The article is devoted to the analysis of the activity of citizens in the official communities of municipalities of Sverdlovsk region in the social network VKontakte. The study examines the effectiveness of official public administration management with an emphasis on interaction between local governments and the public; various aspects are considered (the level of users’ engagement, information dissemination, feedback from community subscribers). The results of the study allow us to identify the key factors contributing to successful communication in social networks. In addition, the author offers recommendations for optimizing the content management strategy of official publications in order to increase civic engagement and users’ participation in the discussion (resolution) of municipal issues.
