dtЦифровая трансформацияDigital Transformation2522-96132524-2822Educational Establishment “Belarusian State University of Informatics and Radioelectronics”10.35596/1729-7648-2026-32-3-5-13dt-1056Research ArticleЭКОНОМИЧЕСКИЕ НАУКИ, ОБРАЗОВАНИЕECONOMIC SCIENCES, EDUCATIONСпецифика оценки эффективности маркетинга в социальных сетях в IT-сектореSpecifics of Evaluating Social Media Marketing Effectiveness in the IT SectorБатураМ. П.BaturaM.

Батура М. П., д-р техн. наук, проф., зав. науч.-исслед. лабораторией «Новые обучающие технологии»

Batura M., Dr. Sci. (Tech.), Professor, Head of the "New Educational Technologies" Research Laboratory

МарахинаИ. В.MarakhinaI.

Марахина И. В., канд. экон. наук, доц., доц. каф. экономики

Marakhina I., Cand. Sci. (Econ.), Associate Professor, Associate Professor at the Department of Economics

marahina@bsuir.byПархименкоВ. А.ParkhimenkoU.

Пархименко В. А., канд. экон. наук, доц., зав. каф. экономики

Parkhimenko U., Cand. Sci. (Econ.), Associate Professor, Head of the Department of Economics

Белорусский государственный университет информатики и радиоэлектроники,БеларусьBelarusian State University of Informatics and Radioelectronics, MinskBelarusБелорусский государственный университет информатики и радиоэлектроники, г. МинскБеларусьBelarusian State University of Informatics and Radioelectronics, MinskBelarus202602102026323513Copyright © Батура М.П., Марахина И.В., Пархименко В.А., 20262026Батура М.П., Марахина И.В., Пархименко В.А.Batura M., Marakhina I., Parkhimenko U.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://dt.bsuir.by/jour/article/view/1056

Обоснована необходимость дифференцированного подхода к оценке эффективности маркетинга в социальных сетях для компаний IT-сектора. Актуальность исследования обусловлена отсутствием методик, учитывающих особенности этого сектора, что приводит к применению некорректных метрик и принятию неэффективных управленческих решений. В статье выделены и систематизированы семь ключевых отраслевых факторов, определяющих специфику оценки эффективности маркетинга в социальных сетях. Разработана таблица применения юнит-метрик для различных типов IT-компаний. Сформулированы требования к оценке эффективности маркетинга в социальных сетях для IT-компаний, учитывающие в том числе тип бизнес-модели, этап воронки продаж, платформенную специфику и необходимость интеграции юнит-экономики.

The study substantiates the need for a differentiated approach to evaluating social media marketing effectiveness for IT companies. The research is driven by the lack of methodologies that account for the specific characteristics of this sector, a gap that leads to the use of inappropriate metrics and ineffective management decisions. The article identifies and systematizes seven key industry factors that shape the specifics of evaluating social media marketing performance. A table outlining the application of unit metrics for various types of IT companies has been developed. Requirements for evaluating social media marketing effectiveness in the IT sector are formulated, taking into account factors such as the business model, the sales funnel stage, platform-specific nuances, and the necessity of integrating unit economics.

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The authors declare that there are no conflicts of interest present.