| dc.description.abstract | This study aims to examine how social media is utilized as a promotional medium by the Library and Archives Office of Medan City, as well as to identify the obstacles encountered in its implementation. The research method employed is a qualitative descriptive, with data collected through observation, interviews, documentation, and a literature review. The study findings show that social media, especially Instagram and Facebook, have been utilized as a platform to disseminate information regarding library activities, book collections, literacy, and archival services. Nevertheless, the effectiveness of promotion is still relatively low due to several inhibiting factors, including the lack of quality and consistency in content, limited competent human resources, and minimal user engagement with the shared content. Furthermore, the low reading interest within society, as well as the rapid development of technology, also pose significant challenges. This study recommends that the office improve the quality of social media content, provide training for staff in digital marketing, and establish collaborations with other institutions to expand the scope of promotion. Optimal utilization of social media is expected to enhance public awareness and participation in library services. | en_US |
