Communication Management in Social Media

This work is a research of the system, approaches, features of management of marketing communications in social media. The first part of the work contains a comprehensive analysis of a large number of literary sources on this topic. It analyzes the proposed concepts of terms, including the term "social media". The proposed classifications of social media are also considered. In the first part of the work, among other things, considered the marketing tools relevant in this area, the analysis of the platforms presented in the market, describes their capabilities, provided functionality, differences, etc. In addition, the key indicators that are used when working with the management of communications in social media. The second part is an analysis of real practices of communication management in social media on the example of music online publications in Russia. Within the research part, the market analysis was carried out and conclusions were made about which tools of the presented and which marketing practices will have a particular effect in social media. In addition, the analysis of social networks presented in the Russian market, an overview of their capabilities, the size of the audience and the relevance of certain tasks was carried out. The last stage of the study was the analysis of key indicators of market players, as well as the characteristics of each of them.