Libraries of pedagogical institutions of higher education on social media

The article aims to explore nowadays promoting conditions of libraries of pedagogical institutions of higher education on social media and define effectiveness criteria of this process. Content analysis of official accounts of 19 libraries of pedagogical institutions of higher education in Ukraine is provided. Based on the results of content analysis the authors explore the current state of representing their information products and services on social networks, specify the factors that contribute to the effectiveness of promoting library services among users. The authors indicate the following factors which influence the followers number: correct use of hashtags, authenticity and frequency of content updating, maximum content synchronization of the library profiles on various social networks for uniform information and involvement of their target audiences; insight and successful use of functionality of various social networks by librarians