| dc.description.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. | en_US |
