Study of Posting Activities of Russian Users on Social Media

© Media Watch 10 (2) 553-364, 2019

ISSN 0976-0911 e-ISSN 2249-8818

DOI: 10.15655/mw/2019/v10i2/49636

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

Abstract

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

References

Adamson, Â., Dixon, M., & Toman, N. (2012). The end of solution sales. Retrieved from https://hbr.org/2012/07/the-end-of-solution-sales/ar/1

Ahmed, I., Shahzad, R.K., Kashif-ur-Rehman, & Shabbir, J. (2013). Search engine optimization: evidence from Pakistan. Asian Academy of Management Journal,18(2), 1-16.

Aldarova, I.K. (2017). Social networks as a tool of modern marketing. Business Education in Economy of Knowledge, 2, 7-8.

Evsujkov V.V., & Rayman A.K. (2018). SMM – driver improves the efficiency of marketing in modern conditions. Izvestiya Tula State University. Economics and Law, 69.

Gerasikova, E.N., & Sinitsyna, Ju.A. (2018). Social media marketing as a square of the sale of goods and services. Universum: Economics and Jurisprudence, 6(51). Retrieved from http://7universum.com/ru/economy/archive/item/5958

Gonxhe, B. (2016). Social media and its impact on marketing strategy. European journal of economics and management sciences, (2), 3-9.

Hootsuite. (2018 Update). Retrieved from https://hootsuite.com

Iconsive. (2015). Retrieved from http://www.iconsive.com/inbound-marketing-blog/b2b-marketing-automation-statistics-you-should-know-for-2015?utm_content=11108906&utm_medium=social&utm_source=Webbiquity.com

Iðoraitë, M. (2015). Entrepreneurship and blog marketing. Entrepreneurship and Sustainability Issues, 2(3), 171-178. https://doi.org/10.9770/jesi.2014.2.3(6)

Khalilov, D. (2013). Marketing in social media. Moscow: Mann.

Kuzmin, E.A. (2015). Fundamentals in the systematics of uncertainty management theory. Mediterranean Journal of Social Sciences,6(5), S2, 380-389. https://doi.org/10.5901/mjss.2015.v6n5s2p380

Limba, T., & Šidlauskas, A. (2018). Secure personal data administration in the social networks: the case of voluntary sharing of personal data on Facebook. Entrepreneurship and Sustainability Issues, 5(3), 528-541. https://doi.org/10.9770/jesi.2018.5.3(9)

Limba, T., Kiðkis, M., Gulevièiûtë, G., Stasiukynas, A., Plëta, T., & Juozapavièiûtë, I. (2018). Model-based on qualitative criteria for internet marketing development. Entrepreneurship and Sustainability Issues, 5(3), 618-633. https://doi.org/10.9770/jesi.2018.5.3(15)

LinkedIn pulse. (2014) Retrieved from https://www.linkedin.com/pulse/20140529151833-298076-calling-all-b2b-marketers-the-real-value-of-connecting-with-consumers

Litau, E. (2018a). Information Flows Management as a Way to Overcome “Puberty Challenges” of a Small Enterprise (pp. 34-38). In Proceedings of the 2nd International Conference on Business and Information Management (ICBIM ’18). ACM, New York, NY, USA. https://doi.org/10.1145/3278252.3278259

Litau, E. (2018b). The information problem on the way to becoming a “Gazelle” (pp. 394-401). In Proceedings of the 13th European Conference on Innovation and Entrepreneurship (ECIE 2018). Academic Conferences and Publishing International Limited, Sonning Common, UK.

MarketingProfs. (2015). Retrieved from http://www.marketingprofs.com/charts/2015/27524/how-b2b-tech-companies-market-products

Popsters. (2018 Update). Retrieved from https://popsters.ru

Ragulina, Y.V., Semenova, E.I., Zueva, I.A., Kletskova, E.V., & Belkina, E.N. (2018). Perspectives of solving the problems of regional development with the help of new internet technologies. Entrepreneurship and Sustainability Issues, 5(4), 890-898. https://doi.org/10.9770/jesi.2018.5.4(13)

Samaðonok, K. Iðoraitë, M., & Leðkienë-Hussey, B. (2016). The internet entrepreneurship: opportunities and problems. Entrepreneurship and Sustainability Issues, 3(4), 329-349. https://doi.org/10.9770/jesi.2016.3.4(3)

Social media marketing effectiveness. (2014). Retrieved from http://www.smartinsights.com/social-media-marketing/social-media-governance/social-media-marketing-effectiveness-2014

Sprout social. (2018 Update). Retrieved from https://sproutsocial.com/features/viralpost

Valedinskaya, E.N., Astafeva, O.A., & Bocharova, E.A. (2017). Efficient marketing’s specificity in social networks. Discussion, 6(80), 22-26.

Voronkin, A.S. (2014). Social media: evolution, structure, analysis. Journal of Educational Technology & Society, 1, 650-675.

We analyzed 752,626 Facebook ads, and here’s what we learned. (2018 Update). Retrieved from https://adespresso.com/blog/we-analyzed-37259-facebook-ads-and-heres-what-we-learned

We are social. (2018 Update). Retrieved from https://wearesocial.com/blog/2018/01/global-digital-report-2018

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.