THE OFFICIAL WEBSITE AS AN INSTRUMENT OF FORMATION AND PROMOTING PUBLIC IMAGE OF THE HIGHER EDUCATIONAL INSTITUTION (ON THE EXAMPLE OF AMUR STATE UNIVERSITY NAMED AFTER SHOLOM ALEICHEM, BIROBIDZHAN)

The article deals with one of the main modern means of educational establishment promotion ? the official website. Promoting public image of the higher educational institution on the Internet is the most efficient and promising way of positioning. The aim of the study is the development of suggestions on the optimization of work of the official website of the higher educational institution basing on the conducted analysis. The authors are the first to systematize the theoretical material according to the research topic and analyze the official website of the studied higher educational institution. The ways of its development are suggested.