THE ROLE OF INNOVATION IN COMMUNICATION MANAGEMENT

The article examines the impact on behavior of businesses and enterprises new forms communication interaction through social networks: crowd practices (crowdsourcing crowdfunding). They are not yet so well-known in Ukraine, but as modern communications they rapidly gaining popularity. Another trend development – omnichannel is described. As part Omni-channel concept (the era multi-channel commerce), users communicate with company, moving freely between online offline channels that fully integrated each other. This allows you to maintain a personalized approach client gather reliable base clients/buyers. One more important function business should be noted become means managing meanings carry semantic load their own. Meanings form system vision world, individual phenomena processes, whole organizations. Depending it, there different motivations for certain actions, strategies, implementation, results, etc. In order manage meanings, one must know, understand perceive them, statically, development. problem perception becomes key management meanings. And this only by people (or stakeholders) specific phenomena, situations, objects or structures relationships, results assessments, behind them. Therefore, much attention paid communications, which particular, "coordinated meanings" (Coordinated Management CMM) considered. used practice resolve conflicts, relations within All listed trends most relevant even today, have an information exchange changes practical aspects enterprise management, competitiveness, conclusion future lies technologies develop influence itself quite obvious.