Особливості просування соціально орієнтованих програм промислових підприємств у мережі інтернет

Abstract

Писаренко В.В., Лядский И.К. Особенности продвижения социально-ориентированных программ промышленных предприятий в сети Интернет. В статье раскрывается вопрос целесообразности и перспектив использования современных методов продвижения в сети Интернет социально-ориентированных программ промышленных предприятий, в частности автомобильных брендов и производителей электротехнического оборудования. Рассмотрены конкретные примеры взаимодействия бизнеса с социумом благодаря активной популяризации полезных для общества инициатив, которые были внедрены предприятиями с использованием социальных сетей и собственных интернет ресурсов.

V.V. Pisarenko, I.K. Lyadskii. Features of promoting socially oriented programs of industrial enterprises on the Internet. The article reveals the question of the expediency and prospects of using modern promotional methods of socially oriented programs of industrial enterprises, in particular, automobile brands and of electrical equipment manufacturers, on the Internet. Specific examples of interaction between business and society are considered due to the active popularization of initiatives useful for society, which were implemented by enterprises using social networks and their own Internet resources. Business findes new ways to reach potential clients, including the field of socially oriented marketing, especially since such offers (advertising messages) differ in viral effect that has a number of advantages over traditional marketing communications. Artificial neural networks, which determine the algorithms of social networks, take into account the activity of users in relation to a particular page. Businesses tend to find it harder to attract users with habitual commercial publications. At the same time, socially oriented articles are perceived by the society better, arouse more enthusiasm and curiosity. Artificial neural networks, observing this phenomenon, “conclude” that the page is interesting, increasing the organic reach of its publications, which helps to improve communication with a potential target audience. It is possible to draw a conclusion, based on the performed research, about expediency of implementation of socially oriented programs into the marketing development strategy of industrial enterprises in Ukraine, as well as the prospects for using modern promotional methods on the Internet to optimize marketing communications. Publications about socially useful work of enterprises help to interact better with users of the social networks Facebook and Instagram, thereby promoting the necessary messages to the general public.