Social Networks in Russian Higher School Contemporary Media Communications

Section: Advertising and Public Relations

Current trend of enhancing competition in the academic field makes actual the necessity for Russian higher school to adopt all possible means of media communications. Given the specificity of the basic target audience of higher school (youth) Russian colleges and universities are increasingly active in using news form of online communication — social networks. That media is extremely helpful in work with either external or internal target groups and helps to achieve a synergetic effect while using it with combination of other media communications. We argue that Russian higher schools are not systematic now in using social networks; intuitive understanding of how to maintain accounts in social nets and which of them fit the goals better are prevalent. The goal of this paper is analysis of dynamics of higher school target audience in social networks and detection of the leading social networks in educational field. We also make some recommendations of how to develop this media communication.