Diagnostics of the maturity of the social media ecosystem of educational services providers – perspective of social security

The essence of the ecosystem of social media of educational service providers (HEIs, digital educational platforms) is studied. The essence of the maturity of the ecosystem of social media of educational service providers is considered. A scientific and methodological approach to assessing the level of maturity of the ecosystem of social media of educational service providers and the implementation of the marketing function in them is proposed, which is based on the use of combinations of rank and comparative analysis of certain groups of indicators: website, social networks and digital marketing channels. To assess social networks (Facebook, Instagram, X (Twitter), YouTube, LinkedIn) of an educational service provider, it is proposed to use normative values established according to the Unirank rating. This made it possible to determine the degree of compliance of the actual number of subscribers in a particular social network of a particular educational service provider with the desired value (the average world level of the number of subscribers for educational institutions, according to the Unirank rating, as of 2024).