Promotions Features Of The Internet Newspaper "Znak.Com" In Social Networks

Abstract

The rapid development of Internet marketing, the use of its techniques and methods for promoting media content, as well as its high advertising potential, determine the significance of this research. The problem of the choice of media promotion strategies in social networks is analyzed depending on the audience and its preferences. The study demonstrates the use of online tools to analyze the effectiveness of SMM. Media management is increasingly using SMM to achieve high results in reaching a targeted audience. This audience is defined using special Internet metrics. The relevance of the work is due to the challenges of modern information competition, the needs and demands of the audience, and new areas of media research. The purpose of the study is to analyze the unique experience of economically successful media. The promotion technologies used by «Znak.com» allow to study the successful forms of media management, to consider forms of content wrapping. The work of the media in social networks is considered with special diligence, the principles of integration are explored. Particular attention is paid to the process of optimizing the site. Strategies implemented by the leadership of the popular electronic media, allow you to constantly increase the audience and attract advertising, contribute to the further development of the media company and its credibility.

Keywords: Social networkspromotion strategiesmedia content

Introduction

The rapid development of Internet marketing, the use of its techniques and methods for promoting media content, as well as its high advertising potential, determine the significance of this research. Social networks seriously compete with mass media in providing access to information and receiving news. According to a recent study by the analytical agency “We Are Social” and the largest SMM platform Hootsuite, the total audience of social networks in 2018 was 3,196 billion people. The competition of social networks with Internet versions of mass media is explained by the speed of information presentation, proximity to the audience and interaction with it, the possibility of prompting additions and editing. News on social networks are embedded in the user's entertainment feed and are served as convenient as possible. Proper distribution of mass media content has become a necessity (account management is a common practice), giving attention to needs and demands of the audience. The relevance of the work is due to the challenges of modern information competition, the needs and demands of the audience, and new areas of media research.

Problem Statement

The problem of the choice of media promotion strategies in social networks is analyzed depending on the audience and its preferences. The study demonstrates the use of online tools to analyze the effectiveness of SMM.

Research Questions

The most important tasks for effective management of online media is promotion in social networks. This is a complex and complicated process, which includes knowledge of the audience, among which media content is being promoted, and mastering the technologies of such promotion.

Effective management is possible only with using “management technologies that optimize the management process itself and integrate management knowledge, relationships and creative activity into the whole” (Kirillova, 2008, p.24).

Among the activities of the media manager, researchers emphasize the analysis and organization of marketing activities carried out in the network (Kalmykov, 2005, p.89), as well as the ability to develop strategies (Daft, 2006) that would allow the most effective use of promotional channels.

Professor Vartanova (2003) in the monograph “Media Economics of Foreign Countries” says that “The competition in the advertising market grows with the appearance of new media and new media-resources. That produce careful study of all existing opportunities” (p. 46). According to the researchers, the principal problem is the optimization of the resource: “The optimal on-site organization of materials leads to a quantitative increase of statistical indicators (session length, depth of views, time on the site) and creates audience loyalty and supports the business model of the media-project” (Lukina, 2013, p. 34).

Purpose of the Study

The purpose of the study is to analyze the unique experience of economically successful media. The promotion technologies used by «Znak.com» allow to study the successful forms of media management, to consider forms of content wrapping.

Research Methods

A large group of authors explores methods of promoting media in social networks. Slugina (2015) comes to the conclusion that social networks are “the most promising type of marketing communications” (p. 133). Amzin (2016) analyzes the optimal material formats for various network platforms (p. 88). Beynenson (2016) explores the media promotion toolkit, the author notes that modern media “accept the rules of the game, dictate the available social networks and use the capabilities of their tools” (p. 240), Lapina-Krasotyuk (2019) explores the possibilities and prospects of network media promotion (Lapina-Krasotyuk, 2019), Panchenko (2019) draws attention to the integration of new media in the network infrastructure, D'yachenko (2019) determines media content types for promotion in networks.

Yermolova (2014), Mendelssohn (2014), Rumyantsev (2014), Senatorov (2016) consider the advantages of social networks when promoting media products. These authors identify and analyze various marketing strategies to promote the media. Gerasikova and Sinitsyna (2018) consider the problems of promoting goods and services in social networks, but their conclusions can easily be applied to media products.

From this point of view, forms for optimizing the media site and ways of network content promotion will be considered. To solve tasks, it is supposed to use the complex analysis of technologies and Yandex.Metrica.

Findings

Conclusion

Promotion of “Znak.com” in social networks is based on the first (link to the site) concept. This concept is conservative, while successful, aimed at a particular demographic model of the user. The selected promotion format allows you to identify, shape and develop new needs of the audience. The concept of linking to the site allows you to attract and enhance the old audience and build a new one. The study of the media content promotion in social networks plays an important role. Practice shows that modern man has only a bit of time, so media compete for the attention of the audience with social networks, where content is quickly created and distributed by users themselves. The form of information transfer has become an interaction.

References

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