The Promoter’s Social Rating (on Example of Activity of Yaroslavl Region Public Chamber`s Members in Vkontakte Social Network)

The paper develops, substantiates, and tests a rating system for promoters of socio-political institutions in the digital environment using the example of the social network VKontakte. Based on desk research, a system of indicators has been developed for compiling this rating. The survey of experts not only allowed confirmation of this system of indicators, but also to supplement it with equalizing coefficients between these indicators. The developed method for rating promoters of socio-political institutions was tested in the assessment of members of the Public Chamber of Yaroslavl region. For this purpose, data were collected from their accounts. As a result, the features of digital communication were revealed, expressed in the promotion of this institution on the social network VKontakte by its members, and the audience’s reaction to them. Among the important conclusions, we can answer the following: 1) members of the civic Chamber do not consider themselves as its promoters; 2) the audience of the social network VKontakte reacts poorly to materials about the activities of the Public Chamber; 3) the rating allows one to accurately assess the activities of individual members of the Public Chamber and identify their various communication strategies in the digital space; 4) the revision of the promoter rating is optimal from the point of view of supplementing it with data on activity in other work formats.