Evaluation of the use of twitter in the library system of the Federal University of Sergipe: digital marketing strategies

Abstract

The advent of the internet provided connectivity that brought down barriers, especially in communication. Society is in a network and interaction is a major factor and, mainly, information units must be present and adapt to the digital environment. Digital marketing presents itself as a strategy for success and proposes the use of metrics to measure the organization's participation in this environment. This article aims to analyze the use of twitter from the Library System of the Federal University of Sergipe (SIBIUFS) as a digital marketing strategy. The investigation has an exploratory and descriptive character, with a qualitative and quantitative approach and the instruments used for data collection were a questionnaire structured in an electronic form, sent via email to the social network manager and a form built to analyze the media posts twitter of SIBIUFS carried out in 2018, through the application of audience and engagement metrics. Through analysis of the data collected, it was concluded that SIBIUFS 'performance in the use of digital marketing strategies in social networks is still timid and demands the creation of a policy that regulates all marketing practices implemented in the unit, and thus contribute to the increasing the degree of interaction of its users, enabling the dissemination and sharing of information, in addition to promoting the library environment.