social network

The article analyzes the research of the informational image of the institution of higher education and career guidance activities in the social environments of the Internet.  Social networks were analyzed for the formation of the informational image of the units of the higher education institution and for career guidance activities. A formal model of the information image of units of a higher education institution has been developed. The requirements for creating and managing the official page of the unit have been developed.

Today, the brand of a teacher or scientist is an integral part of his pedagogical and scientific activity. The teacher's personal page should complement the image of the teacher of the institution of higher education and have an appropriate appearance and content that corresponds to the teacher's corporate code. Therefore, the article analyzes the expediency of creating a positive image of a teacher of a higher education institution in the social environment of the Internet.

Досліджується популярна у Веб-програмуванні концепція MVC (Model View Controller) в аспекті застосування її для побудови соціальної мережі ветеринарних клінік. Соціальна мережа ветеринарних клінік характеризується великим масивом та постійним поповненням інформації про нових клієнтів та їхніх домашніх улюбленців, а також різноманітними медичними даними від ветеринарів, такими як: результати аналізів тварини та її історія хвороби.

Formulation of the problem. The year 2020 convinced the whole world that the Internet is one of the best channels for transmitting information, selling goods and providing services, because thanks to its use, a certain part of businesses avoided bankruptcy, and some companies were able to increase sales and, most importantly, meet the needs of almost all spheres of life in society in crisis conditions.

The development of the information society has an impact not only on the quality of life of people, but also on the formation of new communication links. The rapid penetration of information technology into different areas of our lives has contributed to the global spread of the Internet, in which social networks are actively used for communication. For advertisers, social networks provide unique opportunities for rapid dissemination of information and direct contact with consumers.

Marketing of enterprises is becoming an increasingly important component of their effective ac- tivities, however, with the development of technology, traditional ways of promoting goods are gradu- ally losing their effectiveness, because most people no longer trust advertising.

The TikTok as a social network is gaining popularity very quickly. Two years ago, it was not taken seriously, it was considered as a platform for teenagers, where there is nothing but dancing and flash mobs. But now the situation has changed vice versa. TikTok is rapidly increasing its audience and content is also changing. Nowadays, not only musicians but also doctors, deputies, lawyers, advertisers, motorists, and representatives of other professions are actively maintaining and developing their accounts there. Accordingly, the attitude to this social network has also changed.

The rapid development of digital communication technologies, the spread of Internet access to the population, the growing number of smartphones, increasing the number of social network users and other factors are the reason for the sharp growth of online operations and services in recent years. In 2020, the Covid-19 epidemic was added to this list of factors, creating an additional impetus for the growth of online business. This situation causes significant changes in the implementation of marketing activities by enterprises.

A methodological basis for building a decision support system for the promotion of commercial online resources using social media technologies was developed by the authors in the article. An analysis of the features of search engine promotion using social networking technologies and services has been carried out, which revealed that, currently, the implementation of the latter requires the use of new approaches to promotion. An analysis of SMOs and SMMs promoted models was carried out, which allowed us to identify the main factors that are used to promote commercial online resources.

It has been analyzed the use of social networks by public authorities in the US and Ukraine in their practical activity and compared the presence of governmental structures of the US and Ukraine on social networks and the number of their followers. It is alleged that social networks have become an innovative digital policy tool and have changed the perception of political processes.