Abstract: Social media marketing greatly influences university library services. It changes the reader demand, service con-cept, the communication between the library and readers. The application of social media helps establishing the library image of humanity and modernity. In recent years, university libraries actively carry out the marketing practice by using social media. This paper selects four classic cases and analyses the factors of success in order to bring beneficial enlightenment for the library service.

Key words: university library; library marketing; social media; marketing case