No abstract

Stakeholder Theory argues that when achieving the objectives of an organization, the diverse interests of different stakeholders should be taken into account. Therefore, among the most acute problems of modern management are the use of social networks in the public communication for organizing interaction with stakeholders. This article considers in detail the problem of assessing the effectiveness of the social network management of such a rip. Despite the presence of a large number of monitoring methods, as well as professional network analytics tools, most of them are applicable to a limited number of social networks and are focused mainly on the tasks of marketing promotion. The authors proposed and tested a universal system of indicators based on the pressure-state-response model. Each of the given indicators reflects a specific measured characteristic of the state of the analyzed account, public page or specific post. It is possible to define and fix them both by means of standard functionality, represented by network platforms, and using specialized SMM services. However, it is worth noting that a number of characteristics are available only to resource administrators. In this regard, the most appropriate application of this monitoring method seems to be on a systematic basis, taking into account the availability of direct access to all the target characteristics.