Social Networks as a Media Communication Resource for Managing the Image of a Russian Higher Education Institution
Current trends of stiffer competition in the academic environment at the national and international levels actualize the need for Russian higher education institutions to use the entire arsenal of tools for image promotion and management. Taking into account the characteristics of the primary target audience of communications - the youth - Russian higher education institutions can no longer ignore the use of such modern tools for image and reputation management as social networks. This kind of digital media has a synergistic effect with respect to all other media communication directions of an institution's work. The aim of this study was to quantify the presence and activity of Russian higher education institutions in social networks, analyze the basic errors in this activity and make recommendations for further development of this media communication direction. In addition, this work is helpful to understand and determine the future directions in scientific research and studies into this field, which, in the present conditions, are absolutely necessary for Russian higher education institutions to adjust their media communication practices.