Social media tools have an increasingly important role in external communication and the promotion of an institutional image. Taking advantage of this trend, the Romanian pre-university education institutions make use of them in order to send information about the identity of the organization and the educational model approached, so as to attract new members, to expand the education community or to promote its offer and its educational events performed. The purpose of this study is to analyse the way in which high schools in Bacău carry out a permanent communication and promotion campaign on social media. We have analysed the official pages of these high schools on the Facebook social network between 1st May and 10th October 2019.
Key words: Bacau, brand, educational marketing, institutional brand, social media marketing