Social Media Usage in Enhancing Online Visibility of University Library “Svetozar Marković”

Abstract

The use of social media as a tool 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 of the 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.