PR-activity of Ukrainian universities in social networks

Journal Title: Communications and Communicative Technologies - Year 2018, Vol 0, Issue 18

Abstract

Scientific problem. The paper notes that the desire of Ukrainian universities to carry out PR-activities in social media is correlated with the tendencies of PR activity of European and American universities. However, the lack of specialists in digital communications (SMM) within the staff of universities makes it possible to characterize their activity in social media as being carried out without a clear definition of goals and using limited tools. Due to the lack of strategic planning, we observe low communication efficiency of using social media. Novelty. The brand pages of Ukrainian universities in social networks are analyzed, quantitative characteristics and content topics are investigated. Recommendations are developed for improving the efficiency of communication and updating the style of content on the brand pages of universities in social networks. Research methodology. The official accounts of Ukrainian classical and technical universities in social networks (Facebook, YouTube, Twitter and Instagram) are discovered and analyzed the statistics of these pages. Based on the statistical data and the method of observation, brand pages of universities in social networks are defined in which are active and promising for the promotion of the communication strategy of universities, and which social networks have lost popularity among target audiences. In addition, the analysis of the contents of Facebook brand pages is done. The basic statistics is graphically presented in four tables, which allow comparing the PR activity of the universities in social media. Results. For the effectiveness of PR in social media, it is necessary to increase the activity of followers, to distribute different content in the information and comment on the publications. It is proved that the lack of strategic planning of communicative activity in social networks negatively affects the results of both large PR campaigns and the effectiveness of communications for informational support of university activities. The main shortcomings in creating the content of the university's PR services and the main trends in writing messages in the Facebook news are revealed. The practical significance. The detailed study of the PR-practice of the universities makes it possible to develop recommendations for increasing the effectiveness of promote brand pages in social networks.

Authors and Affiliations

A. Bakhmetieva

Keywords

Related Articles

Журнал самвидаву «Пороги»: типологічні особливості, проблематика, жанри

Для визначення поточних тенденцій самвидаву передбачено жанрово-тематичний аналіз журналу «Пороги». Типологічні особливості, проблематика, жанри розглядалися в процесі аналізу.Українська нелегальна преса, яка не мала чіт...

Копірайтинг як діяльність зі створення онлайнового контенту

Розглянуто порівняно молодий вид онлайнової медійної діяльності – копірайтинг. Незважаючи на велику популярність та високу економічну ефективність, копірайтинг досі не системного осмислення. Між тим нагальним є науковий...

Копирайтинг как деятельность по созданию онлайнового контента

Рассмотрен сравнительно молодой вид онлайновой медийной деятельности – копирайтинг. Несмотря на большую популярность и высокую экономическую эффективность, копирайтинг до сих пор не получил системного осмысления. Именно...

Copywriting as an activity of online content creation

Copywriting is a relatively young text-making industry, which is becoming important with the development of the Global Network. Despite the great popularity and high economic efficiency, it has not acquired the systemic...

Латентное семантическое индексирование (LSI) и его влияние на копирайтинг

Латентное семантическое индексирование (LSI) в копирайтинге приобретает всё большую популярность, постепенно вытесняя написанные по принципам SEO тексты. LSI был призван к жизни в 2010-х гг., когда популярные поисковые с...

Download PDF file
  • EP ID EP423764
  • DOI 10.15421/291801
  • Views 171
  • Downloads 0

How To Cite

A. Bakhmetieva (2018). PR-activity of Ukrainian universities in social networks. Communications and Communicative Technologies, 0(18), 4-12. https://europub.co.uk/articles/-A-423764