Social Communication Strategies for the Development of a Catering Company

• Published in: Visnyk Kharkivsʹkoï derz͡h︡avnoï akademiï kulʹtury no. 61; pp. 114 - 131
• Main Authors: Komova, M., Zhavoronko, S.
• Format: Journal Article
• Language: English
• Published: 29.06.2022
• ISSN: 2410-5333; 2522-1132
• DOI: 10.31516/2410-5333.061.11

The relevance. Social networks are developing on horizontal social connections and are actively using modern means and technologies of network-type communication. Social networks are the most popular environment for disseminating business, political and cultural information. Therefore, it is logical that the promotion of brands and products of companies through social networks is wildly popular. Social networks are used as a space for building and promoting a brand, creating an image, as a communication platform or as a tool for direct sales of goods and services. The purpose of research is to study ways to optimize the promotion of domestic catering companies in the information space with the help of social networks. The methodology. The comparative method, description methods, analysis and visualization of data, comparison, and generalization were used for the research. The results. Models of application of social communication and information technologies for building a brand of successful business in the field of catering, its promotion in social networks are offered. The scientific topicality. Network channels have a powerful potential to promote the company’s brand, spread its products through the use of non-traditional business and commercial technologies. Catering companies are developing as a highly profitable and promising activity. They are gaining momentum, albeit in a highly competitive environment. To successfully exist in the market of restaurant services and increase profits, catering companies promote their activities on social networks, use virtual space to promote goods, services and advertising. The practical significance. Formation of a content plan in line with the current planning of the catering company, identifying and meeting the information needs of the target audience. The conclusion. Social networks are an information, technological, communication basis for building and implementing a strategy for the development of a catering company. They have significant information potential to promote the activities of the company, the necessary functionality to effectively promote brands, products and services. This type of new media provides an opportunity to: post in the company’s profile about goods and services, their competitive advantages, features; announce company events; hold charitable competitions and actions; advertise to target and non-target audiences.