ТЕОРЕТИКО-МЕТОДИЧНІ АСПЕКТИ ФОРМУВАННЯ ТА РОЗВИТКУ SMM-СТРАТЕГІЇ ПІДПРИЄМСТВА

Abstract

The article reveals the theoretical and methodological aspects of the formation and development of enterprise marketing strategy in social networks (SMMS), as the most popular and has some positive dynamics in its use by various companies in many markets. The essence of SMMS is outlined, the expediency of its use and scale for enterprises of different sizes are determined. The author determined that the SMM strategy is used as a part of the marketing strategy of the enterprise, which, in turn, should be organically consistent with the company’s business strategy. The taxonomy of SMMS classification is studied and examples of the use of such strategies for large brands are given. The difference between SMMS and traditional marketing strategy is given, SMMS’ goals are short-term and long-term, as well as their hierarchy. The author’s vision of the SMMS development algorithm is offered as well as the main obligatory components that such a strategy should contain. The stages of SMMS development are given, which include defining the community concept, forming goals and objectives, defining KPI system, analyzing competitors and their content strategy, as well as developing your own content strategy, choosing sites where the target audience is concentrated, drawing up a schedule using various software products such as MS Project, Ganttpro and performance evaluation and adjustment campaigns. It also identifies key developers in the company who can participate in its formation. The main indicators of efficiency, which can be used to draw conclusions about its success, including the number of subscribers, ER, ERR, generation of leads, etc are given. It is determined that content marketing within SMMS acts as a mandatory multi-channel marketing strategy, which includes three main components: actually content, design, usability and has its own KPI, such as viewing time, listening, rejection rate, likes, sharing, comments, clicks and conversions. Thus, it is concluded that SMMS is radically different from existing traditional marketing strategies, but is not properly formalized and may have a unique structure, and companies can have their own unique experience building SMMS depending on the company and the market.