Social Networks: Key Indicators and Specifications
Research Article
How to Cite
Vasilyev N.A. Social Networks: Key Indicators and Specifications. Humanities of the South of Russia. 2021. Vol. 10. No. 6. P. 77-92. DOI: https://doi.org/10.18522/2227-8656.2021.6.6 (in Russ.).
Abstract
Objective of the study is to define the main indicators and specifications that are used to understand and analyze social networks.
The methodological basis of the research. The material is based on desk research. The main source of data is the social networks and services, which provide a large array of information about their indicators. All indicators and characteristics of social networks are universal and created on the basis of indicators and characteristics used for the analysis of television viewing.
Research results. The main result of the study is a description of the main indicators and characteristics of social networks that is accessible to a wide range of readers, making their study much more understandable. In addition, knowledge of the terminology allows any reader to analyze networks.
Another important result of the study is the versatility of indicators and characteristics, which allows them to be used by all stakeholders: advertising agencies, advertisers, marketers, sociologists, ordinary users and social networks.
Prospects of the study. In the future, based on such materials, it is possible to create a terminological reference book describing all the indicators and characteristics of social networks and services.
Keywords:
new social world (NSW), globality, world wide web, social networks, media, content, users, media terminology, indicators, characteristics, definitions
References
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Smit, K. (2017). Conversion: How to turn leads into sales. Moscow: Al'pina Pablisher Publ. (In Russian).
Uhova, L. V. (2018). «Promotional text»: concept, features, functions. Verhnevolzhskij filololgicheskij vestnik, 3, 71-82. (In Russian).
Fil'shina, I. V. (2020). On the issue of the effectiveness of promotion in social networks: stages and methods of assessment. Diskurs sovremennyh mass-media v perspektive teorii, social'noj praktiki i obrazovaniya. Belgorod, 101-105. (In Russian).
Shilovskij, S. V. (2019). Influence of content on the engagement of retail consumers in the relationship with the brand (on example of Facebook). Prakticheskij marketing, 6 (268). (In Russian).
Shujkin, S. A., Ballod, B. A. (2019). Identification of indicators of the effectiveness of the promotion of goods and services on the Internet. Informacionnye tekhnologii v modelirovanii i upravlenii: podhody, metody, resheniya, 556-563. (In Russian).
Akul'shina, K. A. (2021). Influencer-marketing as a branding tool. Brending kak kommunikacionnaya tekhnologiya XXI veka. Saint Petersburg, 214-217. (In Russian).
Baharev, I. S. (2020). Marketing analytics of podcasts in social networks. Upravlenie v usloviyah cifrovizacii social'no-ekonomicheskih processov. Cheboksary, 25-31. (In Russian).
Boyarkina, E. P., Deryabin, A. I. (2014). Viral marketing as a modern means of marketing communications. Youth Scientific Forum: Social and Economic Sciences. Electronic collection of articles based on the materials of the XIX student international correspondence scientific and practical conference. Moscow: MCNO, 12, 45-50. Available at: http:// www.nauchforum.ru/archive/MNF_social/12 (19).pdf. (In Russian).
Bulatova, E. V., Pogrebnyakova, A. A. (2020). Features of the semantic structure of advertising messages on the Instagram network. Izvestiya Ural'skogo federal'nogo universiteta. Ser. 1: Problemy obrazovaniya, nauki i kul'tury, 26, 3 (199), 38-48. (In Russian).
Vasil'ev, N. A., Komissarov, S. N. (2021). Social networks. Formation of a new social world. Gumanitariy Yuga Rossii, 10, 4, 43-61. (In Russian).
Verhovceva, O. N. (2014). Online Marketing Performance Indicators. Science Time, 3, 5-12. (In Russian).
Vinogradova, K. V., Volkova, E. S. (2019). Modern advertising strategies in social networks and their impact on the consumer. Reklama, marketing, PR: teoreticheskie i prikladnye aspekty integrirovannyh kommunikacij. Krasnodar, 102-107. (In Russian).
Gusarov, A. S. (2020). The development of online marketing during the COVID-19 pandemic in Russia and the world. Skif. Voprosy studencheskoj nauki, 5-2 (45). (In Russian).
Dukin, R.A. (2016). To the question of the definition of the concept of "social media". Obshchestvo: sociologiya, psihologiya, pedagogika, 4, 37-39. (In Russian).
Zhil'cov, D. A. (2019). Social media ad performance metrics. Marketing i logistika, 4 (24). (In Russian).
Zhulikov, S.E., Zhulikova, O.V. (2012). Modern approaches to the analysis of social networks. Gaudeamus, 2 (20), 200-202. (In Russian).
Kalinina, T. S. (2017). Regional TV media and their promotion through social networks. Mediasreda, 12, 156-164. (In Russian).
Karpykbaeva, A. B. (2019). Influencer marketing as a brand strategy. Vestnik ekonomiki, prava i sociologii, 4, 16-19. (In Russian).
Kireeva, N. S. (2019). Promotion in social networks: from hypothesis testing to stable sales (case of the online school "Scientific career constructor"). Marketing MBA. Marketingovoe upravlenie predpriyatiem, 10, 4, 161-173. (In Russian).
Komarova, A. A., Zavel'skaya, I. M. (2019). Ways to Improve Social Media Sales Performance. Ekonomicheskie mekhanizmy i upravlencheskie tekhnologii razvitiya promyshlennosti. Moscow, 219-222. (In Russian).
Kornukova, V. V. (2021). Directions for using consumer content analysis in marketing. Sovremennyj menedzhment: problemy i perspektivy. Saint Petersburg, 367-371. (In Russian).
Levin, L. M. (2019). Social networks: basic concepts, characteristics and current research. Problemy sovremennogo obrazovaniya, 4, 50-57. (In Russian).
Logunova, O. S. (2019). Internet audience definition and measurement concepts. Zhurnal sociologii i social'noj antropologii, 22, 2, 230-246. (In Russian).
Makienko, A. R. (2020). Advertising communication in social networks: methods, features and perspectives. Diskurs sovremennyh mass-media v perspektive teorii, social'noj praktiki i obrazovaniya. Belgorod, 131-134. (In Russian).
Malov, E. A. (2014). The phenomenon of social networks: actor-network context, theoretical and methodological analysis. (Candidate Dissertation, Novosibirsk). (In Russian).
Ovechkin, A. V. (2012). Company brand management with social media content. Brend-menedzhment, 6, 376-383. (In Russian).
Otochina, M. S. (2020). Advertising in social networks: trends and development prospects. Vestnik Hakasskogo gosudarstvennogo universiteta im. N. F. Katanova, 1, 82-86. (In Russian).
Plekhanova, Ya. V. (2018). Application of Internet technologies in assessing customer loyalty. Actual problems of modern economy: Proceedings of the VI international conference. Omsk. (In Russian).
Sinyaev, V. V. (2018). Targeted advertising as the main element of digital marketing. Ekonomicheskie sistemy, 11, 2 (41). (In Russian).
Smit, K. (2017). Conversion: How to turn leads into sales. Moscow: Al'pina Pablisher Publ. (In Russian).
Uhova, L. V. (2018). «Promotional text»: concept, features, functions. Verhnevolzhskij filololgicheskij vestnik, 3, 71-82. (In Russian).
Fil'shina, I. V. (2020). On the issue of the effectiveness of promotion in social networks: stages and methods of assessment. Diskurs sovremennyh mass-media v perspektive teorii, social'noj praktiki i obrazovaniya. Belgorod, 101-105. (In Russian).
Shilovskij, S. V. (2019). Influence of content on the engagement of retail consumers in the relationship with the brand (on example of Facebook). Prakticheskij marketing, 6 (268). (In Russian).
Shujkin, S. A., Ballod, B. A. (2019). Identification of indicators of the effectiveness of the promotion of goods and services on the Internet. Informacionnye tekhnologii v modelirovanii i upravlenii: podhody, metody, resheniya, 556-563. (In Russian).
Article
Received: 25.09.2021
Accepted: 25.12.2021
Citation Formats
Other cite formats:
APA
Vasilyev, N. A. (2021). Social Networks: Key Indicators and Specifications. Humanities of the South of Russia, 10(6), 77-92. https://doi.org/10.18522/2227-8656.2021.6.6
Section
SOCIAL STRUCTURE AND SOCIAL INSTITUTIONS IN MODERN SOCIETY
