Social Media as a Means of Reconfiguring the Communication Activity of Education Publishers
DOI:
https://doi.org/10.17721/2522-1272.2026.88.3Keywords:
publishing communications, social media, education publishers, Instagram, Facebook, YouTube, book promotion, communication strategiesAbstract
The strategic value of the conducted research lies in determining the role of social networks as communication platforms for Ukrainian educational literature publishers in the context of publishing industry transformation. Research objective – to conduct a comparative analysis of the social media presence strategies of Ukrainian educational literature publishers to identify barriers to effective digital reconfiguration. Research methodology. The study used content analysis, comparative analysis, discourse analysis, and the case study method. Research results. The article examines the transformation of publishers' communication strategies in the context of digitalization. It explores the role of social networks as a tool for reconfiguring traditional models of interaction with target audiences. The study analyses the specifics of using Facebook, Instagram, and YouTube platforms to promote educational publications, building professional communities, and ensuring feedback. The evolution of communication activity from one-way information dissemination to dialogue and ecosystem creation is investigated. The challenges and opportunities facing publishers in the process of adapting to new realities are outlined. For the first time, a comprehensive analysis of educational literature publishers' presence on social networks has been conducted. The process of reconfiguring the communication practices of educational literature publishers has been studied. The research results can be used by educational literature publishers to optimize SMM strategies and build professional communities. The proposed recommendations will facilitate adaptation to the digital environment and improve interaction with target audiences on social networks
Downloads
References
Bessarab, A., Mitchuk, O., Baranetska, A., Kodatska, N., Kvasnytsia, O. (2021) Social Networks as a Phenomenon of the Information Society. Journal of Optimization in Industrial Engineering. 14 (1), 35-42. DOI: 10.22094/joie.2020.677811
Bilushchak, Т., Radkovets, O., Syerov, Y. (2020) Internet Marketing Strategy Promotion of a Book in Social Media. International Workshop on Control, Optimisation and Analytical Processing of Social Networks. https://www.researchgate.net/publication/356289567_Internet_Marketing_Strategy_Promotion_of_a_Book_in_Social_Media
Johnson, M. J., Simpson, H. A. (2023) Social Media Marketing for Book Publishers Routledge, 184 pp.
Kakadia, K. (2025) Effective Social Media Strategy for Publishers: Expert Tips & Tools. https://sociallyin.com/resources/social-media-strategy-for-publishers/
Nolan, S., Dane, A. (2018) A sharper conversation: book publishers’ use of social media marketing in the age of the algorithm. Media International Australia. Volume 168 Issue 1, 153–166 https://doi.org/10.1177/1329878X18783008
Okhrimenko, G., Fedoruk, O. (2024) Strategies for using social media in book marketing Library Science. Record Studies. Informology. 20(3), 32-40 https://bdi.com.ua/en/journals/journal
Крайнікова, Т., Рижко, О. (2023) Бізнес-комунікації книжкових видавництв: від соціальних мереж до метавсесвіту [Business communications of book publishers: from social networks to metauniverse]. Обрії друкарства. № 2 (14). С. 127–139. https://www.researchgate.net/publication/377023405_Biznes-komunikacii_knizkovih_vidavnictv_vid_socialnih_merez_do_metavsesvitu
Погрібна, О. (2023) Соціальні мережі як інструмент промоційної роботи видавництв [Social networks as a tool for promotion work of publishing houses]. Український інформаційний простір. № 11. С. 277–300. https://doi.org/10.31866/2616-7948.1(11).2023.279718
Тріщук, О., Шевченко, І. (2023) Соціальний медіамаркетинг (SMM): інноваційні стратегії та перспективи розвитку для видавничого бізнесу [Social media marketing (SMM): innovative strategies and development perspectives for the publishing business]. Обрії друкарства. № 2(14). С. 182–193. https://www.researchgate.net/publication/377026813_Socialnij_mediamarketing_SMM_innovacijni_strategii_ta_perspektivi_rozvitku_dla_vidavnicogo_biznesu
Шпилик, С. (2021) Інтернет-маркетинг та соціальні медіа у видавничому бізнесі [Internet marketing and social media in publishing business]. Соціально-економічні проблеми і держава. Вип. 2 (25). С. 362-373. http://sepd.tntu.edu.ua/images/stories/pdf/2021/21ssvuvb.pdf
Downloads
Published
Data Availability Statement
All data is presented in the article
Issue
Section
Categories
License
Copyright (c) 2026 Світлана Водолазька (Автор)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors published in this journal agree to the following terms:
a. Authors reserve the right to author their work and transfer to the journal the right to first publish this work under the CC BY 4.0 license, which allows others to freely distribute the published work with mandatory reference to the authors of the original work and the first publication in this journal.
b. Authors have the right to enter into independent additional agreements on non-exclusive distribution of the work in the form in which it was published in this journal (for example, to place the work in the electronic repository or publish in a monograph), provided that the link to the first publication in this journal.
c. The journal's policy allows and encourages authors to post manuscripts on the Internet (for example, in repositories or on personal websites) both before the submission of this manuscript and during its editorial processing, as it promotes productive scientific discussion and has a positive impact. on the efficiency and dynamics of citing published work.
