Promosi Melalui Media Sosial Dalam Meningkatkan Minat Kunjung Masyarakat di Dinas Perpustakaan dan Arsip Daerah Provinsi Jambi

Abstract

The development of information technology has encouraged libraries to utilize social media as a promotional strategy to disseminate information about library services, collections, facilities, and various activities. The use of social media is expected to increase public awareness of library services, attract public interest, and encourage library visits. This study aims to analyze social media promotion strategies in increasing public interest in visiting libraries. This study employed a qualitative approach using a descriptive method. Data were analyzed through data reduction, data display, and conclusion drawing, while data validity was ensured through source triangulation. The findings indicate that the social media promotion strategy was implemented by utilizing Instagram as the primary platform for disseminating information about library services, collections, facilities, and various library activities. Promotional activities were also supported through the publication of literacy programs and collaboration with various stakeholders, enabling information to reach a wider audience, increasing public awareness of library services, strengthening the library's positive image, and encouraging public interest in visiting the library. The challenges encountered in implementing the social media promotion strategy included the suboptimal management of social media and the limited dissemination of information to the public. The strategies adopted to address these challenges included optimizing the use of social media through informative content, improving the consistency of content publication, and expanding collaboration with various stakeholders. Based on the findings, it can be concluded that social media promotion strategies play an important role in increasing public interest in visiting libraries through broader and more accessible information dissemination