Banca de DEFESA: AGENOR LEANDRO DE SOUSA FILHO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : AGENOR LEANDRO DE SOUSA FILHO
DATA : 22/04/2019
HORA: 14:00
LOCAL: Campus Juazeiro do Norte (Sala a definir)
TÍTULO:

THE USE OF SOCIAL MEDIA IN LIBRARIES OF FEDERAL UNIVERSITIES IN THE NORTHEAST BRAZIL: PROPOSAL OF A TRAINING PROGRAM FOR LIBRARIANS

PALAVRAS-CHAVES:

Academic Library. Social media. Information Marketing. Training Program.
Guidelines for the Social Media use.

PÁGINAS: 115
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Ciência da Informação
RESUMO:

It addresses the use of social media in a strategic way, focused on the development of
marketing activities by the Academic Library (ALs) in order to promote its products and
services. The use of these tools by AL is important because they act as a bidirectional
communication channel, allowing the user to interact with the organization, receive feedback
and vice versa in real time. The study aims to present a proposal for a training program for the
AL´ team that focuses on the effective use of social media as a tool for digital marketing. For
that, a field study was conducted whose research universe is composed of the ALs of the
federal universities of the Northeast region of Brazil. Initially, a survey was carried out with the
institutions that make up the study object as a way to identify the availability of informational
guidelines on the websites of these institutions that support the actions of management of social
media profiles linked to AL and guidelines related to the training of the team responsible for
carrying out this type of activity. It was verified that of all the universe of study, only 11% of
the researched ALs provide in their websites their informational guidelines that guide the
management of their profiles in social media as well as the development of marketing actions
among the guidelines found, only one of them presented information about the characteristics
of the management team emphasizing that this team must undergo a training process. Based on
this, a training proposal for the use of social media was prepared, which was in agreement with
the organizational climate, the information unit, divided into four (4) modules, the purpose of
the training proposal is to provide the team designated by AL institutional information, social
media management, marketing and information security. Finally, the study concludes that the
non-performance of training actions to manage AL profiles in social media may lead to its
underutilization and result in lower results than expected by AL regarding its performance in
digital media.

MEMBROS DA BANCA:
Externo à Instituição - ALZIRA KARLA ARAÚJO DA SILVA - UFPB
Presidente - 2526665 - DAVID VERNON VIEIRA
Interno - 1676696 - ELIENY DO NASCIMENTO SILVA