| Social Media Usage in Enhancing Online Visibility of University Library “Svetozar Marković” | Upotreba društvenih mreža u cilju podizanja vidljivosti Univerzitetske biblioteke "Svetozar Marković" |
| INFOtheca, Scientific paper [pdf] | INFOteka, Naučni rad [pdf] |
| ID: 1.2025.1/2.3 Number: 1/2 Volume: 25 Month: 12 Year: 2025 UDC: 027.7(497.11):316.472.4 [tmx] [bow] |
Aleksandra Arsić
Institution: University Library
Mail: arsic@unilib.rs | Aleksandra Arsić
Institucija: Univerzitetska biblioteka
E-pošta: arsic@unilib.rs |
Abstract
The use of social media as atool for enhancing visibility is a modern marketing approach for successful promotion of institutions and improvement of user relations. Since libraries are cultural and educational centres, it is pivotal for a contemporary library to actively work on advancing its digital identity. The purpose of this paper is to look into new approaches in communication and public outreach through the digital platforms of the University Library “Svetozar Marković”, with special emphasis on user experience. This paper analyses various promotional methods ofthe University Library and the service improvement through the use of platforms such as Instagram, Facebook, and YouTube. The conclusion demonstrates that increased Library activity on online platforms, aligned with user needs and open to their participation, contributes to better visibility, audience expansion, and the academic and cultural development of the community. | Apstrakt
Upotreba društvenih mreža kao alata za podizanje vidljivosti predstavlja najmoderniji marketinški pristup za uspešnu promociju ustanova i unapređenja odnosa sa korisnicima. Budući da su biblioteke kulturni iobrazovni centri, neophodno je da sejedna savremena biblioteka angažuje naunapređenju svog digitalnog identiteta. Svrha ovog rada jeste istraživanje novih pristupa u komunikaciji i informisanju javnosti putem digitalnih platformi Univerzitetske biblioteke “Svetozar Marković”, s posebnim osvrtom na korisničko iskustvo. Rad analizira različite metode promocije Univerzitetske biblioteke i unapređenja usluga kroz korišćenje platformi kao što su Instagram (Instagram), Fejsbuk (Face-book) i Jutjub (YouTube). U zaključku se iznosi da veća aktivnost Biblioteke nadigitalnim platformama, prilagođena potrebama korisnika i otvorena za njihovo učešće, doprinosi boljoj vidljivosti, širenju publike i akademskom i kulturnom razvoju zajednice. |
| Keywords: University Library “Svetozar Marković”, digital identity, social media, user experience, promotion, visibility | Ključne reči: Univerzitetska biblioteka “Svetozar Marković”, digitalni identitet, društvene mreže, korisničko iskustvo, promocija, vidljivost |
| Pages: 53-66 | Strane: 53-66 |
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