Social Media Content of University Libraries in the Context of Digital Transformation

Abstract

The purpose of the work is to define the concept of ‘social media content of the library’ and examine its types and features of formation in the digital environment for effective interaction with users. The research methodology is based on a systematic analysis of literary sources and contemporary concepts of digital transformation in the library field, as well as a synthesis of theoretical approaches to content creation and management in social media. Methods of classification, systematisation, and conceptualisation were applied to identify the types of social media content, their functions, and their role in the development of university libraries. This approach allows defining the concept of "social media content of the library" as a complex category reflecting the interaction between libraries and users in the digital environment and provides a foundation for further empirical research. The scientific novelty of the research consists in the introduction and substantiation of the concept of "social media content of a university library," defined as a set of informational, educational, popular-scientific, and communicative materials created or disseminated by the library to inform, engage, and support users in the digital environment. The conclusions demonstrate that systematic management of social media content in university libraries allows not only to provide access to resources and support academic activities, but also to effectively shape the library’s digital reputation, stimulate active user participation in scientific and cultural life, enhance information and digital literacy, adapt content to the specifics of various social media platforms and target audiences, integrate social media into strategic communication processes, and ensure the long-term strengthening of the library’s image as a modern, innovative, and socially active knowledge centre. Moreover, the clear definition and classification of content types create a foundation for project-based management and content strategy planning, enabling the library to respond as effectively as possible to user needs and the digital challenges of the modern information environment.