Russian universities in social media: three "digital leagues"

The article presents the results of the analysis of information flows of Russian universities in the social and humanitarian profile in social media. The study of six cases based on social media analytics made it possible to single out three «digital leagues» in Russian Internet: a «league» dominated by traditional channels and formats of digital communications; a «league» dominated by an external information agenda; a «league» with maximum diversification of channels, formats and audiences. It is the universities of the conditionally third «digital league» that have the most stable positions in the domestic market and in external ratings. The novelty of the research lies in improving the methodology for assessing the communication management of universities: it is implemented on the base of automated monitoring of digital traces.