Interaction Between Public Authorities and Stakeholders in Social Media (Comparative Analysis of the Regional Practician)

Abstract

The wide functionality of social media allows the authorities of the territorial subject to choose a variety of models for using this information resource for organizing interaction in the space of public communications. The purpose of the present research is to explore the practice of public authorities organizing interaction with stakeholders in social media. The study took into consideration official accounts of regional state and municipal structures, as well as regional accounts of federal executive authorities in social networks ”Vkontakte”, ”Odnoklassniki”, Facebook, Instagram and Twitter. The analysis has shown that in the median region, the number of government accounts is almost twice as high as the social network “Vkontakte”, while the structure of official accounts of Moscow authorities is more differentiated by social networks. Despite a 10-fold increase in the number of Muscovites over residents of the Kursk region, the share of subscribers to official government accounts in them among the General population is comparable. The intensity of the use of feedback forms for official accounts of the authorities of the Kursk region exceeds similar indicators of Moscow city. But at the same time, the publication activity of official accounts the Kursk region authorities is lower than in Moscow.
 Keywords: public administration, regional governance, public communications, social media, stakeholders