Reaching Users Through Social Media: A Case Study on the Use of Instagram by Islamic Higher Education Libraries in Indonesia

Abstract

Objective. This research aims to identify the use of social media by Indonesian Islamic Higher Education Libraries to communicate with their users through their regular postings on Instagram and the users’ responses to them. Methods. This research applies quantitative methods to uncover data concerning the number of Instagram posts made by State Islamic University (UIN) libraries and the users’ responses (i.e. like, comment, share, and save), and then analyzes them using a qualitative approach to identify the users’ responses. Results. UIN libraries reach users by posting information related to libraries on Instagram that can be classified into eight types of posts; greetings, announcements, library promotions, book donations, quotes, and others. The number of responses to these types of posts varies from each library but posting information related to library services will invite most responses from library users. The library of UIN Sunan Kalijaga Yogyakarta is the most active library in posting information on Instagram. Conclusion. Instagram is a good medium to reach library users in UIN libraries. However, the availability of policies regarding the use of Instagram in the library is needed since it influences the number of posts on Instagram. Timing (i.e. when is the best time to make an Instagram post?) is also important since it makes a post get more responses.