ADAPTIVE MODEL OF MANAGEMENT OF SOCIAL AND COMMUNICATION SECURITY OF THE ORGANIZATION IN THE CONDITIONS OF DIGITAL TRANSFORMATION

Анотація

The article develops an adaptive management model for the social and communication support of an organization under digital transformation and BANI-environment conditions. It is established that the key scientific gap is the absence of specific, measurable indicators of the effectiveness of social and communication support, as well as mechanisms for adapting the communication system to dynamic changes in the external environment. To address this problem, a synthesis of four leading scientific schools is carried out: the Ukrainian school (strategic and systemic nature of social and communication support), the Western school (flexibility and innovation orientation), the Asian school (harmony and stability through collectivist values), and the sociological school (dynamics of social meanings). An adaptive model architecture is proposed, comprising five interrelated elements: social, informational, technical, and managerial subsystems, supplemented by the author’s fifth element – an adaptive monitoring loop that ensures a continuous cycle of metric collection, deviation analysis, and strategy correction. A system of nine KPIs grouped into four dimensions is developed: internal communications, external communications, digital channels, and adaptability. An integral indicator, the Communication Adaptability Index (CAI), is introduced. An organizational adaptability matrix (2×3) classifying enterprises by the development level of social and communication support and the degree of digitalization is constructed. The model is tested through a comparative case analysis of domestic enterprises. It is proven that implementing the adaptive social and communication support model enhances organizational flexibility and competitiveness in the digital economy. Prospects for further research include: development of industry KPI standards for various sectors of the economy; expansion of the adaptability matrix to consider BANI risks specific to specific organizational types; empirical verification of the CAI formula on a representative sample of domestic enterprises; development of standards and educational programs for training specialists in social and communication management. Keywords: communications, social communication, communications management, social and communication support, organizational communications, management subsystem, communication tools, monitoring system, digitalization, digital transformation, digital tools.

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