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- The Use of Social Networks as a Strategic Tool: The Case of Cuca Monga Discos and Its Presence on TikTokPublication . Lobo, Rafaela; Martins, Susana; Carvalho, Milena; Abreu, António; Castro, Maria João; Santos, Eleonora; Branca, AnaThe increased presence of brands and organizations on digital social networks has led to the need to understand and characterize their strategies and engagement with the public. The present study is an exploratory-descriptive investigation based on a literature review and the analysis of alternative metrics with the general objective of knowing how the publisher Cuca Monga Discos used TikTok between 2019 and 2022. It is assumed that engagement and participation are essential for the cultural industry hence the importance of promoting an environment of interaction between actors on social networks. It is concluded that the publisher uses Tik Tok and interactivity strategies and that adopting strategies that actively encourage followers to interact more will be beneficial.