VKontakte account as a means of promoting a news TV channel

INTRODUCTION. Nowadays SMM strategies are an effective tool for promoting not only business, but also journalistic text. The subject of the study is tools for promoting a news TV channel on the social network VKontakte. The purpose of the proposed study is to use the example of analyzing the SMM strategy of the “Russia-1” account to identify the features of promoting news TV channels on the social network “VKontakte”. Attention is focused on the promotion tools used by the TV channel. The authors systematize the identified tools and clearly show the results of their use. The results obtained during the study may be useful for organizing the work of SMM specialists to improve the efficiency of media editorial offices.

MATERIALS AND METHODS. The research materials were publications on the social network “VKontakte” in the account of the news channel “Russia-1” for the period from December 1 to December 31, 2022. The main research methods were: description, analysis, observation, comparison, content analysis.

RESEARCH RESULTS. Promotion tools are considered and their importance in promoting a TV channel account on the social network VKontakte is determined. The article outlines the practical application of each tool.

CONCLUSION. The findings enable users to get acquainted with the capabilities of the social network and help develop an individual strategy for its use.

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