THE ROLE OF SOCIAL MEDIA IN BUILDING LIBRARY BRANDING AT THE LIBRARY OF UNIVERSITAS SEBELAS MARET SURAKARTA

This study discusses the role of social media in the field of library public relations in order to build a library branding at the Library of Universitas Sebelas Maret (UNS) Surakarta, Central Java. This research is an explanatory research by conducting a survey in the field to obtain primary and secondary data from 160 respondents from related agencies. Data collection techniques used are field observations, in-depth interviews and data documentation. The results of data analysis of this study showed that most of the 70 respondents (43.75%) rate Instagram platform as the most effective social media, a tangible manifestation of public relations activities at the Library of Universitas Sebelas Maret, Whatsapp platform with 35 respondents (21.87%), Youtube platform with 18 respondents (11.25%) and Twitter platform with 15 respondents (9.38%). Meanwhile, there is one social media platform that is rated as less effective, namely Facebook platform, with 14 respondents (8.75%). The ineffective use of social media is Telegram platform with 8 respondents (5.00%). Meanwhile, there are several social media accounts are not owned by the Library of Universitas Sebelas Maret Surakarta, namely TikTok and Line. This showed that the role of social media in the Library of Universitas Sebelas Maret in building the branding of the library has been going well, although there are still many shortcomings in its implementation.