Marketing digital em instituições públicas: redes sociais como ferramenta de difusão do conhecimento dos serviços públicos prestados pela Empresa Potiguar de Promoção Turística

Abstract

Information technologies have been transforming people's behavior in different areas of social life, at an increasingly accelerated pace. This dynamic in the social context is widely studied in the area of digital marketing and tourism by institutions, both public and private, as they are largely influenced by these technological evolutions. In view of the role of promoting the state of Rio Grande do Norte as a tourist destination, using digital media as one of its strategies for this purpose, this work aims to understand the use of social networks as a strategy for bringing together the actions of the Potiguar Tourism Promotion Company - Emprotur and the citizens. Aiming to meet this purpose, our specific objectives are to identify the digital marketing actions carried out by Emprotur, point out the most strategically used social networks and verify the results generated by digital marketing in the dissemination of information to the citizen. For this purpose, the methodology used is research of an applied nature, with a qualitative approach. Then, the data obtained through semi-structured interviews and document analysis were commented using the content analysis technique. The digital marketing actions developed by Emprotur and the social networks most strategically used by the company were identified. From the results found, it was found that the sector's page on Facebook has a low level of engagement, and Instagram has been showing higher expectations for interaction with the community in general. Finally, some reflections were sought to contribute to the performance of digital marketing at Emprotur, thus hoping to promote tourism development through actions that contribute to a process of continuous improvement in the management of organizational communication and citizen involvement.