From Russia with Social

August 19th, 2016

This month we bring you Local Social Media Manager Irina Minakova from Russia with love! Learn more about Irina and social media in Russia below.

What’s your background? And when did you start working within social?
I have a very differentiated background. I studied Philosophy at Moscow State University and, apart from that, I had been working as an English Language Teacher for 3 years. All these activities helped me to understand that I am keen on communication, especially within social media. After completing my studies, I went to London to get my second degree in Media & Communications. After that, my career has always been connected with SMM.

How long have you been collaborating with Mindjumpers?
I first started at Mindjumpers as an intern a year and a half ago and had an amazing time working with the coolest brands - both local and international. Mindjumpers is an example of a creative, ambitious and stirring agency – and this is all thanks to the people working there.

Which social network do you use the most yourself?
As for now, I guess it is Instagram. What I enjoy most about it is that you can instantly have a glimpse of what is happening at this very moment all around the world. In my mind, that is a fascinating thing.

Which social network is the most popular in your country?
I think the social media landscape in Russia differs from other countries – we have many local platforms that are more popular than Facebook, for instance. While Facebook was conquering the whole world, our developers created our own analogue VK, which is still the most well-known social network in Russia. Instagram also shows dynamic growth, being especially popular with small businesses. LiveJournal is another interesting example of a successful blogging platform turning into the biggest UGC media outlet in the country.

Which brand do you enjoy following and why do you think they are doing an excellent job on social?
I am really amazed by the brands that really know their target audience and how they can create relevant content for them by speaking their language. For the past few months, for instance, Burger King’s campaigns in Russia have been all over the media because of their fun, engaging and sometimes provocative content – but the younger audience, which is targeted, loves it! And, to my mind, this is the key success indicator.

What makes you most excited about social media?
Now consumers have voices! And they can totally transform the marketing world’s principles – the brand’s monologue is now a brand-consumer dialogue, we can really see it happening!

Are there any do's or don’ts for communicating on social in your country?
Russians are really receptive to the messages on social, but you should be 100% honest and truthful in your claims to build trust – otherwise, your reputation is in serious danger!