Communication Strategy of a Community of Non-Profit Organizations and Civic Activists on Social Network Sites: Problems and Perspectives

摘要

The article presents the results of a study of specially created non-profit electronic resources (NPO Portals, social network sites) in 18 subjects of the Central Federal District of Russia. The author substantiates the position that the social network sites can be an element of the communication strategy of the nonprofit sector with authorities, citizens, within the NPO sector. The article provides a comparative analysis of the content, the objects of directed communication, the involvement of the non-profit sector in the filling of the social network sites. Suggestions are made on the formation of an optimal model of a non-governmental NPO social network sites as a means of strategic communication.