dtЦифровая трансформацияDigital Transformation2522-96132524-2822Educational Establishment “Belarusian State University of Informatics and Radioelectronics”10.35596/1729-7648-2025-31-2-5-12dt-936Research ArticleЭКОНОМИЧЕСКИЕ НАУКИ, ОБРАЗОВАНИЕECONOMIC SCIENCES, EDUCATIONМетодические основы качественного и количественного анализа работы IT-компаний в социальных сетяхMethodological Foundations of Qualitative and Quantitative Analysis of IT Companies' Work in Social NetworksБатураМ. П.BaturaM. P.

 д-р техн. наук, проф., зав. науч.- исслед. лаб. «Новые обучающие технологии» 

Минск

Dr. Sci. (Tech.), Professor, Head of the R&D Laboratory “New Educational Technologies” 

Minsk 

МарахинаИ. В.MarakhinaI. V.

Марахина Инна Викторовна, канд. экон. наук, доц., доц. каф. экономики 

220005, Минск, ул. Платонова, 39–809 

Тел.: +375 29 380-59-99 

Маrakhina Ina Victorovna, Cand. Sci. (Econ.), Associate Professor, Associate Professor at the Economics Department  

220005, Minsk, Platonova St., 39–809 

inamarahina@gmail.comПархименкоВ. А.ParkhimenkoU. A.

канд. экон. наук, доц., зав. каф. экономики 

Минск

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

Minsk

Белорусский государственный университет информатики и радиоэлектроникиРоссияBelarusian State University of Informatics and RadioelectronicsRussian Federation202520062025312512Copyright © Батура М.П., Марахина И.В., Пархименко В.А., 20252025Батура М.П., Марахина И.В., Пархименко В.А.Batura M.P., Marakhina I.V., Parkhimenko U.A.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/936

Рассмотрены методические основы качественного и количественного анализа SMM-деятельности компаний IT-сектора. Сформулированы цели и задачи такого анализа, выделены показатели активности компании в социальных сетях. Проведено последовательное сравнение уникальности постов Facebook с X, LinkedIn с X и Facebook, а также сгруппированы посты компаний в соцсетях по категориям в зависимости от основной темы. Наряду с темами предложено оценивать и другие характеристики постов, позволяющие исследовать широту инструментария SMM: особенности постов, стиль, цветовое оформление, хештеги, ссылки. Вовлеченность подписчиков компании и пользователей социальной сети предлагается оценивать через число лайков, а также через сумму количества репостов и комментариев каждого поста. Для систематизации итоговых результатов исследований создана форма для анализа работы компаний в социальных сетях.

The article considers the methodological principles of qualitative and quantitative analysis of SMM activities of IT companies. The goals and objectives of such analysis are formulated, and the company՚s activity indicators in social networks are highlighted. A consistent comparison of the uniqueness of Facebook posts with X, LinkedIn with X and Facebook is carried out, and company posts in social networks are grouped into categories depending on the main topic. Along with topics, it is proposed to evaluate other characteristics of posts that allow exploring the breadth of SMM tools: post features, style, color scheme, hashtags, links. It is proposed to evaluate the involvement of the subscribers of the company and social network users through the number of likes, as well as through the total number of reposts and comments for each post. To systematize the final results of the research, a form for analyzing the work of companies in social networks was created.

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