Keywords
leadership in education
digital transformation
social media
social networks
marketing communications
media reactions and behavior
Categories
How to Cite
Abstract
The article is concerned with the trends of the leadership in the high education and in the digital and SMM market by an analysis of the main indicators characterizing the University Rankings in 2021, Internet and Social media users for 2017-2021 years. The theoretical part of this work was the study of the essence of the «leadership in education» and ranks of universities (overall score, total students, total students per total academic faculty staff, share of international students, share of international staff) as the external key indicators of the leadership. Regions of the world such as UK, Switzerland and USA, according to top 5 universities in 2021 were analyzed on such media channels as Facebook, Instagram, WhatsApp, Facebook Messenger, LinkedIn, TikTok. As the main results of this study were deducted that the correct use of the internet and social networks helps to increase the leadership level of the universities and its brand awareness; creates constant contact and provides relevant information to the audience related education services, forms loyal users and, consequently, increases students number and therefore requirements for the professional skills of the universities’ staff
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The papers published in the ASEJ Journal (alternate title: Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej) - published by the University of Applied Sciences in Bielsko-Biała, are online open access distributed (Creative Commons Attribution CC-BY-NC 4.0 license). The Publisher cannot be held liable for the graphic material supplied. The printed version is the original version of the issued Journal. Responsibility for the content rests with the authors and not upon the Scientific Journal or Bielsko-Biala School of Finance and Law.