Publication: Social Media marketing nas bibliotecas académicas portuguesas
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2016-04
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PontodeAcesso
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Abstract
Apresentam-se as perceções dos profissionais da informação das bibliotecas académicas portuguesas face à adoção do conceito social media marketing. Os resultados foram obtidos, através da aplicação de um questionário online à Rede de Informação do Instituto Nacional de Estatística em Bibliotecas do Ensino Superior (Portugal). Conclui-se que apesar dos profissionais da informação reconhecerem o valor da participação das bibliotecas académicas na web social e da sua utilização visando o marketing, ainda são poucas as organizações que apresentam uma participação nas plataformas sociais, em concreto no facebook, com um ritmo de publicação regular, com regras de normas e estilos de utilização e que procedem à sua monitorização e avaliação. Conclui-se também que à estratégia de marketing carecem estudos de perfis dos utilizadores, incluindo a análise dos respetivos comportamentos informacionais, face a este contexto que se impõe na web social.
The perceptions of 'social media marketing' of information professionals in higher education libraries are presented. Data was gathered through an online questionnaire, to the Information Network of Higher Education Libraries of the National Institute of Statistics (Portugal). Results show that even though information professionals acknowledge the value for higher education libraries of participating in the social web, and its use in marketing, there are still few institutions participating regularly in social media platforms, particularly in facebook, and carrying out monitoring and evaluation activities. We also conclude that the marketing strategy lacks the study of user profiles, including the analysis of their information behaviour when facing the present context of social web.
The perceptions of 'social media marketing' of information professionals in higher education libraries are presented. Data was gathered through an online questionnaire, to the Information Network of Higher Education Libraries of the National Institute of Statistics (Portugal). Results show that even though information professionals acknowledge the value for higher education libraries of participating in the social web, and its use in marketing, there are still few institutions participating regularly in social media platforms, particularly in facebook, and carrying out monitoring and evaluation activities. We also conclude that the marketing strategy lacks the study of user profiles, including the analysis of their information behaviour when facing the present context of social web.
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Social media marketing, Profissionais da informação, Bibliotecas académicas, Portugal, Social media marketing, Information professionals, Academic libraries, Portugal
Bibliographic citation
PontodeAcesso, v. 10, n. 1, pp. 14-31