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Synergetic effect of SMM management in the context of media education environment formation: Strategies and trends
- Authors: Ovechkina A.Y.1, Lagutkina M.D.2, Zayec V.R.2
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Affiliations:
- Moscow City University
- RUDN University
- Issue: Vol 11, No 3 (2024)
- Pages: 344-352
- Section: MEDIA EDUCATION MANAGEMENT
- URL: https://journals.rudn.ru/public-administration/article/view/41640
- DOI: https://doi.org/10.22363/2312-8313-2024-11-3-344-352
- EDN: https://elibrary.ru/BVNYLB
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Abstract
This research explores the impact of SMM management on the formation of a media education environment in educational organizations, using the “Media сlass in Moscow school” project as an example. The analysis covers SMM strategies, including the use of various content formats, collaborations, live broadcasts, and situational marketing. A synergistic effect was identified, resulting in increased audience engagement and improved educational outcomes by integrating educational and marketing goals. The research results demonstrate that the successful application of SMM strategies fosters the creation of an interactive, motivating educational environment, which in turn enhances students’ digital literacy and media competencies. The significance of this study lies in identifying the key success factors for SMM in education, which can assist educational institutions in effectively utilizing social media to improve the learning process.
About the authors
Alexandra Yu. Ovechkina
Moscow City University
Author for correspondence.
Email: ovechkinaay@mgpu.ru
ORCID iD: 0009-0007-9891-4706
Specialist of the Institute of Specialized Training Development, Liberal Arts in Prevocational Education
6A Vorontsovskaya st., bldg. 1, Moscow, Russian Federation, 109044Margarita D. Lagutkina
RUDN University
Email: lagutara@yandex.ru
ORCID iD: 0000-0003-2830-6274
Associate Professor of the Department of Foreign Languages
6 Miklukho-Maklaya st., Moscow, Russian Federation, 117198Victoria R. Zayec
RUDN University
Email: 1132231797@rudn.ru
ORCID iD: 0009-0000-1385-9517
Student of the Department of Foreign Languages
6 Miklukho-Maklaya st., Moscow, Russian Federation, 117198References
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