Although Russia is one of the fastest growing Internet markets in the world, they have been known to reject outside information and influence. Successful marketing and advertising of one’s brand in Russia is imperative for sustainability. In order to achieve acceptance in Russia, one should partner with a Russian firm to gain the trust and understanding from their Russian audience.
Social media tools that thrive in Russia include:
• Одноклассники (http://www.odnoklassniki.ru/), a site that connects classmates in Russia and Ukraine.
• В контакте (http://vkontakte.ru), a site aimed to keep friends, coworkers and classmates in touch.
• Facebook and Twitter have become increasingly popular in Russia, but yet to compare with the 28-30 million users reported from the other sites.
Although innovative, Russians have yet to penetrate the social media sector. In order to successfully infiltrate a brand into Russia, one should partner with a local firm and allow them to be a part of the brainstorming process. Providing an authentic idea, with a Russian twist could make or break the business received in Russia.