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. The stages of managing career guidance activities in social networks have been developed. The obtained results are demonstrated on the official pages of the Department of Social Communications and Information Activity of Lviv Polytechnic National University in social networks Facebook and Instagram.
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