Genesis and development trends of social media marketing

Abstract

The article describes the features of an interactive communications firm policy in an uncertain global economic development of space, one of the most important related phenomena which are the generation and transformation of a single social media structure as a result of the functioning of the electronic media and public entities. The relevance of research on the specifics of the companies within the global Internet environment is denoted, which led to the need for isolation and treatment of the category of “interactive communication policy” in social networks, user audience which are by far the main target of social media marketing. On the bases of the determination of the critical role of management of user loyalty in the social-marketing system presents a number of tools for the effective implementation of the process of promoting products and services within the electronic media resources social purpose. Special attention is paid to the technique of execution of one of the means of media and communication policy of the companies in the online environment -viral marketing, has acquired considerable popularity in recent years. An assessment of the potential of social media marketing is made.