SMM-managers - "brand advocates", or technologies of work with social media

With the development of the blogosphere and with the growing influence on the mass consciousness of the tools of Internet, marketing brands began to pay more attention to social media. Newspecialists appeared on the staff of the companies- corporate bloggers, social media managers or community managers - carriers of ideology or as they are called "lawyers" of the brand. They serve the purposes of increasing audience loyalty and brand protection from negative attacks on its address. What is their functionality and which approach to interaction with the target audience is more effective today? Let’s consider the strategies of brand promotion in social media.