© Media Watch 10 (2) 553-364, 2019
ISSN 0976-0911 e-ISSN 2249-8818
Study of Posting Activities of Russian Users on Social Media
ELENA N. FOKINA1, Elena A. Rodionova2 & Marina V. Vinogradova3
1Tyumen Industrial University, Russian Federation
2Saint Petersburg State University, Russian Federation
3Russian State Social University, Russian Federation
Content marketing on social media depends on trends in consumer behaviors. A changing focus and emphasis on audience activities on social media are a key optimization problem in social media marketing (SMM). A solution to this problem lies in a field of ongoing empirical studies of posting frequency. In the review of the literature, authors highlight the role of social media as a promising channel for a direct interaction of companies/brands with consumers. Based on theoretical generalizations, authors present a generation sequence of an SMM content strategy. The article also includes an analysis of posting activities of users from Russia on well-known social media. A cost-benefit analysis of posting activities rests upon some factors: socio-demographic characteristics of users, a content format, time and day of the week parameters, etc. Data come from such sources as aggregated statistics of social media and selective interviewing. An analysis of activities for users from Russia has shown that VKontakte is the most popular platform; Instagram is the second, while Facebook is the third. Odnoklassniki and Twitter are less preferred. VKontakte users respond best to short posts. On Facebook, entries with medium-sized texts have got the highest number of responds. On Instagram, long posts work better. The photo format is a leader in all of the social media. The video format has a middle position, while a text is the most inefficient type of content. There is strong differentiation in response time depending on a target audience. Findings have made it possible to present recommendations for optimization of content marketing.
Keywords: Social media, posting activity, feedback, the attention of users, content marketing, target audience
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Elena N. Fokina, (Ph.D., Tyumen State University, 2002) is an Associate professor of the Department of Business Informatics and Mathematics of the Tyumen Industrial University (Tyumen, Russian Federation). Her area of scientific interests is education, mathematical methods of research in the economy, information technology, social aspects of vocational training, social networks.
Elena A. Rodionova, (Ph.D., Orenburg State Pedagogical University, 2002) is an Associate professor of the Department of Psychology of the Saint Petersburg State University (Saint Petersburg, Russian Federation). Her area of scientific interests is motivational activity, communication, social interaction, digital media research, personal effectiveness, education.
Marina V. Vinogradova, (Doctor Habilitatus Economic, Russian State University of Tourism and Service, 2013) is a Professor and Director of Research Institute of Advanced Directions and Technologies of the Russian State Social University (Moscow, Russian Federation). Her area of scientific interests is socio-economic development of macro and microsystems, socio-cultural problems, forecasting, planning and monitoring of the development of socio-economic systems, information security, and information systems.