The Role of Social Networks in Online Communication of the Department of Humanities, Culture and Art: Analysis and Development Prospects

The purpose is to analyze the communication activities of a structural unit of a higher education institution in social networks (on the example of the Department of Humanities, Culture and Art of Mykhailo Ostrohradskyi Kremenchuk National University) and identify the main directions for its improvement. The methodology. Both general scientific and special research methods were used in the preparation of the scientific work. In particular, the methods of analysis, synthesis, induction, deduction, abstraction, systematisation, generalisation and data visualisation were used, which allowed to assess the peculiarities of the Department’s Internet communication. In addition, the methods of content analysis, observation, quantitative and comparative analyses were used to determine the level of activity of the department in social networks, the effectiveness of various platforms and the peculiarities of interaction with the target audience. The results. The importance of the digital presence of the Department of Humanities, Culture and Art in social media is highlighted. The importance of using various platforms, such as Facebook, Instagram, Telegram, YouTube, to ensure effective communication with stakeholders, as well as the need to introduce interactive content formats that stimulate feedback, is emphasised. It has been determined that an active and well-thought-out communication strategy helps to increase the level of involvement of students, applicants, teachers, etc. in the scientific, cultural and educational initiatives of the department. Practical recommendations for improving the communication strategy of the department are proposed. The scientific novelty. A comprehensive analysis of social media of the Department of Humanities, Culture and Arts was carried out, which allowed us to determine the effectiveness of various platforms for communication with stakeholders, their impact on the image of the department and the promotion of science. The study also revealed which methods and tools are most effective in engaging the audience and building an active digital community around the department. The practical significance. In the future, further research may be aimed at analysing the effectiveness of specific strategies of Internet communication in higher education.