Modern society is undergoing a transformation in the forms of communication between citizens and public authorities, driven by the development of digital technologies and the proliferation of social media. Social media platforms have become not only channels for disseminating information but also tools for fostering civic engagement. This article explores the use of social media for informational support and promotion of the participatory budgeting program in the Republic of Crimea. The analysis is based on data related to the publication activity of the program’s official communities on VKontakte, Odnoklassniki, and Telegram from February to June 2025. The study considers audience engagement metrics (likes, reposts, comments, views), types of publications, activity dynamics, and content presentation formats. Informational and reporting publications prevail across all platforms, although the volume of motivational content varies. The findings also reveal differences in communication strategies across social media platforms. A clear tendency has been identified: social media are used primarily as tools of one-way public communication. The article emphasizes the importance of developing differentiated content strategies to increase the effectiveness of citizen engagement in civic initiatives.
social media, civic initiatives, participatory budgeting, communication strategy, Republic of Crimea.
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