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Social Networks as a Tool for Promotion Work of Publishing Houses ; Соціальні мережі як інструмент промоційної роботи видавництв

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العنوان: Social Networks as a Tool for Promotion Work of Publishing Houses ; Соціальні мережі як інструмент промоційної роботи видавництв
المؤلفون: Погрібна, Олена
المصدر: Ukrainian Information Space; No. 1(11) (2023); 277-300 ; Український інформаційний простір; № 1(11) (2023); 277-300 ; 2617-1244 ; 2616-7948
بيانات النشر: Київський національний університет культури і мистецтв
سنة النشر: 2023
مصطلحات موضوعية: інформаційно-промоційна робота видавництва, PR-діяльність, соціальні мережі, фейсбук, інстаграм, ютуб, твіттер, тікток, телеграм, пінтерест, 655.55:659.4]:[004.7:316.472.4](477), information and promotional work of the publishing house, PR activities, social networks, Facebook, Instagram, YouTube, Twitter, TikTok, Telegram, Pinterest
الوصف: The article analyses the peculiarities of social networks as a powerful tool in the information and promotional work of publishing houses, which pay more and more attention to PR activities, especially on the Internet. The article examines the pages of leading Ukrainian publishing houses (Old Lion Publishing House, A-ba-ba-hala-ma-ha, Nash Format, Family Leisure Club, Ranok, Osnovy, Kalvaria, Folio, Vivat, Vihola, Kniholav, ArtBooks, Abuk) on Facebook, Instagram, YouTube, Twitter, Tiktok, Telegram, and Pinterest. The article emphasises the advantages of social media and their potential for promotional activities of the publishing house: increase brand awareness, create and maintain a positive image and reputation; present book products to readers, introduce them to authors and the publishing team (editors, translators, designers, layout designers, illustrators); properly inform their target audiences (media, authorities, publishing partners, online bookstores, readers), and attract potential audiences; communicate directly with their readers, quickly receive feedback from them (views, likes, comments, distribution), study the interests and reading preferences of subscribers; use a significant number of advertising tools at all stages of the editorial and publishing process, introduce the reader to the process of creating a book, etc. Based on the study, the article proposes a classification of content on the pages of publishing houses in social media: 1. advertising (commercial), 2. useful, 3. informational, 4. interactive, 5. entertaining (fan), and 6. reputational (branding). Each content type is illustrated by different messages types. In addition, the article analyses the peculiarities of producing messages for different social networks, taking into account the format of information (the ability to publish texts, videos, photos, infographics, etc., of various sizes) and the readership (age criterion). The article presents the rules of page moderation, taking into account the experience of leading Ukrainian ...
نوع الوثيقة: article in journal/newspaper
وصف الملف: application/pdf
اللغة: Ukrainian
Relation: http://ukrinfospace.knukim.edu.ua/article/view/279718/274311; http://ukrinfospace.knukim.edu.ua/article/view/279718
DOI: 10.31866/2616-7948.1(11).2023.279718
الاتاحة: http://ukrinfospace.knukim.edu.ua/article/view/279718
https://doi.org/10.31866/2616-7948.1(11).2023.279718
Rights: Авторське право (c) 2023 Олена Погрібна ; http://creativecommons.org/licenses/by/4.0
رقم الانضمام: edsbas.3DEC6E23
قاعدة البيانات: BASE
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