Efficiency assessment of a higher school promotion in the social networks

The paper is concerned with promotion of the educational institution groups by moderators in the social networks. There presented results of two studies: content analysis and focus group. The content analysis was conducted among the three successful groups of Moscow universities: Lomonosov Moscow State University, Moscow Higher School of Economics, and Plekhanov Russian Economic University. The focus group research was carried out among the students of the Economics Department of the Perm State National Research University. Basing on the research results the authors develop guidelines on popularity improvement of the group “Join the Economic Department of the Perm State National Research University" among university applicants and students.