Direction of Social Capital Accumulation of Electrical Engineering Universities

Under the conditions of the economy's digital transformation, electrical engineering specialties are becoming especially important. This leads to increased popularity of universities which train specialists in this sphere and at the same time intensifies the competition between them for the best applicants. The introduction of a distance-learning format amplifies this trend, expands the scope of competition between universities, and brings it from the level of cities and regions to the state, or even international, level. In this context, a university's social capital becomes very important, because one of the most critical factors in choosing an educational institution is its accumulated reputation. The article deals with the main directions of social capital formation and possibilities of its accumulation by educational institutions. Based on the example of the largest universities in Russia that provide training in electroenergetics and electrical engineering, a rating has been compiled for the accumulated publicity capital, which is one of the main indicators of the university's performance and methods of increasing social capital. The features of social capital management in the online and offline environment are considered. Particular attention is paid to the accumulation of social capital in relation to one of the most important groups of university stakeholders - students. The method of constructing psychosemantic spaces in assessing the social capital of the university has been proved effective.