English
THE ROLE OF SOCIAL MEDIA MARKETING IN UNIVERSITY BRANDING: A DIGITAL TRANSFORMATION PERSPECTIVE
Journal
Republican Scientific and Practical Conference “Digital and Pedagogical Transformation and Research Models in Modern Education”
Issue
Republican Scientific and Practical Conference “Digital and Pedagogical Transformation and Research Models in Modern Education”
Abstract
This paper examines the role of social media marketing in building a university brand. A five-stage model for promoting a university on social media is proposed, from brand diagnosis to evaluation of results. Performance indicators as well as the main risks are identified, and practical recommendations for universities are presented.
Keywords
brand equity
content strategy
digital marketing
higher education
project management.
prospective students
social media marketing
university branding
Oʻzbekcha
Maqolada ijtimoiy tarmoqlarda marketingning universitet brendini shakllantirishdagi o‘rni tahlil qilinadi. Universitetni ijtimoiy tarmoqlarda targ‘ib qilishning besh bosqichli modeli taklif etiladi: brend diagnostikasidan natijalarni baholashgacha. Samaradorlik ko‘rsatkichlari belgilangan, asosiy xavflar aniqlangan va oliy ta’lim muassasalari uchun amaliy tavsiyalar ishlab chiqilgan.
abituriyentlar
brend kapitali
ijtimoiy tarmoqlar marketingi
kontent strategiyasi
loyiha boshqaruvi.
oliy ta’lim
raqamli marketing
universitet brendi
Русский
В статье анализируется роль маркетинга в социальных сетях в отношении к формированию бренда университета. Предложена пятиэтапная модель продвижения вуза в социальных сетях: от диагностики бренда до оценки результатов. Определены показатели эффективности, также выделены основные риски и сформулированы практические рекомендации для вузов.
абитуриенты
бренд университета
высшее образование
капитал бренда
контент-стратегия
маркетинг в социальных сетях
проектный менеджмент.
цифровой маркетинг
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