Improving Social Media Management in Higher Education Based on Digital Marketing

This article examines the theoretical, methodological, and practical aspects of managing social media activities in higher education institutions based on digital marketing technologies. It explores the specific characteristics of the higher education sector, the organization of communication with multi-segment target audiences, the development of academic brand reputation on digital platforms, and the assessment of social media performance. Using public higher education institutions in the Bukhara region as a case study, the current state of social media activities is analyzed, and an approach integrating audience segments, Customer Path stages, and digital platforms is substantiated. A comprehensive social media management model combining institutional and organizational structure, process architecture, content strategy, a regulatory and ethical framework, and a monitoring system is described. Furthermore, directions for improving the effectiveness of social media management through the application of Artificial Intelligence and Big Data technologies are proposed.