SOCIAL NETWORKS AS A FACTOR OF INFLUENCE ON THE FORMATION OF THE IMAGE OF THE INSTITUTION OF HIGHER EDUCATION

Abstract

The purpose of the article is to analyze the influence of social networks on the formation of the image of a higher education institution. Research methods: documentary analysis, summarization of legal information, information from the sphere of social networks distribution, as well as the practice of using social networks to form a positive image of a higher education institution. Results: social networks are the most effective means of communication on the Internet, a way to quickly convey and distribute information to a wide range of people, are characterized by relatively low cost, targeting target visitors. Like any supplier of goods, works, and services, a higher educational institution needs advertising to promote its educational services. Instead, traditional channels of communication and usual methods of attracting applicants to higher education institutions due to one-time visits of teachers to the school, open days, etc., have recently lost their effectiveness. Therefore, the formation of positive images of higher educational institutions in social networks is promising and useful. An image is an image of a famous person or thing that is created by mass media, literature, imagination or the individual himself. This is the image that the organization creates about itself in the subconscious of consumers: about the prestige of the brand, about the quality of manufactured products or services in the eyes of consumers, partners, investors and the public. The factor of orientation of the majority of young people on social networks and the factor of orientation of attracting entrants to higher educational institutions specifically to young people effectively coincide in order to achieve the goals of the advertising entrance campaign. Discussion: an image is an image of a famous person or thing that is created by mass media, literature, imagination, or the individual himself. Since such images are most naturally transmitted and distributed on the Internet, such images-images become a meaningful part of social networks.