Abstract:
Social media have become a popular online platform for modern society, as they are simple and easy to use. The paper presents the content analysis of higher educational establishments’ official web pages on Facebook and
Instagram social nets as well as their promotional role in creating a definite image of a school. On the one hand, the article reveals the ranking of the top universities on Facebook with the reference to objective statistic data (Harvard
University, the University of Oxford, and National Autonomous University of
Mexico) and, on the other hand, the web pages of Harvard University, the University of Oxford and Stanford University are analyzed on Instagram. Such research allowed to summarize the experience of foreign countries in creating an
optimal platform for the popularization of the educational institution and to
identify Information and communications technology (ICT) tools to present the
page of the higher education institution in the social network.
