Telegram channel of a scientific journal as a tool for effective communication with target audience

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.

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