SOCIAL MARKETING, PR AND ADVERTISING

Currently, there is a clear lack of scientific research aimed at a comprehensive study of the media activity of Russian universities online. The results of these studies may be of significant interest in achieving the goals of higher education media management and improving the effectiveness of com-munications. The purpose of the article was to develop measures to improve the effectiveness of the media activity of the universities of the Baikal region on the Internet based on the study of this through special analytical platforms. The research methods were work with secondary sources of information, mea-surement, comparison, generalization, calculation and analytical method. The analysis of the media activity of universities was carried out comprehensively across the spectrum of media channels: official website, social networks, in-stant messenger, video hosting. In the course of the study, it was substanti-ated that it is advisable to evaluate the effectiveness of the media activity of the university using a wide range of indicators. The results obtained allowed the author to develop a list of measures aimed at improving the efficiency of the media activity of universities - the objects of study. According to the author, such an analysis allows not only to assess the degree of achievement of the effectiveness of the media activity of the university on the Internet, but also to substantiate ways to increase it for each of the communication channels used by the university. The author defines the creation of a methodology for a com-prehensive assessment of the effectiveness of the university's media activity on the Internet as a further direction of scientific research.