Коммуникативная эффективность группы в Facebook как инструмента продвижения выпускающей кафедры на рынке научно-образовательных услуг

Викладено результати аналізу і кількісної оцінки за авторською методикою комунікативної ефективності сторінки (групи) випускової кафедри університету у соціальній мережі Facebook. Визначено основні напрями комунікативного впливу та їх адресатів. Виконано аналіз стану складових елементів Web-культури випускової кафедри як головної складової забезпечення її комунікативної ефективності у інтернет-просторі взагалі і соціальних мережах, зокрема. Розроблено схему цілеспрямованого управління комунікативною ефективність сторінки (групи) випускової кафедри у Facebook. Изложены результаты анализа и количественной оценки по авторской методике коммуникативной эффективности страницы (группы) выпускающей кафедры университета в социальной сети Facebook. Определены основные направления коммунакитивного влияния и их адресанты. Выполнен анализ состояния составляюших элеиентов Web-культуры выпускающей кафедры, как главной составляющей обеспечения ее коммуникативной эффективности в интернет-пространстве вообще и в социальных сетях, в частности. Разработана схема целенаправленного управления коммуникативной эффективностью страницы (группы) выпускающей кафедры в Facebook. The purpose of the article is to analyze the communicative effectiveness of the message content of the network page promoting the university to the market of scientific and educational services, as well as factors influencing communication in social networks. Results obtained. The communicative effectiveness of messages in "Marketing and Innovation Workshop" Facebook group was evaluated. This group belongs to Marketing and Management of Innovative Activity Department of the Sumy State University (SSU). The analysis covered the period from 01.09.2017 to 01.01.2018. The group page covers following target audiences: entrants, teachers, students, graduates, students’ parents, enterprises’ specialists, businessmen, colleagues from other universities and others. Its role is to popularize and strengthen the image of the Marketing and Management of Innovative Activity Department and its achievements, activities, scientific and educational services, etc. The group has 740 participants from Ukraine and other countries. The algorithm was developed, the system of indicators and the method of analysis of the communicative efficiency of the Facebook group of the graduating department were offered. The approbation of the mentioned developments was carried out at the Marketing and Management of Innovative Activity Department of Sumy State University. A quantitative assessment of the communicative effectiveness of messages on various topics was conducted on the page of the "Marketing and Innovations workshop of the SSU" group, the directions of influence were identified and their target audiences were outlined. The structure of the Web-system of the graduating MMIA department including already implemented and planned blocks which allow increasing the communicative efficiency in the Internet, was developed. The effectiveness of employees’ activities in the Internet depends on organization’s Web-culture level. It should be considered as an integral part of its corporate culture, providing a coherent and effective staff interaction in networks. The role of the Web-culture as one of the main factors ensuring a high level of communicative efficiency of the Web-system of the graduating department was revealed. An assessment of main components of the Web-culture of the MMIA department of the SSU was performed. The integrated management scheme of the communicative effectiveness of the Facebook group was developed. The scheme combines both the Web-culture as the basis for effective staff networking and the main areas of communicative influence. Conclusions. Obtained results deepen methodological principles of analysis and management of the Facebook page (group) communicative effectiveness, and highlight the important role of the Web culture as the basis for ensuring the effective staff Internet activity, social networking in particular.