The system of mass communication channels (website, social networks) of an educational organization 1) is determined by the system of target communities, 2) is distinguished by a variety of technological and communication formats, 3) becomes the subject of conscious and purposeful management activity in relation to the system of promoting and selling communication (web presence) educational organization, its public capital. And the subject is information and communication support for the activities of an educational organization, its web presence, as an object of purposeful management activity. The purpose of the study is to systematize the promotional communication of the university and purposeful activities for the management of promotional communication. All considered educational organizations (Vologda State University, Cherepovets State University, Northwestern Institute (branch) of Moscow State Law Academy, Vologda Institute of Law and Economics of the Federal Penitentiary Service, Yaroslavl State University named after P.G. Demidov) have an extensive system of mass communication channels and a structured information field (media space, media sphere, media universe), including a website and communities in social networks. Management of the information field (web presence) is of a systemic nature, the technological subject of management of information and communication support of the activities of the university is of a distributed nature. An analysis of the structure of the websites of universities makes it possible to single out groups of the target public in the system - internal, external and mixed target publics. Accounts, in turn, are divided into two large classes: firstly, titular (official), and secondly, non-titular (unofficial, affiliated) communities. The websites do not provide enough tools for communication with external target communities in the IR and Public Affairs segments. A comparative analysis of the user profiles of the title community and segmentation of the AC on the website of the educational organization showed that among the users of the title account, the segments of the AC that are important for the promotion of any educational institution in social networks are not sufficiently represented: firstly, applicants and related segments (schoolchildren, school teachers, schools, parents) secondly - the media (MR), students and staff (CR). It is advisable in each university to develop a system of collaboration of technological subjects of the titular (official) and non-titular (informal, affiliated) communities in social networks in order to achieve a synergistic effect in increasing the publicity capital of the university as a whole.
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