О. В. Дудурич This paper analyzes the mechanisms for integrating social media into library services, with a particular focus on attracting young audiences. The aim of the article is to study the net marketing experience of the Cultural and Educational Center (CEC) of Immanuel Kant Baltic Federal University and propose ways to successfully integrate it into library practice. It examines ways to implement the educational function of libraries in the digital age, amid competition for user attention with entertainment c0ntent and social media. It describes the activities of the CEC, whose primary communication channels are the network VKontakte and the Telegram messenger. The article analyzes statistical data from the IKDFU Cultural and Educational Center’s on VKontakte page and the Center’s content objectives. It emphasizes the importance of considering the specifics of each platform and focusing content on the interests of young people. It mentions project work within the Priority-2030 program, including the implementation of “Materiality of Books” project and cooperation with the scientific community to create unique content. The successful activities of the University's Cultural and Educational Center demonstrate that positive dynamics in cultural and educational work, based on the active influence of internet technologies, are critical for improving the library’s image and expanding its readership.
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