The aim of our research is to assess the effectiveness of promotion of smart city projects by media public personalities directly related to the implementation of digital transformation ideas in a number of large cities of the Russian Federation. The paper analyzes the processes of promotion of smart city projects by media personalities in social networks, differentiated the effectiveness of promotion of smart city projects by media personalities on the example of the cities of Yekaterinburg, Chelyabinsk, Perm, Tyumen. The study identifies areas for promoting smart city projects in social media, including identifying target audiences, creating unique content, engaging local communities, using hashtags and networking, partnering with local editorial boards and bloggers, conducting promotions and events, analyzing and adjusting the strategy. Identification of the main directions allowed formulating the main principles of smart city projects promotion by media personalities in social networks. Based on a number of indicators, the study differentiated regional promotion of smart cities projects on the example of Yekaterinburg, Chelyabinsk, Perm, Tyumen, and assessed the effectiveness of promotion of smart cities projects through social networks among public personalities directly related to the implementation of projects on digitalization of urban areas. The analysis has shown that the promotion of smart city projects in social networks is an effective tool to popularize the ideas of digital transformation of territories. Based on the results obtained, the research developed a number of recommendations to improve the effectiveness of smart city projects promotion in social networks, including planning of smart city promotion processes, content management, and interaction with the audience. Theoretical significance of the obtained results lies in the possibility of their use in further studies concerning the marketing of territories in the conditions of formation and development of digital society, promotion of smart city projects. The practical significance of the results lies in the possibility of use in the implementation of specific actions to promote smart city projects by media personalities in social networks
Keywords
smart city, digital technologies, project promotion, social media, public personalities, marketing