Анализ эффективности продвижения бренда территории в социальных сетях (на примере Facebook)
*Реализация соц. сети Facebook запрещена на территории России по основаниям осуществления экстремистской деятельности.
In the study, the authors evaluated the effectiveness of Social Media Marketing as a tool for brand promotion territory from the point of view of increase brand awareness and brand appeal. As object of research had chosen the Nizhny Novgorod city. The aim of the study is to develop recommendations on the use of SMM marketing tools in promoting territory brand. The subject of research is the city brand. To achieve objectives of this study, the authors used content analysis and survey, including field work. Groups, communities and pages dedicated to Nizhny Novgorod in Facebook were exposed to content analysis. For the analysis of the obtained data, the authors used the software package Excel and SPSS Statistics. Based on the collected data, the authors concluded that Social Media Marketing is an effective brand promotion tool. Social Media Marketing should be included in the territory promotion programme. This programme should be created by the city government. Interpreting the study results, it is necessary to take into account that using Facebook as a platform to promote the territory brand; the authors do not exclude the possibility of using other social networks to achieve the same objective.