Methodological Foundations of Qualitative and Quantitative Analysis of IT Companies' Work in Social Networks

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.