O uso das mídias digitais para o acesso à informação e visibilidade do lar de idosos SAME em Aracaju

Abstract

Access to information, through the use of digital media by third sector organizations, has enabled civil society to expand its knowledge of its social contributions. Therefore, this research seeks to answer the question-problem: how can digital media help in the visibility and improvement in access to information of the philanthropic institution SAME in Aracaju? To address the problem, the general objective was established to analyze how digital media can help in the visibility and access to information from philanthropic institutions, elaborating, therefore, a proposal to improve the communication of the Lar de Idosos SAME in Aracaju from of this type of media. To this end, the following specific objectives were established: understanding the relationship between forms of access to information and digital marketing aimed at philanthropic institutions; identify the digital media resources used by SAME in social networks; analyze the visibility achieved by SAME in social digital media; and create a publication booklet on Instagram for SAME. The methodology followed for carrying out the research has a qualitative and exploratory approach, with which a case study was developed. For data collection, a semi-structured interview was carried out at SAME. The synthesis of the data obtained was developed using the Content Analysis proposed by Bardin (2016). The survey results indicate that Instagram is one of the best digital platforms for SAME's communication with its audience, having contributed to the institution's communication, especially since the period of the new coronavirus pandemic. Through Instagram, the main needs of donors for information, as well as potential donors of resources for SAME, could be met. In addition, the aforementioned social network made it possible to make other information publicly available, such as, for example, accessing information about the Home; the activities carried out in this space; forms of donation, as well as accountability. With the analysis of SAME's digital media, especially on Instagram, it was noticed an underutilization of the functionalities of this social network. Based on the points for improvement, a Booklet of Publications on Instagram for SAME was proposed, which contains basic guidelines for the use of said tool by any member of the institution that may have access to it.