Relationship marketing in libraries: communication strategy in the web environment

• Autor(a) principal: Araújo, Walqueline Silva
• Data de Publicação: 2018
• Outros Autores: Freire, Gustavo Henrique Araújo, Côrtes, Gisele Rocha
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Informação & Informação
• Texto Completo: https://ojs.uel.br/revistas/uel/index.php/informacao/article/view/28282
• topic: Digital information and communication technology; Library; Relationship marketing; Information sharing; Tecnología de la información y comunicación digital; Biblioteca; Marketing de relaciones; Socialización de la información; Tecnologia Digital de Informação e Comunicação; Biblioteca; Marketing de relacionamento; Socialização da informação

A library is a type of information unit and, as such, it is influenced by market, globalization and technologies as well. Thus, it can make use of technological influence in order to guarantee quality as to the offered services. Objective: Based on this, the main purpose of this study was to create a digital tool which enables optimization in the information sharing. Methodology: The research is taken as research-action. Therefore, it is focused on a collaborative action. The research field was represented by four libraries which are part of the UFPB’s Library System (SISTEMOTECA). The research’s participants were formed by 06 (six) managers of the cited libraries. Results: To sum up, it was possible to perceive that among the four information units, three of them did not have any online communication tool. For this reason, in a collaborative action, the chosen social media to be applied and to improve the present context – among so many tool varieties – was the Fan Page, due to the fact that a great deal of users, within the library group, is connected to this communication channel. Conclusions: To conclude, libraries need to be continuously adapted to the described modern communication arenas, thus, updating their communicative practices.