Development of Internet communication and social networking in modern conditions: institutional and legal aspects

Chernysh, R., Pogrebnaya, V. L., Montrin, I. I., Koval, T. V., Paramonova, O. S. (2020) Development of Internet communication and social networking in modern conditions: institutional and legal aspects. Revista san Gregorio. с. 79-87.

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Резюме

The development of the Internet, which has been active over the past two decades, is leading to the formation of new forms of human interaction on the World Wide Web. One of such forms is actually social networks, which from the beginning of their activity are used mainly as a way to ensure human communication. However, such big number of consumers with the usual ways of buying goods and services, lead to the search for new platforms for companies to do business, which in turn provokes the transition of social networks to a fundamentally new level of activity. At the same time, the necessity to structure activities in social networks provokes the need for the formation and application of communication strategies, which determines the relevance of this study. To conduct this research, we used methods of comparison, analysis and synthesis, graphical method, method of systematization and generalization, analyzed statistics concerning the share of the most popular social networks in the social media market, the number of users in different regions, as well as their age, composition and the level of income. The information base for the study was data published on the Global Stats website, the Statista portal, as well as Sprout Social for 2020. As a result of the study, it was found that communication through social networks is becoming increasingly popular. However, when preparing a strategy for their implementation, it is important to take into account a number of organizational and legal aspects, including the need to study very detailed the environment of future activities by social listening, the usage of content marketing methods. There is also a need to disseminate not only advertising publications, but informative ones, in which there is high-quality visual support. Among the legal aspects there is the possibility of disclosure of confidential information, the usage of unfair competition, illegal usage of intellectual property, and so on. At the same time, we have found that during the implementation of the communication strategy it is necessary to move away from standard social platforms, and look for new, unoccupied niches for activities, which are becoming more and more.

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