Advertising potential

Businesses are also rapidly picking up on the free advertising potential of social networks. In this respect businesses have a lot to learn from social movements, which in many instances have used social networks to generate vast public support entirely for free.

The protest campaign against the allegedly rigged results of Russia's parliamentary elections in December gained tens of thousands of supporters on Vkontakte and Facebook in a matter of days.

"A simple ad has no fun element to it and does not involve interactive communication with the user," Gudilin said. "But if there is a dialogue and the user is involved, he has the chance to learn something useful for himself and might get a positive impression of the company."

Yulia Kalacheva, founder of Sarafan PR Company in St. Petersburg told The Moscow News that being able to advertize on social networks is particularly valuable for companies with low advertizing budgets. The firm manages the Facebook and Vkontakte pages of the Erarta Museum of Contemporary Art.

"We think it is especially important for galleries in Petersburg to use this resource as it is far cheaper than outdoor advertising and has a similar impact," Klacheva told The Moscow News.

The Moscow News № 2/17-19

January 2012

SAMPLE ANALYSIS

Topic– the impact of social network on modern life.

Main idea – Social network plays a very important role in communication, spreading news and ideas, doing business and advertising.

Purposeis to inform about the impact of social network on people’s everyday life and on business.

Key words are underlined in the text.

Inference

Genre – news item with the elements of analysis.

Target audience is broad mainly interested in social and political issues.

Language and style of presentation is clear and understandable. There are a few specific terms.

Topicality – the article is topical as the influence of social network nowadays is very important.

Summary

Variant 1 Social network initially established as a fun have evolved into a powerful means of communication, spreading news and ideas, doing business. It involves wide audience potential. Both small businesses and big companies recognize the advertising and marketing potential of social networks. It is considered to be one of the most convenient means of communicating with clients. Profile pages can establish contacts with users in an informal format. The impact of social network on social life proved to be very strong if to speak about uprising and social unrest in the world in 2011 and protest campaign against the allegedly rigged results of Russia’s parliamentary elections of 2012.

Variant 2

The article is divided into three parts.

The author starts with the lead in which she reminds about the social unrest in the world in 2011 which was inspired through the social networks.

Then the author proceeds to speak about the social network as a wonderful means of communication and spreading news and ideas. She quotes the opinion of the director of one of the St Petersburg Internet agency on this matter.

After that we can read about the impact of the social networks on small business and its expanding influence on the government controlled structures and big business. The author points out that creating profile pages are very helpful in establishing contacts with clients because they provide users with an informal format. Businesses are ready to use the advertising potential of the networks especially for companies with low advertising budget. To illustrate the information the author provides the opinion of the director of Netology Internet marketing school and the head of marketing for the Kaspersky Lab computer security company and some other officials.

At the end of the article the author goes back to the impact of social networks on the social life an activity of people. She reminds about the protest campaign against the allegedly rigged results of Russia’s parliamentary elections.

Social Networks

ACHIEVEMENT TEST

Date: 2015-12-24; view: 918