Versions
- 2021-09-28 (2)
- 2021-09-28 (1)
Keywords
social platforms
openness and transparency of the educational institution
information content
educational content
How to Cite
Abstract
The study deals with analysis of the social networks and reveals a level of their use within the domestic Internet space. The analysis of the social network ratings allows us to track the growth of Ukrainian audience, especially young people, on such social platforms as Facebook and Instagram. As far as social networks play an increasingly important role on the current stage of social development, there may be observed a continuing increase in marketing activities for the presence of higher education institutions in the digital space. Regarding the legislative initiative, the mechanism for regulating the relationship between higher education institutions and their communication via social networks is regulated by MES Order No.166 dd. February 19, 2015, which deals with the publication of information on educational activities in order to ensure openness and transparency of the institutions. This and other internal legal documents of higher education institutions inspired the launch of higher education information campaigns in the social networks, which improved work on creating a strong institutional brand, promoting educational content, interactive communication with the target audience in modern society. Analyzing pages of the higher education institutions in the Internet using UniRank (in terms of predicted traffic, trust and credibility) helped to reveal the level of popularity of digital profiles on the social network. A big number of subscribers to the pages of the leading universities are probably driven by qualitative and quantitative content aimed at interacting and disseminating information in the form of videos, publications, polls, announcements of events, podcasts, scribing, reviews, illustrations, animations, infographics, etc. In practical terms, a comparative description of the differences between Facebook and Instagram is presented, the opportunities of these platforms are considered in terms of interests, needs and expectations of potential users, and suggestions are made for the effective representation of educational institutions on social networks.
References
N. Howe, W. Strauss, «Millennials rising: The next great generation», Vintage Books, p. 415, 2000.
«Наказ Міністерства освіти і науки України від 19.02.2015 р. № 166. Деякі питання оприлюднення інформації про діяльність вищих навчальних закладів», Вісник «Тестування і моніторинг в освіті», с. 17–18, 2015.
«Про ліцензування діяльності з надання освітніх послуг: Постанова Кабінету Міністрів України від 8 серпня 2007 р. № 1019», Офіційний вісник України від 23.08.2007, № 60, с. 22, 2007.
О. О. Міцура, М. О. Хижняк, «Управління онлайн-репутацією: теоретичні засади та методичні підходи», Маркетинг і менеджмент інновацій, № 4, с. 121-129, 2012.
О. О. Козаченко, О. Т. Калиняк, «Легітимація ВНЗ в соціальних інтернет-мережах: пропозиції сучасних українських університетів», Вісник Львівського університету. Серія соціологічна, Випуск 11, с. 99-108, 2017.
Р. О. Корж, А. М. Пелещишин, «Формалізація процесу формування інформаційного образу ВНЗ в соціальних середовищах інтернету», Восточно-Европейский журнал передовых технологий, № 5(3), с. 4-8, 2013.
О. В. Мельникова, «Основні напрями просування освітніх послуг українськими ВНЗ у мережі інтернет», Збірник наукових праць Харківського національного педагогічного університету імені Г. С. Сковороди. Економіка, Вип. 15, с. 25-35, 2015.
О. В. Жегус, «Формування стратегії маркетингу в соціальних мережах закладу вищої освіти», Маркетинг і цифрові технології, Т. 2, № 2, с. 58-75, 2018.
Chen Emily, and Margarita DiVall, «Social Media as an Engagement Tool for Schools and Colleges of Pharmacy», American journal of pharmaceutical education, vol. 82,4, 2018.
Clark Melissa, Fine Monica B., Scheuer Cara-Lynn, «Relationship Quality in Higher Education Marketing: The Role of Social Media Engagement», Journal of Marketing for Higher Education, vol. 27, №1, pр. 40-58, 2017.
Chauhan K., Pillai A., «Role of content strategy in social media brand communities: a case of higher education institutes in India», Journal of Product & Brand Management, vol. 22, №.1, pp. 40-51, 2013.
StatCounter. [Електронний ресурс]. Доступно: http://gs.statcounter.com/social-media-stats/all/ukraine. Дата звернення: Лист. 23, 2019.
Napoleoncat. [Електронний ресурс]. Доступно: https://napoleoncat.com/stats/facebook-users-in-ukraine/2019/10. Дата перегляду: Лист. 23, 2019.
UniRank. [Електронний ресурс]. Доступно: https://www.4icu.org/facebook/ua/. Дата звернення: Лист. 23, 2019.
Figueira Álvaro, «Uncovering Social Media Content Strategies for Worldwide Top-Ranked Universities», Procedia Computer Science, vol. 138, pр. 663-670, 2018.
Hanover Research, «2016 Trends in higher education marketing, enrollment, and technology», November 2015. URL: http://www.ct.edu/files/pdfs/workgroup-report-marketing-trends.pdf. Дата звернення: Листопад 23, 2019.
Hall Shauntel J., «How Higher Education Institutions Utilize Social Media», 2014. URL: https://digitalcommons.georgiasouthern.edu/honors-theses/132. Дата звернення: Листопад 23, 2019.
Kruno Golubić, «Uloga društvenih mreža u predstavljanju hrvatskih visokoškolskih ustanova» 2017. URL: https://repozitorij.srce.unizg.hr/islandora/object/srce%3A42/datastream/PDF/view. Дата звернення: Листопад 23, 2019.
Division of Integrated Marketing & Branding [Електронний ресурс]. Доступно: https://www.unlv.edu/integratedmarketing/resources/official-social-media-platform. Дата звернення: Листопад 23, 2019.
REFERENCES (TRANSLATED AND TRANSLITERATED)
N. Howe, W. Strauss, "Millennials Rising: The Next Great Generation", Vintage Books, pp. 415, 2000. (in English)
"Order of the Ministry of Education and Science of Ukraine dated February 19, 2015 № 166, Some questions on the publication of information on the activities of higher educational institutions," Bulletin "Testing and monitoring in education," pp. 17-18, 2015. (in Ukrainian)
"On Licensing of the Provision of Educational Services: Resolution of the Cabinet of Ministers of Ukraine of August 8, 2007, № 1019", Official Gazette of Ukraine dated August 23, 2007, № 60, p. 22, 2007. (in Ukrainian)
O. O. Mitsura, M.O. Khizhnyak, "Online Reputation Management: Theoretical Foundations and Methodological Approaches", Marketing and Innovation Management, №. 4, pp. 121-129, 2012. (in Ukrainian)
O. O. Kozachenko, O.T. Kalinyak, "Legitimization of higher educational institutions in social Internet networks: proposals of modern Ukrainian universities", Visnyk of Lviv University. Series Sociological, Issue 11, pp. 99-108, 2017. (in Ukrainian)
R. O. Korzh, A. M. Peleschyshyn, "Formalization of the process of formation of the information image of higher education institutions in the social media of the Internet", East-European Journal of Advanced Technologies, no. 5 (3), pp. 4-8, 2013. (in Ukrainian)
O.V. Melnikova, "Main directions of promotion of educational services of Ukrainian universities in the Internet", Collection of scientific works of the Kharkov National Pedagogical University named after G. S. Skovoroda. Economics, Voice over 15, pp. 25-35, 2015. (in Ukrainian)
O. V. Zhegus, "Formation of Marketing Strategy in Social Higher Education Institutions", Marketing and Digital Technologies, T. 2, no. 2, pp. 58-75, 2018. (in Ukrainian)
Chen, Emily, and Margarita DiVall, "Social Media as an Engagement Tool for Schools and Colleges of Pharmacy", American Journal of Pharmaceutical Education. vol. 82.4, 2018. (in English)
Clark Melissa, B. Fine Monica, Scheuer Cara-Lynn, "Relationship Quality in Higher Education Marketing: The Role of Social Media Engagement", Journal of Marketing for Higher Education, vol. 27, no.1, pр. 40-58, 2017. (in English)
K. Chauhan, A. Pillai, "Role of content strategy in social media brand communities: a case of higher education institutes in India", Journal of Product & Brand Management, vol. 22, no.1, pp. 40-51, 2013. (in English)
StatCounter. [Online]. Available: http://gs.statcounter.com/social-media-stats/all/ukraine. Accessed on: Now. 23, 2019. (in English)
Napoleoncat. [Online]. Available: https://www.4icu.org/facebook/ua/. Accessed on: Now. 23, 2018. (in English)
UniRank. [Online]. Available: https://www.4icu.org/facebook/ua/. Accessed on: Now. 23, 2018. (in English)
Figueira Álvaro, «Uncovering Social Media Content Strategies for Worldwide Top-Ranked Universities», Procedia Computer Science, vol. 138, pр. 663-670, 2018. (in English)
Hanover Research, «2016 Trends in higher education marketing, enrollment, and technology», November 2015. [Online]. Available: http://www.ct.edu/files/pdfs/workgroup-report-marketing-trends.pdf. Accessed on: Nov. 23, 2019. (in English)
J. Hall Shauntel, "How Higher Education Institutions Utilize Social Media", 2014. [Online]. Available: https://digitalcommons.georgiasouthern.edu/honors-theses/132. Accessed on: Nov. 23, 2019. (in English)
Kruno Golubić, “The role of social networks in the presentation of Croatian Higher Education Institutions”, 2017. [Online]. Available: https://repozitorij.srce.unizg.hr/islandora/object/srce%3A42/datastream/PDF/view. Accessed on: Nov. 23, 2019. (in English)
Division of Integrated Marketing & Branding. [Online]. Available: https://www.unlv.edu/integratedmarketing/resources/official-social-media-platform. Accessed on: Nov. 23, 2019. (in English)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright (c) 2021 Т. В. Бондаренко, В. П. Стеценко, Н. М. Стеценко, Г. В. Ткачук