University Library at a New Stage of Social Communications Development. Conference Proceedings

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Mediatization as a Fundamental Communication Strategy of University Libraries in Kharkiv
(Ukrainian State University of Science and Technologies, Dnipro, 2024) Solianyk, Alla A.; Shelestova, Anna M.; Korzhyk, Nataliya A.; Borysova, Alina O.
ENG: Objective. The aim of the study is to develop conceptual foundations for medialization as the most effective communication strategy for university libraries. The unique experience of analytical and marketing practices in scientific libraries of universities enables them to effectively monitor the impact of their official accounts on social networks and messaging platforms, thereby contributing to the formation of their unique image. Methods. Employed methods include observation, comparison, Internet marketing, content analysis of official university websites, references to official web representations on social networks (messengers), statistical and mathematical methods, as well as systemic and socio-communicative approaches. Results. The study clarified the extent of Kharkiv universities’ incorporation into the global communication space through their web presence activity on various social networks/messengers. Rankings for the popularity of social networks/messengers (Facebook, YouTube, Instagram, Telegram) among Kharkiv universities, as well as for their Telegram channels based on the number of subscribers were developed. Conclusions. University libraries possess powerful analytical potential for enhancing the effectiveness of universities’ branding campaigns through medialization – effective communication activities on social networks/messengers. Systematic use of web analytics tools to monitor the effectiveness of communication strategies and adapt content according to subscribers’ interests can improve the quality of communication and marketing activities in higher education institutions.
University Libraries of Ukraine as Key Stakeholders in Developing the Open Science Ecosystem
(Ukrainian State University of Science and Technologies, Dnipro, 2025) Solianyk, Alla A.; Korzhyk, Nataliya A.; Shelestova, Anna M.; Borysova, Alina O.
ENG: Objective. The purpose of the study is to elaborate on the conceptual foundations for the effective development of the open Science ecosystem by university libraries in Ukraine. The research demonstrates that the unique potential of university libraries enables them to effectively shape all components of the Open Science ecosystem, thereby promoting Ukraine’s accelerated integration into the European Research Area. Methods. The study employed the methods of observation, generalization, comparison, content analysis of the official websites of leading Ukrainian universities and their libraries, statistical and mathematical methods, as well as systemic and socio-communicative approaches. Results. The study identified the incorporation status of the highest-ranking universities of Ukraine into the European Research Area through the effectiveness of their libraries in developing basic components of the Open Science ecosystem. The research clarified the necessity to intensify activities of the university libraries in creating research data repositories and forming a data management culture among scientists as a crucial element of Open Science. Conclusions. University libraries possess strong resources and human potential to enhance the effectiveness for developing the core components of the Open Science ecosystem (i.e., open access to publications; open research data; education and skills; research responsibility and integrity; research performance evaluation; citizen science). Systematic formation, promotion, and use of the Open Science resources and tools by university libraries are essential conditions for the effective development of their ecosystem and for the improvement of Ukrainian higher education institutions’ productivity and quality of research activities.