O INSTAGRAM COMO INSTRUMENTO DE MARKETING DIGITAL UTILIZADO POR BIBLIOTECAS UNIVERSITÁRIAS COMO APOIO, DIVULGAÇÃO E INTERAÇÃO COM SEU USUÁRIO: Um estudo sobre o Sistema de Bibliotecas da Universidade Federal do Ceará

Abstract

This work presents a research related to the use of Instagram as a tool of Digital Marketing. The general objective is to check and analyze Marketing actions implemented in university libraries through the library system of the Federal University of Ceará, where were explored all profiles of libraries that use Instagram with the aim to analyze its activities, so that he could identify the motivations and improvements on the use of Social Media by part of the Library. The specific objectives is to present how the libraries of the UFC are using Instagram as a means of interaction between its users; to present how Instagram can be a great tool to support informational; to present how the disclosures are made between their academic community; and submit as the role of the librarian changes concerning the use of new technologies. This is an exploratory and descriptive, with quantitative and qualitative approach. Regarding the collection and analysis of data it is classified as a research survey. For data collection was developed an electronic questionnaire. Among the 19 Libraries of the Library System of the Federal University of Ceará, participated in this study only 8 Librarians, inserted in 6 Libraries, among them 5 are present in the capital and 1 inside, representing 24% of the total number of institutions. The research pointed out that the university libraries of the UFC do not yet have a formal planning of marketing strategy, these units develop marketing actions via profiles, where present favorable results before the use of Instagram.