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7ОБЩЕГУМАНИТАРНЫЕ НАУКИ
УДК 1
Akramov I.I.
Student of master degree Graduate student Dormitory Hangzhou Dianzi University
MANAGEMENT IN SOCIAL NETWORKING
Abstract: Social networks are firmly established in our lives, they have won a very important place in the modern world. Since then, social networks have become one of the most powerful tools for influencing public consciousness, many people turn to them as an authoritative source of information about health, beauty, psychology, relationships and many other areas of life. Therefore, from the tool of communication and bringing people closer together, social networks have become a very powerful tool for marketing, advertising and ultimately generating income. This article discusses the features of management in the field of social networks, marketing strategies and the main features of social media.
Keywords: social networking, management, social media, accounts, social media platform.
Most of us are familiar with social networking sites that allow us to share information, interests, actions, photos and more with others in their network. The social networking platforms are used for communicating with family, friends, teachers, or business colleagues. Social networks have already reformed the business world, so that managers, job seekers, small businesses, entrepreneurs, and others find it easy to launch and uphold profitable connections. Due to these sites, attractive alternatives changed slower, formal channels of communication of the past.
Now companies sell and advertise their products by means of Facebook and Twitter. Managers as well use social networking sites for an effective communication with clients inside as well as outside their organization. LinkedIn is one of the most often used sites on social networks. For the past ten years, LinkedIn has been allowing professionals to communicate with each other, and presently has more than 200 million users worldwide. Many
unemployment find LinkedIn a valuable tool for job searching. Google+ is another widespread site for business networks, and there other business-focused sites, such as PartnerUp for entrepreneurs [1].
Social networking technology has ambitious implications for management. The social network allows to:
- Change the way information is shared.
- Open the process of internal and external communication.
- changes the way business and customer relationships develop
- Expand opportunities for team building and community collaboration.
- To facilitate the hiring and new employee orientation process.
- Identify organizational resources and expertise.
- To facilitate management control.
Chompis E, Horn H, Bons R, & Feldberg F. claim: «Since there are so many social networking sites currently available, businesses need to allocate resources to choose the right platform for their needs and determine how to take full advantage of the available features. Some social networking sites may be more suitable for marketing, while others may be the best option to stimulate teamwork and online collaboration» [2, p.215].
Social network management is the procedure of managing online communications and content on social networks such as YouTube, Twitter Facebook, LinkedIn, Instagram and so on
If you want to create a game plan for managing social networks, first you should to think about type social networking platforms are superlative for your business. I will give you general idea of the various platforms and their benefits, which they can offer, to your business:
- YouTube has become one of the largest search platform in the world. You can upload any kind of video content to this channel in order to help interact with your audience. Because of function of video hosting, your business can host as video content as you want and share through other channels.
- «According to the Twitter's new report, it has more 350 million active users
worldwide and, as a rule, is where users are looking for news and trends. This platform is best for brands that want to join the discussion of current topics in their field. In addition, function to share content with influential individuals and others may find your brand valuable.
- Facebook, which has more than 2 million active users per month who come from various backgrounds. The user base of Facebook has also a good balance of sexes and age groups. These reasons make Facebook an excellent social platform for businesses which are trying to reach a wider audience faster in short time
- LinkedIn is a most popular social networking platform for B2B brands that are business-oriented across different businesses. Due to LinkedIn, in short time you can find, interact and share content with people depending on the type of company, industry or position.
- Instagram is one of the excellent social platform for all types of brands that create a lot of visual content. Instagram audience is usually on a younger side with more female users than male users. That is why this is one of the best platform for businesses selling products or services related to lifestyle, art, fashion or other kind of businesses.
- Pinterest is another channel, which is becoming popular for sharing image-oriented content. This already become a necessity for consumers who are interested in DIY, food, fitness, fashion, crafts, home improvement, and much more. You may use Pinterest If your brand sells a product or service that goes well with images, » [3, p.42].
Developing a social media policy is a significant part of ensuring that each of your promotions helps you get closer to achieving your marketing targets. As soon as you have decided which channels you plan to use, you should to think about how often you plan to publish and what types of content you will publish.
As for managing social media, consistency is crucial. In order to engage customers in these channels and develop them, you must constantly publish high-quality content. Effective method of this is to create a schedule on social networks, which will indicate when and what you will publish on which channels.
The best way to keep track of your business is creating an editorial calendar for managing social networks. Customizing this editorial calendar is also helpful for your business. Just be sure to include basic data, such as publication date, content, and any kind of link or image.
Most of the management of social networks is the creation and publication of social network content in your company profiles. This includes not only the writing of the text, but also the improvement of creativity in the form of pictures or video. Moreover, to their own content, many companies will also provide curated content from third-party sources on related themes.
This side of social network management demands you to have an in deep understanding of both social networks and your audience. It would be helpful to know how to create content on the channel. Nonetheless, you should know what type of content and what attracts your target audience the most.
The reaction of fans and subscribers on your social media platforms is an significant part of managing social networks. When someone comments on your page with a question or problem, it gives you a new chance to add value to your potential customers, while also demonstrating outstanding customer service.
Interacting with social network users outperform the simple response of fans or subscribers who comment on your business page or send a letter. This often includes finding new potential customers or other chances and opening a discussion with them on the platform.
«Building interactions with powerful people can help you increase your reach over time. If there are certain people or organizations in your industry that have a significant number of followers, your business can turn to them in order to find new prospects to share your valuable content with your user base» [4, p.32].
The creation and operation of advertising in social networks is an essential part of the answer to the question what is the management of social networks. Although there is a lot of work you can do to connect your potential customers with organic social content, advertising on social networks complements this organic activity, giving you to target a specific spectators and increase visibility.
For example, advertising on Facebook can help increase revenue for your business, because it allows you to find new potential clients that are similar to your best customers. Such kind of people who have never met your brand or website in the past, but they are encouraged to access the site after viewing relevant content from your Facebook ads.
Contests and distribution in social networks - is best way to attract viewers to participate
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in the process of developing its audience. Regardless of whether you are using simple graphics or asking users to submit your own content, there are many ways to use contests to drive more traffic to your pages.
If you want to create contests or prize draws, running this procedure will become part of your company's social network management responsibilities. Competition management includes creating rules and guidelines, accepting applications, choosing a winner and fulfilling the promised prize or distribution.
In addition, social network management is cost effective. Small businesses often have to do more with less when it comes to marketing funds. Social network management permits you to get important results when it comes to generating and converting potential customers. This reduces the high costs that are associated with old-style marketing strategies, such as billboards or television advertising [5, p. 14].
Effective social network management give you chance to maximize the use of this powerful channel. Constant creation and publication of valuable content can help you launch genuine links with your target audience. Advertising on social networks assistances, you attract a new audience that is likely to be interested in your products or services.
Most of small companies have not enough time or resources for effectively managing social networks. The publication of high-quality content constantly requires a lot of time and effort, which some marketing teams of small business simply lack. Not to mention the fact that your team may not have anyone with the knowledge or skills necessary to conduct effective campaigns.
This is reason why the social network management company appears. A social networking company helps you complement your digital marketing efforts by providing expert social media services. They not only have the time to devote themselves to the implementation of your campaigns, but they also have the abilities and knowledge necessary to ensure the success of your efforts in social networks.
References:
1. Hennig-Thurau, T., & Vor dem Esche, J. (2013). German Social Media Consumer Report 2012/2013. Available online at http://www. socialmediathinklab. com/wp-content/uploads/2013/02/WWU_Social-Media-Consumer-Report_0213_Ansicht. pdf.
2. Chompis E, Horn H, Bons R, & Feldberg F. (2012). Social Media in B2B Financial Services: A Matter of Trust and Responsiveness? BLED 2012 Proceedings, pp. 211-237.
3. Andersen, P. H. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast Industrial Marketing Management, 34 (1), p.39-51.
4. Malaska, and M. Nadeem, W. (2012). Examining the Nature of an Online Brand Community as a B2B Brand Communication Platform: A Netnographic Analysis of the CISCO LinkedIn Group. BLED 2012 Proceedings, pp 30-42
5. Fuchs, W (2012). Instrumente der B-to-B-Kommunikation in Business-to-BusinessKommunikation Neue Entwicklung im B-to-B-Marketing, T. Baaken, T. Kesting, T. Kliewe und R. Porner (Hrsg.), Berlin, Germany: Erich Schmidt Verlag, pp. 13-36 (in German).
