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Оценка населением эффективности цифровой коммуникации глав регионов в интернет-диалоге «власть ‒ общество»
Introduction. The article is devoted to the study of the effectiveness of digital communication of the governor's corps with society. This problem attracts the attention of many scientists, but there are very few works with empirical verification of the models proposed by various authors of research, there is no justification and scientific understanding of an objective assessment of the effectiveness of digital dialogue.
Materials and Methods. To assess the effectiveness of digital communication of regional heads by the population, a study was conducted, which included 2 stages. At the first stage of the study, an online survey was used to assess the responsiveness of the authorities to the needs of the population. The second stage of the study was implemented through monitoring the social networks of the heads of regions of the Central Federal District. The tasks of the second stage included finding answers to questions about the popularity of regional policy among the population, about the compliance of the information agenda of the regional heads with the needs that are articulated in regional social publics, as well as about the efficiency responding to certain problematic situations that arise on the ground.
Results. A fifth of respondents addressed the heads of regions through social networks with complaints and suggestions. Approximately half of the respondents found it difficult to assess their satisfaction with the sent request. Almost a third of respondents expressed satisfaction with the response of the services of the governor's corps. The respondents assessed the work of the governors with a predominance of positive ratings on the scales of openness and efficiency, as well as efficiency. At the same time, according to the profile of citizens' assessments, the work of the governor's corps is carried out to a greater extent according to its agenda (and not based on the problems of ordinary people), it is often performed for show and with elements of imitation of activity. According to the data obtained, the leading topics in the public posts of the heads of regions are their (78%), repair and construction (17%), improvement of the region (5%).
Discussion and Conclusion. The results obtained make it possible to attribute the involvement in modern online communication, his ability to establish constant and effective feedback with the population to one of the most important competencies of the governor. The analysis shows that these qualities are still falling out of the personal priorities of some regional leaders.