KBSU entered the TOP-50 universities in terms of communications development
The Brand Analytics portal, specializing in the analysis of information from the media and social networks, presented a rating of higher educational institutions in Russia according to the degree of effectiveness of their communication models in 2023. Among the leaders in the integral assessment of the effectiveness of communications of universities is Kabardino-Balkarian State University named after Kh.M. Berbekov. These results were presented at the international press center of the Rossiya Segodnya media group in Moscow.
The rating is based on automatic analysis of big data in real time. The system studied visits to university websites, audience involvement in university social networks, mentions of educational organizations in popular science and other media, as well as mentions of universities by ordinary social media users.
Organizations occupied positions in the ranking based on the total index, which is equal to the sum of three other indicators — information openness, presence in popular science media and authority.
The absolute leaders of the integral rating of 2023 were Moscow State University. M. V. Lomonosov, National Research University Higher School of Economics and the Presidential Academy (RANEPA). They also became leaders of the regional group for Moscow.
KBSU, having a total index of 41 (information activity, authority and presence in scientific media), shares the 27th level of the ranking with Tyumen State University and the North Caucasus Federal University.
The study included 615 parent universities of all regions of the Russian Federation, forms of ownership and departmental subordination. Considering the importance of popularizing science and developing the third mission of universities in the Decade of Science and Technology in Russia, the study identified regional leading universities in the field of implemented communication strategies, a total of 73 universities.
According to the authors of the study (Team of the “Social Navigator” project of the international media group “Russia Today” and the social media and media analysis system Brand Analytics), the digital footprint of universities provides a comprehensive picture of the success of promoting the organizations’ own products and the quality of their implementation of government tasks.
“For the first time, as a result of cooperation between two leading professional expert teams, we have an open resource with unique services that allows us to obtain objective, comparable information on the presence of almost all Russian universities in the public information space in a whole range of areas at once. This is super-large data that is simply impossible for any team to collect manually. And we sincerely congratulate all the universities that have received leader status today and are really doing a great job of popularizing Russian higher education and science,” said Natalya Tyurina, head of the Social Navigator project, head of the educational projects department of the Russia Today media group.
The integral rating is the implementation of a new approach based on big data analysis, which allows you to see the real work of universities with all participants in the educational process and partners through various communication channels, as well as evaluate the audience’s reaction to communications initiated by universities. The main task of the resource is to support the development of universities in the media, equipping specialists with an understanding of their own movement. The project is designed to promote greater information openness of higher education institutions and increase the efficiency of their communications with applicants, students, the scientific community, as well as with companies in various sectors of the economy.
“The presented Integral Rating of Universities from Brand Analytics and Social Navigator shows how universities actually built their external communications in 2023. Who did it more successfully, and who should study and adopt the experience of their colleagues. It is important that the ranking covers all Russian regions and all departments that are founders of universities. The data for analysis is open and can be used by all stakeholders, for example to compare with last year’s enrollment results and update universities’ communication strategies for the new admissions campaign. We are confident that the rating will act as a navigator through the higher education system and for applicants facing important life choices,” said Natalya Sokolova, managing partner of Brand Analytics.
For reference:
Brand Analytics is an innovative Russian IT company, developer of the leading social media and media analysis system according to the Adindex 2022 rating. Its technologies include a modern Big Data platform that processes a flow of more than 2.4 billion messages per month, advanced AI solutions and high-speed computer linguistics. In 2018, the Brand Analytics system was included in the unified register of Russian software. The company participates in the Skolkovo project.