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Marketing e comunicação em redes sociais durante a pandemia da COVID-19: rede de bibliotecas públicas de Lisboa e de São Paulo
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| 3.66 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O marketing e a comunicação em redes sociais são um meio utilizado estrategicamente pelos bibliotecários para comunicar com os seus públicos-alvo. As suas técnicas exigem estudo e experimentação, para que possam ser aplicadas com eficiência e eficácia, o que foi considerado urgente durante a pandemia da COVID-19. Este trabalho tem como tema as estratégias e as ferramentas de marketing nas bibliotecas públicas, através das redes sociais, e tem como propósito conhecer as primeiras abordagens no início da pandemia, assim que as bibliotecas fecharam. Partindo desse enquadramento, é feita uma comparação entre as ações estratégicas desenvolvidas pelas redes de bibliotecas públicas de Lisboa e de São Paulo, que acompanha os acontecimentos ocorridos em diferentes fases, entre os meses de março a dezembro de 2020. Esta análise caracteriza-se como uma investigação descritiva, de abordagem qualitativa, recorrendo a duas técnicas de recolha de dados: observação não participante, organizada através de uma grelha com as principais categorias oferecidas pela plataforma social Facebook; inquérito por questionário, enviado aos responsáveis das redes. O encerramento dos espaços físicos tornou-se uma oportunidade para as bibliotecas mudarem, explorarem e desenvolverem ideias no campo do marketing e utilizarem uma variedade de aplicações, procedimentos e técnicas do marketing-mix. Conclui-se que as práticas analisadas, para além das diferenças sócio-económicas e culturais, e das diferentes abordagens das autoridades governamentais, podem contribuir para um melhor conhecimento das bibliotecas públicas. Para atingir os objetivos da sua missão, o uso do marketing e da comunicação para a disseminação da informação, e as suas técnicas específicas, foram importantes para aproximar as bibliotecas públicas dos seus públicos-alvo.
Social media marketing and communication is a medium used strategically by librarians to communicate with their target audiences. Its techniques require study and experimentation so that they can be applied efficiently and effectively, which was considered urgent during the COVID-19 pandemic. This work is about marketing strategies and tools in public libraries through social media, and its purpose is to learn about the first approaches at the beginning of the pandemic, as the libraries were closed. With this framework, a comparison is made between the strategic actions developed by the public library networks of Lisbon and São Paulo, which follows the events that occurred in different phases, between the months of March and December 2020. This analysis is characterized as a descriptive research, of qualitative approach, using two data collection techniques: non-participant observation, organized through a grid with the main categories offered by the social platform Facebook; questionnaire survey, sent to the people in charge of the networks. The closure of physical spaces became an opportunity for libraries to change, explore and develop ideas in the field of marketing and use a variety of marketing-mix applications, procedures, and techniques. It is concluded that the practices analysed, apart from socio-economic and cultural differences, and the different approaches of government authorities, can contribute to a better understanding of public libraries. To achieve the objectives of their mission, the use of marketing and communication for the dissemination of information, and their specific techniques, were important to bring public libraries closer to their target audiences.
Social media marketing and communication is a medium used strategically by librarians to communicate with their target audiences. Its techniques require study and experimentation so that they can be applied efficiently and effectively, which was considered urgent during the COVID-19 pandemic. This work is about marketing strategies and tools in public libraries through social media, and its purpose is to learn about the first approaches at the beginning of the pandemic, as the libraries were closed. With this framework, a comparison is made between the strategic actions developed by the public library networks of Lisbon and São Paulo, which follows the events that occurred in different phases, between the months of March and December 2020. This analysis is characterized as a descriptive research, of qualitative approach, using two data collection techniques: non-participant observation, organized through a grid with the main categories offered by the social platform Facebook; questionnaire survey, sent to the people in charge of the networks. The closure of physical spaces became an opportunity for libraries to change, explore and develop ideas in the field of marketing and use a variety of marketing-mix applications, procedures, and techniques. It is concluded that the practices analysed, apart from socio-economic and cultural differences, and the different approaches of government authorities, can contribute to a better understanding of public libraries. To achieve the objectives of their mission, the use of marketing and communication for the dissemination of information, and their specific techniques, were important to bring public libraries closer to their target audiences.
Description
Keywords
Bibliotecas - Marketing Redes sociais (Internet) Covid 19 - Bibliotecas - Lisboa (Portugal) Covid 19 - Bibliotecas - São Paulo (Brasil) Bibliotecas e internet Facebook (Sítio web) Bibliotecas - Públicos - Redes sociais Bibliotecas - Serviços ao público - Lisboa (Portugal) Bibliotecas - Serviços ao público - São Paulo (Brasil) Teses de mestrado - 2021