The paper deals with the phenomenon of public policy and conditions of its formation through the contractual choice. Purpose of the research is to characterize the process of involving the target audience in the communication of non-profit organizations in social networks from the point of view of digitalization tasks. Research objectives are to determine a set of methods and tools in the media communication practice of working with the audience in social networks to increase the degree of involvement of the target audience in communication; to characterize parameters of audience reflection in various digital systems for its impact on engagement. Authors prove the hypothesis that network communication is necessary for providing the conventional basis for public policy formation and determines the sustainability of network interactions through the prism of contract choice. In addition, the authors determine the need to support the contract choice within the framework of communication of public sphere actors by the mechanism of their involvement in the digital communication process.