Keyword: «information image»

The university’s online self-presentation is an integral part of the university’s electronic information and educational environment. The purpose of the article is to present the results of an empirical study of the online self-presentation of a university in a social network, using the example of the Internet community “VKontakte” of the Institute of Pedagogy and Psychology of the Petrozavodsk State University. The study involved the analysis of 337 publications of the Internet community “VKontakte” within the group of the Institute of Pedagogy and Psychology of the Petrozavodsk State University. As a result, statistically significant correlations were found between the number of publications with “Like” marks and the number of views. “Share” marks have a connection only with the number of views. The influence of the publication topic on its popularity in the online community was also noted; the following headings and their keywords were identified: “congratulations”, “news”, “announcement”, “poll”, “information entry”. The authors studied the influence of targeting and personalization on the popularity of a publication, as well as the influence of the presence or absence of media files (with and without students) on the number of views, “likes” and “shares”.