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




social media, Instagram, academic library, Islamic higher education


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.

Author Biographies

M. MARWIYAH, Sunan Kalijaga State Islamic University (Yogyakarta, Indonesia)

Master of Library and Information Science,

LABIBAH ZAIN, Sunan Kalijaga State Islamic University (Yogyakarta, Indonesia)

Labibah Zain,
Master of Library and Information Science,


Amoncar, N. (2020). Entrepreneurial marketing and digital political communication – a citizen-led perspective on the role of social media in political discourse. Journal of Research in Marketing and Entrepreneurship, 22(2), 145-159. doi: (in English)

Anwar, M., & Zhiwei, T. (2020). What is the relationship between marketing of library sources and services and social media? A literature review paper. Library Hi Tech News, 37(3), 1–5. doi: (in English)

Bagić Babac, M., & Podobnik, V. (2018). What social media activities reveal about election results? The use of Facebook during the 2015 general election campaign in Croatia. Information Technology and People, 31(2), 327-347. doi: (in English)

Chiparausha, B., Onyancha, O. B., & Ezema, I. J. (2022). Factors influencing the use of social media by academic librarians in Zimbabwe: a UTAUT model analysis. Global Knowledge, Memory and Communication. doi: (in English)

Chizwina, S., Rabatseta, B., Bangani, S., & Moyo, M. (2017). A university library’s use of social media during a time of crisis. Library Review, 66(6/7), 456-467. doi: (in English)

Chuang, S.-H. (2019). Co-creating social media agility to build strong customer-firm relationships. Industrial Marketing Management, 84, 202-211. doi: (in English)

Eriksson, M. (2018). Lessons for crisis communication on social media: A systematic review of what research tells the practice. International Journal of Strategic Communication, 12(5), 526-551. doi: (in English)

Gunitsky, S. (2015). Corrupting the cyber-commons: Social media as a tool of autocratic stability. Perspectives on Politics, 13(1), 42-54. doi: (in English)

Hamid, R. S., Abror, A., Anwar, S. M., & Hartati, A. (2022). The role of social media in the political involvement of millennials. Spanish Journal of Marketing - ESIC, 26(1), 61-79. doi: (in English)

Koulouris, A., Vraimaki, E., & Koloniari, M. (2020). COVID-19 and library social media use. Reference Services Review, 49(1), 19-38. doi: (in English)

Lam, A. H. C., Ho, K. K. W., & Chiu, D. K. W. (2023). Instagram for student learning and library promotions: a quantitative study using the 5E Instructional Model. Aslib Journal of Information Management, 75(1), 112-130. doi: (in English)

Lee, T. (2019). The global rise of “fake news” and the threat to democratic elections in the USA. Public Administration and Policy, 22(1), 15-24. doi: (in English)

Marwiyah, Labibah Z., Sri A., & Khusnul K. (2021, November). The use of social media by the library of State Islamic University Sunan Kalijaga Yogyakarta during COVID 19 era. In ICOASL 7th International Conference of Asian Special Libraries (pp. 317-327), National Library of Korea. Soul, South Korea. Retriеved from (in English)

McIntosh, H. (2019). Social media and research methods. In S. M. Croucher & D. Cronn-Mills (Eds.). Understanding communication research methods: A theoretical and practical approach. (2nd ed.). New York. doi: (in English)

Muhammad, A., & Zhiwei, T. (2021). Social media and library marketing. Library Hi Tech News, 38(10), 10-13. doi: (in English)

Oyetola, S. O., Aderibigbe, N. A., & Oladokun, B. D. (2023). Implications of social media technologies (SMTs) to library services. Library Hi Tech News, No. ahead-of-print. doi: (in English)

Prisca Cahyani, N., & Asri, T. M. (2018). Rancangan Dan Penerapan Promosi Ruang Baca Melalui Media Sosial (Instagram) di Ruang Baca Fakultas Ilmu Komputer Universitas Brawijaya Malang. VOK@SINDO : Jurnal Ilmu-Ilmu Terapan Dan Hasil Karya Nyata, 6(2), 163-176. Retriеved from (in English)

Suharso, P., & Pramesti, A. N. (2020). Promosi perpustakaan melalui Instagram: studi di perpustakaan Universitas Airlangga. Publication Library and Information Science, 3(2), 66. doi: (in Indonesian)

We are Social. (2023). Digital 2023 Indonesia. Retriеved from (in English)

Xin, C., & Yingxi, L. (2022). Factors influencing intentions to use library social media marketing accounts: taking the example of WeChat. Electronic Library, 40(4), 376-392. doi: (in English)




How to Cite

MARWIYAH, M., & ZAIN, L. (2023). Reaching Users Through Social Media: A Case Study on the Use of Instagram by Islamic Higher Education Libraries in Indonesia. University Library at a New Stage of Social Communications Development. Conference Proceedings, (8), 136–145.