Engagement levels on social media: a case study of Sojourner Truth Library’s Instagram

Abstract

Recently, libraries have begun utilizing social media to market their materials and services to the general public. Identifying best practices that lead to increased engagement between followers and library social media accounts can assist libraries to welcome more patrons. This study sought to identify what libraries can do to increase the amount of engagement with followers. This research explores the amount of engagement on Sojourner Truth Library’s social media. Amount of engagement was determined by the number of likes and comments per post. Using data compiled from the library’s social media, the relationship between amount of engagement and the content of posted photos was examined. Findings suggest that featuring human faces on Instagram affects the amount of engagement positively. Overall, it was found that featuring human faces in a social media post will increase engagement levels.