Social Media Marketing in Entertainment on the Example of the MS KVN Regional League Nizhny Novgorod

The development of technology and the global trend of digitalization are the reasons for the constant change of digital marketing. One of the areas of online marketing is social media marketing, which appeared relatively recently, but had lots of changes. The work is aimed on the analysis of marketing in social networks in the entertainment industry, which is becoming more and more popular due to a change in consumer preferences from material values to intangible. The paper examines the main theoretical aspects of social media, its’ classification, key performance indicators and current development tendencies. The empirical part is focused on analysis of the current marketing strategy in social media of the public organization Union of the KVN of the Nizhny Novgorod Region, precisely, one of the areas of their activities - the Regional League of the KVN Nizhny Novgorod. Using tools of calculating key performance indicators, consumer preferences research and a comparative analysis with competitive leagues, a number of data was collected. Using this data, a number of recommended measures to improve the social media marketing strategy of NG organisation were subsequently compiled. The practical significance of the work is in the application of theoretical aspects of marketing in social media to the features of the activities of the NGO "Union of KVN of the Nizhny Novgorod Region".