Management of digital communication channels in organisations: The experience of Epiroc Ukraine

The research relevance is determined by the fact that digital tools are gradually transforming from an auxiliary tool into a basic management infrastructure, on which the speed of decision-making, the coordination of business processes and the quality of interaction with customers and partners depend. The study aimed to summarise theoretical provisions on the management of digital communication channels. The article examined the management of an organisation’s digital communication channels using the example of the industrial company Epiroc Ukraine, which operates in the mining and construction equipment market. The methodological basis of the study was the analysis of scientific sources, content analysis of the company’s internal documents, expert assessment of digital channels by groups of organisational and functional-behavioural criteria, as well as a comparative analysis of the competitive environment. As a result, the study determined that Epiroc Ukraine LLC has a sufficiently developed digital infrastructure, but its practical use is characterised by unevenness, excessive load on individual channels, and an insufficient level of integrated analytics for systematic evaluation of communication effectiveness. A concept for a digital communications management strategy is proposed, which involves the creation of an internal digital interaction team, the introduction of a unified digital communications policy, the modernisation of the internal portal as a centre for information interaction, the development of external content for social networks, and the implementation of a system of key performance indicators. According to the results of the estimated forecast, the implementation of the proposed measures will improve the consistency of information flows, reduce the time required to process requests, and increase the level of engagement of target audiences. It is also expected that the transparency of management processes will increase and the quality of management decisions will improve due to the use of real-time analytical data. The practical value of the study is determined by the potential use of the proposed approaches in industrial companies to build a comprehensive digital communications system, increase the transparency of management processes, and strengthen their competitive position in the market