Research on Online Communication of Educational Institutions
Research on Online Communication of Educational Institutions

Summary/Abstract: The research explores the significance of promotion for educational institutions in a competitive environment, emphasizing the need for effective communication to attract students and build a positive reputation. It highlights the role of social media, particularly Facebook and Instagram, in enhancing visibility and engagement. The study analyzes the profiles of private educational institutions in Slovakia, revealing that visual content such as images and videos generate higher interaction rates compared to text posts. The research also examines the use of TikTok as an innovative tool for marketing communication, noting its potential to engage young audiences and promote educational content effectively. Challenges such as irregular communication and the need for innovation in social media strategies are identified. The findings suggest that educational institutions should focus on visual and video content to improve engagement and reach their target audience.

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