Stakeholder communication in academic libraries: An exploration of annual reports and Instagram

Annual reports are an opportunity to demonstrate transparency and communicate with stakeholders. This article presents an exploratory content analysis of library annual reports and Instagram accounts in a state university system. The researchers synthesized common themes in content and structure developing archetypal formats of annual reports. These archetypes clarify the interplay between audience, purpose, content and design in developing a cohesive product. Findings indicate that libraries are neglecting opportunities to repurpose content between Instagram and annual reports. Information collected for the annual report provides content that can be tailored for Instagram posts, which in turn directs interested audience members to the full annual report. Finally, the best practices and strategies to improve communication and engagement with stakeholders identified by the researchers will be shared.