Behavioral Categories Construction of the Users of Social Networks as a Basis for the Development of the Content Strategy
The intense interest from advertisers to promoting products and services through Social Media Marketing (SMM) is connected with the continuous growth of their popularity. The behavioral category construction of the users of social networks in the target audience exposure is necessary for the development of the content strategy, adapted for their media behavior. The study makes and explores some attractive for advertisers hypotheses that have a significant influence on the formation of the SMM content strategy. The results of the pilot study show that in the representation of the three groups of users (generators of content, discussants and passive observers) there is no dependency on the product category, but clearly visible is Pareto rule «20 to 80». Consequently, the content strategy for the promotion of the various categories of goods and services should include actions, adapted to media behavior of each group. Product category affects only the basic elements of the content strategy (the main themes, the frequency, the stylistics and the time of publication, the promo posts and the neutral posts ratio).