Media communication activities of Russian universities: Dynamics of the development and evaluation of social network efficiency
Social networks are now one of the most popular communication channels, occupying the most important position in the modern media system. Universities as centres of science and education, trying to meet modern standards of media promotion, actively use social networks as a platform for communication...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Lomonosov Moscow State University. Faculty of Journalism
2020-05-01
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| Series: | World of Media |
| Subjects: | |
| Online Access: | http://worldofmedia.ru/volumes/2020/2020_Issue_1/World%20of%20Media_1-2020-30-49.pdf |
| _version_ | 1818286814014734336 |
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| author | Anna Gureeva Elina Samorodova Vasilisa Kuznetsova |
| author_facet | Anna Gureeva Elina Samorodova Vasilisa Kuznetsova |
| author_sort | Anna Gureeva |
| collection | DOAJ |
| description | Social networks are now one of the most popular communication channels, occupying the most important position in the modern media system. Universities as centres of science and education, trying to meet modern standards of media promotion, actively use social networks as a platform for communication with all their many target audiences, with young people as the foundation. The study aims to analyze media communication activities of Russian universities in social networks and to identify the main features of their practices: which social network is most actively used, where media communication activities are more effective and which universities are more involved in media promotion. This article presents the results of the study of the activity of official accounts in social networks of three leading universities in Russia for the period 2017-2020. The data obtained show that the most widespread social network is Vkontakte. However, the number of subscribers and the number of daily publications in the account do not always increase the efficiency of communications – qualitative parameters prevail over quantitative ones in evaluating the efficiency of universities’ media communication activities in social networks. The active presence and response of subscribers are most clearly reflected by such an indicator as audience involvement, and the users are most actively involved in the Instagram social network. |
| first_indexed | 2024-12-13T01:30:34Z |
| format | Article |
| id | doaj.art-7dadd68ac122459498f3e4f81ef368a2 |
| institution | Directory Open Access Journal |
| issn | 2307-1605 2686-8016 |
| language | English |
| last_indexed | 2024-12-13T01:30:34Z |
| publishDate | 2020-05-01 |
| publisher | Lomonosov Moscow State University. Faculty of Journalism |
| record_format | Article |
| series | World of Media |
| spelling | doaj.art-7dadd68ac122459498f3e4f81ef368a22022-12-22T00:04:00ZengLomonosov Moscow State University. Faculty of JournalismWorld of Media2307-16052686-80162020-05-011304910.30547/worldofmedia.1.2020.2Media communication activities of Russian universities: Dynamics of the development and evaluation of social network efficiencyAnna Gureeva0Elina Samorodova1Vasilisa Kuznetsova2Lomonosov Moscow State UniversityLomonosov Moscow State UniversityLomonosov Moscow State UniversitySocial networks are now one of the most popular communication channels, occupying the most important position in the modern media system. Universities as centres of science and education, trying to meet modern standards of media promotion, actively use social networks as a platform for communication with all their many target audiences, with young people as the foundation. The study aims to analyze media communication activities of Russian universities in social networks and to identify the main features of their practices: which social network is most actively used, where media communication activities are more effective and which universities are more involved in media promotion. This article presents the results of the study of the activity of official accounts in social networks of three leading universities in Russia for the period 2017-2020. The data obtained show that the most widespread social network is Vkontakte. However, the number of subscribers and the number of daily publications in the account do not always increase the efficiency of communications – qualitative parameters prevail over quantitative ones in evaluating the efficiency of universities’ media communication activities in social networks. The active presence and response of subscribers are most clearly reflected by such an indicator as audience involvement, and the users are most actively involved in the Instagram social network.http://worldofmedia.ru/volumes/2020/2020_Issue_1/World%20of%20Media_1-2020-30-49.pdfmedia communicationsuniversitiessocial mediacontentengagement rate |
| spellingShingle | Anna Gureeva Elina Samorodova Vasilisa Kuznetsova Media communication activities of Russian universities: Dynamics of the development and evaluation of social network efficiency World of Media media communications universities social media content engagement rate |
| title | Media communication activities of Russian universities: Dynamics of the development and evaluation of social network efficiency |
| title_full | Media communication activities of Russian universities: Dynamics of the development and evaluation of social network efficiency |
| title_fullStr | Media communication activities of Russian universities: Dynamics of the development and evaluation of social network efficiency |
| title_full_unstemmed | Media communication activities of Russian universities: Dynamics of the development and evaluation of social network efficiency |
| title_short | Media communication activities of Russian universities: Dynamics of the development and evaluation of social network efficiency |
| title_sort | media communication activities of russian universities dynamics of the development and evaluation of social network efficiency |
| topic | media communications universities social media content engagement rate |
| url | http://worldofmedia.ru/volumes/2020/2020_Issue_1/World%20of%20Media_1-2020-30-49.pdf |
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