dgisocioЦифровая социология/Digital SociologyDigital Sociology2658-347X2713-1653Государственный университет управления10.26425/2658-347X-2022-5-1-64-75dgisocio-130Research ArticleЦИФРОВАЯ СРЕДАDIGITAL ENVIRONMENTГлобальные тренды цифровой трансформации и медиапозиционирования университетов в социальных сетяхGlobal trends in digital transformation and media positioning of universities in social networkshttps://orcid.org/0000-0001-9524-8364ТомюкО. Н.TomyukO. N.

Томюк Ольга Николаевна, канд. филос. наук, ст. науч. сотрудник, ст. преподаватель

г. Екатеринбург

Scopus Author: 57211983935

Olga N. Tomyuk, Cand. Sci. (Philos.), Senior Researcher, Senior Lecturer

Yekaterinburg

Scopus Author: 57211983935

helgago@yandex.ruhttps://orcid.org/0000-0003-4970-1820ДьячковаА. В.DiachkovaA. V.

Дьячкова Анна Викторовна, канд. экон. наук, доц. каф. экон. теории и экон. политики

г. Екатеринбург

Scopus Author: 57211156711

Anna V. Diachkova, Cand. Sci. (Econ.), Assoc. Prof., Department of Economic Theory and Economic Policy

Yekaterinburg

Scopus Author: 57211156711

a.v.diachkova@urfu.ruhttps://orcid.org/0000-0001-7042-3867НовгородцеваА. Н.NovgorodtsevaA. N.

Новгородцева Анастасия Николаевна, канд. социол. наук, доц. каф. прикл. социологии

г. Екатеринбург

Scopus Author: 57215904946

Anastasia N. Novgorodtseva, Cand. Sci. (Sociol.), Assoc. Prof., Department of Applied Sociology Department

Yekaterinburg

Scopus Author: 57215904946

a.n.novgorodtseva@urfu.ruФГБОУ ВО «Уральский государственный университет имени В. Ф. Яковлева»РоссияUral State Law UniversityRussian FederationФГБОУ ВО «Уральский федеральный университет имени первого Президента России Б. Н. Ельцина»РоссияUral Federal University named after the first President of Russia B. N. YeltsinRussian Federation202230032022516475Copyright © Томюк О.Н., Дьячкова А.В., Новгородцева А.Н., 20222022Томюк О.Н., Дьячкова А.В., Новгородцева А.Н.Tomyuk O.N., Diachkova A.V., Novgorodtseva A.N.This work is licensed under a Creative Commons Attribution 4.0 License.https://digitalsociology.guu.ru/jour/article/view/130

Для современных университетов социальные сети – конкурентная среда и площадка для повышения узнаваемости своего бренда в глобальных и национальных рейтингах, продвижения образовательных, научных и инновационных услуг аудитории социальных сетей с помощью маркетингового инструментария. Позиционирование современного университета в социальных сетях является деятельностью, ориентированной на наиболее выгодное представление университета и его услуг, популяризации науки. Цель исследования – изучение глобальных тенденций в позиционировании и цифровой трансформации медийной активности университетов в социальных сетях на основе открытых статистических данных. Авторами проанализированы индексы присутствия университетов в восьми социальных сетях (VK, Instagram, Facebook, YouTube, Telegram, Twitter, OK, Tik-Tok) университетов из топ-10 рейтинга медийной активности (2021) с учетом особенностей функционирования каждой социальной сети. Выделены вузы с максимальным медийным присутствием в каждой социальной сети. Отмечено, что в основе заметного присутствия в социальных сетях лежит работа над формированием университетом своего позитивного медийного образа и внедрение глобальных трендов медиа-позиционирования в стратегическое развитие. Зафиксированы две различные стратегии позиционирования в медиапространстве, отмечены социальные сети, обладающие большим потенциалом для позиционирования вузов по критериям возраста и емкости охватываемого сегмента рынка. Исследование может быть полезно социологам, экономистам, маркетологам, преподавателям университетов.

For modern universities, social media is a competitive environment and a platform to increase their brand awareness in global and national rankings and promote educational, scientific and innovative services to a social media audience using marketing tools. The positioning of a modern university in social media is an activity focused on presenting the university and its services in the most advantageous way, popularising science. The aim of the study is to examine global trends in the positioning and digital transformation of university media activity in social media based on open statistical data. The authors analysed university presence indices in eight social networks (VK, Instagram, Facebook, YouTube, Telegram, Twitter, OK, Tik-Tok) of universities from the top 10 media activity rankings (2021), taking into account the specifics of each social network. The universities with the maximum media presence in each social network are highlighted. It is noted that a prominent presence on social media is based on working on the university’s positive media image and implementing global media positioning trends into strategic development. Two different strategies for positioning in the media space have been detected, and social networks with great potential for positioning higher education institutions in terms of age and the market segment capacity they cover are noted. The study can be useful to sociologists, economists, marketing experts and university professors.

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The authors declare that there are no conflicts of interest present.