Media activity in social networks as an indicator of the success of public administration in the field of regional culture

The article considers the phenomenon of media activity in social networks as an innovative indicator of the success of the activities of regional government bodies in the field of culture. Conceptual elaboration in the context of measurement theory allowed us to identify direct and indirect target indicators indicating the level of media activity, calculate a scale of acceptable values for them, and also develop an assessment methodology for the activities of public administration bodies in the field of culture. The results of the analysis of the content displayed on the Telegram network by state authorities in the field of culture of the regions that are part of the Southern Federal District are presented. The number of subscribers, views and quality ratings were revealed. Based on the data obtained, ratings were formed, average values were calculated, which can serve as a starting point for the development of normative values of the indicator of media activity in social networks for public authorities in the field of culture.