ACADEMIC LIBRARIES PROMOTION THROUGH SOCIAL MEDIA: A SYSTEMATIC LITERATURE REVIEW

The academic library is the heart of the university and contributes to science development in the academic community connected to a teaching and learning institution (Allen and Taylor, 2017). The Library Law in Indonesia (2007; Article 24, paragraph 3) states that academic libraries develop library services based on information and communication technology. According to the Indonesian National Work Competency Standards 2019 (Indonesia, 2019) for the Library Sector, one of the librarian’s competencies in information and communication technology is accessing social media. This competency can help promote academic libraries, both in the conditions before and during the pandemic. Further, academic librarians must also distribute information about library services by utilizing technology, such as through social media. Social media is a tool academic libraries can use for marketing or promotion. Social media is considered to provide an impression of users’ views and desires (Collins and Quan-Haase, 2014). The use of social media can be regarded as an integral part of the academic library service. Furthermore, Suharso and Pramesti (2020) stated that promotion is a determining factor for marketing success. Library promotion leads to the exchange of information between organizations and consumers about libraries’ products or services to raise awareness so that consumers can take advantage of libraries’ offerings (Qalyubi, 2007). If people learn of and take advantage of a particular product or service, the promotion can be regarded as successful. To ensure this success, academic libraries must also be able to adapt to technological developments. Therefore, social media is an appropriate tool to successfully promote academic libraries. The younger generation can easily access social media, enabling libraries to market their services and create interactions between libraries and visitors or users (Collins and Quan-Haase, 2014). In general, a large quantity of research addresses library promotion. However, less research examines academic library promotion with social media. This study uses a systematic literature review approach to synthesize information based on research results related to certain phenomena; in this case, the promotion of academic libraries through social media. This systematic literature review research can be used as a basis for further research or publications, especially research that includes library promotion through social media. This research consists of seven parts, including the introduction. The second part discusses the previous findings. The third part discusses the literature review, including the definition of library promotion, the differences between academic libraries and other types of libraries, promotion of academic libraries in Indonesia, and promotion techniques. The fourth section discusses research methods, including preparing research questions, search strategies, search terms, literature sources, and inclusion and exclusion criteria. The fifth and sixth sections present the results and answers to research questions, including data triangulation, implications, and study limitations. The final section concludes the research as a whole. Moreover, according to the description above, it is necessary to study the promotion of academic libraries, especially through social media. This is because social media allows librarians to promote various activities and services of academic libraries properly. In addition, social media can also be a medium between librarians and users to communicate, especially during the pandemic Covid-19 situation. Furthermore, the problem in this research is how is the trend of research about the promotion of academic libraries through social media. The novelty in this research is identification related to research on the promotion of academic libraries through social media with a systematic literature review method. The purpose of this study is to find out the research trends regarding the promotion of academic libraries through social media in Indonesia. The results of this study are to increase awareness of research about the promotion of academic libraries through social media. In addition, the results of this study are expected to contribute to research on the promotion of academic libraries through social media so that academic library promotion activities can be carried out more effectively in the future.

Systematic literature review This study uses a systematic review method with a qualitative approach. Systematic review research is a comprehensive review of literature that differs from a traditional literature review. To minimize bias, it synthesizes information identified systematically (Hanley and Cutts, 2013). The systematic literature review is a research method for identifying, evaluating, and interpreting all relevant research results related to certain research questions, topics, or phenomena of concern (Kitchenham, 2004). Torres-Carrion et al. (2018) explained that the stages in the preparation of research using this method are planning (identification of research questions and limitations), conducting (tracing and identifying references that are following the research, data extraction, and synthesis), and reporting (translating results into articles). Development of Research Questions This research was conducted from December 2020 to February 2021. In identifying research questions and limitations, researchers used the PICOC (Population, Intervention, Comparison, Outcomes, and Context) approach from Petticrew and Roberts (2006). The components used to determine the research questions are shown in Table 1. Table 1. Scope of Research Questions Determined using PICOC Method Criteria Scope Population Promotion of academic libraries through social media Intervention Limitations on the model, implementation, and challenges of academic library promotion through social media in Indonesia Comparison Not found Outcomes Implementation of library promotion, social media used for library promotion, the use of social media as a means of promoting academic libraries in Indonesia Context A review of the results identifying academic library promotion searches through social media Referring to Table 1, the following research questions were determined. RQ 1: How much research has been done on promoting academic libraries through social media in Indonesia? RQ 2: How was social media used as a means of promoting academic libraries in Indonesia? RQ 3: What were the obstacles to promoting academic libraries through social media in Indonesia? Search Strategy This study used the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta_x0002_Analyses) approach. PRISMA shows a data search strategy through the search terms used, data sources, inclusion and exclusion criteria, and explanation of data search results (Handayani, 2017). However, this study did not include a section about the assessment of the quality of search results. Search Terms Three databases were searched: Google Scholar, Garuda RistekBRIN, and the Directory of Open Access Journals. Search terms were developed for each database. The study’s search terms used the Boolean operator search methods “AND” and “OR” on Google Scholar. Table 2 shows the criteria for the search terms used in the study on Google Scholar. Table 2. Search Terms Used to Search Google Scholar Criteria Synonym Integration Population (“promosi perpustakaan”) AND (“perguruan tinggi”) AND (“media sosial”) AND “kendala” OR (“tantangan”) Intervention “promosi perpustakaan” AND “perguruan tinggi” AND “media sosial” AND “kendala” Method (“promosi perpustakaan”) AND (“perguruan tinggi”) AND (“media sosial”) AND (“pemanfaatan”) AND (“kendala”) Table 2 represents the steps used in searching Google Scholar. The applied Boolean search method is “AND”. The use of “AND” is intended so that the documents found contain a combination of terms in Bahasa Indonesia, including the promotion of libraries (promosi perpustakaan), universities (perguruan tinggi), social media (media sosial), utilisation (kendala), and constraints (tantangan). The period searched on Google Scholar was 2015 to 2020. Table 3 represents the steps used on Garuda RistekBRIN. The search method applied is a simple search without the use of Boolean Operators. When the researcher applied Boolean Operator search method, documents could not be found. The period searched via Garuda RistekBRIN was 2015 to 2020. Table 3. Search on Garuda RistekBRIN Criteria Synonym Integration Population The use of social media for library promotion Intervention The use of social media for library promotion, challenges, and obstacles Method Social media for library promotion Table 4 depicts the steps used in searching the Directory of Open Access Journals (DOAJ). The search method applied is the same as in Table 3 (Garuda RistekBRIN), a simple search without using Boolean Operators. The reason is similar, namely that when the researcher applied the Boolean Operator search method, documents could not be found. The period of the search on DOAJ was from 2015 to 2020. Table 4. Search on Directory of Open Access Journal Criteria Synonym Integration Population The use of social media for library promotion Intervention The use of social media for library promotion, challenges and obstacles Method Social media for library promotion Literature Sources This study’s search terms were formulated over three days, from 26–28 December 2020. The databases Google Scholar, Garuda RistekBRIN, and DOAJ were used. The DOAJ portal was chosen because it was open access and had a broad coverage of library promotion through social media in Indonesia. The research was limited to publications from the period 2015–2020 or the last six years from the time this research was conducted. The time limit was based on internet user data found by a Central Statistics Agency survey conducted from 2015–2019 (Badan Pusat Statistik, 2019). Inclusion and Exclusion Criteria Inclusion and exclusion criteria are used to identify appropriate scientific work to answer the specified research questions (Handayani, 2017). Researchers determined inclusion and exclusion criteria over two days, namely 28-29 December 2020. The inclusion and exclusion criteria used in this study are shown in Table 5. Table 5. Inclusion and Exclusion Criteria Inclusion Exclusion All scientific papers published in Bahasa Indonesia (Indonesian language) Scientific work published in a language other than Indonesian All scientific papers published in the last six years, from 2015 to 2020 Scientific works published before 2015 or after 2020 Scientific work that focused on the promotion of libraries through social media and its uses and constraints Scientific work not relevant to the scope of the research topic - Scientific work that was duplicated in the three databases

Three scientific journal databases were used in this study: Google Scholar, Garuda RistekBRIN, and the Directory of Open Access Journal (DOAJ). Searches located 74 results in the databases. Following the previously specified criteria, items were excluded that were duplicated (5 works), not fully accessible (22 works), not relevant to the research focus (19 works), and irrelevant research objects (18 works). Twelve scientific papers were selected for inclusion in the review, consisting of scientific journal articles and theses. The details of the selected scientific papers can be seen in the Appendix. Figure 1. The Work Flow of the Systematic Review RQ 1: How much research has been done on promoting academic libraries through social media in Indonesia? Twelve scientific papers that promoted academic libraries through social media in Indonesia were reviewed (see Appendix for details). The approach used in the research was qualitative. The data collection methods of the selected scientific papers included three literature studies and seven case studies (interviews, observations, and documentation). Figure 2. Research Distribution on the Promotion of Academic Libraries through Social Media The scientific papers used in this research were published from 2015 to 2020. Figure 2 shows that the number of scientific papers published increased over this period, peaking at six papers in 2019. This year also had the most papers using the case study method (three) and literature study method (two). In the 2015–2020 period, four scientific papers were published by journals accredited by Sinta 4 and Sinta 5, while the other eight articles were not articles published by journals accredited by Sinta and are considered grey literature. All selected scientific papers researching academic libraries’ promotion through social media used qualitative methods, including case studies, interviews, observations, and documentation. RQ 2: How was social media used as a means of promoting academic libraries in Indonesia? The review of the selected scientific papers showed that nine social media categories were used in library promotion. These social media forms include blogs, Facebook (FB), Instagram (IG), Twitter, YouTube, library websites, Line, WhatsApp, and Telegram. Details can be seen in Table 6. Table 6. Type of Social Media Used for Library Promotion in Selected Studies Article Location Social Media Blog FB IG Twitter Youtube Web Telegram WhatsApp Line ID01 Yogyakarta, Central Java ✓ ✓ ✓ ✓ ✓ ID02 Yogyakarta, Central Java ✓ ID03 Yogyakarta, Central Java ✓ ✓ ✓ ✓ ID04 Surabaya, East Java ✓ ID05 Surakarta, Central Java ✓ ID06 Makassar, ✓ ✓ South Sulawesi ID07 Surabaya, East Java ✓ ID08 Makassar, South Sulawesi ✓ ID09 - Literature review ✓ ✓ ✓ ✓ ✓ ID10 Surabaya, East Java ✓ ID11 Salatiga, Central Java ✓ ID12 Yogyakarta, Central Java ✓ ✓ ✓ ✓ Table 6 shows that five of the twelve selected scientific papers examined more than one form of social media for library promotion (ID01, ID03, ID06, ID09, and ID12). The most widely used social media to promote libraries were Instagram (IG) and Facebook (FB), found in 11 studies (ID01, ID02, ID03, ID04, ID05, ID06, ID08, ID09, ID10, ID11, and ID12). Social media that was rarely used included blogs, Telegram, WhatsApp, and Line. Instagram and Facebook use dominated because the two platforms facilitate the implementation of promotions by allowing librarians or library managers to upload content in the form of photos and videos as well as Live features (e.g., Instagram and Facebook Live). The two platforms also allow for two-way communication between librarians and users. Figure 3. Distribution of Academic Libraries’ Promotion Objectives through Social Media in Selected Research In addition to discussing the use of social media categories and promotional content, these studies discussed library promotion objectives through social media. Researchers divided the use of social media for promotional purposes into five categories: 1) notifications of events in the library, including documentation of library activities; 2) information about library services, including book collections and reviews made by librarians; 3) notifications of events and services; 4) increasing awareness of academic libraries; and 5) establishing two-way communication with users. Based on the results of the review, the majority of academic libraries studied used social media to notify users of events and services. RQ 3: What were the obstacles to promoting academic libraries through social media in Indonesia? Several categories of obstacles were identified in implementing library promotion through social media. Obstacles included the lack of a specialized staff member to manage promotions and librarians’ competence in developing and disseminating social media content. Other obstacles included the adaptation of librarians to use social media, consistency in content creation, minimal user response to promotional activities, and lack of commitment to producing content. Thus, it can be concluded that constraints in the promotion of libraries through social media in Indonesia are comprised of factors internal to libraries. Figure 4. The Distribution of Constraints in the Promotion of Academic Libraries through Social Media in Research

Promotion by academic libraries is a step taken to disseminate information on the library’s products and services. Promotions can inform users of library offerings and activities so that they can take full advantage of services. Based on the literature identified and reviewed in this study, it can be seen that the majority of scientific work that discussed the promotion of academic libraries through social media was published recently, specifically six scientific papers in 2019. The most discussed social media for academic library promotion were Facebook (seven works) and Instagram (seven works). Furthermore, academic libraries in Indonesia that carried out the most promotions through social media were primarily located in Yogyakarta. Finally, obstacles to promoting libraries through social media were primarily located in factors internal to libraries