The Library on the FYP (For You Page): A Narrative Analysis of UP Diliman Librarians&rsquo; Experiences in Visual Marketing Content Production

Aaron Paul  L. Madri帽an,; Chelsea Anne  Q. Bonifacio,; Deniere Zaint  C. Garcia,; Eunice Ann  Y. Chua,; Michelle Ann  G. Manalo-Eclar,; Rochelle Maica  R. Cabrera,

The Library on the FYP (For You Page): A Narrative Analysis of UP Diliman Librarians’ Experiences in Visual Marketing Content Production

Discipline: library and information science

Abstract:

This paper aims to explore the evolving role of librarians from the Strategic Communication, Research and Marketing Section (StratComm) of the University Library, UP Diliman, in developing and implementing modern and unconventional digital marketing strategies to promote academic library services. It will investigate how digital content creation has become a vital competency for librarians, enabling them to adapt to contemporary promotional strategies and improve service delivery, as well as assess the challenges they face in navigating this dynamic and multifaceted role. This paper employs a qualitative approach, specifically a narrative analysis design to enable the researchers to focus on interpreting and analyzing the narratives from the respondents’ personal stories. Data was collected through structured interviews, focusing on five key aspects: (1) marketing-related training and development; (2) strategies; (3) tools and infrastructure; (4) library marketing outputs; and (5) challenges encountered in content production. Findings reveal that librarians from StratComm play a significant role in producing promotional materials across various platforms. Despite the lack of formal training and necessary tools, they have adapted and developed their skills through self-learning and online resources. The study also highlights common challenges such as balancing content creation with routinary librarian duties and addressing generational gaps in marketing approaches. This study offers insights that can refine digital marketing strategies and enhance the online presence of the UPD Main Library. Though it may not fully represent the broader library marketing practices within the field, this paper can provide a foundation for further research and professional development initiatives within the institution.

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