Analysis of the social networks of the Integrated Library System of the Federal Uni-versity of Sergipe from the perspective of the digital marketing

Abstract

Digital transformations have a significant impact on the internal administration of information units, as well as on their visualization and use by the community. With this in mind, the purpose of this article is to analyze the social networks of the Integrated Library System of the Federal University of Sergipe (SIBIUFS), from the perspective of communication and interaction with its users. This research has an applied nature and a qualitative approach. In terms of objectives, it is characterized as bibliographical and descriptive research, which was developed through data collection by means of non-participant systemic observation and a case study on the social networks of the university's library system. The identification and analysis of the system's social networks revealed the importance and evidence of the use of social networks in university libraries to broaden and democratize access to information, as well as strengthening interaction and communication with users. However, it was observed that the number of followers, publications and engagement on the system's platforms is very low when looking at the community served by the system. The conclusion is that, although the units are present on digital social networks, it is still necessary to develop a marketing plan that is appropriate to their objectives and the information needs of their users, so that there is effective communication between the two.