Level of Engagement Based on Analysis of Community Posts on VKontakte Network

This contribution presents an analysis of user engagement in the official university community on the VKontakte social network. The study is based on parameters such as ER_view (Engagement Rate per View), LR (Like Rate), TR (Comment Rate), and ReRate (Repost Rate). Based on a proprietary script in the Python programming language, data parsing was conducted from the official community of Kazan National Research Technological University (KNRTU) on the VKontakte network. We selected messages only for 2022 and 2023, as there were significantly fewer messages in previous years, and 2024 has not yet ended. In total, 1287 messages were selected. A typology of posts published by the official community of KNRTU on the VKontakte network was conducted, with posts having high values of the visualized indicators falling into categories such as raffles, internships, information for first-year students, and holiday dates. The results show that posts related to raffles and games, especially those published on Wednesdays, generated the most engagement. The timing of publication also plays a significant role in the level of engagement. This research can be useful for universities and other educational organizations to increase students’ engagement in their official social networks.