This article examines strategies for effective digital management of social media marketing services in higher education institutions. Social media platforms have become an important tool for strengthening relationships with students, their parents, and the community. Digital technologies, including artificial intelligence and Big Data, help improve the individual approach to higher education and effectively manage marketing processes. This article analyzes methods of audience segmentation, creative content creation, and optimization of marketing campaigns. Also, ways to develop the brand of educational institutions and increase their competitiveness in the global education market will be shown through various platforms.

Higher education, social media marketing, digital technologies, artificial intelligence, Big Data, audience segmentation, creative content, brand development, competitiveness, optimization.

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