Social Networks As a Tool for Higher Education Institutions Promotion (Based on KNUKiM Materials)
Description
The article analyzes the features and effectiveness of SMM technologies use by the Kyiv National University of Culture and Arts, as a leading higher education institution in the field of culture, in the direction of promoting its educational services and the institution branding.
The research emphasizes the importance of social networks in the promotion of educational services and the university brand, especially in the view of world analytical agencies’ statistical data on the Internet users’ number. The author of the article stated the mastery lack of the moderators of higher education institutions’ pages in social networks with the mechanisms of attracting the audience’s attention through social platforms.
Emphasis is placed on the fact that the situation on the market of educational services requires Ukrainian higher education establishments not only to create competitive educational services but also to constantly improve their marketing communications: to attract audiences, to be competent in the communication environment in which their educational institution operates to promote their proposals.
On the example of KNUKiM pages in social networks, Facebook, and Instagram, data on the effectiveness of SMM technologies use by the university faculties are given, in particular, the rating of the last pages in Instagram on the audience coverage coefficients and others is presented. Attention is drawn to the importance of “Mykhailo Poplavsky” personal brand in the KNUKiM promotion in social networks, based on the position that the target audience always trusts the institutions behind which a particular person stands.
Emphasis is placed on the trends of social networks’ further development, which higher education institutions should take into account when developing a marketing strategy on social networks. It is concluded that the active presence of educational institutions in social networks can be a crucial tool for achieving victory in the competitive struggle of higher education establishments in the market of educational services. In this case, an important condition for the effective promotion of educational institutions is the correct choice of the most popular social network, or social networks, following the target audience to which higher education establishments direct their influence. Modern universities need to interact more actively with the audience on social networks, studying its tastes and preferences, thereby determining the most effective approaches to building a communication policy of the institution.
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Social_Networks_As_a_Tool_for_Higher_Education_Institutions_Promotion _Based_on_KNUKiM_Materials.pdf
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