The problem of management in the context of hybridization of forms of technical and social regulation of feedback linkages in organizations is reflected in the concepts of «smart regulation» focused on digital control and «smart management» characterized by social orientation. In the work of the links of power and management vertical in modern Russia there are increasingly symptoms of substitution of functions of socially oriented management by functions of digital reporting. The article considers problematic issues related to the manifestations of these two phenomena: justification of hybridization of feedback forms as a social and scientific research problem in conditions of digitalization of public life; summarizing current smart control and digital control practices; analysis of the social impact of digital transformation and digital control; the essence of socially oriented rotation from digital regulation to «smart management».