The article presents the results of research on communicative tools that are used to promote the educational services of Russian higher educational institutions. It also presents an analysis and systematization of scientific research on media technologies that are used for the promotion of universities’ educational programs. Special attention is given to the study of the potential of social media in communication management in higher education, especially in terms of recruiting. It is shown that universities use various channels and tools of communication with target audiences, both traditional (television commercials, open days, media publications, etc.) and the latest ones such as search engine optimization (SEO); search engine advertising (SEA); methods of content production of various types of content (verbal, visual, acoustic); e-mail methods; social media resources. Based on the analysis of media resources for promotion and the conducted sociological survey, it was discovered that such communication tools for digital promotion of educational services as social media and messengers have become particularly important. The article emphasizes the increased relevance of using digital tools to promote educational programs of universities in the context of innovations that arose as a result of the introduction of the centralized federal service for submitting documents for admission to a university. The relevance and novelty of the study lies in the identification of the most e ective channels for promoting educational services to university applicants, including the o cial university website, VKontakte public group, a channel in Telegram, Zen, etc. These conclusions are supported by the results of the sociological research that is aimed to determine the preferences of the target audience regarding the content posted by universities as part of their admission campaigns, as well as the e ciency criteria of various communication channels that are used in media promotion of educational services.
Yezhova et al. (Mon,) studied this question.