ONLINE REPUTATION OF LIBRARY IN TERMS OF COVID-19 PANDEMIC

Purpose of the Article. Represent innovative tools and approaches in the interaction of libraries with readers during lockdowns, which, in turn, has a positive effect on their reputation. Methodology. The application of such general scientific methods as analysis and synthesis, generalization and abstraction, description and comparison made it possible to identify relevant tools for the interaction of libraries with readers during lockdowns. The main approaches to scientific knowledge to achieve this goal were descriptive, systematic and modeling. The scientific novelty of the work is that based on the empirical method of observation, five years of practical experience of the author in the implementation of online marketing of the profile organization, with the help of professional materials, official blogs and, in fact, directly library resources. users even during the lockdown. Conclusions. Building a reputation and increasing the prestige of the library in the online environment and modern conditions in which humanity is - is a process that can increase the competitiveness of the library, the prestige of the library profession, and attract additional audience attention. Libraries also need to improve and modernize their image, join the current trends and popular and fashionable online resources and services, thus guaranteeing their users a decent quality of services and ensuring constant support of relations with them. Current trends in attracting audiences to libraries are changing along with technology (Zoom, Google tools, social networks, messengers), media formats (podcasts) and more. Keywords: library reputation, online library reputation, digitalization of libraries into a pandemic.