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"In these challenging times, libraries face fierce competition for customers and funding. Creating and implementing a marketing plan can help libraries make a compelling case and address both issues attracting funding and customers by focusing on specific needs. But where and how do you start?"

"rom McDonald's arches to Nike's swoosh, logos are part of the everyday landscape. These are the visual representations of brands' extensive marketing stories, defining the meaning and message of the company."

"Recent law, corporate, and even public library closings are the sad confirmation that libraries are no longer a given. Despite the fact that librarians bring unique value to their communities and organizations, too often their work goes on under the radar. The benefits provided by information professionals are invisible and taken for granted as Internet search engines replace real experts."

"Menghadapi era industri 4.0, Perpustakaan UGM memanfaatkan media viral untuk memasarkan produk dan layanannya. Tujuan penelitian adalah untuk mengetahui pemanfaatan media viral untuk memasarkan produk dan layanan Perpustakaan Universitas Gadjah Mada, serta memberikan usulan pengembangannya di masa depan. Penelitianyang dilakukan berjenis deskriptif kualitatif dengan metode pengumpulan data berupa wawancara kepada 8 orang informan dan diskusi kelompok. Analisis data meliputi reduksi data, penyajian data, dan penarikan kesimpulan atau verifikasi dengan menggunakan analisis SWOT. Media viral yang dimanfaatkan Perpustakaan UGM untuk memasarkan produk dan layanannya berupa media sosial dan website. Produk dan layanan perpustakaan yang dipasarkan meliputikoleksi, unit pelayanan, dan kegiatan. Perpustakaan UGM telah memanfaatkan media yang bersifat viral untuk untuk memasarkan produk dan layanan yang ada. Ke depan, Perpustakaan UGM perlu menambah media viral Youtube dan Line.

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ABSTRACTTo prepare the industrial era 4.0, the UGM Library uses viral media to market its products and services. The researchobjective is to determine the viral media usage to market Gadjah Mada University Library products and services, aswell as to propose future developments. Qualitative descriptive research with data collection methods in the form ofinterviews with 8 informants and focus group discussions. Data analysis included data reduction, data presentation, and drawing conclusions or verification using a SWOT analysis. Viral media used by UGM Library to market itsproducts and services in the form of social media and websites. Library products and services that are marketed includecollections, service units, and activities. UGM Library has utilized viral media to market existing products and services. In the future, the UGM Library needs to add youtube and line viral media."