Situational and communication content in the framework of SMM brand promotion in social networks

   In the article the authors present the study results of the content use in SMM promotion. Information is given about the types of content, situational and communication contents are considered. The main research method chosen for studying the designated research problem is described – content analysis, as well as its types – non-quantitative and quantitative. Non-quantitative implies the presence of a certain indicator without the use of quantitative metrics, quantitative indicates the frequency identification of quantitative indicators occurrence. The study touched upon the content consideration in the VKontakte social network of three brands: “R. O. C. S. Smart Oral Care” – a brand of oral care products, “Danone Russia” – a Russian division brand of the Danone corporation, “Respect” – a Russian trade-mark, a multi-brand chain of stores for men’s and women’s shoes, accessories. The selection criteria for the study were: community belonging to the Russian brand; daily maintenance of content; the number of subscribers from 30 to 70 thousand. The analysis is accompanied by graphs comparing reactions to situational and communication posts of the above-mentioned brands. At the work conclusion, recommendations are given for SMM managers involved in the preparation of content plans, brands’ content strategies. The authors formulate conclusions about what needs to be done for the most effective promotion in social networks.