Contents
- What is a public?
- Goals and objectives of a public
- Difference between publics and groups
- How to create a public on social media
- Tips for managing a public on "VKontakte"
What is a public?
A public, or public community, is a platform on social media where businesses actively share various useful content with their audience and promote goods and services. One example is the public of the email marketing service Unisender on the "VKontakte" social network, which publishes company news, tips on online promotion, and useful articles. In such publics, users can learn about brands, place orders, stay updated on news, and interact with company representatives.
Publics are created on various platforms such as "VKontakte" and "Odnoklassniki," but it should be noted that Instagram and Facebook are blocked in Russia, limiting opportunities for commercial activity. There are also public communities in messengers, including public accounts on Viber and channels on Telegram.
Goals and objectives of a public
A public for business serves as a powerful marketing tool that helps solve several key tasks:
- Building expertise and attracting customers. Publics allow for the dissemination of useful knowledge and the offering of products. For example, cosmetic manufacturers can share self-care tips, while psychologists can offer consultations.
- Receiving feedback from customers. Users can leave reviews about products and services in the comments, allowing companies to respond quickly to comments and requests.
- Driving traffic to the website. Posts with hyperlinks to the website can significantly increase site traffic.
- Creating user-generated content. Brands can invite subscribers to participate in contests, which helps enhance the company's recognition and reputation.
- Selling advertising. If you do not have your own products, you can earn by placing ads for other brands in the public.
Difference between publics and groups
Social networks have not only publics but also groups. Let's examine their differences:
- Purpose of creation. Publics are often created for information and sales, while groups are intended for communication among like-minded individuals.
- Privacy. Publics are open communities, while groups may require approval to join.
- Publishing capabilities. Only administrators can post content in publics, while both administrators and subscribers can post in groups.
Despite the differences, both publics and groups can be used for advertising and sales, as well as for interacting with users through comments and direct messages.
How to create a public on social media
The word "public" in Russia is most commonly associated with the "VKontakte" platform, where businesses create public pages. As of 2022, over 2.4 million people are engaged in commercial activities on this platform. With the growing popularity of "VKontakte" after the blocking of Instagram and Facebook, creating a public has become relevant for many businesses.
To create a public on "VKontakte," follow these steps:
- Create a community. Go to the "Communities" section and click "Create community."
- Select the type of community. Decide on an appropriate option: business, thematic community, brand, or public page.
- Describe the community. Provide a name and choose a category. If you have a website, add its link.
- Familiarize yourself with the platform's rules to avoid mistakes. After filling in all the data, click "Create community."
Tips for managing a public on "VKontakte"
To successfully manage a public and achieve business goals, you should follow several recommendations:
- Create quality content. Ensure that the information is useful and visually appealing.
- Develop a content plan. This will help you organize posts and make managing the page easier.
- Launch targeted advertising. This is an effective way to attract your target audience.
- Use free promotion methods. For instance, organize cross-promotion with other groups.
- Engage with subscribers. Hold contests, giveaways, and respond to comments to strengthen the connection with your audience.
By following these tips, you can maximize the effectiveness of your public in achieving your business goals.