The Role of Social Media in Public Administration and Management: Interaction Channels and Their Effectiveness

Modern technologies and the Internet have significantly altered how people, organizations, and governments interact. Social media platforms have evolved beyond personal communication tools to become powerful instruments for public administration. They enable governments to communicate more effectively with citizens, enhance transparency, and engage the public in governance processes. However, challenges exist in optimizing these tools. This article aims to analyze the role of social media in public administration, identify the most effective channels of interaction, and propose recommendations for their use. It emphasizes the need to enhance government communication strategies to meet rising citizen expectations regarding transparency and accessibility of administrative services. Research reveals that social media allows governments to rapidly disseminate information on emergencies, new laws, and policies, thereby reducing the time needed to inform the public and increasing their engagement. The ability to organize public discussions, gather feedback, and conduct surveys via social media fosters a more democratic and inclusive governance process. In addition to benefits, the article highlights potential risks of using social media in public administration, such as cybersecurity issues, personal data protection, and the spread of misinformation. Authors recommend developing strategies to minimize these risks and maximize the positive impact of social media on public administration processes. In conclusion, the article convincingly underscores the significance of social media as tools of modern governance, contributing to increased efficiency, transparency, and openness of government structures to the public