SMM TECHNOLOGIES AND PR TOOLS IN THE PROCESS OF DIGITAL MENTORING AND TUTORING OF HIGHER EDUCATION STUDENTS
Abstract
The aim of the study is to provide a comprehensive theoretical justification and develop practical recommendations for the effective application of Social Media Marketing (SMM) technologies and Public Relations (PR) tools in the organization and implementation of digital mentoring programs for higher education students. This research seeks to bridge the gap between traditional mentoring practices and the demands of the modern digital educational landscape. The relevance of the topic is determined by the ongoing profound digital transformation of higher education systems worldwide, exacerbated by the challenges associated with adapting to distance and blended learning formats, particularly in the post-pandemic era. The contemporary labour market places increasing emphasis on the development of not only specialized professional competencies but also essential soft skills, such as communication, teamwork, adaptability, and self-management. Traditional forms of mentoring and tutoring are increasingly losing their effectiveness in the digital environment due to significant limitations, including insufficient personalized support, difficulties in real-time monitoring of student progress, challenges in establishing and maintaining trusting relationships between mentors and mentees, and barriers to meaningful interaction. The research methodology encompasses a thorough analysis of contemporary theoretical sources, scholarly literature, and empirical data, alongside an examination of international best practices and Ukrainian-specific experience in utilizing marketing communications within digital mentoring initiatives. Particular attention is devoted to the outcomes and insights derived from the PROMENT project, which serves as a key case study illustrating practical applications. It is concluded that the comprehensive and synergistic application of these marketing and communication tools in tutoring and mentoring programmes represents a pivotal factor in significantly improving the overall effectiveness of digital mentoring.
References
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Briones R. L. (2013) Mentoring 2.0: How PR educators use social media to create and maintain relationships with students. International Journal of Continuing Education and Lifelong Learning. Available at: https://www.inderscienceonline.com/doi/10.1504/IJCEELL.2013.051764 (accessed December 4, 2025).
Schwartz S. E. et al. (2014) Mentoring in the digital age: Social media use in adult–youth relationships. Children and Youth Services Review, vol. 47, 205–213. Available at: https://www.sciencedirect.com/science/article/abs/pii/S0190740914003284 (accessed December 4, 2025).
Constantinides E., Zinck Stagno M. C. (2011) Potential of the social media as instruments of higher education marketing: A segmentation study. Journal of Marketing for Higher Education, vol. 21, no. 1, 7 – 24. Available at: https://doi.org/10.1080/08841241.2011.573593 (accessed December 4, 2025).
Peruta A., Shields A. B. (2017) Social media in higher education: Understanding how colleges and universities use Facebook. Journal of Marketing for Higher Education, vol. 27, no. 1, 131–143. Available at: https://doi.org/10.1080/08841241.2016.1212451 (accessed December 4, 2025).
Rutter R., Roper S., Lettice F. (2016) Social media interaction, the university brand and recruitment performance. Journal of Business Research, vol. 69, no. 8, 3096 – 3104. Available at: https://doi.org/10.1016/j.jbusres.2016.01.025 (accessed December 4, 2025).
An exploration of social media's role in public relations mentorships. (2012) PRISM Journal, vol. 9, no. 1. Available at: https://www.academia.edu/30639759/New_media_new_mentoring_An_exploration_of_social_medias_role_in_public_relations_mentorships?referrer=grok.com (accessed December 4, 2025).
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Inappropriate Communications with Students via Social Media. (2024) Available at: https://www.alabamaachieves.org/wp-content/uploads/2024/03/COMM_20240328_Module-2-Inappropriate-Communications-with-Students-via-Social-Media_V1.0.pdf (accessed December 4, 2025).
Social management and digital communications as important elements of higher education institutions' management. (2024) Brazilian Journal of Education, Technology and Society (BRAJETS). Available at: https://brajets.com/brajets/article/download/1181/559/5639 (accessed December 4, 2025).
Social Media as a Strategic Tool in School Management. (2020) SciTePress. Available at: https://www.scitepress.org/Papers/2020/109224/109224.pdf (accessed December 4, 2025).
Being a mentor in the digital era: An exploratory study of the benefits undergraduate student mentors derived from providing virtual mentoring. (2023) Journal of Community Psychology. Available at: https://onlinelibrary.wiley.com/doi/full/10.1002/jcop.23051 (accessed December 4, 2025).
Percy, L. (2023). Strategic Integrated Marketing Communications (4th ed.). Routledge.
Psychological and Pedagogical Features the Use of Digital Technologies in Education. (2024) International Journal of Computer Science and Network Security, vol. 24, no. 4. Available at: http://paper.ijcsns.org/07_book/202404/20240414.pdf (accessed December 4, 2025).
PROMENT Project. (2023–2026) Promoting Professional Education and Students Engagement through Comprehensive Mentoring and Tutoring System at HEIs. Available at: https://www.proment.pro/uk/ (accessed December 4, 2025).
Clark R. (2025) 12 Must-Know Marketing Trends for Higher Education in 2025. Freedom OCR Blog. Available at: https://www.freedom-ocr.com/blog/higher-ed-marketing-trends (accessed December 4, 2025).
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