In May 2012 the Russian Information Agency RIA Novosti has beaten two records: the 500 thousandth milestone in Facebook, and 100 thousandth milestone in Twitter.
RIA Novosti increased its official page on Facebook audience to 100,000 within two months of its launch in December 2009, and passed the 400,000 subscriber mark on March 23, 2012.
RIA Novosti's promotion and social media director Darya Penchilova calls RIA Novosti's audience on Facebook "not very big but it has a single media agenda, with its own narrative, constant readership and commentators". According to Penchilova the agency no longer develops its Facebook page "by intuition" as it did at the beginning, exploring the audience, and thinking about new approaches.
In addition to the official website, the agency has 44 channels on Facebook social network, where different RIA Novosti projects can be found.
Facebook is the world leading social network by number of registered users, with more than 900 million people. The Russian audience on social network is 5.6 million people, or 29th by nationality, according to statistical service Socialbakers.
Unlike Facebook, Twitter remains a platform for RIA Novosti which "power we don't use 100 percent", says Penchilova. Furthermore, working with Twitter was now integrated into all editorial matters. For example, with a Twitter-account not only does an agency share the latest news with readers, but also knows their opinion on a particular issue.
The global Twitter audience has reached 200 million users. The Cyrillic audience of Twitter totals 2 million people, according to Yandex,
The number of subscribers on all social networks is more than 1.1 million people.