Russian Social Media – Becoming the Grown-ups: Part 2


Russia and social media

Recently I spoke to one of the Yandex department heads. When asked about the social media and digital landscape in the Russian market they replied –

“Russian companies need to get educated and there is a need to point out that they need social media and digital strategy. There are a number of agencies on the market offering a similar range of services quite expensively priced and the results of their work leaves a lot to be desired. However, there are many young and resourceful people, usually students, who are willing to perform the same type of work virtually for nothing just to gain experience and knowledge. ”

Such a statement suggests that in the future, digital and social media space in Russia will grow at a rapid pace, and will be created with the support of young but experienced professionals.

Big Potential?

There are 3 main reasons why Russia is catching up with other countries in the social media industry.

  1. Firstly, there is the presence of large international corporations in the Russian market, they are at the heart of industry and would be the main engine and pioneers of social media. These corporations use it to maximize profits, increase brand awareness, identify the strengths/weaknesses of advertising campaigns and to maintain communications with the consumer, including their involvement in co-creation.
  2. Secondly, the social platforms mentioned earlier do not lag behind the West, they create more and more innovations with their own approach involving users from different communities, groups, contests, promotions, and of course big and small businesses participate. Additionally, big and small businesses collaborate with the social platforms to help them run their campaigns, with social media providing the “space”.
  3. Thirdly, small businesses take the lion’s share in Russia, and the market economy is impossible without  entrepreneurial spirit and competition. This factor is forcing businesses to apply new approaches and concepts, as the main objective for the entrepreneur here would be to ensure healthy business growth is acquired as soon as possible to secure the ROI into its further development.

For modern companies in Russia, social media will be the door into the world of open innovation and the main tool for raising brand awareness.

Social Media Event

There has been a lot of talk about the “rainbow” future of the Russian mobile communications sector. It was concluded that providing regions with cheap mobile communications could be relatively easy and also non-expensive. This month there was one of the largest social and mobile communications conferences in Russia. Through this event I was able to get a better understanding of how the social media market in Russia is structured, which tools leading market experts use and how they predict the future market trends. Some data and statistics from previous years, as well as conclusions and actions taken were presented.

The question of user “matureness” was also raised – the answer was not straightforward, but it certainly revealed a positive trend.

In the master class sessions, monitoring and reputation management concepts were discussed, which shows that Russia is on the right  path for development and understands its direction.

Brighter Future

In Russia there is an increase in activities conducted around the social media and digital landscape concepts. There are many young entrepreneurs emerging who see the potential of this market sector and want to work in it (there were an incredible number of interesting questions from the audience, reflecting their interest and thirst for knowledge).

To conclude, I think there are many smart and resourceful people in Russia today, and if the assumptions shown above are fulfilled, they will help to develop this sphere very quickly and bring in a lot of interesting and innovative ideas and concepts.


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