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"Philosophy of Education"

2013 year, number 4

MANAGING THE INTERNET REPUTATION OF THE HIGHER EDUCATION INSTITUTION

E. A. Poddyachaya
Novosibirsk
Keywords: reputational management, reputation of the institution of higher education, netnography, social media

Abstract

At the present time, the problems of managing the reputation and image of educational organizations are gaining a broad resonance in the educational field. In the unfolding competition, the institutions of higher education resort to the extensive use of Internet to enhance their communicational capabilities. Maintaining a positive image of the higher education institute on the Internet has an influence not only on the strengthening of its competitiveness and outlook for the future, but, in general, makes it possible to indicate the level of educational development in a region or a country. The author analyzes the characteristics of Internet reputation of the higher education institution and the factors which form the educational reputation. In the article, there is also described an online reputation management system and a set of possible actions to implement the process of management of the Internet reputation.