STATE PUBLIC PAGES AS A DIALOGUE FORMAT BETWEEN GOVERNMENT AUTHORITIES AND CITIZENS

Work organization of the Republic of Crimea’s state public pages on “VKontakte” social network is examined in the article for the first time. The features of the new interactive media formats use are described in order to increase efficiency indicators in the implementation of relevant media communication strategies. The public pages of the Republic of Crimea’s government bodies, designed for the interaction with citizens, meet the prevailing trends in the modern media market for the presentation of news information, and also protect citizens from false, fake information. Based on the results of the study, it is concluded that public services actively use the principle of presenting materials in the “cards” format when creating content. It is done to provide information that is structured into logical blocks with a clear visual addition. Besides, the following types of content visualization are used: “videos” in the traditional 1:1 horizontal format, made on a template with a corporate identity, and the vertical “VK Clips” videos with dynamic frame changes; “gamification” − the use of chatbot technologies and images created using a neural network in news reports. The latest tools are used to stimulate user activity, which generates interest and emotional response from the audience, and promotes greater immersion in the topic under consideration. “The Republic of Crimea” community also uses interactive formats such as quizzes, surveys, tests, and voting with two or more possible answer. Weekly reports on citizens’ appeals show that state public pages fulfill their communication function of establishing feedback from the population, which ensures that every citizen has confidence that his/ her appeals will be heard and he/ she will receive answers to the questions. In general, the user activity indicators in the state public groups and in the “The Republic of Crimea” community on “VKontakte” social network testify the effectiveness of their activities and the high level of implementation of the media communication strategy