A university'S reputation in the communicative space of the internet

Reputation, or trust capital, is the most valuable asset on the Internet; with its help, the network attracts attention, and attention is much more scarce resource than money in the Network Society. Attention - the only sound currency of the virtual world. Reputation acts as a significant factor in the evolution of organizations as a social subsystem, providing a significant impact on the social system in general, as it performs the function of a communication channel between a specific organization and society. The study of the modern reputation of universities operating in the context of global challenges represents a difficult research task. Some researchers rightly consider that there are no any business indicators as a way of assessing the effectiveness and reputation for the organizations financed from the budget, including scientific and educational organizations such as universities. The organization exists on taxpayers' money, so they are all its stakeholders, and therefore its moral duty to report on how their money is being spent, and to prove that they are not being spent in vain. Efficiency is measured through analytics of media and a scope ofpublications.