- The authors:
Alexandr V. Gubanov,
Vitaliy V. Zotov - Pages: 715-721
- Section: INTERCULTURAL COMMUNICATION, DIGITAL EDUCATION AND SOCIAL ENVIRONMENT
- URL: http://conferences-ifl.rudn.ru/2686-8199-2020-7-715-721/
- DOI: 10.22363/2686-8199-2020-7-715-721
The digital transformation of public administration presupposes the achievement of a qualitatively new level of transparency of regional authorities in the space of public communications. Social media play an important role in shaping this space. In this regard, the need for an advanced analysis of the existing regional practice of using network platforms from the standpoint of interaction between government agencies and network actors is actualized. The purpose of the study was to analyze the basic indicators of user activity and their interest in content that is published by the authorities in their official accounts. Analysis of official accounts was carried out on the basis of web analytics metrics (Si as the sum of likes, reposts, comments) for the content published by the authorities for a fixed time period using the example of official groups and publics of the Administrations of subjects RF in the Central Federal District.
The study showed that the most promising from the point of view of organizing the interaction of regional authorities with interested parties, it is advisable to include the social networks “VKontakte.” “Odnoklassniki” and Instagram. These networks are leaders in almost all assessed indicators. The predominance of these network platforms, along with their popularity among the population, is also explained by the fact that the functionality they present is most suitable for solving the tasks of 1) informing citizens about the most relevant management issues and measures implemented, 2) providing feedback, 3) consolidating the network community when discussing socially significant problems.
Social networks are both informing citizens about the activities of government agencies, and informing officials of the most acute social problems of citizens. In practice, this can be expressed in the simultaneous use of accounts in several social networks in the work of one state structure and active two-way interaction with citizens. Unfortunately, this approach has not developed in all the regions studied. In this regard, the task of generalizing the existing experience is particularly relevant, as well as forming recommendations on improving social media activities that are acceptable to all subjects of the Central Federal District.
Keywords: social media, network communities, public communications space, authorities, stakeholders
Alexandr V. Gubanov1 , Vitaliy V. Zotov2
1 Russian Presidential Academy of National Economy
and Public Administration (RANEPA) Moscow, Russia
2 Moscow Institute of Physics and Technology
(National Research University) Moscow, Russia
¹ e-mail: aleksandrgubanov1@mail.ru ORCID iD: 0000-0003-4810-6165
² e-mail: om_zotova@mail.ru ORCID iD: 0000-0003-1083-1097
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