<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0187-358X</journal-id>
<journal-title><![CDATA[Investigación bibliotecológica]]></journal-title>
<abbrev-journal-title><![CDATA[Investig. bibl]]></abbrev-journal-title>
<issn>0187-358X</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Instituto de Investigaciones Bibliotecológicas y de la Información]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0187-358X2023000100113</article-id>
<article-id pub-id-type="doi">10.22201/iibi.24488321xe.2023.94.58706</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[A inovação em serviços de informação nas bibliotecas: o TikTok como proposta de posicionamento digital]]></article-title>
<article-title xml:lang="es"><![CDATA[Innovación en los servicios de información en las bibliotecas: TikTok como propuesta de posicionamiento digital]]></article-title>
<article-title xml:lang="en"><![CDATA[Innovation in information services in libraries: Tik-Tok as a digital positioning proposal]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fonseca]]></surname>
<given-names><![CDATA[Diego Leonardo de Souza]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fonseca]]></surname>
<given-names><![CDATA[Maria Gabriella Flores Severo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Estadual de Londrina  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade de Brasília  Instituto de Letras]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2023</year>
</pub-date>
<volume>37</volume>
<numero>94</numero>
<fpage>113</fpage>
<lpage>128</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0187-358X2023000100113&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0187-358X2023000100113&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0187-358X2023000100113&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O objetivo desse estudo é propor estratégias de uso para efetuar um maior engajamento das bibliotecas na rede social TikTok, observando essa plataforma como uma ferramenta potencialmente inovadora. Trata-se de um estudo baseado em uma pesquisa descritiva e exploratória com abordagem qualitativa, sendo realizado um levantamento de pesquisas e relatos de experiência em bases de dados científicas sobre o uso do TikTok em bibliotecas, bem como a coleta de perfis na própria rede social. Os resultados observados identificaram um cenário ainda em expansão das bibliotecas no uso estratégico do TikTok especificamente direcionado para marketing e posicionamento digital. Posto isto, foi elaborada uma proposta de planejamento de uso estratégico do TikTok focada na melhoria do posicionamento digital das bibliotecas na rede social, tendo como base três aspectos: boas práticas de uso, táticas para o marketing de influência e ferramentas digitais de apoio. Concluiu-se que o TikTok oferece uma seara de possibilidades de inovação em mídias sociais, sendo necessário que as bibliotecas passem a utilizar essa plataforma como um recurso de otimização de seu posicionamento digital em relação ao usuário, tendo em vista, principalmente as mudanças sociais e tecnológicas que estão sendo remodeladas a partir da pandemia de Covid-19.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de este estudio es proponer estrategias de uso para lograr un mayor compromiso de las bibliotecas en la red social TikTok, observando esta plataforma como una herramienta potencialmente innovadora. Se trata de un estudio basado en una investigación descriptiva y exploratoria con un enfoque cualitativo, realizándose un sondeo de informes de investigación y experiencias en bases de datos científicas sobre el uso de TikTok en bibliotecas, así como la recopilación de perfiles en la propia red social. Los resultados observados identificaron un escenario aún en expansión de las bibliotecas en el uso estratégico de TikTok específicamente dirigido al marketing y al posicionamiento digital. Dicho esto, se elaboró una propuesta de planificación para el uso estratégico de TikTok enfocada a la mejora del posicionamiento digital de las bibliotecas en la red social, basada en tres aspectos: buenas prácticas de uso, tácticas de marketing de influencia y herramientas de apoyo digital. Se concluyó que TikTok ofrece un abanico de posibilidades para la innovación en los medios sociales, siendo necesario que las bibliotecas comiencen a utilizar esta plataforma como recurso para la optimización de su posicionamiento digital en relación con el usuario, especialmente ante los cambios sociales y tecnológicos que se están remodelando a partir de la pandemia del Covid-19.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[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 supporting 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 remodeled from the Covid-19 pandemic.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Inovação - serviços de informação]]></kwd>
<kwd lng="pt"><![CDATA[Mídias sociais]]></kwd>
<kwd lng="pt"><![CDATA[Bibliotecas]]></kwd>
<kwd lng="pt"><![CDATA[TikTok. Posicionamento digital]]></kwd>
<kwd lng="es"><![CDATA[Innovación en los servicios de información]]></kwd>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[Bibliotecas]]></kwd>
<kwd lng="es"><![CDATA[TikTok. Posicionamiento digital]]></kwd>
<kwd lng="en"><![CDATA[Innovation Information Services]]></kwd>
<kwd lng="en"><![CDATA[Social Media]]></kwd>
<kwd lng="en"><![CDATA[Libraries]]></kwd>
<kwd lng="en"><![CDATA[TikTok. Digital positioning]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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