Abstract
The article analyzes the communication environment of higher education institutions (HEIs). It was found out that the development of the communication environment of higher education institutions should be aimed at increasing the share of students involved in academic mobility programs, which will allow to obtain in the future highly qualified specialists with international experience. It is specified that the current level of integration of digital technologies into the working and personal space of everyone, its daily growth puts forward new requirements for the mass communication means. One of the most influential factors in the level of communication of higher education institutions is the active promotion of all web resources of HEIs on the Internet, taking into account the specifics (professional, age, gender, etc.) of the target audience. Under these conditions, the relevance of the analysis of the communication environment of higher education institutions is growing. It is noted that the analysis of communication contacts of universities, academies, institutes with students, applicants and their parents and stakeholders using social networks indicates that all HEIs have pages on social networks Instagram and Facebook. The social network Twitter was not so popular with universities for communication. However, Ukrainian universities, which are considered «flagship ones», add all the possibilities to communication, which is why each of them has a sufficient number of followers in all popular social networks. It is concluded that today there is an unconditional relationship between the number of subscribers of HEIs in social networks and its rating indicators. Comparison of the quantitative characteristics of social network activity in the three separated groups of HEIs leads to the further conclusions. Leading universities in Ukraine do not ignore the possibilities provided by the latest technologies, the total number of followers in all social networks of each of them amounts to tens of thousands. The highest rates are in Kharkiv National University named after Karazin (over 20000 Instagram and Facebook and nearly 1000 on Twitter). The number of subscribers of all other HEIs differ insignificantly and is largely due to the number of students of the relevant institutions and in most cases does not exceed the mark of 3000-5000 participants.
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