Communication Audit of the "Presence" (Web Presence) of an Educational Organization Online

In this study the authors consider targeted information and communication management as a means of a unique entity of public capital of an educational organization, its web presence ("presence" in the information and telecommunications network "Internet"). The object of the study are state and non-state educational organizations (universities). The purpose of the study is to systematize the promotional communication of the universities and targeted activities in the university to manage them as contributing to the formation of competencies aimed at the effective use of information and communication technologies in the professional activities of specialists. The general scientific methodology of scientific research was developed according to the specifics of the subject and object of the research. In general, in all universities, the management of the information field (web presence) is as a rule systemic, in each university the technological subject of managing information and communication activities of the university is distributed, though there are no traces of coordination efforts within the framework of a distributed subject in order to achieve a synergistic effect. The analysis of the effectiveness of publications in social networks showed that subscribers of accounts in social networks, in general, actively respond to publications, willingly comment on posts (engagement rate), actively share the social values of the university (growth rate), and react emotionally to broadcast messages to a much lesser extent (sympathy coefficient). The results of the study allow optimizing the system of information and communication support for promoting communication in a modern educational organization. The findings can be used in the practice of promoting educational services and allow clarifying the elements of managing the media sphere of a university and the publicity capital of an educational organization.