Instagram as a Channel for Information Dissemination at the Library of Universitas Negeri Jakarta: a Case Study of the @Unjlibrary Account
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The emergence of a digital ecosystem requires libraries to distribute information to users rapidly, broadly, and interactively. Instagram has become one of the social media channels capable of accelerating the dissemination and access of library information. This study aims to analyze the information dissemination strategies implemented by the Library of State Universitas Jakarta through Instagram, as well as to identify the types of content that most impact user engagement. This research employs a qualitative case study approach on the @unjlibrary Instagram account, utilizing systematic observation, content surveys, and in-depth interviews. The findings indicate that information dissemination strategies are planned by a team and carried out by posting various types of content, including information dissemination, service promotion, knowledge sharing, and gathering user feedback. Analysis of engagement reveals that content categorized as humanizing, which highlights the human and warm aspects of the library, and showcasing content, which provides information about services, collections, and events, receives the highest levels of user response. In contrast, content aimed at soliciting user feedback or crowdsourcing, such as posts requesting critiques or suggestions, is less favored by users.
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