Abstract

Purpose With the rapid development of social media, many organizations have begun to attach importance to social media platforms. This research studies the management and the use of social media in academic music libraries, taking the Center for Chinese Music Studies of the Chinese University of Hong Kong (CCMS) as a case study. Design/methodology/approach We conducted a sentiment analysis of posts on Facebook’s public page to analyze the reaction to the posts with some exploratory analysis, including the communication trend and relevant factors that affect user interaction. Findings Our results show that the Facebook channel for the library has a good publicity effect and active interaction, but the number of posts and interactions has a downward trend. Therefore, the library needs to pay more attention to the management of the Facebook channel and take adequate measures to improve the quality of posts to increase interaction. Originality/value Few studies have analyzed existing data directly collected from social media by programming based on sentiment analysis and natural language processing technology to explore potential methods to promote music libraries, especially in East Asia, and about traditional music.