Are Russian Businesses Adapting to Social Media as Quick as Their Citizens?

By Shannon Sloan

Twitter: @shannonsloanpr     Blog: http://shannonsloan.wordpress.com/

Today our class will be hearing a guest lecture about Russia and social media from Anna Klueyva, University of Oregon acting assistant professor (public relations). To get familiar with the subject we were given this story from NPR, Russian Activists Turn to Social Media, in which Jackie Northam discusses how Russian’s are adopting and using social media as a “forum to vent their frustration over government corruption, the top-down political system, and alleged election fraud.”

We have seen the how successful social media tools can be for activism here in the U.S. The Occupy Wall Street movement garnered nationwide support with cities all over the U.S. joining the cause and setting up camps of their own.  Should we be surprised that these tools are being utilized for similar causes in Russia?  No, not really. However, it is important to remember that the social and political climates vary depending on the country which impacts the reasons and ways social media platforms are utilized. It is always important to keep in audience in mind when using these tools.

It is clear that the social media craze is taking Russia by storm but it made me wonder if Russia’s businesses are adapting as quick as its citizens. In his post, Why Russia’s Media Boom is Big News for Business, Dallas Lawrence says Russian businesses have an opportunity capitalize on social media’s popularity but only if they utilize the sites as interactive communications tools instead of “one-way broadcasting programs”   He writes,

“To be sure, tens of thousands of Western companies and brands have already established online profiles in Russia, but nearly all have failed to move beyond simply replicating offline content online. Russian communicators have not invested in building the long term relationships and value-driven conversations necessary to truly leverage the power of the social marketplace.”

As public relations specialist we understand the true value of these platforms is that they create a unique way to connect with and learn about their customers. The good news for Russia is their customers are extremely social and are willing to connect.

Some other surprising facts Lawrence presented:

• Facebook use grew by 376% in four months after its launch
• In 2010 Twitter usage grew three-fold
• Roughly 60% of Russians update their profile daily
• Russians under 24 are the third-largest users worldwide of “advanced mobile data”
• Russia had the most engaged social networking audience worldwide.

 Russians are thriving on renewed sense of community and using it to connect with others who share the ideals and opinions as themselves. Businesses that use these sites strategically by building welcoming communities and creating two-way conversations to understand who their customers are, will benefit greatly.

What are some unique opportunities or threats you think Russia faces regarding social media?