Social media in the digital era plays a very important role as a branding medium and becomes a promotional medium for business and service needs. However, social media does not necessarily have an impact on the expected goals, whether from individuals, business entities or the government. One of the causes that is often experienced is a lack of social media engagement.

Several special tricks are needed that can increase engagement from a social media account, one of which is copywriting. Good copywriting skills can increase engagement on social media accounts.

In order to increase social media engagement, the Muhammadiyah University of Yogyakarta (UMY) Library in collaboration with the Regional Archives Library Service (DPAD) of the Special Region of Yogyakarta (DIY) held a seminar "Strategies for Increasing Engagement towards JOLIFA SHOE Users" on Monday (11/12) at the Public Space lt. 1 UMY Library. This seminar was attended by all Persons in Charge (PIC) for Promotion of the Jogja Library For All (Sepatu Jolifa) Library System and the Jogja Library for All (JLA) Implementation Team.

The seminar invited a resource person who is also a lecturer in advertising at the UMY Communication Science Study Program, Erwan Sudiwijaya, S.Sos., MBA., M.A. He explained that the first step in maintaining social media engagement is through the content produced. Then activities that attract followers to visit managed social media.

"The initial step is definitely creating daily content, a challenge created to ensure that followers continue to visit our social media," explained Erwan.

Apart from that, Erwan also explained that copywriting also plays an important role in increasing engagement. "Apart from content, copywriting also has elements in increasing engagement, namely introductions to raise awareness of the content, reasons to believe which can be measured (rational) and cannot be measured (emotional) and calls to action or invitations," he added.

It is hoped that carrying out this activity can provide knowledge for participants, especially the Jolifa Shoes promotional PICs, in increasing engagement on social media accounts for Jolifa Shoes users so that they can build more relationships with the audience or followers.

“To create engagement, the point is that we have to know our target audience. "Especially we have to know what their needs and desires are regarding the information we can provide through the content produced," added Erwan.