The study data shows that since the beginning of 2023,

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Director of Strategic Communications at Palitrumlab LLC (system for monitoring and analyzing social media and mass media Brand Analytics) Vasily Cherny (pictured left) on November 15 presented the results of the joint project "Social Navigator" of the media group "Russia Today" and Brand Analytics: 87% of universities in the rating have a page on VKontakte, but only 66% of universities have a Telegram channel.

According to Brand Analytics analysts, creating social media channels for universities that do not yet have them is a growth point for building communications; universities should also attract audiences to Russian platforms from those banned in the Russian Federation - for example, from Instagram*, which is still in the latvia whatsapp number database top 5 platforms for discussing universities as of October 2023. In addition to VKontakte and Telegram, a promising channel, according to Brand Analytics, is Zen, as well as review sites and geo-services where users leave comments.
popular science media have mentioned universities in 12 thousand publications, while the number of mentions in the media as a whole amounted to 4 million.

Gennady Klyushkin (pictured right), head of the program to increase the visibility of Russian universities at the International Media Group "Russia Today", reported that, according to the results of monitoring mentions of universities in popular science media in the third quarter of 2023, 252 universities out of 615 do not present data on scientific activity in popular science media. "This means that it is much more difficult for them to reach out to target audiences - the state, corporations, applicants."

As Natalia Tyurina, head of the department of projects in the field of education and social sphere of the media group "Russia Today", explained, two thirds of Russian universities work at the regional level, and their work is written about by regional non-core media in the context of the socio-political agenda, but this content is far from always connected with science and technology.

"We are hinting at the shortcomings of universities in terms of representation in popular science media. Participation in indices is, of course, good. But we know how useful it is for a university to cooperate with business - Yandex, VK, and other companies. As a result, joint departments and educational programs appear," noted Vasily Cherny. In his opinion, universities should take care not only to be mentioned in scientific journals, but also to be represented in the media in front of people interested in the scientific part of the brand, in front of applicants, business partners, and officials.

Brand Analytics and Social Navigator compiled a university rating based on data in the following categories: engagement rating on university resources, university representation rating in popular science media, and representation rating in the media and social networks. The study covered data on 615 Russian universities. The companies will present the overall university rating in January 2024 upon completion of the annual monitoring.

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