Content Analysis of Social Media Usage in Academic Libraries: A Comparative Study of IIT Delhi and University of Delhi

Between January and July 2025, this study analyses the social media usage pattern of the Indian Institute of Technology, Delhi Central Library and University of Delhi Central Library on Facebook, Instagram, YouTube and Twitter. Data from 105 posts at the University of Delhi Library and 473 posts at the Indian Institute of Technology, Delhi Library were analyzed using descriptive statistics and qualitative content analysis. The study assessed communication style, engagement metrics, content kin, platform preference and frequency of posting. The findings show significant variations in the two academic libraries’ social media approaches. On Instagram the University of Delhi does better with more posts, but the Indian Institute of Technology, Delhi Library has more follower and wider variety of content particularly in videos and reels. While often Indian Institute of Technology, Delhi Library adopts informal styles both libraries typically have formal tone. And, Indian Institute of Technology, Delhi Library focus on more emphasis on mass digital participation or University of Delhi Library remains event driven and academic in nature posts on social media.