UNIVERSITY REPUTATION THROUGH SOCIAL MEDIA
The article analyses the issue of university reputation as a leading factor of competition within the market of educational services. Russian universities have accumulated solid experience of brand promotion instruments use, while few attention is paid to reputation management on the Internet. The essence of “university reputation” concept is considered, the elements of reputation are determined, the types of interaction between collective and individual reputation are described. According to the experience of reputation management of commercial organizations, areas of activities on managing university reputation on the Internet are indicated.