DIGITAL MARKETING

FANPAGES AS A PROMOTION CHANNEL OF MUNICIPAL PUBLIC LIBRARIES FROM RIO GRANDE DO SUL

Abstract

The research discusses the use of fanpages as marketing tools in municipal public libraries of Rio Grande do Sul. It aims to examine the perceptions of librarians about the practice of digital marketing in social media. Identifies marketing applications on the fanpage and seeks to list the typologies and interactions of posts promoted by libraries. Methods: It adopts as a method the mixed research: quantitative and qualitative. It uses the questionnaire and documentary research with netnographic inspiration to understand how fanpages are used in the promotion and communication in the listed libraries. Results: Fanpages are mainly used to promote posts and to build a dialogue with users, which sets up relationship marketing. Institutional marketing practice was also identified, in the way the library presents itself to its users Conclusions: It concludes that libraries use social media fanpage as a marketing tool to maintain close and open contact with their users, diligently promoting reading and promoting events. It elucidates factors that cause problems in the implementation of this practice: such as response time and content production.