СУЧАСНІ ТЕНДЕНЦІЇ ТА ОСОБЛИВОСТІ ПРОСУВАННЯ БІЗНЕСУ У СОЦІАЛЬНИХ МЕРЕЖАХ

Abstract

A deep research of trends in the development of social media as a communication tool was conducted. The potential of social media for business promotion was determined. It is shown that modern scientific sources do not sufficiently reveal the issue of promoting companies in social media. The most promising social networks for effective communications and business promotion have been studied. The advantages provided by social media tools for the formation and development of the system of digital marketing communications have been revealed. The peculiarities of social media are systematized. The role of social media in the formation of digital marketing strategy and SMM strategy as its integral component is shown. It has been proven that effective promotion of business in social media requires planning, information and analytical support, content marketing, monitoring and control. These tools should be the basics of development an SMM strategy. The advantages of social media as an analytical tool that allows managers to broadcast advertisements to specific target audiences are given. It is shown that creating an SMM strategy requires following general recommendations for strategic planning in digital marketing, researching the competitive environment, and taking into account the interests of the target audience and the specifics of business promotion in social media. An author’s scheme for the formation of a business promotion strategy in social media is proposed. It includes business goals, tasks, an analytical component, management of promotion in social media, a monitoring and performance evaluation system. It is shown that an effective SMM strategy requires a system of KPIs that must correspond to the strategic marketing goals of the company in the digital environment and the goals of promotion in social networks.