The importance of digital marketing on social networks in school libraries of private institutions in Aracaju-SE

Abstract

This study investigates the role of digital marketing on social networks as a strategy to promote school libraries in private schools in Aracaju-SE. The research problem was: how have librarians in Aracaju, through digital marketing, sought to promote libraries on school library social networks? The general objective is to understand how these libraries use digital marketing on their social networks, with an emphasis on identifying their digital presence, the pedagogical function of posts and the promotion of information products and services. The research adopts a qualitative multiple case study methodology, analyzing libraries with an active presence on social networks, through non-participant observation and content analysis of posts. The results show a contrasting scenario: while some schools carry out creative actions to promote reading, the majority have little visibility and appreciation on digital platforms. Of the 85 schools analyzed, 58 had active profiles and only 35 posted content related to libraries and reading. The final considerations indicate that, despite positive initiatives, there is still a lack of recognition for librarians and a shortage of relevant content on social networks, which challenges the effective promotion of library services and reading in the school environment.