COMMUNICATION EFFECTIVENESS OF SMM FOR SMALL AND MEDIUM-SIZED ENTERPRISES (A CASE STUDY OF ADVERTISING PUBLICATIONS IN SOCIAL NETWORKS)

Abstract

The study focuses on the communication effectiveness of SMM for small and medium-sized enterprises. The task of the article is to determine the effectiveness of advertising in social networks. The general set was production, trade enterprises, and service enterprises of the Udmurt Republic. The sample analyzed 180 advertising posts published in April and May 2019. For enterprises and advertising publications in the sample, a number of indicators of communication effectiveness were measured: the number of group members, the level of publication activity, coverage, the number of reactions, the quality of advertising posts, the level of community involvement. The analysis showed that over half of small and medium-sized companies practically do not use advertising in social networks. This applies to both INSTAGRAM accounts and VKontakte communities. At the same time, the average number of subscribers in communities is quite high for the market of the region in question. It was found that the quality of advertising publications is rather low on a number of key parameters, which include the level of novelty, emotional saturation, motivation to action, etc. The level of community involvement in INSTAGRAM was identified as low. At the same time, it is significantly higher than the one we calculated for the VKontakte social network. Based on this analysis, the article made a number of proposals for small and medium-sized businesses to more effectively use commercial accounts in social networks for advertising purposes.