Management of Digital Communications with Target Groups by Leading Russian Universities
https://doi.org/10.31992/0869-3617-2022-31-10-9-24
Abstract
The article presents the results of an empirical study on the assessment of digital communications management with target groups of Russian universities in social media. A sample of universities is based on the «QS World University Ranking by Subjects 2021: Social Sciences and Management 2021». Among the cases of applied research: National Research University «Higher School of Economics», Russian University of Economics, Financial University under the Government of the Russian Federation, Russian Academy of National Economy and Public Administration under the President of the Russian Federation, MGIMO University, Peoples’ Friendship University of Russia. The results of a comparative analysis has been carried out using the method of graph with the use of a special software based on determining the structural links of the most significant digital communities of selected universities, as well as social media analysis aimed at determining the key parameters of user activity. The method proposed by the authors makes it possible to assess the scale and nature of communication between universities and selected target groups. Based on the data obtained, we have developed recommendations for improving the digital management of universities, increasing the density of connections and the integration of users within the online communities of universities as one of the conditions for effective management of a university brand in the modern network space.
Keywords
social media,
digital communication,
social graph,
digital audience,
digital communities,
information flows,
social media analytics,
university brand management
Supporting agencies: The article was prepared based on the results of the research carried out at the expense of budgetary funds to the Financial University for the state task.
About the Authors
E. V. Brodovskaya
Financial University under the Government of the Russian Federation
Russian Federation
Russian Federation
Elena V. Brodovskaya – Dr. Sci. (Political), Chief Researcher
49/2, Leningradsky prospect, Moscow, 125167
A. Yu. Dombrovskaya
Financial University under the Government of the Russian Federation
Russian Federation
Russian Federation
Anna Yu. Dombrovskaya – Dr. Sci. (Sociology), Prof., Director
49/2, Leningradsky prospect, Moscow, 125167
V. A. Lukushin
Financial University under the Government of the Russian Federation
Russian Federation
Russian Federation
Vladimir A. Lukushin – Research Assistant
49/2, Leningradsky prospect, Moscow, 125167
References
1. Maresova, P., Hruška, J., Kuca, K. (2020). Social Media University Branding. Education Sciences. Vol. 10., no. 3, pp. 1-14, doi: 10.3390/educsci10030074
2. Amaral, I., Santos, S.C. (2020). Social Networks and Institutional Communication: The Case of Portuguese Universities. Prisma Social. No. 28, pp. 20-43. Available at: https://revistaprismasocial.es/article/view/3371 (accessed 05.07.2022).
3. Batrakova, I.S., Glubokova, E.N., Pisareva, S.A., Tryapitsyna, A.P. (2021). Changes in University Teacher’s Pedagogical Activity in the Context of Digitalization of Education. Vysshee obrazovanie v Rossii = Higher Education in Russia. No. 8-9, pp. 9-19, doi: 10.31992/0869-3617-2021-30-8-9-9-19 (In Russ., abstract in Eng.).
4. Peruta, A., Shields, A.B. (2017). Social Media in Higher Education: Understanding How Colleges and Universities Use Facebook. Journal of Marketing for Higher Education. Vol. 27, no. 17, pp. 131-143, doi: 10.1080/08841241.2016.1212451
5. Potter, R.E., Zadow, A., Dollard, M., Pignata, S., Lushington, K. (2021). Digital Communication, Health & Wellbeing in Universities: A Double-Edged Sword. Journal of Higher Education Policy and Management, doi: 10.1080/1360080X.2021.1975206
6. Lund, B. (2019). Universities Engaging Social Media Users: An Investigation of Quantitative Relationships Between Universities’ Facebook Followers/Interactions and University Attributes. Journal of Marketing for Higher Education. Vol. 29, no. 2, pp. 251-267, doi: 10.1080/08841241.2019.1641875
7. Rutter, R., Roper, S., Lettice, F. (2016). Social Media Interaction, the University Brand and Recruitment Performance. Journal of Business Research. Vol. 69, no. 8, pp. 3096-3104, doi: 10.1016/j.jbusres.2016.01.025
8. Belanger, C.B., Bali, S., Longden, B. (2014). How Canadian Universities Use Social Media to Brand Themselves. Tertiary Education and Management. Vol. 20, no. 1, pp. 14-29, doi: 10.1080/13583883.2013.852237
9. Krasil’shchikov V.V., Osetrov M.A. (2017). The Analysis of Students’ Activity in Social Network. Vysshee obrazovanie v Rossii = Higher Education in Russia. no. 2 (209), pp. 52-62. Available at: https://vovr.elpub.ru/jour/article/view/965/865 (accessed 05.07.2022). (In Russ., abstract in Eng.).
10. Khan, T., Kend, M., Robertson, S. (2016). Use of Social Media by University Accounting Students and Its Impact on Learning Outcomes. Accounting Education. Vol. 25, no. 6, pp. 534-567, doi: 10.1080/09639284.2016.1230880
11. O’Connor, K.W., Schmidt, G.B., Drouin, M. (2016). Suspended Because of Social Media? Students’ Knowledge and Opinions of University Social Media Policies and Practices. Computers in Human Behavior. Vol. 65, pp. 619-626, doi: 10.1016/j.chb.2016.06.001
12. Lukashenko, M.A., Gromova, N.V., Ozhgikhina, A.A. (2021). Digital Media Image of Business University Professor. Vysshee obrazovanie v Rossii = Higher Education in Russia. Vol. 30, no. 7, pp. 91-104, doi: 10.31992/0869-3617-2021-30-7-91-104 (In Russ., abstract in Eng.).
13. Kukushkina, A.G. (2020). Teachers’ Personal Page in a Social Network as a Tool for Teacher-Student Interaction. Vysshee obrazovanie v Rossii = Higher Education in Russia. Vol. 29, no. 12, pp. 156-166, doi: 10.31992/0869-3617-2020-29-12-156-166 (In Russ., abstract in Eng.).
14. Castells, M. (2012). Networks of Outrage and Hope: Social Movements in the Internet Age. Cambridge : Polity Press, 328 p.
15. Schmidt, E., Cohen, J. (2013). The New Digital Age: Reshaping the Future of People, Nations and Business. Knopf, 336 p. ISBN: 0307957136 (Russian translation by S. Filin, Moscow : Mann, Ivanov i Ferber, 368 p.).
16. Latour, B. (2005). Reassembling the Social: An Introduction to Actor-Network-Theory. N.Y. : Oxford University Press, 280 p. ISBN: 0199256055.
17. Brodovskaya, E.V., Dombrovskaya, A.Yu., Karzubov, D.N., Sinyakov, A.V. (2017). Developing Methodology for “Smart” Search for Political Process Markers in Social Media. Monitoring obshchestvennogo mneniya: Ekonomicheskie i sotsial’nye peremeny = Monitoring of Public Opinion: Economic and Social Changes. No. 5, pp. 79-104, doi: 10.14515/monitoring.2017.5.06 (In Russ., abstract in Eng.).
18. Brodovskaya, E.V., Dombrovskaya, A.Yu., Petrova, T.E., Pyrma, R.V., Azarov, A.A. (2019). Digital Space of Leading Universities: The Comparative Analysis of Sites. Vysshee obrazovanie v Rossii = Higher Education in Russia. Vol. 28, no. 12, pp. 9-22, doi: 10.31992/0869-3617-2019-28-12-9-22 (In Russ., abstract in Eng.)
19. Brodovskaya, E.V., Dombrovskaya, A.Yu., Pyrma, R.V., Azarov, A.A. (2020). Criteria for Rating the Level and Quality of Digitalization of the Educational Process in Universities of the Russian Federation. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 4. Istoriya. Regionovedenie. Mezhdunarodnye otnosheniya = Science Journal of Volgograd State University. History. Area Studies. International Relations. No. 2, pp. 268-283, doi: 10.15688/jvolsu4.2020.2.20 (In Russ., abstract in Eng.).
20. Azarov, A.A., Davydova, M.A. (2021). Digital Infrastructures of the Network Space of the Leading Russian Universities in the Field of Social Sciences & Management. Vlast’ = The Authority. Vol. 29, no. 5, pp. 31-36, doi: 10.31171/vlast.v29i5.8525 (In Russ., abstract in Eng.).
21. Brodovskaya, E.V., Lukushin, V.A. (2021). Russian Universities in Social Media: Three «Digital Leagues». Vlast’ = The Authority. Vol. 29, no. 5, pp. 42-47, doi: 10.31171/vlast.v29i5.8530 (In Russ., abstract in Eng.).
22. Pilgun, M., Gradoselskaya, G. (2015). Political Communication on Facebook: Russian Сase. Revista Latina de Comunicacion Social. Vol. 70, pp. 726-749, doi: 10.4185/RLCS-2015-1068
23. Gradosel’skaya, G.V. (2006). [The Role of Informal Interactions in Organizing Business Structures: A Network Approach]. Vestnik Rossiiskogo universiteta druzhby narodov. Seriya: Sotsiologiya = RUDN Journal of Sociology. No. 2, pp. 84-102. Available at: https://www.elibrary.ru/item.asp?id=9291774&ysclid=l7yozsexir717458878 (accessed 05.07.2022). (In Russ., abstract in Eng.).
24. Cedeno-Mieles, V., Hu, Z., Ren, Y., Saraf, P., Self, N. (2020). Networked Experiments and Mode-ling for Producing Collective Identity in a Group of Human Subjects Using an Iterative Abduction Framework. Social Network Analysis and Mining. Vol. 10, no. 1, doi: 10.1007/s13278-019-0620-8
25. Keyvanpour, M., Karimi, Z.Z., Heidarypanah, M. (2020). OMLML: A Helpful Opinion Mining Method Based on Lexicon and Machine Learning in Social Networks. Social Network Analysis and Mining. Vol. 10, no. 1, doi: 10.1007/s13278-019-0622-6
26. Chen, J., Hossain, M.S., Zhang, H. (2020). Analyzing the Sentiment Correlation Between Regular Tweets and Retweets. Social Network Analysis and Mining. Vol. 10, no. 1, doi: 10.1007/s13278-020-0624-4
27. Granovetter, M.S. (1973). The Strength of Weak Ties. American Journal of Sociology. Vol. 78, no. 6, pp. 1360-1380, doi: 10.1086/225469
28. Watts, D.J., Strogatz, S.H. (1998). Collective Dynamics of Small-World Networks. Nature. Vol. 393, no. 6684, pp. 440-442, doi: 10.1038/30918
29. Barabási, A.L., Albert, R. (1999) Emergence of Scaling in Random Networks. Science. Vol. 286 (5439), pp. 509-512, doi: 10.1126/science.286.5439.509
30. Diamond, L., Plattner, M.F. (2012). Liberation Technology: Social Media and the Struggle for Democracy. Baltimore Johns Hopkins University Press, 208 p. ISBN: 1421405687.
31. Settle, J. (2018). Frenemies: How Social Media Polarizes America. Cambridge : Cambridge University Press, 304 p., doi: 10.1017/9781108560573
32. Bode, L. (2016). Pruning the News Feed: Unfriending and Unfollowing Political Content on Social Media. Research & Politics. Vol. 3, no. 3, doi: 10.1177/2053168016661873
33. Johnson, B., Neo, R., Heijnen, M., Smits, L., van Veen, C. (2020). Issues, Involvement, and Influence: Effects of Selective Exposure and Sharing on Polarization and Participation. Computers in Human Behavior. Vol. 104, doi: 10.1016/j.chb.2019.09.031
34. Dombrovskaya, A.Yu. (2021). Methodology of Analysis of Online Network Brand of Universities in the System of Information Impact on Public Consciousness. Vlast’ = The Authority. Vol. 29, no. 5, pp. 37-41, doi: 10.31171/vlast.v29i5.8528 (In Russ., abstract in Eng.).
35. Bikkulov, A.S., Chugunov, A.V. (2013). Setevoi podkhod v sotsial’noi informatike: modelirovanie sotsial’no-ekonomicheskikh protsessov i issledovaniya v sotsial’nykh setyakh: Uchebnoe posobie [Network Approach in Social Informatics: Modeling of Socio-Economic Processes and Research in Social Networks: Textbook]. St.-Petersburg: ITMO University. (In Russ.).
36. Zamolotskikh, V.S., Sidorenko, V.G. (2020). Social Network Analysis Using Graph Theory. Informatizatsiya Obrazovaniya i Nauki = Informatization of Education and Science. No. 4 (48), pp. 99-113. Available at: https://www.elibrary.ru/item.asp?id=44412815&ysclid=l7yrnrznth452746358 (accessed 05.07.2022).
37. Matz, S.C., Kosinski, M., Nave, G., Stillwell, D.J. (2017). Psychological Targeting as an Effective Approach to Digital Mass Persuasion. Proceedings of the National Academy of Sciences. Vol. 1146, no. 48, pp. 12714-12719, doi: 10.1073/pnas.1710966114
38. Azarov, A., Brodovskaya, E., Bubnov, A., Gibadulin, R., Glazkov, A., Dmitrieva, O., Dolgorukov, A., Zhdanov, R., Musina, V., Nechaev, V., Ognev, A., Sirotkin, A., Suvorova, A., Titov, V., Tulupiev, A., Tulupieva, T., Fil’chenkov, A., Yusupov, R.M. (2013). Predictor Mining: Data Mining Application to Social Computing // Trudy SPIIRAN = Informatics and Automation (SPIIRAS Proceedings), no. 26 (3), pp. 136-161, doi: 10.15622/sp.26.11 (In Russ., abstract in Eng.).
Review
Views:
765
Email this article 