The role of social networks in the formation of collective behaviour and a sustainable point of view/position regarding the information events or facts is studied herein. The purpose of the study is to analyse the reaction of the users of popular social networks, expressed in quotations and responses to the messages of mass media resources. A statistical measure of interest in the media news is identified through unique messages from queries on the topic. The approach used is aimed at improving the scientific argumentation on the assumption of a direct relationship between these phenomena. The empirical evaluation is carried out according to the data obtained from the Russian segment of social networks. The trends in the distribution of media content in social media and social networks are revealed using structural and correlation analysis. It is determined that the publications in online media correlate directly with the activities of social networks and are caused by the release of one or another information event. The results of the study also convincingly point out that the importance of the media resources, expanding due to the integration of social networks, increases, while the classical model of online media (media edition as own website) is gradually losing popularity and audience.
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.
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