Pemanfaatan Media Sosial Instagram sebagai Sarana Promosi pada Dinas Perpustakaan dan Kearsipan Kota Medan

Abstract

Background: This Final Assignment was conducted at the Medan City Library and Archives Service. Objective: The purpose of writing this Final Assignment was to understand the utilization of Instagram social media as a promotional tool at the Medan City Library and Archives Service. Method: Data collection was carried out through literature reviews, observation, interviews, and documentation. Results: The results of this paper concluded that the Utilization of Instagram Social Media as a Promotional Tool at the Medan City Library and Archives Service was implemented by applying Four Elements of Library Promotion, namely: 1) Attention. In an effort to utilize Instagram social media as an effective promotional tool, the Medan City Library and Archives Service had successfully enhanced the quality of posts by sharing engaging content such as interesting videos. 2) Interest. The Medan City Library and Archives Service strived to generate interest by analyzing Instagram followers' preferences regarding the types of content they like. 3) Desire. The Medan City Library and Archives Service opened up space for feedback and suggestions from Instagram followers regarding desired content and services. 4) Action. The Medan City Library and Archives Service took action in implementing the analysis of followers' interests and suggestions by providing the latest and high-quality informational content, thereby attracting followers to read and learn more about the services available at the Medan City Library and Archives Service. Conclusion: The Medan City Library and Archives Service faces several challenges, both from within and outside the library. Internal challenges include limited funds and a lack of professional human resources in social media management, while external challenges include low public visit interest and the inability of some groups to access Instagram social media.