Abstract

Advertising remains the most effective tool of marketing communication. Advertising can create an attractive public image for a company by promoting its achievements and efforts to satisfy customer needs. This research featured the potential of social media marketing and a system for strategic management of advertising activities in social networks that could develop this potential. The authors appealed to the theory of strategy and the methodology of strategizing developed by Professor V.L. Kvint in an attempt to describe the core elements of the social media marketing system and their strategic management. Other research methods involved standard analysis, synthesis, comparison, generalization, and scientific abstraction. The study made it possible to draw the following conclusions. A well-structured strategy takes into account the interests of the manufacturer (seller) and consumer (buyer). It relies on planning, motivation, monitoring, and control over the achievability of strategic management goals. Such a strategy can increase the effectiveness of social media marketing. The methodology proposed by V.L. Kvint makes it possible to navigate a social media marketing project through all its stages.

Keywords

strategic management, advertising, social networks, online community, marketing

REFERENCES

1. Amirova DR, Zaporozhets OI. Social media marketing as an effective tool promotion. Eurasian Scientific Journal. 2019;11(2). (In Russ.)
2. Ashalyan LN, Khvorostyanaya AS, Filippova LA. Teoreticheskie aspekty sozdaniya brenda [Theoretical aspects of branding]. Competitiveness in the Global World: Economics, Science, Technology. 2017;58(11):1403–1406. (In Russ.)
3. Kvint VL. To the analysis of the formation of a strategy as a science. Vestnik CEMI. 2018;(1). https://doi.org/10.33276/S0000121-6-1
4. Kvint VL. The concept of strategizing. Kemerovo: Kemerovo State University; 2020. 170 p. (In Russ.) https://doi.org/10.21603/978-5-8353-2562-7
5. Manaeva IV. Formirovanie metodologii strategirovaniya prostranstvennogo razvitiya gorodov Rossii [Developing a methodology for strategizing the spatial development of Russian cities]. Moscow, 2020. 405 p. (In Russ.)
6. Novikova IV. Strategizing of the human resources development: Main elements and stages. Strategizing: Theory and Practice. 2021;1(1):57–65. (In Russ.) https://doi.org/10.21603/2782-2435-2021-1-1-57-65
7. Novikova IV. Strategic management of labor resources. Russian Journal of Industrial Economics. 2018;11(4):318–326. (In Russ.) https://doi.org/10.17073/2072-1633-2018-4-318-326
8. Novikova IV, Khvorostyanaya AS. Povedencheskaya teoretiko-igrovaya modelʹ strategii razvitiya lichnogo brenda v tsifrovoy ehkonomike [Behavioral game-and-theory, model of personal brand development strategy in the digital economy]. Novaya ehkonomika, biznes i obshchestvo: Sbornik materialov Aprelʹskoy nauchno-prakticheskoy konferentsii molodykh issledovateley [New Economy, Business, and Society: Collection of materials of the April scientific and practical conference of young researchers]; 2022; Vladivostok. Vladivostok: Far Eastern Federal University; 2022. p. 309–316. (In Russ.) https://doi.org/10.24866/7444-5339-8
9. Filippova LA, Khvorostyanaya AS. Strategic branding in Russia: Development barriers. Administrative Consulting. 2018;117(9):167–176. (In Russ.) https://doi.org/10.22394/1726-1139-2018-9-167-176
10. Shatskaya IV. The concept of strategic personnel management for innovative development of Russia. St. Petersburg: SZIU RANKhiGS; 2021. 340 p. (In Russ.)
11. Shatskaya IV. Marketing obrazovatelʹnykh uslug vysshey shkoly [Marketing of academic services in the sphere of higher education]. Moscow: Sputnik+; 2017. 140 p. (In Russ.)
12. Shatskaya IV. Marketing. Moscow: MIREA – Russian Technological University; 2020. 180 p. (In Russ.)
13. Shatskaya IV. Strategizing and lifelong education development. Strategizing: Theory and Practice. 2022;2(1):1–11. (In Russ.) https://doi.org/10.21603/2782-2435-2022-2-1-1-11
14. Shatskaya IV. Ehffekty sotsialʹnykh media i reklamy v tsifrovoy ehkonomike [Effects of social media and advertising on the digital economy]. Moscow: MIREA – Russian Technological University; 2023. (In Russ.)
15. Shchetinina ED. Kontekstnaya reklama v seti Internet [Contextual advertising on the Internet]. Marketing. 2019;(1):15–17. (In Russ.)
16. Yakovlev AA. Otsenka strategii Internet-marketinga [Assessing the Internet marketing strategy]. Biznes [Business]. 2019;(7):23–29. (In Russ.)
17. Aghazadeh H. Strategic marketing management: achieving superior business performance through intelligent marketing strategy. Procedia – Social and Behavioral Sciences. 2015;207:125–134. https://doi.org/10.1016/j.sbspro.2015.10.161
18. Ilyin SYu, Krasnyanskaya OV, Shatskaya IV, Beketova ON. Business sustainability management in the current scientific and technical climate. E3S Web of Conferences. 2020;208. https://doi.org/10.1051/e3sconf/202020803034