SOCIAL AND COMMUNICATION SUPPORT OF THE ORGANIZATION: THEORETICAL FOUNDATIONS, APPROACHES AND STRATEGIC IMPORTANCE IN THE CONTEXT OF DIGITAL TRANSFORMATION

Abstract

The article examines the theoretical foundations of the social and communication support (SCS) of an organization as a multi-component and multi-level system that combines social, managerial, informational and technical aspects of managing communication processes. Various approaches to understanding social communication are investigated: Ukrainian, Western, Asian and sociological. Particular attention is paid to the analysis of social communication models, functional roles of communication processes and classification dimensions. Among the key functions of social communication, the information and organizational, identification, influence and crisis (stabilization) functions are identified. Four main criteria for classifying communications are identified: by the number of participants, direction, formality and method of transmission. A multidimensional classification of social communication is proposed, which takes into account modern trends in digitalization, multiculturalism and internationalization of business. Four main subsystems of SCS are analyzed in detail: social, informational, technical and managerial. An integrated approach to the formation of the SCS is justified, which involves combining the best practices of Ukrainian, Western, Asian and sociological schools of scientific thought. This approach allows you to create a holistic communications system that meets the modern requirements of the information society and the needs of the digital economy.