Yevheniia Hlushchuk

The Institute of the Presidency in Social Media: Modern Monitoring Systems

Abstract: The article analyzes the representative potential of modern social media in the context of the structures of the presidency, in particular, their role and effectiveness of resources in the formation of government strategic communications. It is noted that the transition of the presidency’s communications to the online space and the growing level of public awareness force authorities to modernize methods of influencing target audiences, which involves constant monitoring of the results of each innovative step. The most fruitful methods of media analysis and monitoring systems in social media sphere, its functionality to provide data verification and implementation through the prism of institute of presidency’ public policy, are described. The analysis allows to prove effectiveness of social networks marketing research in providing feedback between authorities and the general public.

Keywords: social media, communications, institute of the presidency, monitoring, media analysis.

  Full-text PDF    https://doi.org/10.15407/np.63.139     Citation

• Yevheniia Hlushchuk (V. I. Vernadsky National Library of Ukraine, Ukraine, Kyiv, EvgenijaGlu@gmail.com) ORCID: https://orcid.org/0000-0002-9137-7318

Cite:
Yevheniia Hlushchuk (2022). The Institute of the Presidency in Social Media: Modern Monitoring Systems. Academic Papers of The Vernadsky National Library of Ukraine, (63) 139-148. (In Ukrainan). doi: https://doi.org/10.15407/np.63.139

References:

1. Bratushchak, O. "Priami komunikatsii" Zelenskoho v sotsmerezhakh poky prohraiut tradytsiinym media. Instytut masovoi informatsii [Zelensky’s "communication premiums" on social networks are still losing to traditional media]. [in Ukrainian].
2. Yvashchuk, E. 10 luchshykh servysov dlia monytorynha sotsyalnыkh setei [10 best services for monitoring social networks]. [in Russian].
3. Monitorynh ZMI na kshtalt rozvidky [Monitoring of mass media on the staff of the outlet]. [in Ukrainian].
4. Polovinchak, Y. (2015). Mobilizatsionnyi i manipulyativnyi potentsial diskursa sotsialnykh media v perekhodnom obshchestve [Mobilization and manipulative potential of the discourse of social media in a transitional society]. [in Ukrainian].
5. Onyschenko, O. S., Horovyj, V. M., Popyk, V. I. et al. (2013). Sotsialni merezhi iak chynnyk rozvytku hromadianskoho suspilstva [Social media as a factor in the development of civil society]. 250 p. Kyiv [in Ukrainian].
6. Tatarinov, K. A. (2009). Sovremennye aspekty marketingovyh kommunikacij v cifrovom obshestve [Modern aspects of marketing communications in a digital society]. Azimut nauchnyh issledovanij: ekonomika i upravlenie – Azimuth of Scientific Research: Economics and Management, 8, 1 (26), 307–312. [in Russian]. doi: https://doi.org/10.26140/anie-2019–0801–0072
7. Digital 2021: the latest ideas about "the state of digital technology". [in English].
8. Shannon, M. (2012). The combination of social and traditional media in modern communication. [in English].
9. Social media and its origins. Retrieved from [in English].
10. Manovich, L. (2001). Language of new media. Cambridge MIT Press/ Leonardo Books, 394 p. [in English].
11. Watson, T., Noble, P. (2007). Evaluation of public relations. Second edi. London; Philadelphia: Kogan page. 225 p. [in English].