The Center for Media Communications and Visual Research of V. N. Karazin Kharkiv National University held a public master-class in media communications titled “Marketing mix in modern digital communications”. The subtleties of advertizing were revealed by Head of the Social Media Marketing Division (SMM) of Promodo Company Yevhen Safonov.

His speech touched upon the following SMM components:

• General idea about social networking
• Marketing in social networks

• SMM Myths:

Myth 1: SMM is about creating a page in a social network

Myth 2: Everyone needs a published message

Myth 3: Social networks are only for the young

• POEM (Paid, Own, Earned Media) Strategies:

Paid — ad, sponsorship, traffic purchase

Own — communities, mobile applications, e-mail subscription

Earned Media — reposts, reviews, recommendations

• SMM tools
• Case presentation

For reference. Promodo Company, founded in 2004 in Kharkiv, is officially represented in Moscow. The organization devotes itself to creation, advertisement follow-up and maintenance of businesses in the Internet. Promodo’s most known clients are such resources as Allo, Nezabarom, Gismeteo.ua, Rozetka.ua, UFL, PGK, Weblancer, BWIN, Portamix. The company is also an authorized partner of such context advertisement systems as Direct.Yandex, Context.Meta, Begun, Google Qualified Company.