The article identifies the advantages of using social networks and highlights the disadvantages of traditional communication between government officials and citizens. As social media is a huge virtual community today, the peculiarities of communication on such platforms open new opportunities for communication with different audiences, and the presence of citizens on social networks emphasizes the need to involve them in government interaction. This article considers the online platform as one of the social communication media and provides a basis for measuring the indicators of effective communication. In turn, this implies concepts such as transparency, involvement, cooperation and comfort. And based on the analysis of a particular social network in the material identified indicators of successful communication as an integral part of public administration. In addition, communication in social networks between the state and citizens is viewed through the formation of a phased approach from initiation by one party to full interaction of both parties, when the audience focuses on the advocacy position towards the initiating party, abstracting from external circumstances. The article also focuses on the factors of influence to make decisions for the use of social networks by representatives of public administration. Thus, research on the effectiveness of the use of social networks examines the components of effective two-way communication. And in this case, it confirms the effectiveness of using social online platforms for the implementation of information campaigns in the future, already as a component of an improved communication process. Since the process of virtualizing changes the very way of transmitting information to the audience. The use of social networks enhances the role of the updated management mechanism through online channels. Therefore, the indicators for measuring the quality of interaction indicated in the article correlate with the concept of forming the image of public representatives in the modern information space and have prospects for mandatory use by both specific individuals and groups, and institutions.
