INFORMATION AND ANALYTICAL SUPPORT FOR THE MANAGEMENT OF SOCIAL AND COMMUNICATION PROCESSES IN AN ORGANIZATION

Abstract

The article is devoted to the analysis, systematization, and improvement of the theoretical and methodological foundations for the development of information and analytical support for managing social and communication processes in an organization under the conditions of the digital transformation of the economy. The relevance of the research is determined by the rapid development of digital technologies, the spread of platform-based business models, and the growing role of information as a strategic resource for organizational management. Moreover, under conditions of high environmental dynamism and the need for rapid responses to changes in stakeholder behavior, an organization's ability to manage information flows and social communication effectively becomes particularly important. The study aims to analyze, systematize, and strengthen theoretical and methodological foundations for developing information and analytical support for managing social and communication processes within an organization in the context of the digital transformation of the economy.

The article examines modern foreign and domestic scientific approaches to interpreting information, analytical support, strategic communications, digital management, organizational intelligence, and social communication technologies. Approaches to understanding the essence of information and to analytical support for managing social and communication processes in an organization under conditions of digitalization are systematized. The expediency of interpreting information and analytical support as an integrated, multi-level system of digital, informational, analytical, and managerial support for communication interaction, aimed at supporting strategic management, coordinating information flows, ensuring organizational adaptability, and forecasting communication risks, is substantiated. The key functional characteristics of information and analytical support are presented, including the integration of internal and external information flows, support for strategic and operational management, formation of a unified digital environment, forecasting communication risks, ensuring information security, and supporting real-time interaction with stakeholders. The main principles for forming information and analytical support are identified, including systemacity, adaptability, digital integration, and predictability. It is evident that integrating digital communication platforms, analytical tools, and intelligent decision-support systems increases management efficiency, strengthens organizational resilience, and ensures an organization's long-term competitiveness amid the economy's digital transformation.