La expulsión de lo urbano del espacio neoliberal

There are a lot of methods and types of classification in traditional marketing, for example, classified forms of marketing, consumers and their behaviour, motivations of consumers, products and services, as well as many other factors, objects, etc. Classification takes place according to different criteria and parameters. Since the main participants in the social internet networks are people who are also customers or potential customers, the author will consider various ways of classifying consumers and will propose his social network classification.

F. Kotler proposes to classify consumers by the following features: income level, age group, geographic, psychographic, behavioral principle10.

D. Blythe classifies consumers according to their: geographic characteristics; psychographic characteristics, socio-economic characteristics, demographic characteristics11. Kotler, Jain and Meysinsi are classifying consumers based on their value to the company in terms of revenue12:

1. "Platinum" (top team) - 1% of the most active consumers; 2. "Gold (large consumers)" - 4% of active clients;

3. "Iron (average consumers)" - 15% of active consumers;

4. "Lead (small customers)" - the remaining 80% of active consumers.

From the authors viewpoint this particular classification can be used for long-term e-business and e-commerce planning.

These classifications, their principles or individual elements are applicable to the social network classification.

The authors offer to classify social portals according to its destination: 1. Contact social Internet network (plaxo.com, partnerpedia.com, etc.);

2. Communicational channels (facebook.com, linkedin.com myspace.com, draugiem.lv, wordpress.com, youtube.com, facelink.ru etc.)

3. Sales channels (amazon.com, ebay.com, etc.)

4. Business tools (wawe.google.com, google.com, twitter.com, alibaba.com etc. 5. Etc.

The main objective of the social web portals is to provide mutual communication and exchange of information between people within business environment.

The main functions of business social networks are: 1. Establishing new business contacts; 2. Business, managers, employees, individual entrepreneurs profile presence or creation; 3. Links to entrepreneurs’ blogs; 4. Job search; 5.Opportunity to receive the results of various types of examinations and investigations; 6. various business discussion groups creation and maintenance

Businesses can use the following benefits participating and using social networks to enhance their competitiveness:

1. Establishing and getting a wide variety of business grouped contacts, for example, potential customers, suppliers and intermediaries. You can also use business contacts for the various types of consultations in both directions - both to receive and provide, for example, legal, financial, marketing, etc.;

2. Opportunity to assess and measure the efficiency of communication processes in real mode; 3. Possibility of evaluating and measuring the results of two-way communication;

4. Opportunity to assess and analyze costs - advertising, marketing event, promotion, etc. A striking example of a successful business online social network is www.twitter.com with 175 million registered users on 14.09.201013.

The main features of the portal: regulated number of characters in blogs - 140 characters. Real-time negotiation possibility. Ability to follow and monitor the expert, customer and potential customers statement about various events, for example, the opinion about services and products - including critical feedback.

Social online networks also offer a number of tools that can be used in business activities: 1. Communication and cooperation platforms (BaseCamp, Google Wave);

2. Conducting various processes (sales, promotion, etc.), its control, registration, data sharing, virtual workgroup creation (Facebook, Linkedin, etc.);

3. Communication establishment (Skype, MSN etc.); 4. Shared user programs (Google Doc's, etc.);

5. Various micro-services for direct communication with customers, potential customers and partners;

Organizations that use or are willing to use an electronic environment for entrepreneurship should have a high level of cultural communication and understanding of teamwork (collaboration). Entrepreneurs must have the skills and knowledge to work in an electronic environment. They should have a clear understanding of responsibility in dealing with social networks, as different processes are taking place and developing rapidly, and employers need to be able to manage these processes and be responsible for results.

Benefits that an entrepreneur can get from using social networking as follows: 1. Optimization and evaluation of communication processes and their costs; 2. Collaboration model creation, which will lead to company's improvement; 3. Joint problem solving with clients;

4. Efficiency and productivity analysis within the framework of the team;

5. Working time's and corresponding payment's control, as well as function supervision. Social networking for business development: the channels of communication and promotion. As it was already mentioned people are being united by interests, values and attitudes. The same thing can be attributed to social online networks. Social Internet networks are a place where people can meet other people, answer questions, thus possibly help them, as well as ask questions

3. Participants who only consume the content (information) posted by others.

Social networks can be used to promote products and services, as well as to communicate with clients or potential clients.

Social networks as communication channels:

1. Possibility to create groups of supporters and fans of the brand;

2. Possibility of communicating exact target audience and "its" environment;

3. Possibility to quickly obtain information about consumer current needs and interests; 4. Possibility of receiving feedback and react accordingly;

Social networks as distribution channel:

1. Possibility of virtual "direct selling" - selling products or services in the "midst of socialization" of the target audience (eg, insurance, ticket, information and banking services, etc.);

2. Less time is being spent on the product or service sales provided that the consumer agreed to purchase;

3. Increased service delivery speed.

Generalizing all above mentioned, author concluded that electronic social networks are a major tool for entrepreneurs in the electronic environment. Wise usage of its opportunities may significantly improve the competitiveness of the company - expand sales channels and scope of the market, increase sales, bring to market new products and test them or improve existing product portfolio, analyze and segment target audience, carry out various marketing activities, develop e- commerce, etc.