Pemanfaatan Media Sosial Instagram sebagai Sarana Promosi pada Dinas Perpustakaan dan Arsip Kabupaten Karo

Abstract

The development of information technology in the digital era has driven libraries to adopt social media as a more effective promotional tool. One of the most widely used platforms is Instagram, due to its ability to deliver information visually and reach a broad audience, especially the younger generation. The utilization of Instagram by the Library and Archives Office of Karo Regency represents an adaptation to the increasing digital information needs of the public. This study aims to examine how the Library and Archives Office of Karo Regency uses Instagram as a means of promoting library services and to analyze the challenges encountered in the process. The research method employed is qualitative descriptive, with data collection techniques including observation, interviews, documentation, and literature review. The informants in this study are librarians directly involved in managing the Instagram account. The findings indicate that Instagram is used to share various service information, activity documentation, and literacy promotions through visual content such as short videos and event coverage. The promotional strategy applied is based on the AIDA model (Attention, Interest, Desire, Action). However, its implementation still faces several challenges, such as limited human resources skilled in social media, budget constraints, and low digital participation from the public. It can be concluded that the use of Instagram by the Library and Archives Office of Karo Regency is fairly effective in increasing the visibility of library services, although improvements in resources and content strategy are needed to ensure more optimal and sustainable promotion.