Penguatan Citra UPT Perpustakaan UMM melalui Media Sosial untuk Meningkatkan Peran dan Fungsi di Era Masyarakat 5.0

The development of digital technology has now entered the era of society 5.0. Artificial intelligence has been applied in various forms. Previously, library services were traditional technically and physically, which is different from today's with the application of digital systems to social media. This research aims to analyze and describe strengthening the image of the UMM Library UPT through social media to maximize the role and function of the library in the era of society 5.0. In this paper, the author applies descriptive research with a quantitative approach. Based on a survey regarding library social media branding optimization, 143 UMM students found that they were more active in using Instagram accounts than other social media, with a figure of 72.7% after branding optimization was carried out for eight months starting September 2022 – April 2023. Therefore, UPT UMM Library formed a special team called the Social Media Team (social media), which is assigned to maximize the publication of creative content through social media accounts, especially Instagram. To convey maximum information, the social media team creates content as much as possible by compiling a Brand Guideline focusing on post templates and Social Media Design, concentrating on design and content arrangement. There are four content pillar concepts: Spall-Spill, Play and Fun, UMMLibTalk, and Kober. These efforts produced results for the UMM Library UPT by increasing the number of followers and physical visits to the library. UMM librarians are also more confident by being involved as Content Creators; apart from that, another impact is the interaction of the UMM Library UPT with students, the academic community, and the general public.