Conventional advertising tools in the PR strategy of the social network "VKontakte"

The article is dedicated to the study of conventional promotion tools used for promoting brands in social networks in the context of increasing competition in the digital space, using the social network "VKontakte" as an example. The relevance of the topic is determined by the need to find effective approaches to promoting on social platforms in the international information market. Amid growing competition in the international media market and the increasing influence of social networks on political and social life, the methods and tools for their promotion remain insufficiently studied. The subject of the research is traditional advertising tools aimed at attracting new users and increasing engagement with the existing audience. The aim of the research is to determine effective approaches to promoting social networks, considering modern trends in digital marketing and communications. The materials of the study include examples of outdoor advertising and online banners used by the "VKontakte" social network. The research includes analytical and comparative analysis of traditional promotional methods applicable to the specifics of social networks, as well as content analysis of advertising materials. The novelty of the study lies in the identification of insufficiently studied aspects of promoting social networks as independent brands and the development of recommendations for their optimization. The results of the work can be applied both in strategic planning and the development of advertising campaigns for social platforms, and in educational and research projects dedicated to the phenomenon of digital communication. The social network "VKontakte" actively uses traditional methods of distributing advertising messages. The use of traditional advertising tools in the promotion campaign of the "VKontakte" social network shows that its developers understand the product and service orientation of the promoted object, using methods typical for the promotion of goods and services.

social media, marketing, advertising, VKontakte, media market, promotional tools, communication, new media, outdoor advertising, PR