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.
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