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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Nikita Nekhitrov
Analysis of Marketing Communications Application Tools in Twitter Social Network
Management
(Bachelor’s programme)
2018
The topic of online communications is relevant at the present time in connection with the active development of information technology and the Internet environment. Many companies use this type of communication to promote their brands on the Internet, and particular in social networks. The development of communications has already been described in various studies by analysts. - an article on the portal Cossa.ru from analysts from McKinsey.

Social networks, as a part of the Internet environment, attract a large audience that share information on their own, which can be used by companies to promote products, attract customers and many other purposes. Social network Twitter offers companies effective tools for communication with users, but at the same time requires a special approach to conduct in connection with its specifics.

The purpose of this work is to identify the key factors that influence the communication process between companies and the audience on Twitter and develop recommendations for effective communication activities. The studies themselves included detailed analysis of the communication activities of several brands Twitter, a general analysis of past advertising campaigns of various brands and companies. Also, an interview was conducted with an expert in marketing in social networks.

The work consists of an introduction, two main chapters and a conclusion. The first chapter is devoted to the history of Internet communications and the development of social networks, the description Twitter and its functions. The second chapter describes the study and its results, and after the results there are the developed recommendations for improving the effectiveness of communicative activities in the Twitter network.

Taking into account the results of the research, it can be said that, while observing the mentioned aspects of communication, companies can improve the efficiency of the communication process with the audience in the social network Twitter.

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