| Issue |
SHS Web Conf.
Volume 126, 2021
International Scientific and Practical Conference “Sustainable Development in the Post-Pandemic Period” (SDPPP-2021)
|
|
|---|---|---|
| Article Number | 04003 | |
| Number of page(s) | 6 | |
| Section | Digital Innovation in the Post-Pandemic Economy | |
| DOI | https://doi.org/10.1051/shsconf/202112604003 | |
| Published online | 24 November 2021 | |
Facebook and Instagram Business Account Management under the Pandemic Influence
Kyiv National University of Trade and Economics, Department of Trading Business and Logistics, 02156, Kyiv, 19, Kyoto str., Ukraine
* Corresponding author: a.natorina@knute.edu.ua
The crucial role of maintaining business accounts on social media for the rational organization of goods promotion in the COVID-19 pandemic context and increasing online business awareness is reasonably justified. Based on empirical research and analysis of Ukrainian retailers’ online stores, business account metrics are diagnostics in social media. The interpretation of the viral loop in social media is proposed, and the meaning of the definitions “subcritical mass” and “critical mass” of a Facebook / Instagram business account are clarified. The dynamic model of a critical mass of Facebook / Instagram business accounts is developed. The model allows monitoring the nature and influence of active followers on users to adjust the current vector of activity, minimize marketing costs, and increase the target audience involvement. The model also facilitates accurate targeting and error-free ad placement for online businesses.
Key words: social media / business accounts / online business / Facebook / Instagram business account / account management
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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