KBSU is a university with a successful communication strategy

During the press conference “Effectiveness of Communication Strategies of Russian Universities”, the Brand Analytics social media and media analysis system and the “Social Navigator” information and educational project of the international media group “Russia Today” presented a range of ratings aimed at evaluating the effectiveness of communication strategies of Russian universities.

This is a new approach based on the analysis of big data — streams of public messages of users in social media and publications in classical media. It 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 reaction of the audience.

At the first stage (based on the results of four months: September — December 2022), 270 universities are in the ranking. Among the participants are universities subordinate to the Government of the Russian Federation, the Ministry of Science and Higher Education of the Russian Federation and the Ministry of Education of the Russian Federation.

The project is designed to promote greater information openness of higher education institutions and increase the effectiveness of their communications with applicants, students, the scientific community, as well as with companies from various sectors of the economy.

KBSU

Kabardino-Balkarian State University named after H.M. Berbekov takes 171st place in the audience engagement rating on her own resources. At the same time, in terms of viewing posts in Telegram, it is in 31st place, being the leader among the universities of the North Caucasus Federal District.

KBSU ranks 26th in the ranking of representation in popular science media. In the ranking of representation in the media and social media — 125th place, while taking 49th place in terms of mention in the media.

University ranking system according to Russia Today (RT) media group

1. The rating of audience engagement on their own resources is an assessment of the effectiveness of communications of universities on their own platforms — on the website and in official social media accounts.

Visits to the site is the total number of visits to the university’s website in the reporting month according to open sources. Views on VKontakte is the total number of views on all posts published in the university’s official group on the VKontakte social network in the reporting month. The group is considered official, the link to which is posted on the main page of the university website. Views in Telegram is the total number of views of all messages published in the university’s official Telegram channel in the reporting month. The channel is considered official, the link to which is posted on the main page of the university website.

2. The rating of representation in the popular science media is an assessment of the effectiveness of universities promoting their scientific, technological, innovative achievements in specialized media.

Mentions in the popular science media is the number of publications with the mention of the name of the university on the websites of the popular science media in the reporting quarter. The calculation is carried out in accordance with the list of popular science media in social media (social networks and instant messengers) in the reporting quarter. The calculation is carried out in accordance with the list of groups in social media of popular science resources.

3. The rating of representation in the media and social media shows the popularity of the university in the Russian media and social media.

Mentions in the media — this is the number of publications with the mention of the name of the university on the websites of Russian media for the reporting month. Mentions in social media is the number of messages mentioning the name of the university in social media (social networks and instant messengers) for the reporting month.

For the calculation, the flow of Russian-language social media messages is analyzed, which include social networks VKontakte, Odnoklassniki, Yandex.Zen, Rutube, Yappy, ЯRUS, Twitter, Facebook*, Instagram*, YouTube, TikTok, as well as blogs, forums, public messenger channels. Messages from automatic accounts (bots) are excluded from the analysis.

*Facebook and Instagram are recognized as extremist organizations and banned in the Russian Federation.

Translated by Gekkieva J.A.