Promosi melalui Media Sosial di Perpustakaan Universitas Medan Area

Abstract

The rapid development of information technology over the past two decades has transformed various aspects of life, including the management and services of libraries. In this context, social media has emerged as an effective and efficient communication tool to reach a wide audience quickly. The University of Medan Area (UMA) Library has utilized social media as a promotional tool and a channel for disseminating relevant information to the academic community, including both students and lecturers. This study aims to explore the use of social media for promotional purposes at the UMA Library and identify the challenges encountered in its implementation. Data collection methods include observation, interviews, literature review, and documentation. The findings reveal that promotional activities via social media include information on library services, engaging video content, documentation of events, weekly quizzes, and a book donation program. The latter has attracted both students and lecturers, particularly as it supports lecturers’ requirements for academic promotion by obligating them to donate three copies of their authored books or published journals to the library. The promotional strategies align with the AIDA model (Attention, Interest, Desire, Action), aiming to attract attention, stimulate interest, generate desire, and prompt action among users. However, the implementation faces challenges such as limited human resources in videography and content creation. In conclusion, social media promotion at the UMA Library has proven to be fairly effective in capturing attention and increasing library visits, although improvements in human resource management are needed to optimize social media content development.