Social network in advertising and modern public libraries: research result

The article presents the main results of the research devoted to the analysis of the place and role of social networks in the advertising activity of modern public libraries. The widespread use of social media as a means of advertising requires this phenomenon to be considered in the context of modern public libraries. Despite the large number of works devoted to advertising in the library sphere as a whole, the problem of using social networks in organizing advertising activities has not been considered by modern scientists to a greater extent. The study conducted a PEST analysis of factors that affect the advertising activities of modern public libraries. A SWOT analysis of the factors that influence the use of social networks in their advertising activities was carried out. The main directions of increasing the potential of using social networks in advertising activities of modern public libraries are identified. An expert survey was conducted to verify the directions of using social networks in advertising activities of this kind of libraries. The article reveals the essence and content of the advertising activity of modern public libraries, determines the factors that affect the advertising activity of modern public libraries, on the basis of which the features of the use of social networks in the advertising activity of this kind of libraries are revealed. The article concludes with recommendations for optimizing the use of social networks in the advertising activities of modern public libraries.