Contents
- Definition of a Social Network
- History of Social Networks
- Differences Between Social Networks and Other Media Formats
- Usage of Social Networks in Business
- Popular Social Networks
- New Social Networks in Russia
- Tips for Social Media Promotion
Definition of a Social Network
A social network is a website or mobile application that allows users to create personal profiles, share information, and maintain connections with other members of the community. These platforms facilitate the formation of new acquaintances and the expansion of social circles.
History of Social Networks
The first social network was Classmates.com, launched in 1995, which provided users in the USA and Canada the opportunity to find acquaintances and keep in touch with them. In the early 2000s, well-known platforms such as LinkedIn (2002), Facebook (2004), Twitter (2006), as well as Russian services "VKontakte" and "Odnoklassniki," which appeared in 2006, emerged. Since then, the number of social media users has continued to grow, reaching 58.4% of the world's population by 2022.
Differences Between Social Networks and Other Media Formats
Social networks are often confused with messengers, as both categories provide means for communication. However, the main difference is that social networks provide access to mass communication. For example, a post on "VKontakte" can be seen by all of the user's friends, while messengers allow for communication within a narrow circle.
Moreover, it is important to distinguish between social media and social networks. Social media encompasses all platforms where users can publicly express their opinions, while social networks are just one of the formats. Examples of other types of social media include:
- Review sites (Tripadvisor, "Otzyvnik");
- Blogs (Yandex.Zen, Medium);
- Discussion forums (Reddit);
- Bookmarking sites (Pinterest);
- Video content sharing services (YouTube, TikTok);
- Marketplaces (Etsy, "Avito");
- Social news sites (News2.ru).
Usage of Social Networks in Business
Social networks play an important role in business, allowing companies to stay connected with customers, attract new buyers, and maintain loyalty. Among the tools used for this, we can highlight:
- Brand Page or Community: Creating a page helps to form a warm audience that is already familiar with the company's products.
- Advertising with Bloggers: Eight out of ten consumers make purchases after seeing products showcased by influencers.
- Targeted Advertising: The ability to finely tune the audience allows businesses to effectively convey information to target consumers.
- Messenger: Built-in messengers in social networks aid in communication with customers, providing consultations and support.
- Newsletters: Allow sending messages with announcements of promotions and new products, bypassing the limitations of algorithmic feeds.
- Marketplace: Some social networks function as marketplaces, where one can search for and purchase goods.
Popular Social Networks
Among the most well-known social networks are:
- "VKontakte": The largest social network in Russia, actively used for business promotion.
- "Odnoklassniki": A platform with an older audience, making it attractive for marketing.
- Instagram: A social network focused on visual content, blocked in Russia.
- Facebook: The largest social network in the world, also blocked in Russia.
- LinkedIn: A business social network, actively used for B2B promotion, but also blocked.
New Social Networks in Russia
After the blocking of Meta, some users began searching for new platforms. Examples of new social networks in Russia include:
- TenChat: An analogue of LinkedIn, rapidly gaining popularity.
- YaRUS: A portal that combines various services and platforms.
- Rossgram: A social network being developed as a replacement for Instagram.
Tips for Social Media Promotion
For successful promotion on social networks, it is important to consider the following aspects:
- Studying the Target Audience: Allows for the selection of the right platforms and content for promotional campaigns.
- Creating a Strategy: A clear understanding of goals will help to better organize the promotion.
- Automating Processes: Simplifies the work of managers and allows them to focus on strategic tasks.
- Analyzing Results: Constant monitoring of campaign effectiveness will help optimize costs.
- Experimenting with New Tools: Don't be afraid to try new methods and approaches in marketing.