scieditorScience Editor and PublisherНаучный редактор и издатель2542-02672541-8122АНРИ10.24069/SEP-24-24scieditor-420Research ArticlePROMOTION OF SCIENTIFIC PUBLICATIONSПРОДВИЖЕНИЕ НАУЧНЫХ ПУБЛИКАЦИЙTelegram channel of a scientific journal as a tool for effective communication with target audienceTelegram-канал научного журнала как инструмент эффективной коммуникации с целевой аудиториейhttps://orcid.org/0000-0003-0363-1556ПольшинаМ. А.PolshinaMarina A.

кандидат географических наук, начальник отдела инновационно-го развития;

cпециалист по маркетингу и рекламе;

доцент кафедры природопользования и земельного кадастра

Cand. Sci (Geog.), Head of Innovative Development Department;

Marketing and Advertising Specialist;

Associate Professor of the Department of Nature Management and Land Cadastre

polshina@rgau-msha.ruhttps://orcid.org/0000-0003-1644-6755ВерзуноваЛ. В.VerzunovaLarisa V.

кандидат педагогических наук, начальник управления научной деятельности

Cand. Sci (Educ.), Head of Science Department

verzunova@rgau-msha.ruРоссийский государственный аграрный университет– МСХА им. К. А. Тимирязева, г. Москва, Российская Федерация; Национальный исследовательский технологический университет «МИСиС», г. Москва, Российская Федерация; Белгородский государственный национальный исследовательский университет, г. Белгород, Российская ФедерацияРоссияRussian State Agrarian University– Moscow Timiryazev Agricultural Academy, Moscow, Russian Federation; National University of Science and Technology “MISiS”, Moscow, Russian Federation; Belgorod State National Research University, Belgorod, Moscow, Russian FederationRussian FederationРоссийский государственный аграрный университет – МСХА имени К. А. Тимирязева, г. Москва, Российская ФедерацияРоссияRussian State Agrarian University – Moscow Timiryazev Agricultural Academy, Moscow, Russian FederationRussian Federation20242102202592196208Copyright © Polshina M.A., Verzunova L.V., 20252025Польшина М.А., Верзунова Л.В.Polshina M.A., Verzunova L.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.scieditor.ru/jour/article/view/420

The use of social media plays a significant role in promoting scientific journals. Telegram, a social media platform with messaging capabilities, is still insufficiently explored in this context. Our study aims to examine the potential of Telegram for promoting scientific journals and to share experiences in building effective communication with the target audience. The empirical basis of the study was the Telegram-channel of the Russian scientific journal Modern Electronic Materials. The channel aimed to increase the number of authors, engage with the target audience, and enhance outreach. During the creation of the channel, the authors of the journal (over 1000 people) were divided into 4 segments based on geography, age, academic degree, and position. For each segment, a persona was created with specific motives and barriers to interacting with the journal. Content personalization in the channel using the persona method allowed for the needs of the target audience to be met, resulting in reaching 100 subscribers. After that, a survey of actual subscribers was conducted, which helped clarify their interests and preferences for further building effective communication. Regular assessment and analysis of the target audience of the Telegram channel of the scientific journal are necessary to ensure the relevance of the content, optimize the promotion strategy, and allocate resources efficiently.

Социальные сети играют важную роль в продвижении научных журналов. Telegram – популярный мессенджер с функцией социальной сети – еще недостаточно изучен в этом контексте. Наше исследование направлено на изучение возможностей Telegram для продвижения научных журналов и обмена опытом построения эффективной коммуникации с целевой аудиторией. В качестве эмпирической базы использовался Telegram-канал российского научного журнала Modern Electronic Materials. Канал решает задачи увеличения числа авторов, взаимодействия с целевой аудиторией и повышения охватов. На этапе создания канала авторы журнала (более 1000 человек) были разделены на четыре сегмента по возрасту, ученой степени и должности. Для каждого сегмента был создан собирательный персонаж с определенными мотивами и барьерами взаимодействия с журналом. Персонализация контента в канале с помощью метода персон позволяет улучшить взаимодействие с аудиторией и получить приток подписчиков. После достижения отметки в 100 подписчиков канала проведен опрос, который конкретизировал интересы и потребности целевой аудитории для дальнейшего построения эффективной коммуникации. Регулярная оценка и анализ целевой аудитории Telegram-канала научного журнала необходимы для обеспечения релевантности контента, оптимизации стратегии продвижения и рационального распределения ресурсов. 

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The authors declare that there are no conflicts of interest present.