dominance
and integrating features like Stories into its ecosystem.

8. 2013 - Vine's Rise and Fall: Vine, a platform for short looping videos, gained popularity but
was eventually discontinued in 2017. It paved the way for the popularity of short-form video
content.

9. 2016 - Instagram Stories Launch: Instagram introduced Stories, a feature allowing users to
share photos and videos that disappear after 24 hours, emulating Snapchat's format.

10. 2016 - Facebook Live: Facebook introduced live streaming, enabling users to broadcast real-
time video. This feature became popular for events, Q&A sessions, and behind-the-scenes
content.

11. 2018 - TikTok's Global Rise: TikTok, a short-form video platform, gained widespread
popularity for its creative and engaging content, especially among younger audiences.

USER INTERACTION ON SOCIAL MEDIA

● User engagement:
Social media user engagement is crucial for building and sustaining a vibrant online community.
Here are key aspects to consider:

1. Content Relevance:
- Share content that resonates with your audience.
- Understand your audience's interests and preferences.

2. Consistency:
- Regularly post content to keep your audience engaged.
- Consistent posting builds anticipation and trust.

3. Interactivity:
- Encourage comments, likes, and shares.
- Host polls, quizzes, or contests to involve your audience.

4. Timely Responses:
- Respond promptly to comments and messages.
- Engagement is a two-way street; acknowledge and interact with your audience.

5. Visual Appeal:
- Use high-quality images and visually appealing graphics.
- Platforms like Instagram and Pinterest thrive on visually engaging content.

6. Use of Hashtags:
 - Employ relevant hashtags to expand reach.
- Research popular and trending hashtags within your niche.

7. Live Content:
- Utilize live streaming for real-time interaction.
- Live sessions create a sense of immediacy and authenticity.

8. Community Building:
- Foster a sense of community among your followers.
- Acknowledge and celebrate milestones or achievements together.

9. Analytics and Feedback:

- Use analytics tools to assess user engagement metrics.
- Act on feedback and adjust your strategy accordingly.

10. Collaborations:
- Collaborate with other users or influencers.
- Cross-promotion can introduce your content to new audiences.

● Types of interactions:
1. Likes/Reactions:
- Users show appreciation or acknowledgment by clicking a "like" or reacting to a post.

2. Comments:
- Users share thoughts, opinions, or feedback on a post, fostering conversation.

3. Shares/Retweets:
- Users pass along content to their own network, expanding its reach.

4. Follows/Followers:
- Users subscribe to or "follow" accounts to stay updated with their content.

5. Direct Messages (DMs):

- Private messages sent between users for more personal communication.

INFORMATION SERVICES ON SOCIAL MEDIA

● Roles of social media in disseminating information:
1. Rapid Information Spread:
 - Social media enables the swift distribution of information to a vast audience.
- News, updates, and announcements can reach users in real-time.

2. Global Reach:
- Information shared on social media platforms has the potential to reach a global audience.
- This facilitates the quick exchange of ideas and news across borders.

3. User-Generated Content:
- Users actively contribute to the information flow by sharing their experiences, opinions, and
content.
- This creates a diverse range of perspectives and sources.

4. Real-Time Updates:
- Social media platforms provide immediate updates, making them a primary source for
breaking news and live events.

5. Targeted Messaging:
- Information can be tailored to specific audiences through targeted posts and advertisements.
- This allows for personalized communication based on user preferences and demographics.

6. Amplification of Trends:
- Viral trends and hashtags on social media can quickly amplify specific topics, making them
widely discussed.

7. Influencer Impact:
- Influencers and thought leaders on social media platforms contribute to information
dissemination by endorsing or discussing specific topics.

● Case studies of successful information campaigns:

1. ALS Ice Bucket Challenge (2014):
— Objective: Raise awareness and funds for amyotrophic lateral sclerosis (ALS).
— Success: Over $115 million raised globally, widespread awareness, and millions of
participants.
— Social Media Impact: Participants shared videos of themselves taking the challenge, creating
a viral sensation on platforms like Facebook and Twitter.

2. LikeAGirl Campaign by Always (2014):

— Objective: Challenge stereotypes around the phrase "like a girl."
— Success: Over 90 million views of the video, changed perceptions, and won multiple awards.
—Social Media Impact: The campaign gained momentum on Twitter and other platforms,
sparking conversations and encouraging users to share their own experiences.

3. ShareACoke Campaign by Coca-Cola (2014):

— Objective: Personalize the brand by featuring popular names on Coke bottles.
—Success: Increased sales, user engagement, and social media mentions.
—Social Media Impact: Users shared images of personalized Coke bottles, creating a sense of
personal connection and generating user-generated content.

4. HeForShe Campaign by UN Women (2014):

— Objective: Promote gender equality and engage men in the conversation.
— Success: Millions of commitments globally, significant media coverage, and support from
influential figures.
— Social Media Impact: The hashtag gained traction on platforms like Twitter, Facebook, and
Instagram, with users sharing their support and commitment to gender equality.

5. OptOutside Campaign by REI (2015):

— Objective: Encourage people to spend time outdoors on Black Friday instead of shopping.
— Success: Positive brand image, increased social media engagement, and media coverage.
— Social Media Impact: The campaign trended on social media, with users sharing their
outdoor experiences and supporting the idea of spending time in nature.

CHALLENGES IN USER INTERACTION

● Privacy concerns:
Social media privacy concerns revolve around the protection of personal information and the
potential misuse of data. Here are key issues:

1. Data Collection and Tracking:

— Concern: Social media platforms collect extensive user data, including demographics,
interests, and online behaviors.
—Risk: Unauthorized access, data breaches, and the potential for invasive profiling.

2. Third-Party Apps and Permissions:

—Concern: Users often grant permissions to third-party apps, which may access personal
data.
— Risk: Data misuse, unauthorized sharing, and potential security vulnerabilities.

3. Location Tracking:
— Concern: Some social media platforms collect and track users' real-time location data.
— Risk: Invasion of privacy, stalking, and potential misuse of location information.
4. Algorithmic Personalization:
—Concern: Algorithms use user data to personalize content, potentially creating filter bubbles
and echo chambers.
— Risk: Limited exposure to diverse perspectives, reinforcement of biases, and manipulation of
user behavior.

5. Facial Recognition Technology:

— Concern: Social media platforms use facial recognition for features like tagging photos.
— Risk: Invasion of privacy, potential for surveillance, and misuse of facial data.

● Cybersecurity issues
Cybersecurity issues on social media pose significant challenges and risks. Here are some key
concerns:

1. Account Hacking:
— Issue: Unauthorized access to user accounts.
— Risk: Identity theft, misuse of personal information, and potential for financial fraud.

2. Phishing Attacks:
— Issue: Deceptive attempts to obtain sensitive information (e.g., usernames, passwords) by
posing as a trustworthy entity.
— Risk: Compromised account security and unauthorized access to personal data.

3. Social Engineering:
— Issue: Manipulation of individuals to disclose confidential information.
— Risk: Unauthorized access, identity theft, and potential exploitation.

4. Malware Distribution:
—Issue: Spread of malicious software through social media links and attachments.
— Risk: Infected devices, data loss, and compromise of sensitive information.

5. Fake Profiles and Impersonation:

— Issue: Creation of fake accounts to impersonate individuals or organizations.
— Risk: Reputation damage, misinformation dissemination, and potential for fraud.

ENHANCING USER INTERACTION

● Strategies for increasing engagement:
1. Know Your Audience:
— Understand your audience's interests, preferences, and behaviors to tailor your content
accordingly.

2. Consistent Posting Schedule:

— Maintain a regular posting schedule to keep your audience engaged and expecting new
content.

3. Create Compelling Content:

— Craft visually appealing, informative, and entertaining content that resonates with your
audience.

4. Utilize Visuals:
— Incorporate high-quality images, videos, and graphics to capture attention in the crowded
social media landscape.

5. Leverage Hashtags:
— Use relevant and popular hashtags to increase the discoverability of your content.

● Community building and fostering online relationships:

Community building involves creating a shared space, either online or offline, where people with
common interests, goals, or affiliations can connect, engage, and collaborate. In the context of
online platforms, community building often revolves around social media, forums, or specialized
online groups. Here's how it works:

1. Authentic Engagement:
- Be authentic in your interactions. Show genuine interest in what community members have to
say and share.

2. Personalized Communication:
- Address members by name and tailor your communication to their interests when possible.

3. Respond Promptly:
- Respond promptly to comments, messages, or queries. Timely responses demonstrate
attentiveness and respect.

4. Encourage Member-to-Member Interaction:

- Facilitate opportunities for members to connect with each other. Encourage discussions and
collaboration among community members.
5. Use Direct Messaging:
- Reach out to members through direct messages to establish more personalized connections
and understand their needs.

6. Express Gratitude:
- Express gratitude for community contributions and make members feel valued.

7. Share Personal Insights:

- Share some personal insights or behind-the-scenes content to humanize your presence
within the community.

ETHICAL CONSIDERATIONS
● Ethical challenges in social media use
Ethical challenges in social media use present various complexities. Some key issues include:

1. Privacy Concerns:
- Challenge: Unauthorized access to personal information, data breaches, and the misuse of
user data.
- Impact: Breach of user trust, potential identity theft, and violation of privacy rights.

2. Fake News and Misinformation:

- Challenge: Spread of false or misleading information on social media platforms.
- Impact: Misinformed public, potential harm to individuals or businesses, and erosion of trust
in media.

3. Online Harassment and Cyberbullying:

- Challenge: Harassment, bullying, and hate speech directed at individuals on social media.
- Impact: Emotional distress, harm to mental health, and a negative online environment.

4. Manipulation and Deceptive Practices:

- Challenge: Creation and dissemination of manipulated content, deepfakes, and deceptive
marketing tactics.
- Impact: Misleading the public, undermining trust, and potential harm to individuals or
organizations.

5. Algorithmic Bias:
- Challenge: Unintended biases in algorithms used by social media platforms, affecting content
distribution and recommendations.
- **Impact:** Reinforcement of stereotypes, unequal representation, and discrimination.
 ● Responsible practices for users and platforms:
Responsible practices for both users and platforms play a crucial role in maintaining a positive
and secure online environment. Here are practices for each:

Users:

1. Mindful Sharing:
- Be conscious of the information you share online. Avoid sharing sensitive personal details that
could compromise your privacy.

2. Critical Thinking:
- Evaluate the credibility of information before sharing it. Be cautious of misinformation and
fact-check when in doubt.

3. Respectful Communication:
- Engage in respectful and constructive communication. Avoid online harassment, hate speech,
or any form of disrespectful behavior.

4. Security Measures:
- Implement strong and unique passwords, enable two-factor authentication, and regularly
update your security settings to protect your accounts.

5. Thoughtful Posting:
- Think before you post. Consider the potential impact of your content on yourself and others.

Platforms:

1. Clear Policies:
- Clearly communicate community guidelines and policies to users. Ensure transparency in how
content moderation is conducted.

2. Robust Security Measures:

- Implement strong security measures to protect user data, including encryption, secure login
processes, and regular security audits.

3. Content Moderation:
- Establish effective content moderation practices to identify and remove inappropriate or
harmful content promptly.
4. Privacy Controls:
- Provide users with robust privacy controls, allowing them to manage what information they
share and with whom.

5. Educational Resources:
- Offer educational resources to users, including tips on online safety, responsible content
creation, and guidelines for respectful communication.

CONCLUSION
Social media interaction and information services have transformed the way we communicate,
share, and access information. These platforms offer dynamic spaces for individuals,
businesses, and communities to connect, collaborate, and disseminate information. However,
responsible engagement is crucial, considering challenges like misinformation, privacy concerns,
and online security. By fostering positive interactions, leveraging information responsibly, and
implementing effective measures for privacy and security, social media can continue to be a
powerful force for communication, community building, and the exchange of knowledge in the
digital age.