Social Media in a Communication Strategy: the Case of Beeline Brand

Investments in social media increase every year, since companies use them as a new channel of communication with the audience. Their advantages have become obvious nowadays - enormous number of users, high speed of information dissemination and low price. The largest Russian mobile operators have not become an exception to the world trend, and are actively using social media in their communication strategies. In particular, the Beeline brand has representative accounts in a few social media, so the work is devoted to study the effectiveness of its presence in social media. The study examines the current framework of social media as well as the situation on the telecommunications market in Russia. For the empirical research analysis of social media of the three largest telecom operators in Russia is held. The results obtained are used to build the recommendations on how to improve the strategy of social media presence for the Beeline brand. These recommendations can be useful for PR managers of large telecommunications companies both for developing a strategy of presence in social media and better understanding of the telecommunications market in Russia. In the future, it is possible to deepen the research by conducting a survey of Internet users, as well as examining the best foreign practices.