The phenomenon of social networks as an instrument for the dialogue between the authorities and society (on the example of Severodvinsk)

Abstract

\n This article explores the communication process between the authorities and society via social networks on the example of the municipality of Severodvinsk. Online platforms have become the main source of communication between the government authorities and citizens since 2017. The recently appointed head of the city selected an effective strategy for establishing dialogue with the population; he chose a popular communication channel, published comprehensible texts, and demonstrated quick response to the citizens’ requests. However, having made wrong decisions, from the perspective of the city residents, the administration and the mayor faced a lot of negativity and limited communication in the social networks. The goal of this research is to determine conditions for using social networks as the main communication channel in building dialogue between the government and society on the example of the municipality of Severodvinsk due to the fact that in the course of implementing information policy, it demonstrated two different models of using social networks. The object of this article is the profile page of the administration of Severodvinsk in the social network “Vkontakte”. The subject is the communication process of the municipal authorities in social networks. The conclusion is made that the administration should take into account the specificity of social networks, such as openness in expressing emotions by the citizens; it is necessary to learn working with online platforms, separate work criticism from personal criticism, and establish the dialogue based on the rule of two-way communication, which implies not only sharing information, but also perceiving the feedback.\n