Innovation in information services in libraries: Tik-Tok as a digital positioning proposal

ABSTRACT

The objective of this study is to propose usage strategies to effect a greater engagement of libraries in the social network TikTok, observing this platform as a potentially innovative tool. This is a study based on a descriptive and exploratory research with a qualitative approach, with a survey of research and experience reports in scientific databases about the use of TikTok in libraries, as well as the collection of profiles in the social network itself. The results observed identified a still expanding scenario of libraries in the strategic use of TikTok specifically directed to marketing and digital positioning. That said, a proposal for planning the strategic use of TikTok focused on improving the digital positioning of libraries on the social network was developed, based on three aspects good practices of use, tactics for influencer marketing, and support-ing digital tools. It was concluded that TikTok offers a range of possibilities for innovation in social media, being necessary that libraries start to use this platform as a resource for the optimization of their digital positioning in relation to the user, having in mind, mainly, the social and technological changes that are being re-modeled from the Covid-19 pandemic. © 2023, Universidad Nacional Autonoma de Mexico. All rights reserved.