Means of Archival Internet Communication in the Aspect of Social Network Development

The maximum use of Internet communication by archival institutions can ensure two-way interaction between the archive and users of its services. In this Internet ecosystem, the archive will have a timely relationship with the society, and through the prism of this relationship, the archival institution will have the opportunity to self-promote, create a new image among the Internet audience and attract potential donors. This effectiveness can be achieved through its own, unique content on online platforms that are part of the network Internet communication system of the archival institution. The aim of the article is to determine effective means of archival Internet communication through the prism of social network accounts. The research methodology is based on the use of general scientific methods, namely synthesis, description, explanation, analysis, and comparison. Scientific novelty. The study describes the content of social network accounts of Ukrainian archival institutions, and provides recommendations for its improvement to advance archival Internet communication. The study is based on the social network accounts of the archives (Facebook, Instagram, Twitter, YouTube) as a source of archival Internet communication. The network activity of 9 central state archives, 24 state regional archives, and the State Archive of Kyiv is analysed. For comparison, the article provides an analysis of the social networks of the US National Archives through which network Internet communication is carried out. The study showed that 9 central archives, 24 regional archives, and the State Archive of Kyiv had Facebook accounts, there are 16 archival institutions on Instagram, 17 on YouTube, and 2 on Twitter. Conclusions. Thus, archival institutions can accumulate their potential to produce quality, interesting, and most importantly unique content in one of the social networks to achieve maximum results in promoting their page on the social network. It is proposed to actively promote Facebook accounts, as the starting data of profiles of this social network are the highest given the number of subscribers and the experience of page administration