Abstract
The study authors conducted a comparative analysis of the content published by university SMM specialists who entered the top 5 of the M-RATE ranking for social media work in 2022. The aim of the study was to identify correlations between the form of posts in university communities and participant activity, as well as between content and post visibility. The study confirmed hypotheses that user activity on VKontakte when interacting with textual publications is lower than when interacting with visual content, and that the VKontakte social network shows users entertaining publications more often than useful or PR posts. Based on the analysis of 7163 posts published from January 1, 2022, to December 31, 2022, the authors provide recommendations for universities to improve their social media work effectiveness.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Scientific Research and Development. Modern Communication Studies
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
