Marketing in Social Networks for Promoting Mass Media Brands

Abstract

The use of the media in Russia is undergoing a transformation due to technological changes in the communication environment. The usual channels of creating and disseminating information are crowding the Internet. Traditional media are trying to compensate for the outflow of the audience by developing digital formats, moreover, not only for sites, but also for pages on social networks. The consolidation of their positions in the media market is supported by various tools for promoting both media content and their own media brand. One such tool is social media marketing (SMM).