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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Iana Erofeeva
Communication Strategy of State Corporation Roscosmos in Social Media: Challenges and Opportunities
Integrated Communications
(Master’s programme)
7
2017
Online platforms create new additional area for interaction with the audience. This space coexists with offline platforms and complements it but it has its own rules and features. This research examines the concept of open public administration, defines terms "open data, "e-government", "open government", systematically analyzes theoretical approaches and practices of using social media in the communication strategy of state organizations. Three communication strategies of state organizations in social media were revealed: informational (one-way communication), involvement and interaction. The author also identified 4 groups of possibilities for government organisations from using social media: strategic, technical and technological, reputational, organizational and 5 groups of risks: political and legal, reputational, security risks, technical and technological, organizational.

As part of the study, the Internet representation of the state corporation "Roscosmos" was monitored. We came to the conclusion that "Roscosmos" faces more risks than opportunities from usage of social media carries. However, risks depends from external factors, which the organization can not influence, for example, solve the problem of unequal access of the population to the Internet or the possibility of blocking of a social network. Nevertheless, the state corporation Roskosmos should pay attention to the reputational capabilities of the usage of social media, regularly monitor mentions of organisation in social media and work with feedback and comments from subscribers.

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