  The article presents the dynamics of social networks users increase,
depending on the total world population from 2010 to 2018. It also identifies
the most popular social networks in Ukraine. The systematic risk indicator of
using social networks relative to the total number of Internet resources users
is determined. Types of social intercourse in the process of the higher
education institution image creation are presented. The peculiarities of using
social networks in the formation of a positive image of an educational
institution are highlighted. The statistical indicators of user actions in the
official group of the Faculty of Mathematics and Information Technologies of
Vasyl Stus Donetsk National University in January, February and March 2019 are
presented, as well as the average attraction coefficient of users depending on
the subject of publications. The main technologies of astroturfing in the
creation process of the higher education institution negative image are
considered.
