As práticas de marketing em produtos e serviços informacionais das bibliotecas

Abstract

The expansion of the use of social networks and the creation of professional and institutional profiles has been growing exponentially. During the period of social isolation, caused by the COVID-19 pandemic, the creation of these profiles underwent a great boom, and there was an increase in the creation of accounts for different types of libraries, aiming to establish a fast and effective communication channel with their users during During this period when these units were not receiving visits, it was possible to notice how these libraries began to communicate with their users online, to develop a visual identity in their profiles and to adhere to the use of marketing practices. Through this theme, a general objective was established to reflect on the use of marketing practices as a tool for disseminating library services and products through their profiles on the social network Instagram, as well as the specific objectives of analyzing the use of marketing practices and of digital marketing in the dissemination of library services and products, present the communicational reach that marketing practices and digital marketing on social networks have in relation to their community of interest and describe the ways that marketing and digital marketing practices can be applied for the promotion and dissemination of services and products offered by these information units. The present work is a qualitative, exploratory-descriptive research where data on the use of marketing and digital marketing practices in the dissemination of products and services on the profile of libraries on the social network Instagram by the following libraries were gathered and analyzed: Human Sciences Library (BCH), UFC Museum of Art Library (BMAUC) and Faculty of Economics, Administration, Actuary and Accounting Library (BFEAAC), all these units belonging to the Library System of the Federal University of Ceará (SiBi- UFC). The chosen data collection techniques were: application of interviews with librarians responsible for their respective networks and analysis of their profiles on Instagram. The methodology chosen for data analysis was content analysis. Through the analyzed data, it was possible to conclude that the use of marketing practices and the use of social networks can be great allies of librarians in the dissemination of products and services offered by libraries, in addition to this factor, one can identify the challenges that these professionals face. found in the management of these networks.