The study explored the spell of social media among M.Phil and PhD scholars of the Islamia University of Bahawalpur and Bahauddin Zakariya University, Multan. Researchers’ usage purposes of five social media were asked. Responses were analyzed quantitatively. Maximum (58%) respondents were highly familiar with social media. Facebook was at the top. Researchers strongly agreed that they use Facebook for interaction with friends, Twitter for enhancing social presence, Google + for identifying the popular topics, Linked In for getting job opportunities, and Blogger for getting fame. Libraries may step forward to attract researchers by providing services through social media. Libraries may inform their patrons through social networking sites about the new books, relevant journal articles, databases, websites, new admission and scholarship opportunities for higher education and research for faculty and students, information about seminars, conferences, workshops and other professional training opportunities which may be of their interest by advance personalized services.