Basic models of companies’ presence in social media

The purpose of this study is the primary classification and description of the basic models of the presence of companies in social networks. The author notes that by now, despite the natural interest from the scientific community, the issues of streamlining the experience of companies and systematizing business approaches to communication with their target audiences in online communities remain almost without attention. The article proposes and discusses criteria for classifying these approaches. The author points out that by now the main social networks offer a comparable set of tools, and differences in content placement formats do not have a decisive impact on the communication models implemented by business accounts of companies. Thus, there is an objective possibility to organize and classify these communication models in the first approximation. As criteria for such classification, the tasks solved by business, the scale of coverage of social media and the format of communication are proposed. The author proposes to adopt as the main set of models “3S” (sales, support, social interaction), formed on the basis of the criterion “solved tasks”, which can be expanded due to the communication formats “broadcast”, “interactive” and “dialogue”.