Shpak E.A.

Purpose. To study the problems and opportunities for forming public opinion, through communication of the authorities and the population through social networks exemplified by the Omsk region. Methodology and methods. The use of social networks by federal and regional authorities is analyzed and compared through the example of the Omsk region. The results confirmed the problem of limited use of modern communication technologies by the authorities. In order to establish the causes of such inefficient use of networks expert survey of the representatives of regional authorities, the media and social networks was conducted. Results and scope of application. Summing up the analysis of the authorities' communication process through social networks, it can be concluded that this process is ineffective in the Omsk region. The weakness is the limited use of social networks, in particular, lack of communication and discussions of the issues and problems urgent for the population. So, it is necessary to create a fundamentally different model of communication of the authorities and society, which would allow for the prompt addressing to the citizens' complaints, for getting feedback from them, and for the possibility to express their own views on the authorities' actions. Such a model would enable the authorities to more effectively influence the public opinion, to quickly solve the citizens' current problems, which, in its turn, would help raise the profile and increase the credibility of the authorities in the eyes of the population. Scientific novelty. The scientific novelty is in researching the interaction of the authorities and the public through modern communication media. Up-to-date trends in researching the communication of the authorities and society are formulated.