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For modern universities, social media is a competitive environment and a platform to increase their brand awareness in global and national rankings and promote educational, scientific and innovative services to a social media audience using marketing tools. The positioning of a modern university in social media is an activity focused on presenting the university and its services in the most advantageous way, popularising science. The aim of the study is to examine global trends in thedoi:10.26425/2658-347x-2022-5-1-64-75 fatcat:yn4crbsrerfc3jpicz4ooxjmfa