THE FEASIBILITY OF MANAGING THE PERSONAL BRAND OF A UNIVERSITY RECTOR (USING THE EXAMPLE OF THE INTERNATIONAL ACADEMY OF BUSINESS AND NEW TECHNOLOGIES (MUBINT) ON THE VKONTAKTE SOCIAL NETWORK)

This article examines purposefulness and feasibility of sociological approach to personal brand management using as example the VKontakte social media account of the rector of the International Academy of Business and New Technologies (MUBiNT). The data obtained through quantitative and quanti- tative-qualitative studies of the rector's VKontakte account includes subscriber segmentation (profile analy- sis), publication conversion rates based on likeability, engagement, and growth rates, genre analysis of PR texts, and a description of the rector's four dimensions of personal branding. These data allowed us to formulate 12 strategies for information and communication support for the rector's VKontakte page, covering short-, medium-, and long-term perspectives.