Інтеграція вебсайту та соціальних мереж як стратегія сучасної комунікації університету

The purpose of the article is to reveal the features of the integration of the website and social networks as a strategy of modern university communication. The publication presents the positive experience of the Department of Publishing and Editing of the NN of the Igor Sikorsky Kyiv Polytechnic Institute, on the basis of which the department's website and social networks (Facebook, Instagram, TikTok) are successfully used simultaneously. This model involves parallel, complementary broadcasting of diverse events taking place at the university. A quantitative and comparative analysis of the information published on the website and social media before and after integration was conducted.