TRANSFORMATION OF THE COMMUNICATION POLICY OF A SMALL BUSINESS ENTERPRISE UNDER THE INFLUENCE OF SOCIAL MEDIA ARCHITECTURE IN CONDITIONS OF UNCERTAINTY

Abstract

The article provides a comprehensive study of the transformation of communication policies in small businesses under the influence of social media architecture under conditions of uncertainty. The relevance of the research stems from the necessity to expand the conceptual framework for transforming the communication policy of small enterprises, driven by social media architecture within an uncertain operating environment.

It is substantiated that the current stage of digital economy development is characterized by multidimensional and prolonged uncertainty, which has impacted the market interaction paradigm and fundamentally shifted small business priorities. It is demonstrated that communication policy is evolving from a mere sales tool into an instrument for social cohesion and survival. For their local communities, small enterprises are becoming hubs of stability, fostering deep trust through simplified content—a factor that can translate into long-term loyalty. Moreover, social communities serve as platforms for client coordination, enabling collective budget optimization, maintaining authenticity amid uncertainty, and demonstrating business resilience.

The methodological toolkit of the study comprises methods of theoretical generalization, structural-logical modeling, and comparative analysis, which collectively formed the conceptual basis of the research. The empirical base includes analytical and statistical data from international organizations reflecting the global architecture of social media. It is determined that the transformation of traditional approaches to the formation and implementation of communication policy requires a clear civic stance, a shift toward short-term planning, the maintenance of remote connections, and the maximum automation of business processes through artificial intelligence (AI). Under these conditions, communication policy ceases to be a reactive measure to individual challenges and instead becomes a process of business system restructuring.

In this context, digital transformation gains particular significance, moving beyond instrumental support for promotion to take on the role of a systemic factor in adaptive trust management and social resilience, with an emphasis on quality, ethics, and the format of dialogue. Within the social media architecture built on engagement algorithms, a small business’s capacity for rapid communicative transformation under uncertainty becomes its primary competitive advantage. The study establishes the renewed urgency of integrating enterprises into the social structure of networks through personalized interaction tools.

The practical outcome of the research is the development of a functional model for database management, feed algorithms, and video processing, designed to balance consistency and accessibility amidst significant fluctuations in user activity. The proposed approach enables a transition from managing isolated transformation factors to the adaptive management of systemic links. These links determine the functionality of a firm’s communication policy in high-uncertainty environments characterized by algorithmic and demographic shifts, the dominance of short-form video, the creator economy, the integration of generative AI into social media ecosystems, and social commerce. The findings can be applied to develop communication policies for specific social media platforms within the resilience management systems of small businesses oriented toward the integration of digital technologies and AI tools.