Media Analytics Systems in Library Activity Evaluation (on the Example of State Public Scientific Technological Library of the Siberian Branch of the Russian Academy of Sciences (SPSTL SB RAS))

The article reveals the relevance of practical application of media analytics systems for libraries. Media analytics is a field of research focused on the extraction of specific information from the media and social networks in order to make optimal decisions at various levels, providing access to data on the preferences, actions, location and emotions of people - consumers of products and services. The problem is the need to track media activity and user activity in social networks by means of modern technologies in order to study the media image of an organization or person formed and to assess media presence. The aim of the article is to analyze in a comparative way the capabilities of automated services of media and social media monitoring “Medialogy” and “SCAN-Interfax” on the example of SPSTL SB RAS. The results, of the research conducted during the period 11.05.2023–11.05.2024, are presented. Despite the differences in the quantity of the publications found by the systems, common trends are identified. They are: the decrease, although insignificant, in the number of references on the library compared to the previous period of similar temporal coverage; the leading role of the official website; the neutral nature of most reports; one and the same key information occasions; regional affiliation and source categories, etc. It is found that the analysis parameters and functionality of the above-mentioned resources are similar, and the toolkit of the systems allows us the evaluation the effectiveness of both separate informational occasions and the overall PR-activity of the library. “SCAN-Interfax” and “Medialogy” systems offer a convenient toolkit for creating detailed and graphically expressive reports on the representation of SPSTL SB RAS in the media space. This approach seems innovative and promising in relation to the activities of library institutions and deserves replication as an empirical tool for scientific research (evaluation of marketing and PR activities of a library, management efficiency, an organization image), for the development of practical recommendations to improve library content.