Strategies for integration of digital communication platforms<br>into the cultural and educational activities of cultural institutions: effective approaches to promotion

Strategies for integration of digital communication platforms
into the cultural and educational activities of cultural institutions: effective approaches to promotion

Abstract. A strategy for promoting cultural institutions' services on digital communication platforms should be based on the creation of content that not only conveys information but also actively engages users, encouraging them to share it. The aim of this study is to examine online communities formed by cultural institutions on popular social media platforms. It is argued that these platforms eliminate barriers between users and cultural events for cultural and educational activities, creating a favorable environment for collaboration and event promotion. It is found that the regular creation of high-quality content, active engagement with audiences, and targeted image building are effective approaches for achieving sustainable results in promotional strategies.

Keywords: digital communication platforms, cultural and educational activities, cultural institutions, promotion strategy, effective approaches.

Bychkova Olga Ivanovna,
PhD in Economy, Leading researcher,
Southern Branch of the Likhachev Russian Research Institute
for Cultural and Natural Heritage (Krasnodar)
Email: bychkovaoi@mail.ru

Korennoy Alexander Sergeeviсh,
PhD in Cultural Research, Leading researcher,
Southern Branch of the Likhachev Russian Research Institute
for Cultural and Natural Heritage (Krasnodar)
Email: akorennoy@mail.ru

Founder
Likhachev
Russian Research
Institute for Cultural
and Natural
Heritage

Publisher
Likhachev
Russian Research
Institute for Cultural
and Natural
Heritage

Frequency
4 issues per year

Published
online only

Certificate
of the mass
information media
registration:
Эл. № ФС77-59205,
date: 03.09.2014

институт культурного

и природного наследия

имени Д.С.Лихачёва,

2014-2026.

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Поддержка: Российский научно-исследовательский институт
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