Communication Strategies in the Social Sphere: Tactics and Information and Communication Technologies

Abstract

Introduction: Digital technologies are transforming communication and social interaction, and information and communication technologies are becoming vital tools for solving social problems and improving access to information. They promote effective interaction between the state and citizens, improving the quality of social services and governance. Objectives: The study aims to analyse and develop effective communication strategies and tactics to improve social interaction. It also aims to study the role of information and communication technologies (ICT) in access to social services, engaging citizens in initiatives, and optimising information exchange between government agencies and the public. Methods: The study uses analytical and systematic methods and statistical analysis to assess the effectiveness of strategies. The analysis of social media and official websites revealed the main communication topics and areas of application of social and psychological technologies in forming communication strategies in the social sphere. Results: It was found that developing new communication models is essential for improving information exchange, engaging citizens in social initiatives, and adapting policies based on feedback. Social media and participatory approaches allow for more effective audience engagement, while artificial intelligence and data analysis help manage communications. Media literacy training stimulates critical thinking, and ICTs significantly impact social group interaction, especially in low-income countries. Conclusions: The study confirmed that effective communication strategies are vital in improving interaction between social groups and organisations. The use of ICTs and participatory methods contributes to transparency, accessibility, and engagement of citizens in social initiatives. Strategic planning, adaptation of messages for different audiences, personal stories and data increase the credibility of initiatives.