Perception management as an approach to optimizing the image of the social network “VKontakte”

INTRODUCTION. The application of the concept of perception management for image optimization of the social network “VKontakte” is investigated. The scientific evolution of the application of theoretical aspects of this approach from the initial, military paradigm to the field of communications both inside and outside social networks for the purpose of promoting the services they offer in the commercial environment is considered. The goal is to study and analyze the application of the concept of perception management for image optimization of the social network “VKontakte”.MATERIALS AND METHODS. The existing modern theoretical aspects and practical approaches used to influence the perception of the online community brand by existing and potential participants are analyzed. Such research methods as content analysis and statistical data analysis are used. Using examples of publicly available materials, the advertising campaign of the social network “VKontakte” is analyzed and a comparative analysis is conducted with the best international practices in the paradigm of perception management.RESULTS AND DISCUSSION. The article proposes tools and techniques that can be used to manage the perception of the image of a social network in the context of modern international trends and challenges.CONCLUSION. The study shows that social network brand perception management is an effective approach to optimizing the image of social networks, and an advertising campaign for the “VKontakte” social network, conducted taking into account the basic principles of this approach, can contribute to the successful promotion of this social network in the modern information environment.