Analysis of the Essence of Social Networks as a Tool for Mediatization of the Historical and Cultural Heritage of Museums

The essence of social networks as a tool for mediatization of the historical and cultural heritage of museums has been analyzed in the study. The concept of "mediatization" as a kind of translator of cultural samples has been considered, and it has been emphasized that the media, as an attribute of modern communication, is a means of constructing socio-cultural reality. Nowadays, social networks are, in fact, the tools of mass communication, as they carry their functions and are the most effective in the modern communication space. Innovative technology in the activities of museums has been analyzed. The stages for creating promotional presentation of webmuseums to the community with the involvement of social networks have been developed. Specific criteria for measuring the popularity of museums have been identified. The preferences of the pages of national museums on the social network Facebook have been monitored, the rating of the museums popularity have been compiled as compared with the studies of the previous years, and the relevant conclusions have been made, in particular, which audience the museum can potentially influence through social networks as a separate tool.