Estratégias de marketing digital na gestão municipal de Laranjeiras no Instagram : prefeito ou prefeitura? Eis a questão!

Abstract

The development of strategies to increase social engagement has become an increasingly evident concern in the current world scenario, as these strategies have been seen as a competitive advantage in the market, based on marketing theory, which sought to create visibility and provide value to both the consumer and the organization. The analysis of marketing from the perspective of public management valued the contributions of this science to the formulation of strategies that aimed to achieve objectives, adapting concepts from the private sector to the public sector, thus, while marketing in the private sector prioritized customer appreciation and satisfaction, in the public sector, the emphasis was on the citizen and the promotion of citizenship. In this context, Instagram stood out as an important tool for public administration to promote its initiatives and services, with marketing strategies being applied to keep the public attentive to publications. Therefore, the present study proposed to analyze the marketing strategies on the Instagram platform of the municipal administration of Laranjeiras, with the objective of identifying whether these strategies focused on the mayor or the city hall. The research used qualitative methods to evaluate the strategies used and their effectiveness, seeking to understand the prerogatives and challenges of this approach. As a result, it was possible to identify that the mayor's profile had the implementation of marketing strategies to attract organic engagement, while the city hall's profile did not follow a metric for posts, with the respective movement being the lack of loyalty among followers in terms of engagement. of new content.