{"id":1537,"date":"2023-10-09T17:18:00","date_gmt":"2023-10-09T17:18:00","guid":{"rendered":"https:\/\/inlitas.org\/?p=1537"},"modified":"2024-02-13T14:45:21","modified_gmt":"2024-02-13T14:45:21","slug":"the-most-instagrammable-library-how-to-increase-the-librarys-impact-on-instagram","status":"publish","type":"post","link":"https:\/\/inlitas.org\/fr\/the-most-instagrammable-library-how-to-increase-the-librarys-impact-on-instagram\/","title":{"rendered":"\"La biblioth\u00e8que la plus Instagrammable\". Comment augmenter l'impact de la biblioth\u00e8que sur Instagram ?"},"content":{"rendered":"<p>Depuis le d\u00e9but des ann\u00e9es 2010, Instagram a gagn\u00e9 en popularit\u00e9 en tant que plateforme de m\u00e9dias sociaux (Ebrand, 2022 ; OFS, 2020). Instagram est devenu une plateforme v\u00e9ritablement interactive avec un vaste potentiel pour des organisations telles que les biblioth\u00e8ques universitaires. La biblioth\u00e8que universitaire d'Helsinki est la plus grande biblioth\u00e8que de recherche multidisciplinaire de Finlande, et elle fournit des services \u00e0 la communaut\u00e9 de l'universit\u00e9 d'Helsinki ainsi qu'au grand public. La biblioth\u00e8que utilise des strat\u00e9gies de marketing organique Instagram pour promouvoir activement ses services et ses collections, non seulement pour les \u00e9tudiants actuels de l'universit\u00e9, mais aussi pour ceux qui aspirent \u00e0 le devenir. Dans cette pr\u00e9sentation, j'identifierai les exp\u00e9riences de notre biblioth\u00e8que sur la fa\u00e7on de mettre en pratique une strat\u00e9gie de m\u00e9dias sociaux et d'utiliser Instagram comme un outil efficace dans le travail quotidien de la biblioth\u00e8que.<\/p>\n\n\n\n<p>La biblioth\u00e8que universitaire d'Helsinki publie du contenu li\u00e9 \u00e0 la biblioth\u00e8que sur son propre compte Instagram (@helunilib) depuis 2014. En 2018, la biblioth\u00e8que a commenc\u00e9 \u00e0 employer davantage les Stories Instagram dans ses communications. Instagram est pass\u00e9 d'une application de partage de photos \u00e0 une plateforme multim\u00e9dia interactive, ce qui a pouss\u00e9 la biblioth\u00e8que \u00e0 repenser ses strat\u00e9gies de publication. En 2019, la biblioth\u00e8que a mis \u00e0 jour ses concepts et sa strat\u00e9gie en mati\u00e8re de m\u00e9dias sociaux. Outre Instagram, la biblioth\u00e8que publie r\u00e9guli\u00e8rement sur Facebook, Twitter et YouTube. Pour l'Instagram de la biblioth\u00e8que, les groupes cibles sont principalement les \u00e9tudiants et les autres usagers de la biblioth\u00e8que, et accessoirement d'autres visiteurs, tels que les touristes et les passionn\u00e9s de la biblioth\u00e8que.<\/p>\n\n\n\n<p>Pendant la pand\u00e9mie de Covid-19, les \u00e9tudiants finlandais passaient plus de temps \u00e0 la maison sur leurs appareils, ce qui a motiv\u00e9 la biblioth\u00e8que \u00e0 s'adresser \u00e0 ses clients en ligne encore plus qu'avant (Helsinki University Library Annual Report, 2021). Entre les ann\u00e9es 2020 et 2023, le nombre de followers du compte Instagram de la biblioth\u00e8que universitaire d'Helsinki avait augment\u00e9 de 567. En janvier 2023, la biblioth\u00e8que comptait pr\u00e8s de 1850 followers sur Instagram.<\/p>\n\n\n\n<p>Les collaborations avec d'autres utilisateurs ont \u00e9t\u00e9 une pratique importante pour maximiser l'impact de la biblioth\u00e8que. Pour y parvenir, la biblioth\u00e8que a b\u00e9n\u00e9fici\u00e9 de pratiques interactives, telles que la prise en charge de Stories Instagram, le marquage d'utilisateurs pertinents et l'utilisation d'autocollants de questions dans les Stories. De nombreuses organisations \u00e9tudiantes de l'Universit\u00e9 d'Helsinki ont leur propre compte sur Instagram, ce qui fait d'Instagram une plateforme pr\u00e9cieuse pour atteindre les \u00e9tudiants.<\/p>\n\n\n\n<p>Au d\u00e9but de l'ann\u00e9e acad\u00e9mique, la biblioth\u00e8que a repris le compte de l'Universit\u00e9 d'Helsinki et a r\u00e9pondu aux questions des \u00e9tudiants sur Instagram. Ces reprises ont aid\u00e9 la biblioth\u00e8que \u00e0 gagner plus de followers et \u00e0 atteindre des personnes qui ne suivraient pas n\u00e9cessairement d'autres canaux de la biblioth\u00e8que. Le fait d'avoir plus d'amis et d'\u00eatre actif booste l'algorithme et augmente ainsi la visibilit\u00e9 du compte.<\/p>\n\n\n\n<p>La biblioth\u00e8que a augment\u00e9 l'engagement des \u00e9tudiants en utilisant les fonctions interactives d'Instagram. L'un des d\u00e9fis a \u00e9t\u00e9 de publier r\u00e9guli\u00e8rement des posts et de suivre l'\u00e9volution des tendances et des fonctionnalit\u00e9s. R\u00e9cemment, la biblioth\u00e8que a exp\u00e9riment\u00e9 les bobines et les tendances bas\u00e9es sur l'audio, et a m\u00eame r\u00e9alis\u00e9 des vid\u00e9os sur TikTok. Les m\u00e9dias sociaux \u00e9voluent constamment, tout comme le comportement en ligne des \u00e9tudiants, qui peuvent alors passer d'une plateforme \u00e0 l'autre. La t\u00e2che de la biblioth\u00e8que est de servir ses clients et de fournir des informations en utilisant les canaux qui ont un sens pour leurs communaut\u00e9s.<\/p>\n\n\n\n<p><strong>R\u00e9f\u00e9rences<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ebrand Group Oy, &amp; Oulun kaupungin sivistys- ja kulttuuripalvelut. (2022). Suomessa asuvien 13\u201329-vuotiaiden nuorten sosiaalisen median palveluiden k\u00e4ytt\u00e4minen ja l\u00e4sn\u00e4olo. [Finnish youngsters and social media 2022]. Retrieved January 4, 2023 from https:\/\/wordpress.ebrand.fi\/somejanuoret2022<\/li>\n\n\n\n<li>Helsinki University Library Annual Report. (2021). Retrieved March 5, 2023 from https:\/\/www.helsinki.fi\/en\/helsinki-university-library\/contact-library\/about-library\/annual-report-2021<\/li>\n\n\n\n<li>Official Statistics of Finland. (2020). Use of information and communications technology by individuals. Retrieved January 4, 2023 from http:\/\/www.stat.fi\/til\/sutivi\/2020\/sutivi_2020_2020-11-10_tie_001_en.html<\/li>\n<\/ul>\n\n\n\n<p class=\"has-text-align-right\"><strong>Minna Suikka<\/strong><br><em>Universit\u00e9 de Helsinki, Finlande<\/em><\/p>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/inlitas.org\/wp-content\/uploads\/2023\/12\/2023_ECIL-Minna-Suikka_optimized-Minna-Suikka.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Contenu embarqu\u00e9 2023_ECIL - Minna Suikka_optimized - Minna Suikka.\"><\/object><a id=\"wp-block-file--media-82e61d92-519a-4c2d-8140-957f4045522a\" href=\"https:\/\/inlitas.org\/wp-content\/uploads\/2023\/12\/2023_ECIL-Minna-Suikka_optimized-Minna-Suikka.pdf\">2023_ECIL &#8211; Minna Suikka_optimized &#8211; Minna Suikka<\/a><a href=\"https:\/\/inlitas.org\/wp-content\/uploads\/2023\/12\/2023_ECIL-Minna-Suikka_optimized-Minna-Suikka.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-82e61d92-519a-4c2d-8140-957f4045522a\">T\u00e9l\u00e9charger<\/a><\/div>","protected":false},"excerpt":{"rendered":"<p>Since the early 2010s, Instagram has been growing in popularity as a social media platform (Ebrand, 2022; OFS, 2020). Instagram has become a truly interactive platform with a vast potential for organizations such as university libraries. The Helsinki University Library is the largest multidisciplinary research library in Finland, and it provides services to the University [&hellip;]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[35],"tags":[49,47,48],"class_list":["post-1537","post","type-post","status-publish","format-standard","hentry","category-ecil-2023","tag-instagram","tag-libraries","tag-social-media"],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false},"uagb_author_info":{"display_name":"InLitAs","author_link":"https:\/\/inlitas.org\/fr\/author\/admin\/"},"uagb_comment_info":0,"uagb_excerpt":"Since the early 2010s, Instagram has been growing in popularity as a social media platform (Ebrand, 2022; OFS, 2020). Instagram has become a truly interactive platform with a vast potential for organizations such as university libraries. The Helsinki University Library is the largest multidisciplinary research library in Finland, and it provides services to the University\u2026","_links":{"self":[{"href":"https:\/\/inlitas.org\/fr\/wp-json\/wp\/v2\/posts\/1537","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inlitas.org\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inlitas.org\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inlitas.org\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inlitas.org\/fr\/wp-json\/wp\/v2\/comments?post=1537"}],"version-history":[{"count":2,"href":"https:\/\/inlitas.org\/fr\/wp-json\/wp\/v2\/posts\/1537\/revisions"}],"predecessor-version":[{"id":1785,"href":"https:\/\/inlitas.org\/fr\/wp-json\/wp\/v2\/posts\/1537\/revisions\/1785"}],"wp:attachment":[{"href":"https:\/\/inlitas.org\/fr\/wp-json\/wp\/v2\/media?parent=1537"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inlitas.org\/fr\/wp-json\/wp\/v2\/categories?post=1537"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inlitas.org\/fr\/wp-json\/wp\/v2\/tags?post=1537"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}