Social Internet networks: general characteristics and direction of use. General characteristics of social networks General social networks

Social networks covered in the article, in order
1. vk
2. fb


5. twitter
6. periscope
7. telegram
8. ask

SCHEME OF DESCRIPTION OF EACH SOCIAL NETWORK

• goals, mission, who and where the owners are from, how and when they were born, dynamics and prospects;
• audience: geography, languages, age, interests, number of users, social status;
• features: pages, communities, groups, messages, video, audio, applications…;
• opportunities for people to earn money: how, what people earn, HOW MUCH they earn per month, how much time it takes;
• opportunities for promotion and opportunities for cheating;
• business opportunities, company advertising;
• summary, the main distinguishing features of this network from others, what is unique.

Social network In contact with was founded in 2006 by programmer Pavel Durov. Initially, the goal of the project was to provide an opportunity for students and graduates of universities to communicate in single network, and it was possible to register on it only by special invitation and exclusively under the real name and surname. Immediately after registration became possible for everyone, social network started to gain momentum. By 2007, the audience of Vkontakte was already 3 million people, and the site itself ranked second in popularity in Runet.

During its existence, Vkontakte has undergone great changes and changed owners several times. Initially, together with Pavel Durov, the shares of the company belonged to the father and son Mikhail and Vyacheslav Mirilashvili, as well as the programmer and entrepreneur Lev Liev. In 2011, Mail .Ru Group acquired a 39.99% stake in Vkontakte, and in 2014 became the sole owner, buying out 100%.

Now Vkontakte continues to grow and develop, still overtaking the most popular Russian social networks Odnoklassniki and Moi Mir in terms of the number of users. There is an ongoing trend of chasing Facebook.

Audience VKontakte

By 2017, the number of Vkontakte users reached 410 million. About 80 million people visit the site every day. The geography of users is quite extensive and covers such countries as Russia, Ukraine, Belarus, Kazakhstan and other CIS members. There are not so many users from European countries, but they are. The same goes for the Americans.

Due to the wide geographical spread of Vkontakte users, there is a function for selecting the interface language. The service runs on this moment with 85 languages, including the languages ​​of almost all nationalities living in Russia.

Total: the VK audience is mostly youth, Russian-speaking, the topics of the pages correspond to the interests of such an audience - music, entertainment, games ...

Features of Vkontakte

If initially Vkontakte offered its users only the functions of exchanging personal messages, searching for people, profile settings, choosing a place of study and adding photos, now the possibilities have expanded significantly. Now, in addition to those listed, the social network offers functions such as:

• – creation and management of groups and public pages;
• – use various applications and games;
• - saving your favorite photos in a separate album on your page;
• – forwarding private messages from one user to another;
• – creation of group chats;
• – listening and adding music;
• - view and add videos.

How to earn Vkontakte

1. Groups and public pages. which can be used in different ways. The most is to advertise in your community. But there is a condition here - the community must be promoted and have many subscribers, otherwise no one will simply want to place their ads with you. Therefore, if this option is to your liking, it is worth doing the promotion of the group.
   Another way to make money through the community is to create an online store. If you manage to attract at least a small circle of customers, you can start earning good money. The Vkontakte online store is a profitable business, because you don’t have to pay for the content of the site, and the audience of the social network is huge, which increases the chances of getting a large number of customers.
   The third option for earning through groups - affiliate program, that is, posting a link to a product or service in your community. If you follow this link to go to the site and order the goods, you will be charged a certain percentage of the proceeds each time.

With the help of Vkontakte communities, you can earn up to several tens of thousands of rubles

With the help of Vkontakte communities, you can earn up to several tens of thousands of rubles, depending on the specifics of the advertised product and the number of community subscribers.

1. Work as a moderator or community admin. The creators of groups and public pages with a large audience are often looking for people who would be involved in maintaining these same communities. If you are well versed in Vkontakte and have certain skills in working with text and photo editors, there is an opportunity to become a moderator or community admin and earn money. As a rule, everyone has different rates. With desire and diligence, you can earn up to 15-20 thousand rubles a month.
2. Work as a web designer. With design skills and good taste, community design will be a source of income. Here, too, the condition for obtaining a job is promotion, but in this case, oneself. Usually, the work of a web designer for the Vkontakte group is estimated at 5-10 thousand rubles, depending on the complexity of the design.
3. Application development. This is perhaps the most difficult way to make money on Vkontakte, because only experienced programmers can develop an application that would be popular with users. But, if, nevertheless, you succeeded, it is quite possible that your earnings will reach tens of thousands per month.

How to wind up friends and subscribers Vkontakte

Vkontakte users often have a need or simply a desire to make a lot of friends. This is necessary, for example, when trading online or for advertising. You also always want to get as many likes as possible for your posts and photos, but not everyone can quickly get as many people as friends as they want, or a large number of likes. Here, special promotion services come to the rescue, which subsequently become an excellent promotion tool.

The most popular and inexpensive service today, which allows you to wind up friends, reposts, subscribers to a group, likes, comments, gifts for a low fee or earn likes in the system itself, and then exchange them for any service.

You can also wind up likes, friends or subscribers on:

• - untwisted combine harvester;
• - very simple, for some reason like working through a smartphone / tablet;
• – service exchange, andhas several different interfaces For ordinary users and for advertisers.

In addition to using special services, page promotion can be achieved for a fee by contacting people whose type of activity is precisely assistance in promotion. The disadvantage of this method is the high cost.

In addition to services, there are programs that work from a computer:

• - business combine for VK. Eat free version. The author is a fan of his work.
• – mailing of advertisements, Vkontakte messages, conducting dialogues.
• - promotion of groups and Vkontakte accounts.
• - a parser to search for your target audience In contact with.
• - the best analogue of VkBot (VK bot), in many ways superior to it. Tons of features, software support free line 8-800.

You can try to promote the page yourself. Vkontakte is not so easy, but you can, for example, join groups where users add each other as friends. This is a kind of mutual PR.

Business Opportunities Vkontakte

As mentioned earlier, Vkontakte can be used for various purposes, including for making a profit, moreover, a social business is already ready, and for starting it. In both cases, Vkontakte communities will come to the rescue.

An existing business can be expanded and promoted by creating a public page where you can sell products or simply introduce a potential client to the assortment, if we are talking about trading, or offer their services. An excellent addition to this will be the ordering of advertising in other large communities or on the pages of users with a large number of friends and subscribers.

You can also do your own little business within VKontakte by opening the same group, but you should definitely think about promoting it from the very beginning.

Thanks to wide opportunities not only for communication, but also for a good time, and, if desired, making a profit, Vkontakte has remained popular among users for many years. It is in the thoughtful organization of the service that lies the secret of its many years of success.

facebook

facebook- the very first, and, to date, the most popular social network in the world, founded by Harvard student Mark Zuckerberg on February 4, 2004.
Initially, there was no talk of any social network, because then they didn’t even know what it was. The fact is that in the school where Zuckerberg studied, there was a special book called The Photo Address Book, where photos and contacts of all students were stored, and which, because of the long name, the students themselves renamed The Facebook. Entering Harvard, Zuckerberg discovered that there was no such guide at the university, which caused him bewilderment.

The future billionaire turned to the leadership of the university with a request to create something similar, but was refused. And then Zuckerberg decided to take matters into his own hands and founded Facebook, a site where Harvard students could communicate. Already in the first month, half of all students registered on Facebook, then students from other universities joined them. In 2005, Facebook ceased to be a social network only for students - now everyone could register here.

After the number of accounts on the social network exceeded 50 million, Mark Zuckerberg began to receive offers to sell him, but everyone was refused. Only Bill Gates managed to buy 1.6% of the project's shares, paying $260 million. After that, the billionaire registered on a social network, and then entered into an agreement with Zuckerberg, according to which Microsoft ads were posted on Facebook.

But let's not forget that, perhaps, much of the success is due to the attention in 2005 to the then-startup venture capitalists, billionaires Peter Thiel (PayPal, XSpace, Palantir) and his partner, who spotted the project among hundreds of others and invested heavily in it. . According to Peter Thiel, they spent a year studying the market and related information in the topic of social networks, and at the time of the meeting with Zuckerberg they had already made a decision.

Facebook audience

By 2017, the number of Facebook accounts reached 1.71 billion. Of these, a little over a billion use the mobile version of the social network. Even considering that some users have multiple accounts, the number of people registered on Facebook is almost 25% of the world's population.

At the same time, accounts belong to people of various ages and social statuses, but it is here that most of the accounts of world movie and music stars, deputies and politicians are concentrated.

Due to the large geographical spread, the interface language can be made in almost any language.

The number of people registered on Facebook is almost 25% of the world's population.

Features of Facebook

Today Facebook is not only a site where you can exchange messages. The possibilities of the social network are wide. Here you can:

• – create and participate in interest groups;
• - search for acquaintances and add them as friends;
• - play games;
• - communicate in live;
• - communicate using audio messages;
• – send photos, videos, music and documents to any user;
• - upload photos and videos to your page.

How to run a business and make money on Facebook

Since Facebook is the site with the largest concentration of people, it is clear that it has long been used not only for communication and entertainment. The social network, like nothing else, will help you earn money and promote your own business.

The most popular ways to make money on Facebook:

1. Post links to affiliate programs on your page. You can find them yourself, but if you have a lot of people in your friends, some sellers on the network or those who want more sales for their product can offer this for money themselves.
2. Place paid ads on your page.
3. Become an author on Facebook Posts Market(“Record Market”). Or Facebook Fanpages Market (“Fanpage Market”).

These methods will allow you to earn from 5 thousand rubles and more per month.

Options to make money on Facebook on your own business:

1. Create a public for the sale of any goods or services, that is, a kind of online store.
2. Create a public to advertise your business, which operates outside the network.

Facebook in 2016/2017 brought a huge number of innovations and revolutionary tools for fine audience segmentation, providing users with unprecedented marketing opportunities. The dynamics of change is amazing, improvements appear every week.

Ways to promote and cheat on Facebook

Facebook page promotion is possible both independently and with the help of third party programs. To gain a large number of friends, you need to either send as many applications as possible yourself, or make your page so interesting that users themselves add to you. The more friends, the more likes will be on the photos.

If you don’t want to waste time, but there is an opportunity to spend money, you can use special services to cheat friends and likes. There are quite a lot of them now and some offer their services at quite reasonable prices and with high performance.

These are, for example, the ones mentioned above, plus.

Summary

Facebook in the Russian-speaking segment today is ahead of VKontakte in terms of audience growth, and even more ahead in terms of business opportunities and earnings. VK is already saturated with advertising, and FB is an unplowed field, plus a rapid increase in new members.

An important point is that the most solvent audience - people aged 30-45, entrepreneurs, politicians, experts, IT people - "live" on Facebook.

Since its inception, Facebook has topped the list of social networks for a reason. It was he who became the beginning for all other similar projects, and this is his main difference from them. Well, we wish our native VK not to lag behind, but to catch up and overtake a competitor.

Instagram

Now about Instagram perhaps only those people who have not reached civilization, that is, the natives do not know 🙂 But few people can assume that this project was created in just a few weeks by an American student Kevin Systrom. He simply raved about the idea of ​​​​creating his own application that would "blow up" the Web, and even began working on the Burbn project, which combines some of the features of social networks. At the same time, another programmer, Michael Krieger, was working on the creation of his application, and Kevin, being his acquaintance, suggested that Krieger take up a joint business. They started work on Burbn, but soon realized that the project was doomed to failure.

The idea of ​​Instagram came to Kevin Simstrom's mind unexpectedly. He realized that he needed a service that could transform even the most ordinary-looking photos and make them beautiful. On the same day, he created the first Instagram filter, and they worked on others again with Krieger.

The first version of Instagram appeared in the App Store on October 6, 2010, and mass downloads immediately began. Already in the first days, the number of downloads reached 25 thousand, and the creators realized that Instagram was accepted by users, which means that more people are needed to ensure its life. Thus, the Instagram team expanded to 5 people.

The fact that in April 2012 the project was bought by Facebook for a billion dollars proves how popular it was already at that time. Today, Instagram is a service that allows you not only to upload photos and videos, but also to broadcast live, like in Periscope, to run your business and earn money.

Instagram audience

Not registered on Instagram, probably only the laziest. If we say that his audience is the whole world, this is probably not an exaggeration. The application today is adapted to all existing OS and popular in almost every country. The number of registered accounts by 2017 exceeded 500 million. For the convenience of users, Instagram offers the opportunity to use the service in several dozen languages.

Instagram Features

A lot has changed on Instagram since its inception. Today, it offers its users features such as:

- upload videos up to 60 seconds long;

– photo and video processing with filters;

- conducting live broadcasts;

– restriction of access to your page;

- maintaining personal correspondence.

How to run a business and make money on Instagram

Due to its popularity and a large number people on its open spaces Instagram has become a service, Options for earning in the service:

1. Creation of a trading page.
2. Placement of advertisements on your page.
3. Placing links to products on your page, when clicking on which and buying this product, the user receives a percentage of the sale.
4. Promotion of your business, which is conducted outside of Instagram, by notifying its users. To do this, a page of one or the organization is created, where it is given full information about her and her services.

Promotion and promotion on Instagram

Every Instagram user strives to have as many followers as possible, or to have their photos get a lot of likes. If you stick to a few simple tips, then it is quite real:

1. Fill out a profile interesting information About Me.
2. More often add photos and videos to your page.
3. Choose an attractive avatar.
4. Put hashtags under photos and videos.

If you are doing business on Instagram, then better ways so that people know about you:

1. Subscribe as much as possible large quantity of people.
2. Put likes.
3. Enter information about yourself in the header.

There are also paid ways cheats and promotions on Instagram. This:

- usage special programs and services that also provide cheating services for money.

The first method is more suitable for business accounts, and the second for ordinary users.

When using promotion services for serious income, they use not mass services, but specializing exclusively in Instagram promotion, fortunately, the prices are comparable:

• - service specializes in promotion on Instagram. It focuses on real work - live subscribers, promotion and not cheating, and everything that brings results in hard currency, and not just beautiful numbers likes and followers to satisfy our EGO.
• - an analogue of Instaplus, only almost half the price and more modern. Based on our statistics, services with such functionality keep so much low prices at the stage of recruiting the initial mass of users and breaking away from competitors. Then they raise prices. So take advantage of the moment.
• DOINSTA is a run-in and polished service for automated (with a minimum of manual labor) work with subscriptions, unsubscribes, likes. Recently, the service has been unstable, we recommend others:,.

Summary

The uniqueness of Instagram is its versatility and constant updates to the system. The owners of the service do everything so that interest in it does not subside, and they do it very well.

The service is developing very dynamically, it is seriously considered as a source of attracting customers in many niches.

Classmates

Classmates is the second most popular social network in Russia. It was founded back in 2006 by programmer Albert Popkov and designer Dmitry Utkin, and was not at all perceived by the creators as some kind of major project, but in a short time the social network has gained great popularity. Having found investors and developed Odnoklassniki, the creators of the social network were able to make the number of registered accounts reach 4 million in six months. But still, the owners’ investments were not enough to maintain the project, and in 2010 they decided to sell Odnoklassniki Mail .Ru Group. By that time, over 45 million users were registered on the network.

Audience "Odnoklassniki"

By 2017, Odnoklassniki has already registered about 300 million accounts from more than 100 countries. The social network is viewed in 13 languages. Almost the entire Russian-speaking population of Europe, America and Australia is registered on Odnoklassniki and visits the site regularly.

Features of Odnoklassniki

In addition to messaging, Odnoklassniki allows you to:

• - create and communicate in groups;
• – play games and spend time in exciting applications;
• - give each other virtual gifts;
• - listen to music;
• - watch the video;
• - add a photo;
• - restrict access to your page.

How to run a business and make money in Odnoklassniki

Today Odnoklassniki is actively used to make money online. Opportunities for running your own business and earning money here are quite extensive. People who have their own business outside the network, but want to attract more customers, can do this with the help of a social network. For this you can:

1. Create a group dedicated to your business, where potential customers can learn about you and your services or products.
2. Notify about your services or products on your page.
3. Order advertising from popular groups.

You can earn money in Odnoklassniki:

1. Becoming an administrator or moderator of a large group.
2. By creating your own group-online store.
3. By placing ads in your group or on your page.
4. By posting links to affiliate programs.

Earnings are very different, depending on the specifics of the activity - from several thousand to several tens of thousands of rubles.

Promotion and promotion in Odnoklassniki

First of all, those who are engaged in business on the network and who need a large audience need to promote their page or group on Odnoklassniki.

You can easily get subscribers to a group or friends - just by inviting to the community or sending requests to friends. If they are interested in you, they will definitely reciprocate, and in order to attract attention, you need to take care of your page or group, constantly updating and posting interesting content.

Despite the constant confrontation with Vkontakte, Odnoklassniki remains a unique project that is interesting to users. This is largely possible by providing its users with a wide range of options for leisure and earnings.

Facebook audience is rather active people who are looking for something, achieve, fight, prove, change the world,

the audience of Vkontakte is largely young people and teenagers who are passionate about music, parties and the search for the meaning of life,

the audience of Odnoklassniki is calm couch potatoes who love to leaf through photo albums, kill hours on cards-tac-toe-sappers, stroking a well-fed cat 🙂

And there are many such people!

A typical social media PR campaign includes several successive stages. Initially, it is required to develop a communication strategy based on the data obtained during the monitoring. The communication strategy should include a list of activities required to achieve the goal of the PR campaign, desired results, planned budget, rules for attracting and interacting with the audience.

At the next stage, the so-called brand platform is created - a set of communities in social networks that ensure the interaction of the brand with the target audience. If the brand works for several target audiences at once, a separate community will need to be created for each of them.

After the communities are created, you will have to take care of filling them with content. News, videos, photos - all this is necessary to keep the audience interested in the group and maintain communication. At the same time, branded content should account for no more than a third of the total content of the community, another third should be reserved for fun content and a third for useful content.

The success of any social media strategy is ultimately determined by its ability to connect with people on a direct, human level. In linguistics, there is a phenomenon known as "code switching". That is, when a person switches from one language to another and back during one conversation. The significance of this phenomenon applied in social networks is large-scale. Social media is slowly but surely blurring the line between personal and professional. Linking this to "code switching" gives us a new approach to brand behavior on social media.

The fact is that SMM does not use an advertising format. The main mechanism of interaction is communication on topics relevant to the user and distribution of content that is interesting to him. Naturally, both communication and content contain a mandatory promo link, but at the same time, unlike advertising, they are of value to the user.

Creating a community or group is available on most social networks, most often this feature is free. You can invite friends and other people interested in the products or goods of the company to the created groups. Next, you should take care of organizing communication between users in the group: create interesting topics, through the creation of artificial profiles, simulate a discussion between real users. Interested users can be brought in by searching by interests in similar groups of other services. Provide as complete answers to user questions as possible.

Creation of public pages (fan page). Promotion methods in such pages resemble promotion in communities and groups.

The use of media content (pictures, audio, video), where you can insert the brand name, website address, etc. The most popular network for this is YouTube.

Targeted advertising - aimed at a specific category of users. The most common among the methods of paid promotion in social networks. This includes advertising for a specific city, country, for people with a certain age, interests.

Holding contests, promotions, discounts for the target audience with prizes for the winners.

VKontakte (VK)

VKontakte (http://vk.com) is a social network for fast and convenient communication between people around the world. The task of VKontakte is to remain the most modern, fastest and most aesthetic way to communicate online at any given moment. The site has over 290 million registered users. More than 69,000,000 visitors visit the site every day. More than 3,000,000,000 pages are opened daily. Approximately 65% ​​of visitors live in Russia. More than 56% of site users are over 25 years old.

VKontakte evokes positive emotions among its visitors, because most often they use the resource for communication and entertainment. This creates high user loyalty.

There are two main formats for working on VKontakte.

The second option is the "transfer" of users to an external Internet resource. This option is suitable for companies that carry out basic transactions (ordering goods or services) on their website, and not through social networks. If the site is informational (a blog or a thematic portal), there visitors from social networks read materials about the company and products. And in this case, the community in the social network - additional source traffic for the main project.

Which option to choose depends on the initial conditions. Both formats are valid and can produce results. The second option is especially relevant for those who make money on their sites by selling ads, in particular for all kinds of media. Sometimes formats are mixed: for example, all information materials are placed in the community, and sales are carried out only on the site.

Any project on VKontakte solves two main tasks: increasing profits and getting feedback from customers. One way or another, it all comes down to this. On the other hand, the task of increasing profits can be solved both directly - direct sales of goods or services, and indirectly - by increasing brand awareness, increasing its reputation and, accordingly, overall loyalty to the company.

The functionality of the group, in principle, is not great. Through the "Discussions" section, you can create a small forum on a given topic for community members / subscribers, and the "Wall" of the group serves as an information platform where administrators and moderators of the group can post informational and entertaining content. Another possibility is to send invitations to subscribers and other users of the social network to events that take place in real time and are organized by the company that owns the group.

In addition to the fact that VKontakte allows direct sales, any community has the opportunity to make repeat sales. To some extent, working with a group in modern conditions resembles e-mail marketing. Only in the case of the latter, people receive news on their email, and in social networks, contact with subscribers in the news feed is constant. But the essence is the same: a community is being formed (a base of potential customers) and constant interaction with them is maintained. Unlike the audience that comes with search engines and most often does not return, people on social networks are constantly in touch, as they become members of the community and receive news about all new publications on its wall.

In addition, the community can perform the functions of " technical support". As practice shows, it is more convenient for many users to ask a question through the community than to call a number that still needs to be known, or to “reach out” to an online consultant on the site, if there is one. With the help of properly built communication with customers, you can significantly reduce the negative and increase overall loyalty to the company.

Thanks to the "community statistics" section, you can always find out about the community audience and its activity. This section has several tabs. In the "Attendance" tab, you can see the number of unique visitors and views. There are data for a day and a month, plus a lot of additional factors: gender and age of visitors; geography (country and city); referral sources (where visitors came to your community from); the number of visitors who left the group or joined it; what sections visitors viewed: videos, photo albums, discussions, audio recordings.

The next tab "Reach" is the users who viewed community posts on the "wall" or in the "My News" section. It also has additional data on gender, age and geography.

And the “Activity” tab contains the following data: how many users “liked” the entry, that is, clicked the “Like” button; how many users made a repost, that is, they clicked the "Tell friends" button; how many users mentioned the group page; how many users have hidden the group from the news; the total number of comments left; in addition, this tab contains information about the number of comments on specific sections: discussions, photos or videos. Here is a chart feedback. It takes into account not only the actions of users made directly on the wall of a group or page, but also the entire further path of the message. If a user places a link to a message on their page using the "tell friends" function, the reaction of other users to such a copy is also taken into account.

Any project can be present on VKontakte in three main formats: public page (public), group or profile. Each format has its own characteristics.

The main differences between a public page and a group are their functionality. In public, content is in the foreground. Immediately below the description of the community is a microblog. And unlike groups in public, there is no block with photos and a news block above the “wall”.

On public pages, users can "suggest" their posts using the "Submit News" feature. In some cases, this eliminates the need to maintain your own community, since users themselves generate content.

An extremely important nuance, the public page is in the block interesting pages on the user page. In fact, these are five advertising banners in the most prominent place of the profile. If the account owner is subscribed to a public page and regularly visits it or reposts public entries from the news feed, the public will be in this block all the time.

Unlike public pages in groups, the main focus is on communication between users. This is facilitated by:

1. The "Discussions" block, which can be fixed above the "wall" of the group, immediately after the news block. It's like a forum.

2. In the group, visitors can chat directly on the "wall". For example, ask your own questions. This increases the communicative effect, but also the amount of spam.

3. In the group, in the "News" block, there is a wiki markup that allows you to create a beautiful additional menu.

SMM specialists in the choice between a group or a public cannot come to a single decision. So, for example, Dmitry Rumyantsev in his work “Business Promotion on VKontakte” writes that the most effective for most niches as of July 2013 is promotion public page.ADamir Khalilov in his book "Marketing in social networks" claims that there is no fundamental difference in which format to use, since there are not many differences in the functionality. But users are more accustomed to groups and are more willing to join them.

Standard text-and-graphics block with payment for impressions or for transitions;

Exclusive banner 90*160 for premium brands with pay-per-impression;

Offers with payment according to the CPA model;

The average lifetime of one ad in a social network is 3 days.

Also, since August 2014, VKontakte has allowed advertising through verified communities. The main feature is mandatory pre-moderation for all advertising posts. According to Roem.ru, checking advertising posts from the exchange will help achieve uniformity in advertising publications. This, in turn, will help advertisers to achieve a predictable effect from advertising, and administrators to publish ads in a familiar format for users.

New ads cannot be added indefinitely, there are some restrictions. First, this is rule number 5:

“The creation of more than three ads that target the same audience and advertise the same property, or the creation of several absolutely identical ads, including within different advertising campaigns, is regarded as an attempt to spam.

Odnoklassniki (OK)

The prototype site Classmates.com was launched on March 4, 2006, and immediately became very popular. The emphasis was placed on an audience that had recently entered the university but did not want to lose touch with the school past. The secret of success was that the parents of teenagers quite quickly "hooked" on the search for their classmates, whom they had not seen for decades. Here is such a viral effect.

Currently, 220 million people are registered in Odnoklassniki, and the monthly audience is approximately 41 million. On average, a user spends 17 minutes a day on the site. And the predominant audience by age criterion: women (55%) 25-54 years old (67%).

The developers of the social network "Odnoklassniki.ru" position their resource as a platform for finding classmates, friends, in order to correspond with them, view their photos and organize meetings with them. A not very wide range of functions, however, still allows people in our time of excessive employment to maintain relationships with friends and acquaintances, keep abreast of the events of their lives and see (from photographs) the current state of the person of interest.

The most common activities on Odnoklassniki are the publication of statuses and messages. Also, users are very fond of audio and especially visual content: they post photos, comment on pictures of friends, rate them. In addition, popular activities on Odnoklassniki include watching videos and, of course, social games.

The ad targeting capabilities of this social network are in many ways similar to any other network. Just like on VKontakte, media advertising on the Odnoklassniki website is placed on a paid basis. Before the advertisement appears before the users, it is moderated by the resource workers. The process takes about five business days.

Promotion of the group takes much more time and requires more effort than in VKontakte. This is due to less functionality available in groups on the Odnoklassniki network.

Odnoklassniki strictly follows the policy of deactivating unauthorized or illegal methods of promoting groups, so success can only be achieved through permitted content and buying advertising from donors

There are two types of groups in Odnoklassniki: business groups and interest groups. Groups can be found useful information, find friends with similar interests, and make purchases. Groups of brands can get "official status" that can protect them from clones.

The main source of advertising in Odnoklassniki is the news feed. Unlike competitors, Odnoklassniki decided to limit the number of publications from one community per day so that the feed does not turn into a dense stream of content where it is impossible to concentrate attention at all. This practice made it possible to slow down the "quick" community administrators and consistently keep a high share of users' attention on the advertising post. To date, the feed algorithm is configured in such a way that each group has sixteen posts that will definitely fall into the feed of the members of this group. After the sixteenth post, a certain filter is activated, which analyzes the feed of each specific user and, in the future, either allows or does not allow the post there. Both the seventeenth and eighteenth posts will also get into the user feed, but not all 100% of the group members will see them.

The number of user invitations to a particular group is also limited, but this indicator is “floating” and depends on many different factors. This is done to fight spam.

The difference from other platforms is in the nature of the interaction of the brand with the audience. As a rule, followers are very active in all activities related to the brand, because they know this brand, use it in their real life. Odnoklassniki has a mass market audience, and the brand needs to adapt to its interests and preferences. For promotion in Odnoklassniki, it is more efficient to use interactive and game mechanics: games, polls and contests.

Today, there are more than 1,000 groups in the Odnoklassniki social network with over 1,000 members. This is a very average value, because there are 10 groups that have more than 1 million followers. These are groups related to cooking, coffee brands and, for example, our official group Odnoklassniki (2.7 million users). At the same time, for several years, the M&M'S brand group has remained the leader in the number of subscribers on the social network.

Odnoklassniki also provide free group statistics with the ability to download data in the form of graphs. For example, you can see information about the number of users who visited the group, their engagement, content demand, and you can also find out where they came from to the group, demographics and geography of users, analytics of content popularity in groups.

There are many types of advertising tools in Odnoklassniki, the most accessible of them include the following: targeted advertising (text-graphic blocks), media advertising (banner, video ads, non-standard projects for solving media problems) and advertising in groups.

In addition, there are mobile ads. Mobile advertising is native, that is, it is presented directly in the news feed. On the one hand, it does not occupy a static screen space, on the other hand, it occupies a larger percentage of the screen area compared to the web version (this significantly increased the CTR advertisements). There are a huge number of users who access Odnoklassniki mainly from mobile devices. Today's audience mobile version Odnoklassniki has 16.5 million visitors.

Another option for promoting a brand/company is a branded application and placing it on the portal. The cost of placement is "conditionally free" - 140 thousand rubles a month, which are spent on media and / or targeted advertising, and the placement itself, it turns out, costs nothing.

According to the study, most of the users of "My World" are Russians (58.7%), and one in five is a resident of Kazakhstan (19%). The third place in terms of number is occupied by Ukrainians (8.7%).

There are more women (64%) than men (36%) among the users of My World. The core of the audience is young men and women aged 18–34: 43% of them are in the social network.

Users play games more, post content and comment in groups, communicate less through chats and messages. At the same time, a user who starts buying something in games spends more on games on average than the same user in other social networks.

The activity of the MM audience is 2.5 times higher than in similar groups of other social networks.

According to Artem Ovechkin, development director of the Internet marketing agency Matik, there are several reasons for this:

1. Company budgets

3. Lack of PR from MM

4. Competition with the social networks VK and Odnoklassniki with similar audience composition.

Most medium and small companies allocate not the biggest budgets for SMM. Monthly expenses for this direction range from 25 to 60 thousand rubles. It is obvious that with such amounts it is impossible to cover all social networks in a qualitative way, so it does not reach further than FaceBook and VKontakte.

Of course, only large companies can spread their corporate "tentacles" widely, but even they expand their reach through Twitter, Odnoklassniki, Youtube, and only last of all look towards Moi Mir. Among the social network buttons that hang on many sites: My World icons are rare.

The second reason is the insufficient “hype” of this social network, multiplied by limited budgets and, in general, a test attitude to SMM on the part of most companies. They argue like this: why spend money on social networks of the “second tier”, when everything is still not clear with the first one?

Among the advantages, it can be noted that there are managers who work personally with each specific group. If the group has good content, then it is possible to free promotion- this is not the case with other social networks.

Also, My World has a policy that no two groups are the same, and therefore the clones are removed.

My World hosts display ads and a wide range of Target options. In addition, you can place ads in pre-rolls for videos. Moreover, MM can give free initial traffic, raise it in the directory or in the “We recommend” block. Of course this applies good products with high retention (retention - retention). The same applies to groups with interesting regularly updated content.

The ability to create groups in MM appeared only in May 2013. To date, My World has hundreds of thousands of communities that unite users according to their interests. For ease of searching, there is a directory that divides all communities into thematic groups.

Audience: more than 800 million users. There are more than 9.3 million users in Russia. The monthly increase is 20 million people (in the world). If Facebook were a country, it would be the 3rd most populous after China and India.

Among Facebook users many: businessmen, entrepreneurs, marketers; bloggers, geeks, webmasters; people who have friends abroad.

Main activities: reading comments (68%); chat (62%); commenting (59%); viewing / reading recommended (38%); applications, video (33%); visits to brand pages (12%).

Many brands use Facebook groups for: team communication, customer feedback, sharing ideas, word of mouth.

On pages, the administrator usually communicates with subscribers on behalf of the company, hiding under the “page name”, while groups involve a more intimate conversation, where the user immediately sees who he is dealing with. In addition to publications, there is a built-in search, file sharing, convenient moderation.

A distinctive tool is the banner (cover) at the top, it can display the brand logo, or if you do not upload the banner, then the group members' profile photos will be displayed instead.

Among other tools: events, files, notifications (activity of users in a group). In the group, any member can upload files up to 25 MB.

You can set up a group so that none of the members can invite other users without the knowledge of the administrator. The main meaning of groups is just to establish closer ties between users united by one interest.

In addition, the group can serve as a collector of information: for example, you can launch an event, publish it to the group, and invite participants to register, leaving contact information(for example, email to receive a reminder or additional information).

Ever wondered how much bigger Facebook is than Vkontakte? Or what do the Chinese do without Twitter?

And we thought.

Practically every the Internet user is registered in a particular social network. Today, these are not just communication tools, but entire media platforms owned by world-famous IT giants. Here are some of them.

Facebook

left to right: Mark Zuckerberg, Eduardo Saverin, Dustin Moskowitz and Chris Hughes

The most popular social network in the world needs no introduction. It was created by Mark Zuckerberg and his roommates Eduardo Saverin, Dustin Moskowitz and Chris Hughes. On February 4, 2004, a social network called Thefacebook was opened to Harvard students. The global launch took place on September 26, 2006.

Geography of distribution

according to Bitly Science Team

Today's Facebook received ubiquitous spreading. Of course, the popularity of the network differs in different countries. For example, in China it is banned, in North Korea things are no better, and in Russia Vkontakte and Odnoklassniki pulled the blanket. Nevertheless, about 25,000,000 users use Facebook in our country.

Audience

in Russia, according to Brand Analytics

QZone is the most popular social network. China network.

Its audience has 755,000,000 users, which is second indicator among all the social networks of the world.

The Qzone is dominated by men (57% versus 43% of women) from 26 to 30 years old. For some reason, there is no data on those who are under nineteen, either these are the features of the legislation, or they hide their age. :)

Owners

left to right: Founder Ma Huaten, Executive Vice President Seng Yi Lau

The network is owned by telecommunications giant Tencent (messengers QQ and WeChat are also their work). By the way, the company's CEO, founder Ma Huateng acquired a 10.26% stake in familiar to us fund DST, and this is the part of Mail.ru that is responsible for foreign investment.

Comparison

For more and visibility, we have summarized the above figures into charts. Everyone loves charts? To assess the real audience, they usually take the number of active users per month or per day.

the number of social network users who have been active in the last month

The fact that Facebook is the most popular in the world did not raise any questions. Such a preponderance is striking, the number of active Facebook users is almost equal to the audience everyone else the aforementioned social networks in total.

capitalization of companies owning social networks

The Chinese telecommunications giant is not far behind the undisputed leader. Not surprisingly, in addition to QZone, Tencent owns other social networks, several instant messengers and free-to-play games. Reminds me of Russian Mail.ru, magnified several times. By the way, despite the modest capitalization compared to the rest, Russian company pursues a bold investment policy and diversifies its assets. Of the six examined social networks, the capital of Mail.ru is represented in four directly, and in one indirectly.

(5.00 out of 5 rated: 3 )

website Ever wondered how much bigger Facebook is than Vkontakte? Or what do the Chinese do without Twitter? And we thought. Almost every Internet user is registered in one or another social network. Today, these are not just communication tools, but entire media platforms owned by world-famous IT giants. Here are some of them. Facebook from left to right: Mark Zuckerberg, Eduardo Saverin, Dustin Moskowitz...

Facebook- Started from Silicon Valley. Widespread among colleges and universities in most English-speaking countries. It is the second most popular network after MySpace in the US. This network is not yet available in many countries, but is steadily developing and growing. Recommended: college and university students.

myspace is one of the largest social networks in the world. She conquered the United States with great speed, now MySpace has about 80 million users. In 2005, it was bought by Newscorp for $580 million. MySpace continues to develop rapidly and at the moment it is she who determines the development of social networks. Recommended for: teenagers, young people.

bebo- Unlike the Americanized MySpace, Bebo is designed for other English-speaking countries such as England, Australia and New Zealand. Functionally, Bebo is very similar to MySpace. Initially, Bebo was created in order to communicate between friends, but later the network has grown and currently has about 40 million users. Recommended for: teenagers, young people.

Mommy Buzz- created to enable moms to communicate on the Internet, share and exchange thoughts and ideas with other moms. A wonderful place for such a target group. Recommended: moms.

Flickr- is the most popular photo service in the world. Millions of people store their photos on Flickr, tag them, create albums, add them to discussion groups. Recommended for amateur photographers.

MuslimSpace- created by a former computer science student at the American University of Sharjah, MuslimSpace lives up to its name - MySpace for Muslims. Today, the site has about 15,000 users, and its goal is to be a cleaner and more secure site than MySpace and, of course, only for Muslims. Recommended: Muslims.

Imbee– There are a lot of sites for teenagers. Imbee's goal is to provide a safe and secure social network for kids. So now if your big brother is bragging about his MySpace profile and teasing you can't get one, go to Imbee! Recommended: children.

Dogster- a place where dogs (and their owners) can meet and socialize. On Dogster, each dog has its own web page. The subtitle reads: post pictures of dogs, tell dog stories, make new friends(dogs)! Recommended for: dogs and their owners.

Catster- almost a twin brother of the site Dogster, developed by the same people, Catster is Dogster for cats. Post photos of cats, tell cat stories, make new friends (cats). Recommended for: cats and their owners.

fuzzster- Being somewhat a combination of Dogster and Catster, Fuzzster is the place for your cats, dogs and other furry pets. Launched in early 2004, it has grown into a fairly large community of animal lovers. Recommended for: furry animals and their owners.

In contact with. Search for fellow students and classmates, the most visited resource in Russia and Ukraine. Created in 2006 by Pavel Durov (registration requires an e-mail and mobile phone number).

Classmates- Year of foundation - 2006. The largest social network, has 11 million (February 2008) users. Odnoklassniki.ru will help you find old friends and find out what and how they live now. You can send messages to people with whom you have lost contact, and perhaps arrange a meeting with them (registration has recently become free).

My Circle- social network for job search and employees. The first social network in Runet, created in 2005 by a group of recent graduates of the Moscow Institute of Physics and Technology, Moscow State University and the Russian Economic School to search for classmates, classmates, colleagues and employees (as of June 2006, 100 thousand users were registered in it). On March 27, 2007, the service was bought by Yandex; now it is one of the Yandex services and continues its development under his tutelage.

TooDoo- as the authors of the site write: “This site is a social network of site fans, designed to unite Runet and allow everyone to exchange opinions with their friends about their favorite (or unloved) sites, find new interesting pages, recognize “by sight” those who read the same sites, make new acquaintances with interesting people - for example, with the authors of your favorite sites.

Hello.ru- a site about people and interests. Communication, blogs, communities, videos.

And we will not consider functions at all. Let's think about what best characterizes a social network? Of course, these are people who are its regular users! It is the audience registered in a particular social network that we will consider. You can be sure it will be very interesting!

And we will start, perhaps, with the most visited social network in Runet.

In contact with

A truly youth social network. Basically, young people under 35 are registered in it. Moreover, there are a lot of schoolchildren. There are not many people here who can openly, on their wall, express their own opinion on this or that account. Basically, the majority prefers to repost other people's thoughts and opinions.

But in the VKontakte social network there is a lot of interesting content that young people are interested in. Funny videos, movies of various genres, music, images. There is plenty of all this here and you will have to enjoy this business. Here you will find communities of interest. which, however, have very few unique content. All of it, basically, migrated to the social network from the Internet.

Facebook

It is worth saying that more serious and successful people are registered in this American social network than in the previous one. Here one's own opinion and thoughts on this or that occasion are highly valued. As you know, many world celebrities, politicians, businessmen and other successful people are registered on Facebook. So, if you want to become like them, maybe you should choose the same social network as them? But really, it's just a matter of taste.

Twitter

If you are not used to sharing your own opinion, then Twitter is not for you. Despite the fact that this is a microblog, we also included it in our review article. The characteristics of social networks would be incomplete without this dying resource. Yes, yes, you are not mistaken! The site is really slowly dying. Alas, this is its main characteristic.

There is no interesting content here. And the "trick" of this microblog is that you can post tweets on your wall - short entries on this or that occasion. Yes, this resource was popular before social networks appeared. And now, he is like LJ, who will remember him?

Classmates

This social network has an audience of 35+. Housewives, men who are bored in the evenings, single ladies. You will see all this in Odnoklassniki. The name of this social network perfectly characterizes it. After all, people here are really looking for their former classmates, classmates, colleagues, whom they have not seen for a very long time and want to talk.

To be frank, when you go to Odnoklassniki, sometimes you get the feeling that you have moved in a time machine 10 years into the past. Posts asking for financial assistance, some tearful stories, strange photographs and pictures corrected in Paint. In other words, progress has not yet come here. And what in other social networks can be considered bad manners or something backward, in Odnoklassniki it gets along well and is “liked”.

These, in our opinion, are the characteristics of modern social networks. Which one to use is up to you.