SMO and SMM models of tourist area promotion as a form of social interaction in the vital city space

Abstract

The article shows a significant role of social networks in the system of forms of social interaction in the vital city space. The task to identify the most popular platforms for promotion SMO and SMM – brands in the tourist area of a hero city Volgograd was chosen as the key tool. The study identified the effectiveness of priority methods of given marketing practices such as the community formation of brand of territory, work with blogosphere, reputation management, personal branding and extraordinary promotion. The conditions for the infinite social interaction are created in these forms in open ICT environment for the residents and the city guests who have common interests in urban space. The research has accomplished the following tasks such as identification of the most popular open platforms for SMO and SMM of tourist area brand promotion of a hero city Volgograd, detection of related communities, identification of a trust level to them, establishment of their purposes and the range of issues of their interest, places and attractions, related to the brand of territory; uncovering of factors and mechanisms which detect mood changing of the target audience and creation of methodological templates which allow to develop, implement and optimize SMO and SMM campaigns.