Стратегическо управление на дигитални общности за социално въздействие и ангажираност
Strategic Management of Digital Communities for Social Impact and Engagement

Author(s): Pavleta Vankova
Subject(s): Social Sciences, Economy, Business Economy / Management, Sociology, Social Informatics, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: digital communities; social impact; strategic management; engagement; artificial intelligence
Summary/Abstract: The report analyzes the strategic management of digital communities engaged in social causes, integrating key concepts of social capital, digital activism and corporate social responsibility (CSR/ESG) into a single theoretical and methodological framework. The research is based on mixed approaches, combining online surveys, in-depth interviews and content analysis of over 1000 social media posts. On this basis, a strategic community management process is formulated in six interconnected steps: defining the cause and goals; audience profiling and identification mechanisms; platform selection and interaction architecture; content strategy and moderation; measurement through indicators (KPIs) and cyclical optimization; sustainability through partnerships, resources and risk management. The results show that the engagement of participants is a function of the authenticity of the cause, the quality of the content and the leadership of the community manager/moderators, with 82% of respondents declaring weekly activity. Additionally, the role of artificial intelligence (AI) – generative models, chatbots and analytical tools – for scalability and personalization is discussed, as well as critical ethical aspects (transparency, data protection, bias and balance between automation and human control).

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