Social networks for communication. Strategies for interacting with social media audiences
Facebook, Twitter, Instagram and YouTube top the rankings social networks in the world, but users from Russia (and other post-Soviet countries, such as Belarus, Kazakhstan and Ukraine) often prefer regional replacements for these platforms.
And this difference in popularity may have great value for companies that use such sites for advertising, as this can completely change marketing strategy(which is used in other parts of the world). In addition, social networks, the rating of which in Russian-speaking countries differs from the global one, can provide enormous opportunities for international communication. Currently, eight social networks are the most popular.
"VKontakte"
VK (formerly known as VKontakte) is the most widespread social network in Russia these days, with more than 46.6 million visitors per month. Undoubtedly, this resource tops the ranking of social networks in the post-Soviet space.
There are many interesting opinions about this site, but it can best be described as a combination between Facebook and a data sharing service. Similar to Facebook, each user has a profile and can search and add other users as friends to see their status updates, new photos and videos.
Along with these traditional functions, users can also upload audio and video files of any kind and share these resources with other people. This has previously come under scrutiny as it has at times crossed legal lines, but recent reports indicate that VK is now working with major record labels. This made it possible to launch a subscription service that allows you to legally share media files. This is why VKontakte has been leading the ranking of social networks in Russia for several years.
"Classmates"
While VKontakte may be the most popular service among younger users (ages 18-35), OK (originally Odnoklassniki) is the more commonly preferred social network. This service has more than 31.5 million visitors per month, with a larger percentage (69%) being women. This platform, by the way, was the first in Russia and, one might say, gave rise to such a phenomenon as social networks. The ranking of sites in this category will always remain incomplete without mentioning it.
Like VK, OK allows users to create profiles, search for friends, and share status updates and images. The main purpose of creating the platform is to communicate with classmates and friends with whom users may have lost contact many years ago, so the search parameters are quite detailed.
Additionally, the site has a feature that provides information about who has visited your page (whether or not you are their friend). To view the profiles of other users, there is an anonymity feature for which you must pay (to enable “Invisibility Mode”).
"My World"
Perhaps the best generally accepted analogue of the Russian “My World” is Google+. Both of these services are extensions of the ISP email(in the case of “My World” - mail.ru). "My World" has struggled to find its own unique niche on a broader level, but the network's popularity is not that great. However, more than 16.6 million people use this service every month to share images, music and videos, as well as to play games and meet new friends, which is why it is included in the ranking of social networks. The My World online search strategy contains several parameters that are not available in other platforms.
Social networks, which have a high rating all over the world, have not bypassed the post-Soviet space. Even though Facebook is not the most popular site in Russia, its popularity has definitely begun to grow - it now receives more than 21.6 million Russian-speaking visitors per month. This is not surprising, since Facebook is constantly changing its platform to better meet the needs of users.
Analysts believe that one of the reasons why Facebook is becoming increasingly popular in Russia is business communication. According to some sources, more than 30% of business discussions in Russia take place on Facebook. Therefore it will not be surprising if this platform will eventually top the rankings
"Live Journal"
Livejournal is a blogging platform that has been around since 1999, but has not been used in much of the world since then. This trend is far from true in Russia, where more than 15.1 million users visit LiveJournal every month. This figure is more than half of the site's total traffic.
Twitter is another classic social media site that works well in Russia. While it doesn't get as many unique monthly visitors as the other services on this list (about 7.7 million monthly visitors), it does boast a following of every user. So while Twitter may not be a mainstay for most Russian users social media, those who choose to use it do so on a large scale.
Rutube and YouTube
Rutube is essentially Russia's answer to YouTube - a social media platform focused on video sharing for content of all types. Although the service hasn't reached the same reach as YouTube, it has collected a lot of content from a variety of users.
Rutube hosts both licensed content and user uploads. The vast majority of downloads are in Russian. This high percentage Russian content makes the platform an incredibly valuable resource for those trying to learn the language.
The first social media platform on this list, Instagram, has become extremely popular in the past few years, and its popularity in Russia is no exception. Instagram is quickly moving up the rankings, and today has 12.3 million monthly users (of which 77% are young women).
This shift in popularity is largely due to the crossover between Instagram and other platforms where users can use great photo editing tools. This allows you to enhance and capture a photo and then post it on both Instagram and other popular social media sites.
While Instagram's core features continue to be easy to access and use, there are several options for tools and third party applications, which most users don’t even know about. It is expected that this platform will soon top the popularity ratings of social networks in most countries.
Concluding this review, it is worth noting that the success of such unique social networks as VK and OK in Russia and neighboring countries may surprise those who are accustomed to Facebook, Twitter and Instagram, which have a complete monopoly in the world.
There is definitely a whole series advantages of sites focused on a specific user base, whether geographically (as in these examples) or based on demographics (age of users).
This article discusses several key resources by functionality, target audience and main focus.
Contents:
The essence
The main goal of such a service is to enable online communication between distant friend from each other by users as simple as possible.
Some such sites operate only within one country or are popular among a certain language segment, others have international format and people from different countries.
Working principle:
- Creating a page or account;
- In it, he may or may not indicate his interests, hobbies, place of work and study, place of residence and other data;
- Using site search, integration with or phone number, account in others, he can find other people he knows;
- You can also find people who share the same interests and hobbies as the person you register;
- Now you can easily communicate with these people, and to simplify this process, you can add them as friends;
- After registration, he can also use other additional functionality.
Communication via CC is available only to registered members, although information from some groups is also available for reading by people who are not registered on the site.
Only the person who has an account, or only the one who is added to Friends (depending on the page), can write to you personally.
Advice. When registering, please pay great attention privacy settings. It depends on them exactly who will be able to see your page on the Internet, who will be able to write to you and see your photos.
Species
- Microblogging. The most famous option is where users make small text notes in real time. Sorting is carried out mainly using hashtags ( keywords, written in the format #keyword);
- Acquaintance. Created for people who want to find a partner for one purpose or another. Examples are Tinder, Grindr, Mamba, etc. Depending on what type of dating she is targeting, her profiles may be detailed or contain only key information;
- Photos. The services seem to be designed for posting photos; a profile in them requires a minimum of information. In addition to the function of posting photos, you can carry out personal correspondence. Navigation is also done using hashtags;
- Video. Not too common yet, especially in Russia, most. It has the same operating principle as Instagram, but users post videos rather than photos. They are especially good because they are convenient for organizing live broadcasts;
- Communication. Widespread in Russia (VK and are popular, at the global level -). They allow you not only to find friends and communicate with them, but also to post photos, videos, join groups, etc.
Depending on the type, they have one or another target audience.
Thus, it was statistically revealed that the majority of Snapchat and Instagram users are under 35 years of age, while most Odnoklassniki's audience is 40+.
Communication
The main goal of the SS is to organize for people convenient communication. This is achieved in several ways:
- Dialogues is a format of personal correspondence in which you can write a message to any user who does not have this feature disabled. At the same time, such correspondence is strictly confidential and is seen only by you and your interlocutor;
- Conversations or Chats– this is correspondence, created on the same principle as dialogues, but you can add an unlimited number of people to it;
- Commenting– a comment can be left under any photos, microblog entries, etc., unless this option is disabled;
- Microblogging, Walls and other services for posting posts on your account that all your friends see (or a specific list of them, depending on the settings);
- Groups, public pages and other methods for uniting by interest, in which a topic is created for discussion (like outdated forums).
Almost any service provides the opportunity for personal correspondence, but it is social networks such as Facebook and VK that make such correspondence especially convenient.
Media files
Some services also allow you to upload and distribute various non-personal media files. Thus, VK actively operates the My Videos service.
The user can choose a movie that interests him among thousands of downloaded ones, save it to his page, tell his friends about it by sharing it on a microblog, etc.
Facebook carefully monitors compliance with copyright and does not allow the distribution of feature films.
You can only upload short videos that you have shot yourself; you can also share them from other services.
A similar situation arises with music.
While there is an extensive library of audio files, songs and audio books, it does not allow the downloading of non-personal audio recordings.
Today people communicate more and more in virtual space. Internet and mobile devices allow you to do this almost anywhere. The most popular social networks play the role of a kind of bridge between vast distances and at the same time a small state, each of which has its own rules.
Today people communicate more and more on social networks
The concept of a social network itself has already become quite blurred, since many of those virtual platforms that are called by this name are instant messengers, video streamers, video hosting sites, and photo hosting sites. But nevertheless, all these communities are recognized as social networks.
List of the most popular Russian social networks. networks differs from similar global networks. Mainly on the first two lines:
- VKontakte
- Skype
- Google +
- Viber
- Facebook Messenger
This is the list we have for 2016.
VK.com
VK has traditionally been the leader among all other social networks in Russia and many CIS countries for many years. Last October, Contact turned ten years old, and it remains a virtual monopolist in the sphere of online communication among Russians. The average daily audience is about 64 million visitors.
Every year and mobile application, and the web version receive new features that are present in other social networks. One of these was the appearance of “Stories,” with the help of which you can tell your friends and subscribers about your life in videos or photographs. In addition, there were money transfers and voice messages known to many.
OK.ru is the fifth most popular Russian website. Odnoklassniki constantly steps on the heels of Contact: 51 million users per day - but nevertheless can never catch up with it.
This year on social media. networks appeared broadcasts from groups, money transfers, and the “OK Video” application. Odnoklassniki also tries to provide users with maximum quantity communication opportunities. It is worth noting that both sites: VK and Odnoklassniki belong to Mail.Ru Group.
Facebook came in third place largely due to its existence Russian analogue- VKontakte. Since it is more convenient for us to use the brainchild of Pavel Durov, and many have many more friends there, 6 million Russians log on to Facebook every day.
Skype
Skype cannot be called a full-fledged social network. network, since it is still deprived of many functions inherent in the same VK. The main feature of Skype has been and will be video calls. Yes, there are chats and the ability to add personal information, but most people use Skype specifically for video or audio communications.
Despite the emergence of such programs as Viber, WhatsApp, FaceTime, Skype does not lose its popularity. Perhaps because many are not yet sufficiently accustomed to new substitutes for the old, reliable program.
Google +
Google + is an unsuccessful attempt by Google to create its own social network. net. Unsuccessful because the popularity of Google + is decreasing every year. It’s only a matter of time before there are no users left there at all.
The most interesting thing is that Google + ranks fifth in our country. In other countries, it is practically not quoted at all due to low popularity.
The popular application is rapidly conquering the world. Today, WhatsApp is used by hundreds of millions of people around the world: the monthly audience is 1 billion. It is also quite popular among Russian users.
Viber
An analogue of WhatsApp with similar functionality. However, it is more often used to make calls than to exchange messages.
Viber is already beginning to lose ground after the emergence of such popular means of communication or social media. networks like WhatsApp.
Instagram is in eighth place, while in the world it is constantly in the lead and is located in the top five. This is the network that is used large number youth. It finally became possible to consider it social after Direct appeared on Instagram - chat with users.
Instagram is gradually starting to outpace Twitter. On Insta, everything is built on sharing photos, on Twitter, on short messages.
Twitter has become quite strong in the post-Soviet space, but is beginning to lose popularity to Instagram, which is still winning new users. The monthly audience is 7.7 million people.
On Twitter, the main feature is small notes about their lives that users share with each other. Naturally, the creators did not stop there and added many more different features: chat, the ability to post videos and photos, likes and reposts - making Twitter a full-fledged social network. network.
Facebook Messenger
Facebook Messenger also cannot be considered as a separate social network. This is an application that allows you to chat with your friends.
However, despite this, Facebook Messenger was in the top ten popular networks. The messenger has an arsenal of capabilities similar to Viber and WhatsApp.
How are things going abroad?
- Facebook Messenger
- QZONE
YouTube is also well known to Russian users, but in the world it is ranked second, and as one of the most popular social networks. networks. Billions of videos are watched daily on the site, and the number of accounts is 1.3 billion.
Well, maybe in a few years YouTube will become just as popular with us. Service on at the moment mainly acts as a server for huge amount video, allowing users to create their own channels, comment on each other, like or dislike.
Tumblr appeared in Russia relatively recently and is just beginning to gain its popularity. While in the rest of the world it is already in the top ten. Its monthly audience is 555 million people.
This network is used mainly by young people. In it you can share various multimedia content. At the same time, the developers try to ensure its uniqueness.
The QQ and QZONE services are known primarily in Asia. This is a messenger and a social network, respectively. It is unlikely that if you go to them, you will find your friends there.
So, as you can see, in 2016 the lists of the most popular networks partially overlap. And even if they do not merge at all, it is clear that everywhere people follow the path of instant messengers and specialized applications in order to discard the unnecessary. Although traditional social networks still occupy the top.
The most popular social networks in Russia: 2018
The social network is available in 90 or more languages, is highly popular among the Russian-speaking audience, and is the largest in all of Europe. The headquarters is located in St. Petersburg. VKontakte makes it possible to send messages and images, share video and audio recordings, tags, create your own groups and communities, and relax playing browser games. The social network strives to remain the fastest and in a modern way communication on the Internet. This is the most popular social network in Russia (2018).
This domestic social network belongs to Mail.Ru Group and was created in March 2006. In terms of popularity this year, it ranks 3rd in Armenia, 4th in Azerbaijan and Russia, 5th in Kazakhstan, 7th in Ukraine, 27th in the whole world.
According to a December 2017 survey, 19% of the domestic audience use the Odnoklassniki website almost every day or every day.
A free social network that allows you to share photos and videos. It incorporates elements of a social network. Instagram allows you to take photos and videos, use filters, and share them through your account or other social networks. At the moment, both from the user’s point of view and from the point of view of promoting one’s services and products
A popular video hosting site in the world that stores a lot of videos. A unique social network in which everyone can find both and make it their main one.
This is the most famous social network in the world, which appeared on February 4, 2004. Its creator was Mark Zuckerberg and his roommates while studying at Harvard University. The first name was Thefacebook, only university students had access to it. After this, students from Boston universities gained access, then students from all American universities from email address at.edu. Since the fall of 2006, anyone can register on Facebook.
The emphasis in this social network is on personalization and ease of use. The content is divided into several categories - video and audio, chat, link, quote, photo and text. People subscribe to blogs that are interesting to them, the entries of which appear in news feed. They also mark posts they like using the corresponding button and reblog to their page to comment on them.
There is support for automatic export of messages to Facebook and Twitter using the RSS protocol.
Social photo hosting, whose users upload images to appropriate collections and share photos with other people. Added images are called "buttons" and collections are called "boards".
Other most popular social networks in Russia
A popular portal where users create their electronic diaries, communicate with each other. There are also counters for websites.
Russian-language social site, which is a collective blog. There are elements of a news site. Habrahabr is intended for publishing analytical articles and news. Topics – Internet, business, modern information Technology. Several years ago, a number of topics were separated into separate resources.
A popular platform on which users create their blogs and communicate with people. Popular social networks in Russia include it in their list.
The largest music catalog that creates separate and general charts for each user.
Not the most popular social networks and portals
This social network is designed for users to communicate with each other. With its help, you can find friends with similar interests and similar entertainment, create an individual design personal page, start a diary, become a member of communities or create your own based on interests, communicate on blogs, share videos, audio and images. About 300 thousand users maintain their blogs on Privet.ru.
This is a popular web service designed for blogging and communicating with like-minded people.
Social service for Russians information channels, which was launched in the spring of 1998. Designed for organizing and maintaining electronic mailing lists.
Specialized social networks
A business social network that brings together entrepreneurs and specialists based on certain characteristics (geography, profession, industry). It appeared in the summer of 2008, and today there are about 7 million registered users. The social network is intended for discussion professional problems, finding partners and investors, self-education and getting new ideas. The largest communities on the network have over 2 million people participating.
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Social networks
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VKontakte
VKontakte – universal remedy for communication and finding friends and classmates, which is used daily by tens of millions of people. We want friends, classmates, classmates, neighbors and colleagues to always remain in contact.
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Instagram
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Tumblr
Tumblr is a microblogging service with social network elements that allows users to post text messages, images, videos, links, quotes and audio recordings in their Tumblog, a short-format blog. Post whatever you want. Share photos, videos, quotes, chats, links and text posts.
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Badoo
Fill your life: communicate, flirt, meet new people and have fun! Among millions of users, find those you like. Chat with new friends! Badoo is already the world's largest and fastest growing social network for meeting new people.
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World is Small
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Foursquare
Foursquare helps you and your friends discover new and exciting places and... maximum benefit spend time in each of them. Get personalized recommendations, find what you're looking for, and use tips and special offers, wherever you are!
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2ch.hk (Two.h)
Two.ch is a forum system where you can communicate quickly and freely, where any point of view has the right to life. There is no registration and no need to subscribe, although this does not relieve you of the need to follow the rules. All forums (except for /B/red), and their list is below, have their own clearly limited topics. In a word, everything that is not prohibited by the rules of a particular forum and relates to its topic is permitted on this forum.
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Surfingbird
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MillionStatus
The most funny statuses for classmates, new and funny statuses VKontakte, statuses about love, life and mood. Only the best and new statuses for icq or qip.
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Get-Styles
The service allows you to easily and quickly change your design theme for the VKontakte social network, without any specific knowledge! More than 800 various designs, topics Choose any!
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Nekto.me
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PinME
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Full of Strength
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eNeighbors
Neighbors noted many places. Very different, believe me. Sights around the world, illegal dumps, cities and towns, secrets. But why did they do this? Why are these places being discussed?
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Classmates
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FriendAround
Convenient service for communication and finding new friends, which will show who is near you. Here you can download the FriendVokrug app for free on your phone or computer.
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Nirvana.FM
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Netlog
Netlog is a young community through which users can stay connected and expand their social network. On Netlog you can create your own own page blog, upload photos, watch videos, find events and play games.
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FileCloud
FileCloud.me - social network synchronization service! Upload, copy and synchronize your photos and files from different social networks. networks in 1 click. Do you want to conveniently upload or download music on VKontakte using the program? Copy all your albums and photos from Facebook to Odnoklassniki? Synchronize files on all social networks with each other and with your computer?
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Flirchi
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No collective farm
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Pluso
Pluso - the most popular social buttons in Russia. When visiting website pages, share interesting information with friends on social networks. Many pages can be mailed, bookmarked, or printed
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The world is me
Worldis.me is a network for comfortable communication, with rich communication and convenient control. Read and speak out: opinions, blogs with photos, videos and music. Chat: video chat, group chat, dating service Invitations. View and show: photos and videos. Listen to: music and online radio. Groups and communities. Custom online stores. Everything is absolutely free.
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i-Worker
iWorker.ru is the most democratic in Russian segment An Internet platform for forming relationships between people interested in study, work and career, where professionals can earn money with their knowledge. Every day, users of our portal actively exchange information about everything related to professional and personal development - from training courses and lessons to information about companies and employees.
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Social media
Status catalog
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MegaMix
MegaMixGroup International advertising and social portal. The MegaMix social network is a useful platform for finding acquaintances and friends, pleasant communication and useful pastime!
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Eco-World
ECO-MIR.org is an environmental social network that unites people and all areas promoting an environmentally friendly lifestyle. You will get to know more people interested in eco-life, and find new friends. See many interesting videos helping to live more environmentally friendly and comfortable. You can easily find eco-services and eco-products for all occasions, and if you have something to offer, millions of people will know about you. All eco-entrepreneurs, eco-groups, eco/ancestral settlements will become available to you.
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