Social media in Russian business communication: analysis and development prospects

Abstract

This article examines patterns of social media usage by Russian companies. For the purposes of analysis we investigated 25 companies which consistently occupy the top positions in ratings of the Russian Agency Expert RA, and 25 companies from the bottom of the ratings. In addition, in 2014, a number of interviews with experts were conducted. The study revealed that the top-ranked companies more actively used all sorts of social media, in comparison with the companies with the lowest ratings. The dynamics of the use of new media technologies by leading Russian companies from 2011 to 2014 are defined by the further increase of use of new media resources in different areas of business. Traditional media is no longer considered an effective development instrument (the exception is TV advertising). IntroductionThe significant growth of interest in the study of communication processes is one of the characteristic features of modern humanities. Research has been carried out on communication features in the educational, industrial, political and other social spheres; specific interactions of pupils and teachers, students and professors in different cultures; classroom communication styles, and the nature of cross-cultural conflicts and their solutions.There are several major causes for this interest:

Technological media and development

“…becoming part of the decision-making process and increasing the chances for a fair distribution of resources and responsibilities (Budeanu, 2013). Research indicated that communication through technological media such as digital cable TV, internet, blogs, podcast, wireless TV, mobile phone TV, satellite radio and search engines (Wei, 2009) is an important variable that might have significant influence in an economic, social or political setting, leading to the development of a certain society as a whole (Adams, 2006; Lo and Wei, 2010; O’Connor and Joffe, 2013; Blaschke, 2014; Dzyaloshinsky and Pilgun, 2015; McLennan, 2016; Yang et al , 2017; Lee and Horsley, 2017). In order to get a perspective of existing research we conducted a systematic mapping study.…”