Social and digital marketing of the Brazilian Ministry of Health on Instagram: a case study of breast-feeding

RECIIS

卷:13

Pâmela Araujo Pinto¹ 

[1] Ministério da Saúde, Assessoria de Comunicação. Rio de Janeiro, RJ;

关键词: marketing social;    marketing digital;    ministério da saúde;    aleitamento materno;    redes sociais;    instagram.;   

DOI  :  10.29397/reciis.v13i4.1634

来源: DOAJ

【 摘 要 】

This article maps out the strategies of performance of the Brazilian Ministry of Health in Instagram’s social network. A case study was carried out in the period from August 2017 to August 2018 to verify how the topic of breast-feeding was approached in the official network of the Brazilian government for health. The corpus has 65 posts about that issue which were analised considering the measures to monitor social networks: scope, volume, activity, user engagement and influence of the content on the followers. Analyzing the strategies of social and digital marketing used by the Brazilian government for health, it was identified the lack of interaction with users and of response to them and the low diversity of women represented on its Instagram profile. The research points out that we need to problematize Ministry practices in this network and to propose improvements to broaden the dialogue with the society.

【 授权许可】

Unknown