In-Depth Examination of the Effective Use of Social Networks for Communication in United Territorial Communities: Navigating the Digital Landscape

The article explores the application of social media (as an accessible tool and an important component of a small territory’s information space, an effective platform for the consolidation of citizens according to the similarities of their needs and interests) in the public communication of the territorial community. It attempts to structure its types and functional load. The information and communication potential is analyzed, as compared to the society’s site and the role of society in general. It focuses its attention on Facebook, being the most popular of social networks, and highlights its advantages and disadvantages. Based on the study of official Facebook pages/groups of urban united territorial communities in the Vinnytsia region, the level of communication activity of subscribers/participants was traced. After analyzing the level of audience involvement (number of subscribers relative to the population), posting activity (number of posts per day/month), user activity (set of reactions to the publication), and feedback (quick access button), we obtained data indicating a high rate of the presence of posts on the page/in the local community group, which testifies to the regularity of their publications. At the same time, the assessment shows that communities do not take full advantage of Facebook. First of all, the level of audience involvement and user activity (response to posts) needs to be increased. This can be achieved by expanding the topic and improving the quality of information content, as well as working to increase the Post Organic Reach.