Engaging the Audience of Non-Profit Organizations in Communication in Social Networks in Modern Marketing Practice

The strategic nature of digital communications is the key to the development of digital society. Digital transformation is not just the introduction of new technologies into the communication process and investments in new technologies, it is an opportunity to transform the product and change its development strategy. Digital transformation is a comprehensive, strategic approach to any area, including communications. Therefore, in the article, the authors are demonstrating on the example of non-profit organizations (including those with an engineering, technical profile) how strategically you can build communication in the digital space, relying not only on digital social media technologies, but also using various marketing mechanisms to engage audiences in communication at various points of contact.

I. Introduction

Strategic management of digital communications includes both the technological transformation of communication processes and the use of artificial intelligence, as well as the formation of special "triggers" of a digital communication product that will allow users to be involved in the communication process, primarily in social networks. Thus, the technological mechanism of the communication process is supported by marketing practices, in terms of connecting technical (process) and humanitarian (behavioral) paradigms in measuring the effectiveness of communication. In modern conditions, in the theory of marketing, the transformation of the marketing paradigm is brewing in the direction of continuous interaction of companies with their consumers at each stage of their consumer contacts with the organization and in these conditions, there is a need to maintain a certain level of consumer involvement in communication as a cognitive and behavioral construct of the communicative process. The authors in the article conceptualized the apparatus of the terms "engagement," "engagement" as mechanisms of marketing communications; identified a set of methods and tools in the marketing practice of non-profit organizations working with audience in social networks to increase the involvement of the target audience in communication; described the degree of involvement of the target audience of non-profit organizations in social networks, taking into account the industry specifics of the activities and territorial affiliation of NPOs, and analyzed, on the example of non-profit organizations in Perm, the work of involving the audience in communication on social networks.