SOCIAL MEDIA INSIGHT OF THE LIBRARY AND ARCHIVES SERVICE OF SUMATERA PROVINCE

The documents titled Social Media Insight Facebook and TikTok of the Library and Archives Service of North Sumatra Province and Social Media Insight Instagram of the Library and Archives Service of North Sumatra Province present a comprehensive analytical report on the institution’s digital communication performance during the July–October 2025 period. These reports function as data-driven monitoring and evaluation instruments designed to measure audience growth, engagement levels, content reach, and overall communication effectiveness across three primary platforms: Instagram, Facebook, and TikTok.

On Instagram, the report indicates a relatively stable growth trend in followers across three monitoring periods. In addition to follower growth, the platform recorded thousands of interactions in each period, reflecting active audience engagement. The distribution of engagement shows that the majority of interactions originate from followers, while the contribution of non-followers has increased consistently, signaling expanding communication reach beyond the core audience base. In terms of content format, reels and regular posts contribute the highest proportion of total interactions, while stories generate comparatively lower engagement. Profile views and content impressions demonstrate a substantial increase, including a notable rise in views from non-followers, indicating improved visibility and broader audience penetration.

On Facebook, the report highlights total impressions over a 90-day period, showing measurable growth compared to the previous period. The analytics also include short-video performance metrics, such as 3-second and 1-minute views, which reflect audience retention and interest in audiovisual content. Net follower growth and impression trends reveal specific peaks corresponding to periods of higher posting intensity, suggesting a positive correlation between content activity and engagement outcomes.

Meanwhile, TikTok analytics focus on key performance indicators, including total post views, profile visits, likes, comments, and shares. The data reveal consistent growth across most engagement metrics, particularly in post impressions and interactive responses. The increasing number of shares and comments indicates stronger audience responsiveness and a growing level of public interaction with institutional content. Short-form video content appears to play a significant role in enhancing digital visibility and fostering audience participation.

Overall, these insight reports demonstrate a structured, measurable, and analytics-based digital public communication strategy implemented by the Library and Archives Service of North Sumatra Province. The institution not only produces digital content but also conducts periodic performance evaluations to understand audience behavior patterns, assess content effectiveness, and optimize platform-specific communication strategies. The reports reflect an ongoing digital transformation process focused on strengthening engagement, expanding public reach, enhancing service visibility, and reinforcing institutional image through strategic social media utilization.