Social Media Influence On Public Relations

Abstract

This thesis examines the use of social media for public relations. Nowadays there is hardly an organization or a brand in operation that denies the power of social media. Social media has become the number one single online entertaining activity for individuals. The technological progress has changed the nature of communication by creating online social networks. Nowadays social networking websites are a very powerful communication channel in Public Relations.
In terms of the market fluctuations and the information environment, organizations are in need of prompt and flexible tools of public relations to achieve the main goal of PR: creating awareness and creating a positive image of the organization. In these circumstances,

The definition of public relations is that an organization promotes two-way communications between itself and related public, ensuring that both parties actively learn more about each other and gain knowledge and understanding in order to have a successful relationship. PR is the art and science of shaping public opinion in the desired direction.
In recent years, both in Russia and Kazakhstan social networking has become very popular. Investments in such projects reach up to hundreds of millions and even billions of dollars. Over the past few years, social networks have an increasing influence on public relations. Numerous studies have shown that social networks have already covered more than half of all Internet users. What is social networking? In the usual sense of the word social network is a community of people who share common interests, common cause, or have other reasons to communicate with each

In order to create or change the opinion, it would be good to know what the opinion it already has is. As in any other industry, in sports, public relations practitioners pay attention to cooperation and communication with the media.

Creating an image of the hockey club «Homeland" on Vkontakte is implemented through the following tools: publications; news; advertising. To analyse the group Hockey club "Motherland" on the social network VK.com and implement it, it is decided to define the criteria for the effectiveness of the groups.
The basic quality criteria for determining the activity of participants in the group on VK are:

1)Visitors
The most important factor determining the activity of the group are members. Attendance of visitors depends on the type and interest of groups: groups of tv series or movies are more likely to have 2-3 times more visitors than the group of online stores. Under normal user involvement, groups are visited daily by 1-3% of all participants. If the daily attendance of the group is less than 0.5%, the participants are