социальные сети,
государственные органы,
государственные служащие,
взаимодействие с гражданами,
онлайн-платформы,
эффективные коммуникации
Abstract
In the contemporary global context, social media have evolved beyond mere venues for personal communication, transforming into a potent instrument for institutional communication and stakeholder engagement. This article explores the unique aspects of social media use by government agencies and their employees. It analyzes how digital platforms are reshaping traditional modalities of interaction between governance and the public, thereby unlocking new opportunities to enhance transparency, expediency, and information accessibility. The study examines both the advantages and the inherent challenges associated with the presence of state structures in the online sphere. Particular emphasis is placed on matters concerning the formation of a positive institutional image, the prompt response to citizen inquiries, and the effective dissemination of socially significant information. Such risks as the potential for disinformation, the need to comply with ethical standards and legal restrictions, and information security issues are also explored. The article offers practical recommendations for developing a coherent strategy for government agency presence on social networks, emphasizing the critical need to tailor content to the specific characteristics of each platform and its designated target audience. The investigation of this aspect is paramount for augmenting the efficacy of public administration and fortifying citizen confidence in governing institutions amidst contemporary challenges.
