O uso das redes sociais como ferramenta de divulgação e interação em centros culturais: caso de estudo Centro Cultural Franco Moçambicano

Abstract

Through the Instagram and Facebook profiles of the Franco-Mozambican Cultural Centre (CCFM), this study investigates the role of social networks as cultural dissemination mechanisms, and the impact generated on public engagement. To this end, a quantitative and qualitative approach was applied, with the intentional non- probabilistic selection of a sample of 100 of the most relevant publications, 50 of which were published in 2022 and 50 in 2023. The results indicate that, on both Facebook and Instagram, CCFM adopts effective strategies; however, there is room for improvement in terms of extending reach and increasing interaction. In terms of reach and engagement, the study shows that Instagram stood out as a more efficient platform, while Facebook showed more modest engagement. The analysis of audience interaction based on Facebook comments revealed limited participation, highlighting the need to revise strategies to foster more engaged discussions and obtain qualitative feedback that better reflects the public's willingness to participate in cultural activities