الاستراتيجية التسويقية لمواقع التواصل الاجتماعي وإمكانية استثمارها في تسويق خدمات المعلومات

الملخص EN

Libraries institutions are responsible for collecting and organizing information resources, and simplifying the ways to get benefit from it through traditional and electronic tools.

nowadays, libraries face many technical challenges, such as open access initiatives.

therefore, to preserve its role and contribute to the development of its performance, this study employed some innovative marketing methods that are compatible with the requirements of the digital environment, especially those followed by social networks, and try to invest them in activating the role of libraries.

we believe that the best marketing methods are related to the services themselves, especially those services that are difficult to obtain from the internet.

this study relied on the analytical method of marketing strategy on Facebook.

among the most important conclusions that have been concluded in this study, governmental support for library institutions in our Arab countries was one of the most important factors reviewing the marketing policies of these institutions.

moreover, it is recommended to move away from the dichotomy of space and time, as the role of libraries and their objectives cannot remain within the boundaries of their walls and the time of their work.

it also recommended the importance of enabling the beneficiaries to have an active role in supporting the libraries by developing their sense that they are part of the institutions and not only users.