Popularization of Commercial Internet Resources With Use of Social Media

: pp. 11 - 20
Lviv Polytechnic National University
Lviv Polytechnic National University

A methodological basis for building a decision support system for the promotion of commercial online resources using social media technologies was developed by the authors in the article. An analysis of the features of search engine promotion using social networking technologies and services has been carried out, which revealed that, currently, the implementation of the latter requires the use of new approaches to promotion. An analysis of SMOs and SMMs promoted models was carried out, which allowed us to identify the main factors that are used to promote commercial online resources. In accordance with SMM the brand community metric (defined by both community engagement and content relevance timelines to increase relevance); blogosphere metric (a collection of blogs that cover information about a commercial online resource); indicator of reputation management of the company (brand); personal branding metric (the aggregate of information generated by the company and stakeholders) are defined and mathematically described among them. The SMO model involves working with the internal structure and elements of the interface and incorporates the following principles: creating accessible and readable content; adding relevant information to the needs of the target audience; usability (usability); adding multimedia elements (widgets). The work resulted in the development of an algorithm for promoting commercial Internet resources that uses passive and active promotion strategies. The passive strategy includes the following steps: concept building and competitor analysis, filling the group with relevant information, conducting personal branding, promoting thematic media, attracting a target audience, estimating the number of conversions to a commercial resource. An active strategy is used to increase the number of visitors and consists of creating their own information sites, promoting multimedia elements and collaborating with related resources.

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