Situational and communication content in the framework of SMM brand promotion in social networks

   In the article the authors present the study results of the content use in SMM promotion. Information is given about the types of content, situational and communication contents are considered. The main research method chosen for studying the designated research problem is described – content analysis, as well as its types – non-quantitative and quantitative. Non-quantitative implies the presence of a certain indicator without the use of quantitative metrics, quantitative indicates the frequency identification of quantitative indicators occurrence. The study touched upon the content consideration in the VKontakte social network of three brands: “R. O. C. S. Smart Oral Care” – a brand of oral care products, “Danone Russia” – a Russian division brand of the Danone corporation, “Respect” – a Russian trade-mark, a multi-brand chain of stores for men’s and women’s shoes, accessories. The selection criteria for the study were: community belonging to the Russian brand; daily maintenance of content; the number of subscribers from 30 to 70 thousand. The analysis is accompanied by graphs comparing reactions to situational and communication posts of the above-mentioned brands. At the work conclusion, recommendations are given for SMM managers involved in the preparation of content plans, brands’ content strategies. The authors formulate conclusions about what needs to be done for the most effective promotion in social networks.

1. Avtomonova S. S., Dovzhik G. V. (2020), “Modern trends in the development of content on the Russian market”, In: Socio-humanitarian problems of education and professional self-realization (Social engineer–2020): Collection of materials of the All-Russian Conference of Young researchers with international participation, Moscow, December 07–10, 2020, part 2, Kosygin Russian State University, Moscow, Russia, pp. 4–9 (In Russian).

2. Vinogradov A. E. (2017), “Writing content strategy in SMM”, In: Economy today: current state and development prospects: Collection of materials of the International Scientific Conference of Young Researchers, Moscow, May 11, 2017, Moscow State University of Design and Technology, Moscow, Russia, pp. 232–234 (In Russian).

3. Voronyuk A. (2018), Actual Internet marketing, IPIO, Moscow, Russia (In Russian).

4. Dolgopolov D. V., Rybakova K. A. (2021), “Using meme marketing as a brand promotion tool”, In: Mass communication media in a multipolar world: problems and prospects: Materials of the XII All-Russian Scientific and Practical Conference: in 2 volumes, Moscow, November 11, 2021, vol. 1, Peoples’ Friendship University of Russia named after Patrice Lumumba, Moscow, Russia, pp. 154–159 (In Russian).

5. Zhikina N. A., Ledentsova E. A. (2019), “Creating content for shopping malls when promoting in social networks (SMM – SocialMediaMarketing)”, Marketing MBA. Marketing management of the enterprise, vol. 10, no. 1, pp. 52–63 (In Russian).

6. Zholud A. A. (2021), “The role of the content plan in SMM marketing”, In: Fundamental and applied scientific research: current issues of modern science, achievements and innovations: A collection of scientific articles based on the materials of the V International Scientific and Practical Conference, Ufa, January 29, 2021. Scientific Publishing Center “Vestnik nauki”, Ufa, Russia, pp. 57–60 (In Russian).

7. Ledentsova E. A., Babakina K. A. (2018), “Creating content for IT companies when promoting in social networks (SMM)”, In: Strategic and Project, no. 10., Perm State National Research University, Perm, Russia, pp. 107–113 (In Russian).

8. Oleshkova A. M. (2020), “Prospects of using content analysis: basic methodological traditions”, Theories and problems of political research, vol. 9, no. 2A, pp. 3–10, URL: http://www.publishing-vak.ru/file/archive-politology-2020-2/1-oleshkova.pdf (In Russian).

9. Pashinyan I. A. (2012), “Content analysis as a research method: advantages and limitations”, Scientific periodicals: problems and solutions, vol. 3, no.9, pp. 13–18 (In Russian).

10. Pashchenko O. A. (2020), “Digital content management of the company: SEO promotion and smm marketing”, In: World science: problems and innovations: collection of articles of the XL International Scientific and Practical Conference, Penza, February 28, 2020, Science and Education, Penza, Russia, pp. 87–90 (In Russian).

11. Tarshis E. Ya. (2018), Historical roots of content analysis: two basic texts on the methodology of content analysis, LIBROCOM, Moscow, Russia (In Russian).

12. Einstein M. (2017), Undercover advertising: Native advertising, content marketing and the secret world of promotion on the Internet, Trans. from Eng. Mamedova T., Alpina Digital, Moscow, Russia (In Russian).

13. Vasilyeva O. A. (2019), “Neuromarketing Technologies in the Advertising Industry”, Science and Business: Ways of Development, vol.10, no. 100, pp. 151–153.