UDC 027.7:004.77

SOBOLEVSKAYA Yu. V.

Scientific Library of the Belarusian National Technical University (Republic of Belarus, Minsk),

The group consisted mainly of young employees who actively maintained their profiles and were well versed in the trends of a particular network. Young specialists of the library successfully establish contact with university students, take into account the trends when choosing content and a way of communication. The core of the group was made up of 10 people. Participation in the group is voluntary.

Communication and work organization

A platform for discussing the effectiveness of posts and the results of advertising campaigns is the Roundtable on Social Media, which takes place every month during the academic year. This is a basic activity that provides a guideline for the next month. The following questions are brought up for discussion:

• content plan, which is adjusted on the site;

• a calendar of memorable dates to prepare the material;

• proposals to use new approaches, analysis of interesting cases and posts;

• experience exchange in various programs and applications (for example, drawing up infographics, video processing).

In addition to the formal part of the discussion, it is important to maintain personal contact and communicate. Really bright creative ideas were born during face-to-face meetings and discussions. We use the Telegram group as a messenger.

Creativity and creative power

At the stage of group formation and assignment of headings to the participants, everyone could offer their own idea and present the first trial posts. It was very important to give the opportunity to express oneself. Many took advantage of this opportunity, and we received the first author’s headings – #ancient game, #bureau of inventions, #something familiar, etc. (#древняядичь, #бюроизобретений, #чтотознакомое). Among the group members there were those who take great photographs, possess the skills of working in various photo and video editors. Our task is to expand the professional capabilities of employees, involve them in work, diversify their functionality and teach new practices. As a result we have a mix that more accurately reflects us as a library and collective.

Our experience of working in a group throughout the year and analysis of the results of promotion allow us to make a positive conclusion about the effectiveness of this approach in terms of management and content management. In the comparative table, according to most indicators, personal management of corporate accounts is inferior to work in a group (in the table, indicators are highlighted in gray).

Table 1

Maintaining corporate social media personally and in a group

Overcoming the challenges of group work

It is important to maintain interest in group work, develop creativity and stimulate initiative. Effective teamwork is based on management, the desire to inspire and support participants by one’s own example. The main employment in departments is not in favor of participating in a group on social media, therefore, it is necessary to correctly calculate your strength and establish an objective frequency of headings preparation.

Content formation techniques

1. Video content

To attract attention, posts and stories are often accompanied by video content and animation, which has a positive effect on the views and coverage statistics. For the author’s heading of personal conversations about the profession #you’re not like a librarian (#тынепохожанабиблиотекаря) the video format was chosen. Preparing a video is a rather laborious and lengthy process, and this is justified. It is important to attract attention, to stop the subscriber’s gaze while watching the feed.

2. Design trends

Our users include the students – the most creative, dynamic and demanding audience. We need to correspond and follow the trends, look modern and understandable. It is important to note that the content is primary, the material quality cannot be compensated for by visual effects alone.

3. Events, participation in projects

The work of creative team is not limited to social media. The group discusses issues of advertising support for the Scientific Library clubs – Cinema Club BNTU and Board Games Club “451,” bookcrossing, environmental projects and our participation in them.

4. Interaction with the university and its departments

Content sharing is an important source of promotion. Based on agreements, we have access to subscribers to the accounts of BNTU, the Youth Union and other departments. Such interaction is effective and we use various opportunities to convey information.

5. Mentions

Publications with mentions of persons, faculties, to which the material is related, become more visible and popular. Many of the accounts mentioned share our posts and influence coverage.

Potential

The work in the group allowed restructuring the work in social media throughout the year, to introduce new ideas and author’s headings. The potential of this practice has not been exhausted and requires more detailed study and analysis.

Conclusions

As the results of our research show, according to most indicators, personal maintaining of corporate accounts is inferior to work in a group.