ABSTRACT
The communication interaction of Ukrainian academic libraries with the target audience regarding the formation and use of information space is an actual scientific problem. It gained particular importance in remote work conditions during the Covid-19 pandemic. The study aims to develop a methodology for analyzing the communication interaction of academic libraries and the target audience in social media. Achieving the set goal involves the implementation of tasks: to identify the dominant social platforms used by the analyzed university libraries;to determine the quantitative indicators of posting of the dominant social platforms used by the analyzed university libraries;to identify adaptive changes in the information presentation of university libraries to meet the situational information needs of the academic community in social media. The research methodology includes methods of analysis, synthesis, comparison, content analysis, grouping, generalization, stratification, and visualization. Results. The dominant social media in the information presentation of Ukrainian university libraries are Facebook and Instagram. The proposed methodology makes it possible to carry out a diachronic analysis of the functioning of the dominant social media of Ukrainian academic libraries. Quantitative indicators of coverage, posting, feedback and topics were chosen as criteria for evaluating the effectiveness of identified social media libraries. The use of coverage coefficient (CC), number of posts per day (NPD) and feedback coefficient (FC) is proposed to stratify the social media of academic libraries by levels. The remote work format in quarantine conditions led to the formation of a multi-platform information presentation of Ukrainian university libraries on social networks. The analysis of the posts' subject dynamics shows adaptation to the new conditions of communication interaction with the library's target audience. Activation of the communication interaction of the target audience and university libraries should provide for the actualization of information presentation, taking into account the features of meeting users' basic and situational information needs. © 2022 Copyright for this paper by its authors.