Strategies of Russian Regional Public Chambers Promotion on the Internet

Abstract

Digitalization of public relations actualizes the study of strategies for maintaining accounts in social network sites by institutions of people's representation. One of such institutions is the Institute of Russian Regional Public Chambers.Russian regional public chambers have websites, accounts in various social network sites, as well as sometimes Telegram channels. The three social network sites in which the largest number of accounts of public chambers have been created are VK, Facebook and Instagram. In order to study the promotion of Public Chambers and their activities on the Internet, an analysis of the representation of these institutions on social network sites (the presence of accounts, the number of subscribers, the number of posts for the period 25 October 2021 - 25 February 2022) were carried out. At this stage, all Russian regional public chambers were included in the sample.For a detailed analysis, 9 regional public chambers were selected from a special sample. The content of their accounts in social network sites was analyzed according to the following indicators: topic of the post (covered activity); emotional coloring of the post (positive, neutral or negative); the format of the covered activity; chronology; support for informational posts with likes; activity of comments posted posts; activity of reposts of posted posts and others.Based on these data, conclusions were done about the strategy of promoting of Russian regional public chambers on the Internet.