A technique for improving organic link promotion in social media marketing

the aim of the research is to develop and test a methodology for improving organic link promotion in social media marketing using the example of an online store marketing company. Methods: an adaptive experiment was applied in the social network VKontakte with the publication of four types of posts (type No. 1 – link before the text, type No. 2 – link after the text, type No. 3 – link inside the text, type No. 4 – link in the comment) at different time intervals, collecting data on reach, reactions, clicks, and sales, as well as subsequent regression analysis to identify significant factors in content distribution, as well as analyzing four metrics: effectiveness (conversion rate), attractiveness (content value), persuasiveness (content quality), and intensity (volume dynamics content) Results: it was found that user reactions have a key impact on the coverage of publications, while posts with links in comments provide the greatest cumulative effectiveness. Based on an empirical study conducted for qualified specialists in the field of social media marketing, a methodology for improving organic link promotion in product promotion is proposed. Conclusions: the proposed methodology allows you to manage the organic reach and engagement of the audience without using paid promotion, which expands the tools of professional digital marketing.

social media marketing, marketing campaign, organic promotion, engagement, link position, post type, regression analysis, digital marketing