МАРКЕТИНГ FACEBOOK: НАСЛІДКИ ДЛЯ ОРГАНІЗАЦІЙ

Abstract

Organizations are interested in sharing and disseminating information, trading products or services, staying close to current and potential customers, better understanding their customers, and other benefits that Facebook provides. Increasing the communication flow of information between customers along with increasing the availability of various communication channels creates a new level of complexity in the development and implementation of new marketing strategies. Facebook does not replace traditional marketing tools, but can be used as a supplement to existing traditional promotion tools. Given the explosive popularity of Facebook as a social network, scientists, scholars and practitioners have not had much research examining Facebook marketing and the implications of its use for business. The article analyzes the existing marketing practices and tools of Facebook, their advantages and problems associated with this type of marketing on social networks. The practical implications for organizations that use Facebook as a social marketing tool have been identified. Further research should focus on building a community of people who share interests by engaging customers through social networking tools such as blogs; formation of appeals to the circle of clients, combining marketing tools; dissemination of product information; formation of clients' idea of the exclusivity of certain products; creating products that force customers to communicate with each other and the organization; appeals to the client's kinship with the reasons; creating memories with stories. In addition, future research should deepen the consideration of the following issues related to Facebook marketing: the behavior of consumers on social networks to understand how they use Facebook; segmentation of online communities on Facebook; and how can companies measure the return on investment from participating in Facebook? Research can also examine research into the impact of visual advertising and Facebook's integration with traditional marketing techniques. It should be noted that from the consumer's point of view, advertisements that can provide concise information and content relevant to the web page on which the ad is displayed will be very effective for advertisers and Internet users.