Financial University Social Media Informational Stream Architecture: Brand Promotion

Abstract

The article presents the results of applied research, the purpose of which was to study the informational streams of the Financial University under the Government of the Russian Federation aimed at the formation and promotion of the brand in social media. The cognitive mapping and automated social-media analysis implemented during the study made it possible to identify the features of internal and external branding of the Financial University. The social media brand of the Financial University is mainly aimed at communication and the formation of images of internal audiences, primarily students. To build an external brand, the Financial University uses traditional media and attracts influential actors. The transformation of this approach is due to the entry of the Financial University to the new digital platforms Telegram and TikTok, which allow the use of social media, including the formation of an external social media brand.