Information Openness and Accessibility as a Direction of Social Marketing (by the Example of Social Service Institutions)

Abstract

The article deals with the issue of ensuring and monitoring the quality of social services and the role of such an instrument of social marketing and advertising as informing the population with the help of Internet technologies. The article reveals the necessity of existence and obligatory requirements to the content of the websites of the state social organizations. The article states the functions of the sites in terms of informing recipients of social services about the activities of organizations, the opportunities and services they provide, the establishment of feedback. The article reveals the essence and purpose of an independent assessment of the quality of social service institutions, a list of its criteria. The characteristic of indicators within one criterion of an independent quality assessment - openness and availability of information on the organization - is given. The authors analyzed the legal framework for the formation and conduct of an independent quality assessment in the system of social service institutions. The article describes the results of the content analysis of the content of the websites of institutions of social service of the Irkutsk region in terms of their information transparency, completeness and accessibility for recipients of social services. The authors consider the role of the websites and the way the information is arranged on them while forming the policy to improve the quality of social services to different categories of citizens. The level of compliance with the requirements for all indicators of information openness and accessibility of social services institutions of different types is analyzed. The degree of representation of information on the websites in terms of individual indicators is stated, as well as parameters of full disclosure of information with maximum and minimum values are identified. The difference of requirements to transparency and availability of information, their relevance to various types of institutions are revealed. The differentiation of information openness and accessibility depending on the type of social service institution, the legal status of the institution, the service audience are identified. The role of Internet technologies, requirements to information openness and accessibility for the implementation of social advertising and the development of social commitment by institutions of social services are outlined.