PEMANFAATAN MEDIA SOSIAL DALAM PROMOSI PERPUSTAKAAN DAN ANALISIS KONTEN INSTAGRAM PERPUSTAKAAN UIN SUNAN KALIJAGA YOGYAKARTA

Cindy Dewiyani, NIM.: 20200012037 (2023) PEMANFAATAN MEDIA SOSIAL DALAM PROMOSI PERPUSTAKAAN DAN ANALISIS KONTEN INSTAGRAM PERPUSTAKAAN UIN SUNAN KALIJAGA YOGYAKARTA. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The background of this research is that many social media are used as communication tools, especially Instagram. Now, Instagram is not only used as a communication tool but is used as a tool to inform or promote a product. The superiority of the number of followers on Instagram can exceed the number of followers on other social media. Therefore, the Library of UIN Sunan Kalijaga Yogyakarta uses an Instagram account as a library promotion tool as well as its existence. This study aims to find out how the use of Instagram social media in the library of UIN Sunan Kalijaga Yogyakarta, how to promote the library of UIN Sunan Kalijaga Yogyakarta and how to analyze content as a promotional medium for the library of UIN Sunan Kalijaga Yogyakarta. This type of research is qualitative research with a qualitative descriptive approach. Based on the results obtained from Content Analysis of Library Promotional Media the author uses the theory of Chan, Lam, and Chiu, namely the categories of dissemination of library information, marketing or promotion, information/knowledge sharing, and requests for input to users. The data collection technique is the primary source of the Instagram account of the UIN Sunan Kalijaga Yogyakarta library and secondary sources of observation, interviews, and documentation. Data analysis using the analysis method for each post on the Instagram library was analyzed to categorize each post, knowing the type of information shared. Based on the results of the research, it can be concluded that (i) Social media of the UIN Sunan Kalijaga Library is used as a means of disseminating information, promotion and existence. (ii) Library of UIN Sunan Kalijaga Yogyakarta promotes various activities by displaying content. The content displayed is divided into two types, namely images and videos in different forms. First, make lists of content that will be uploaded to social media and adjust the topics to your needs. Second, determine the target to whom the information is conveyed so that the content is made according to the target reader. Third, use the featured hashtag, namely #PerpustakaanUINSukaSolusiReferensiRisetKitaSemua #perpusuinsuka #uinsukalibrary #uinsukalib #uinsuka The hashtag is always included in each content description. Fourth, make a schedule or Instagram posting schedule as a reference for uploading. Fifth, the description of sentences in the content uses standard language so that it is easily understood by readers (iii) Content analysis on the Instagram account @perpusuinyogyakarta is divided into eight contents, namely dissemination of library information, marketing or promotion, information/knowledge sharing, requests for input from users, quotes content, holiday content, book battle content and book grant content. Meanwhile, the role of library social media can be seen from the more active Instagram social media sharing all information. The recommendation of this study is that the implementation of promotions on social media accounts other than Instagram is further enhanced because Instagram content and other accounts are still related.

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