Semarang (11/24) – To strengthen the image of the library and the librarian profession in the digital era. The Department of Library and Information Science, Diponegoro University (UNDIP) held a guest lecture entitled “Digital Communication Strategy: Optimizing Social Media for Rebranding Libraries and the Librarian Profession.” The event was held online through Zoom presenting Dr. Muhammad Najih Farihanto, S.I.Kom., M.A., a content creator and digital communication expert, as a guest speaker.
Dr. Najih opened the material by explaining the importance of libraries rebranding in the digital era, given the potential career opportunities as a librarian in Indonesia. Libraries need to adapt to digital campaigns to attract the younger generation,” he said. According to Dr. Najih, TikTok is one of the best platforms to attract audiences with its engaging audio-visual format and ability to encapsulate other popular social media features, such as Reels and Shorts. He added that libraries should also adjust content to specific target audiences.
Furthermore, Dr. Najih encouraged libraries to have official and unofficial social media accounts to showcase the library’s unique side. He gave the example of creating “Another Side of Library” content portraying the library as a fun and friendly place to increase interest in reading. “Unofficial accounts often have higher viewership because they feel more relaxed and closer to the audience,” he said.
In addition, Dr. Najih also emphasized the importance of User-Generated Content (UGC) from frequent library visitors. “UGC can create closeness with the audience because the content created comes directly from the users,” he added. He advised libraries to collaborate with influencers and content creators who focus on library content that can help improve the image of the librarian profession.
Dr. Najih also discusses specific techniques such as using a hook in the first three seconds to grab attention, utilizing analytics to understand the character of the audience, and choosing content that provides solutions to problems that the audience may face, such as content that relates the library as a place that supports students’ assignments and theses.
The session ended with an interactive Q&A session. The participants actively asked how to start a library social media account, how to increase engagement, and even collaborate on content with famous artists. Participants were expected to gain a deeper understanding of the importance of digital communication in rebranding libraries and attracting public interest, especially among young people. This guest lecture served as an initial step for Library Science students at UNDIP to apply social media strategies to strengthen the presence of libraries and the librarian profession in the digital era.
