Advantages and Disadvantages of Social Media Marketing in Russia

Abstract

The paper is devoted to the advantages and disadvantages of social media marketing (SMM) in Russia. SMM-tools is used to achieve such goals as sales promotion, raising awareness of the product, customer loyalty, interactive communication with the consumer, social research. We considered the concept, advantages and disadvantages of SMM, its goals and objectives, covered the issue of efficiency in general and performance evaluation.

We made the conclusion that SMM is used for realization of PR-purposes and has great potential for the field of sociological research. However there is a need for theoretical systematization of practical developments.