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Higher Educational Establishments in Social Media: an Analytical Review

Social media have become a popular online platform for modern society, as they are simple and easy to use. The paper presents the content analysis of higher educational establishments’ official web pages on Facebook and Instagram social nets as well as their promotional role in creating a definite image of a school. On the one hand, the article reveals the ranking of the top universities on Facebook with the reference to objective statistic data (Harvard University, the University of Oxford, and National Autonomous University of Mexico) and, on the other hand, the web pages of Harvard University, the University of Oxford and Stanford University are analyzed on Instagram. Such research allowed to summarize the experience of foreign countries in creating an optimal platform for the popularization of the educational institution and to identify Information and communications technology (ICT) tools to present the page of the higher education institution in the social network.