Social Networks as a Tool of Marketing Communications in the Commodity and Service Market

A large contribution into development of the modern marketing communications is performed by updated Internet technologies. For increase of effectiveness of commercial activities, PR and marketing specialists have to use new technologies, marketing tools, and non-standard approaches to mass communications. The article offers new approach to marketing communications in the commodity and service market. Dynamics of social networks’ development is studied. The developed algorithm of interaction between brand platform in social networks and targeted audience is offered. Division of marketing communications in social networks in several blocks is offered: formation of brand platform, management of brand platform, and mechanism of targeting and retargeting. Each direction is closely connected to other directions, and these blocks are viewed as tools of formation of marketing communications in the commodity and service market. The article gives the main characteristics of social networks and analyzes the tendencies of development of social networks as an advertising tool.