Evaluation of the efficiency of online communication channels in LNTU

The evaluation of the effectiveness of online communications in a higher education institution was carried out based on the results of a comparative analysis of the dynamics of the development and spread of online communication channels. Online communications in higher education institutions from the standpoint of establishing contact with the target audience, their impact on various areas of higher education, and their functional purpose are determined. The trends of changes in online communications in the educational space were substantiated and an analysis of online communication channels was carried out during 2019-2021. Comparative data on the number of subscribers to LNTU online channels, the reach and popularity of posts depending on the content, as well as a comparison of the characteristics of the target audience of the channels by age group were presented. and geographical indicators. The linear regression equation was calculated using the least squares method: y = 0.135x + 1584.4. For a paired linear regression statistical model, the coefficient of determination is equal to the square of the normal correlation coefficient between y (the number of followers of a Facebook page) and x (the organic (unpaid) reach of quality content). This indicates that an increase in the organic reach of quality content per person leads to an increase in the number of followers of the page by 0.14 units per month. R² is the square of the multiple correlation coefficient and R²=0.974, which allows considering the dependence of one random variable x on y, that is, between the dependent and explanatory variables. The trends of changing the target audience depending on the online channel and content in accordance with the educational needs of those seeking education have been revealed. On the example of online channels of the Lutsk National Technical University, a study of the characteristics of the target audience of each of the channels, its interaction with the offered content was conducted; the achievement of the main goals in the formation of content and the results of influencing the audience through online messages are analyzed