USE OF SOCIAL MEDIA IN COMMUNICATION STRATEGY IN PUBLIC MANAGEMENT FOR EFFECTIVE INTERACTION WITH THE PUBLIC: FEATURES AND RECOMMENDATIONS

Abstract

The article is dedicated to the analysis of the features and prospects of using social networks in the communication strategy in public administration for effective interaction with the public through their ability to promote democracy, ensuring greater participation of citizens in the socio-political life of the country, providing information about the actions of the authorities and more opportunities for interaction during the adoption of political decisions, which contributes to the legitimacy of power. Also highlighted are the features of legislative support, court decisions, and the practice of using accounts by officials and civil servants in the USA in social networks, which are classified as public forums for interaction with citizens. The results of the study prove that although social media platforms can be useful for civil servants and officials during their interaction, communication with citizens, however, they are not automatic mechanisms for public participation in governance, despite this the need for them is growing. Discussion and direct interaction between citizens and civil servants can strengthen the legitimacy of management decisions and, create stable conditions for the development of society, promote social dialogue, protect society and the state from political, economic, social crises. All this is capable of contributing to the support of power by the public, confidence in the adequacy and fairness of political decisions. It has been established that the authorities at all levels in Ukraine need to change the organizational culture, rules, policy, and procedures, then the problem of the legitimacy of power may disappear. The introduction of social network tools without changing the organizational culture in the bodies of state power and local self-government, procedures or rules – is not enough for interaction with the public in the public sphere or overcoming the problem of the legitimacy of power. Otherwise, officials and civil servants risk raising public expectations and not justifying them, which can lead to public distrust of power.