TikTok as a tool for innovation in library information services

• Autor(a) principal: Fonseca, Diego Leonardo de Souza
• Data de Publicação: 2022
• Outros Autores: Fonseca, Maria Gabriella Flores Severo
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Em Questão (Online)
• DOI: 10.19132/1808-5245282.116231
• Texto Completo: https://seer.ufrgs.br/index.php/EmQuestao/article/view/116231
• topic: Social network; Innovation; Information services; Consumption of information; Libraries; Rede social; Inovação; Serviços de informação; Consumo da informação; Biblioteca

The study aims to analyze the digital positioning of some libraries in the social network TikTok, observing the use of this platform as an innovation strategy in services from the perspective of new trends in information consumption. This is a descriptive research of qualitative approach, whose study design was divided into two phases: bibliographic research (survey of research and experience reports on the theme) and survey of the profiles of libraries on the social network that use the platform. Five profiles were analyzed: Sierra Madre Public Library, Vancouver Public Library, Iowa Public Library, Dover Public Library, and Calgary Public Library. The research analysis process about the digital positioning of these spaces was carried out based on four aspects: marketing, engagement, interaction with users, and content production. It was observed that these libraries, by combining their professional character with the entertainment potential of the social network TikTok, developed a relationship of interaction and engagement with their users, which generated greater interest in their information services and products through digital marketing. They thus became innovative in their strategic digital positioning, following the new trends of information consumption by users.