| Summary: | The article analyzes the representative potential of modern social media in the context of the structures of the presidency, in particular, their role and effectiveness of resources in the formation of government strategic communications. It is noted that the transition of the presidency’s communications to the online space and the growing level of public awareness force authorities to modernize methods of influencing target audiences, which involves constant monitoring of the results of each innovative step. The most fruitful methods of media analysis and monitoring systems in social media sphere, its functionality to provide data verification and implementation through the prism of institute of presidency’ public policy, are described. The analysis allows to prove effectiveness of social networks marketing research in providing feedback between authorities and the general public.
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