From Facebook to Instagram: Exploring user engagement in an academic library

It is trendy for university libraries to offer services on social media (SM) platforms. As many millennials prefer to use apps of photo-snapping, libraries unavoidably start to use Instagram to connect with users. This study examines the effectiveness of the use of Facebook and Instagram in The University of Hong Kong Libraries (HKUL), by a mixed-method approach to analyze the posts on the two SM sites of HKUL and user feedback collected from interviews on campus. The content analysis surprisingly revealed that both Facebook and Instagram received very low user engagement, and the most frequently posted contents were library operational news and library events. The interviewees opined that they welcomed HKUL's use of Facebook and Instagram, but they urged HKUL to change its uninteresting style on the SM sites and make better use of the SM features to attract users' attention. This study provides insights for librarians for their effective management and adoption of SM, especially for content design and management.