DIGITAL REPUTATION TOOLS IN THE FIELD OF SOCIO-CULTURAL MANAGEMENT

Abstract

The purpose of the article is to substantiate the effectiveness of using digital tools in building and maintaining the reputation of socio-cultural projects and institutions as a key element of socio-cultural management – in contrast to the traditional understanding of reputation as a secondary or side effect of activity.
Research methodology. The study uses general scientific methods of analysis, synthesis, comparison, as well as content analysis of digital platforms and practices used in the field of socio-cultural management.
Scientific novelty. The role of digital tools in the formation and management of the reputation of socio-cultural institutions as a key element of socio-cultural management – in contrast to the traditional understanding of reputation as a secondary or side effect of the institution's activities is analyzed.
Practical application of the research results. In the modern digital environment, the reputation of socio-cultural institutions and projects has become a dynamic and interactive construct, which is actively built using digital tools for monitoring, analytics, communication and feedback. Social media have become key communication channels that provide a quick response to criticism, activate interaction with target groups, support brand sustainability and help increase trust.
The implementation of digital reputation strategies in the field of culture is especially relevant, which, in addition, is gaining increasing importance as a media platform and a powerful tool of influence.