Pengaruh sosial media terhadap user engagement pada akun facebook perpustakaan perguruan tinggi

https://doi.org/10.22146/bip.27506

Nova Indah Wijayanti(1*), Rita Yulianti(2), Bagus Wijaya(3)

(1) Perpustakaan Universitas Gadjah Mada, Yogyakarta
(2) Perpustakaan Universitas Gadjah Mada, Yogyakarta
(3) Perpustakaan Universitas Gadjah Mada, Yogyakarta
(*) Corresponding Author

Abstract


Introduction. This research aims to determine the utilization of social media, especially Facebook in  academic libraries. It explores the impact of Facebook  content to user activity with the level of user engagement. This research is considered signifincat due to the fact that social media has not been used optimally by the libraries.

Data collection methods. This research used a qualitative approach method with interviews by considering user engagement parameters in 4 categories: (1) Literature Exhibits (2) Engaging topic (3) Community Building (4) Library showcasing. This study also used data histories and  Facebook content. Using 5 state academic libraries, the data was gatheres by grouping the data of the user engagement  with the  followers’  response including activities of like, comment, shares from each account.

Analysis Data. This research was analysed by using a content analysis.

Results and discusions. Most libarires post the category of Library Showcasing, while most users respond to the category Enganging Topics. Facebook has effects of increasing user engagement . It is found that there is a mismatch between postings from admin staff and the follower responses.

Conclusions.  Social media function in library is considered as an effective channel of communication, promotion, marketing as well as to improve user engagement. The decicion making related to library services by utilizing social media has not been conducted.


Keywords


user engagement; library; facebook; social media; user

Full Text:

PDF


References

Dasilva, J.A.P., Arratibel, A.G., Aierdi, K.M., Galdospin, T.M., Castillo, I.M., Mardaras, L. I., Gonzales, M.M.R., Santamarina, D.R.  (2013): Companies on facebook and twitter. current situation and communication strategies.  Revista Latina de Comunicación Social, 68, 676-695. DOI: 10.4185/RLCS-2013-996en

 

APJII. (2016). Infografis penetrasi & perilaku pengguna internet di Indonesia 2016. Diakses 13 Juli 2017 dari https://apjii.or.id/content/read/39/264/Survei-Internet-APJII-2016

 

King, D.L. (2015). Why use social media?. Lybara Technology Report, 51 (1), 6-10. http://dx.doi.org/10.5860/ltr.51n1

 

Kurniasih, N. (2015). Optimalisasi penggunaan media sosial untuk perpustakaan. Prosiding Seminar Nasional Komunikasi, Informasi dan Perpustakaan di Era Global, Juni 2016. Diakses 21 Juni 2017 dari https://www.academia.edu/27643549/Optimalisasi_Penggunaan_Media_Sosial_untuk_Perpustakaan

Noh, Y. (2015). Imagining library 4.0: creating model for future library. The Journal of Academic Librarianship. 41 (6), 396-397

O’Brien, H.L., & Toms, E.G. (2008). What is user engagement? A conceptual framework for defining user engagement with technology. Journal of The American Society for Information on Science and Technology, 59 (6), 938.  https://doi.org/10.1002/asi.20801

 

Obar, J.A., & Steven S. W. (2015). Social media definition and the governance challenge: An introduction to the special issue. Telecommunication Policy 39 (9), 745–750. https://dx.doi.org/10.2139/ssrn.2647377

 

Rossmann, D., & Young, Scott W.H. (2015). Social media optimization: making library content shareable and engaging. Library Hi Tech Iss Library Hi Tech, 33 (4), 526–44. http://dx.doi.org/10.1108/LHT-05-2015-0053

Zheng, X., Cheung, C., Lee, M.K.O., & Liang, L. (2015). Building brand loyalty through user engagement in online brand communities in social networking sites. Information Technology and People, 28 (1), 90–106. https://doi.org/10.1108/ITP-08-2013-0144

 

Zou, H., Chen, H.M., & Dey, S. (2015). Understanding library user engagement strategies through large-scale twitter analysis. IEEE First International Conference on Big Data Computing Service and Applications, 30 March – 2 April 2015, California, USA https://doi.org/10.1109/BigDataService.2015.31

 

Ofili, D.N. & Emwanta, M.G. (2014). Facebook as an information service delivery tool: perspectives of library staff at the University of Benin, Nigeria. African Journal of Library, Archives & Informastion Science, 24 (2), 195-202



DOI: https://doi.org/10.22146/bip.27506

Article Metrics

Abstract views : 873 | views : 1059

Refbacks

  • There are currently no refbacks.




Copyright (c) 2019 Berkala Ilmu Perpustakaan dan Informasi

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.