The Strategy of Promotion of Political Blog in Social Media

This study is devoted to the Russian political blogosphere and its influence on public opinion. The aim of the work is to develop recommendations for strategy of creation, development and promotion of a political blog. The problematic of the work is that today there is a lack of information about the factors that affect the popularity of a political blog. This study accumulates existing data on the Russian political blogosphere, identifies the most effective tools for interacting with followers and provides recommendations for blog’s communication and content strategy. To achieve the goal of the work, the author carried out an online questionnaire to determine the preferences of users in the political blogosphere. Also an in-depth analysis of the most popular Russian bloggers on a given topic was undertaken. Such methods as chi-square and correlation analysis were used. The results of the analysis unveil a detailed set of characteristics that the blog should have, including recommendations on the social networks that should be used, the portrait and history of the author and the content of the blog. This work will be useful for public relations specialists to create a communication strategy for a political PR campaign in digital environment.