Title of the article

Using social media in the activities of commercial companies (sociological analysis)

 Authors 

Natalya V. Rozenberg — Doctor of Philosophical Sciences, Associate Professor, Head of the Department of Philosophy and Social Communications, Penza State University, 40 Krasnaya street, Penza, 440026, Russia, elya@sura.ru
Anna Yu. Piterova — Candidate of Historical Sciences, Associate Professor, Associate Professor of the Department of Philosophy and Social Communications, Penza State University, 40 Krasnaya street, Penza, 440026, Russia, press_centr_pnz@bk.ru

 Category 

SOCIAL STRUCTURE, SOCIAL INSTITUTIONS AND PROCESSES

Year,.Volume, Number 

2023, Vol. 11, № 3 (43)

 Pages 

110-121

 Article type 

Original article

 Index UDK 

316

 DOI 

10.21685/2307-9525-2023-11-3-11

 Abstract 

Background. Social media are an integral part of modern information society. Their popularity is steadily growing among the Internet users around the world. Being a social environment for people's existence, social media simultaneously represent a powerful marketing tool for promoting goods and services, as well as a platform for advertising and PR interaction between an organization and its target audiences. This study analyzes social media as a way to build brand communications with consumers. The changes in the information area (online platforms) in the context of the influence of factors and environmental conditions on it over the past few years are revealed. The positive aspects of conducting and promoting business in social media are presented. The goal of the study is to examine the main trends in the area of social media and the features of using social media in the activities of commercial companies. Materials and methods. To achieve this goal, a secondary analysis of the situation in the digital area is carried out. The results of the studies by the Russian Public Opinion Research Centre (VCIOM), the global annual report Digital 2023, as well as some authors' research are analyzed. The methods of analysis and classification and a systematic approach are used as theoretical methods. Results. The key trends affecting the ways and features of promotion in social media are identified. It is noted that some of them remain relevant for more than one year, and some are just beginning to develop. Conclusions. The continued growth in the number of social media users and their increasing activity, noticeable changes in the perception of content by the target audience, the transition to deliberate online activity and other factors determine the importance of the presence of brands and businesses in social media. Taking into account current trends in the development of the digital area, as well as the formation of long-term interaction with the target audience, testifies to the effectiveness of the communication policy of companies.

 Keywords 

social media, content, information society, communication policy, neural networks, bloggers

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For citation

Rozenberg N.V., Piterova A.Yu. Using social media in the activities of commercial companies (sociological analysis). Elektronnyy nauchnyy zhurnal "Nauka. Obshchestvo. Gosudarstvo" = Electronic scientific journal "Science. Society. State". 2023;11(3):110–121. (In Russ.). doi: 10.21685/2307-9525-2023-11-3-11