The concepts of the essence of social risks in the digital society, as well as their specifics in the process of e-learning have been clarified in the article materials. The importance of conducting research in this field, which is dynamically developing on the basis of digital technologies, – has been argued. The classification of scientific works in the field of studying the risks of e-learning on the basis of socio-technological, institutional and General social approaches has been given. A justification for the institutional nature of social risks of e-learning, as well as the grounds for classification by forms of manifestation, levels and sources of occurrence, as well as organizational and technological characteristics has been provided. To identify the essence of these risks, the concept of S.A. Kravchenko’s “humanistic theory of a complex society”, which has a nonlinear dynamics of development, – has been proposed. The concept of types and types of social risks in the field of this form of education has been introduced. The characteristic of risk types has been made in relation to such characteristics of modern society as the complexity of self-organization processes, the open nature and non-linearity of transformation processes.

The understanding of various types of risks has been explained, that are associated with the problems of implementing the goals of humanistic educational policy; incomplete integration of methodological tools for e-learning; the break in educational traditions; conflicts between subjects of educational relations; the lack of adaptability of digital technologies to the content of social interaction; the complexity of the nature of distance learning technologies in the modern supercomplex socio-global system; impact on the formalization of learning new types of rationality; objectively inherent in modern society’s global social risks; conflicts of social movements with the interests of the subjects realizing the functions of education; with the indivisibility of the security of complex society in different spheres and levels of social interaction. Ways to manage e-learning risks have been described.

The essence of Webometrics as a sociological method of collecting primary material by studying the content of content, services and the convenience of technological solutions for accessing it by users has been revealed in the article. A justification for the need to develop digital technologies for social diagnostics using webometric indicators has been provided. Based on the analysis of scientific sources on the problem, the significant potential of Webometrics in the study of various aspects of scientific, educational, and political activities, as well as its universal character as a methodological tool have been shown.

A refined concept of Webometrics as a method of collecting primary sociological data has been given, the possibility of using it to study Internet content has been described. The rules and conditions for effective use of Webometrics have been substantiated, based on the usage of content analysis methods and procedures for the development of its forms; to include usability and visibility in the analysis of technological characteristics of Internet portals; to make the research parameters used reliable by separating them from official documents of state policy and corporate strategies; to combine traditional methods of fixing primary data and computer algorithms. A specific webometric technique has been revealed in detail, which implies fixing the formal status of the Internet source under study, the content parameters of information representation of information about the implementation of state policy on the example of working with young people, the availability of services, as well as indicators of the site’s technology and ease of access to it by the population. An example of obtaining data on the basis of Webometrics, as well as its interpretation has been given.

Based on the data obtained, an analysis of the combination of traditional and modern interactive services, which are currently presented on official websites, has been made, the shortcomings of the existing situation for effective information policy in the field of work with young people have been shown. It has been concluded about the relevance of webometric methods and the great potential for their development within the framework of digital sociology.

The relevance of the study of the needs of using the capabilities of the Institute of tutoring in meeting the rehabilitation educational needs of disabled people in a digital society has been justified. The results of a review of sources and legal norms, which reflect various aspects of the problem have been provided, the concepts of “tutor” and “Internet technologies” in relation to the educational rehabilitation of disabled people have been clarified. The scientific and practical potential of digital sociology in the scientific and methodological support of the development of the Institute of tutoring in the system of rehabilitation of disabled people based on digital technologies and Internet resources has been substantiated.

The term of the sociological concept of “digital social inclusion of education” has been introduced, the characteristics ofits components have been given. The results of the analysis of primary sociological data obtained during the implementation of the author’s research project on the educational needs ofdisabled people in Moscow and the expert assessment of ways to improve the institutions of their educational rehabilitation have been presented. An interpretation of the significance of the category of disabled people who can successfully master higher education © The Author(s), 2020. This is an open access article under the CC BY 4.0 license (http://creativecommons.org/licenses/by/4.0/). programs, as well as participate in scientific activities has been given. Based on an expert survey with the help of rank indicators, the place of the Institute of tutoring in ensuring the effective use of Internet technologies by disabled people in training has been shown. Measures for the development of tutoring forms of support for the educational rehabilitation of disabled people among other forms – career guidance testing, programs for targeted study, involvement in research, labor market research, and presentations of University representatives to disabled people and their families have been described in detail.

The article includes a description of the necessary competencies of tutors, as well as the possibility of using Internet technologies to help people with disabilities in learning: e-learning, digital learning design, global digital educational and communication platforms, digital translators. It has been concluded that it is necessary to make more full use of the opportunities of digital sociology in promoting further institutionalization of tutoring support for educational rehabilitation of disabled people.

A brief overview of the modern system of secondary special and higher education in the Russian Federation has been given. The problem of competitiveness of educational institutions in the Russian Federation and the world in General has been raised. Statistical data conducted at the end of 2019 questionnaires among the students of the Department of Advertising and Public Relations the State University of Management (Moscow) and students of the Faculty of Advertising and Internet Communications, the International College of Arts and Communications (Moscow).

The influence of several factors on the choice by learners of studying educational institutions has been explored, key factors for choice has been highlighted. The opinions of students in terms of the applicability of disciplines in their future profession, assessment of students of the faculty of the institution, the relevance of the cost of education quality and prospects for future employment in the profession after graduation have been analysed.

According to the results of the survey, answers were given to such questions as: how do applicants themselves choose an educational program – their future profession? How do they perceive the educational service provided to them by the educational institution? How do applicants who have already become students evaluate their choice of educational institution, the quality of educational service and prospects for their future employment? What is necessary for the formation of demand for educational service?

Based on the conducted sociological research, conclusions regarding the choice of educational institution by applicants have been made. The authors’ recommendations to educational institutions to attract applicants and increase their competitiveness in the market of educational services are given.

The set of problems of perception of elements of the external image of the organization that sells in the fast moving consumer goods (FMCG) area by the target audience has been raised. The elements of the external image of the organization that influence the behavior of hypermarket consumers are analysed. The article is based on the results of the empirical research of the hypermarket chain Globus consumer behavior. The study has been conducted using the online survey method, a sample of 658 respondents.

Consumer perceptions about the company as a whole have been described, consumer attitude to the hypermarket has been revealed, the main elements of the external image of the hypermarket, on which the consumer target audience is focused on, have been defined. Insufficient involvement of consumers in events at points of sale, low awareness of different types of activities to stimulate consumers, a generally positive attitude and high brand awareness of the hypermarket have been identified. Insufficient use of the hypermarket’s website and official Internet resources by representatives of target groups (social network accounts, mobile application) has been revealed. The main channel for informing the target audience is advertising at the point of sale.

Conclusions have been made about the need to develop the image policy of trade companies in the field of FMCG; about the need to promote mobile applications of hypermarkets; about the need to use interactive online technologies in social media and through the trade company`s website for operational communication with consumers, as well as to activate consumer behavior. It has been concluded about the impact of the atmosphere of a point of sale on the image of the company in the field of FMCG. Recommendations on optimizing communication channels, through which the target audience receives information about the point of sale of FMCG products, – have been developed.