About one of the modern trends of business digitalization

Abstract

Introduction. Currently, a business both organizes its sales through social networks and solves various business problems for them, for example, finding employees and business partners, expanding sales markets. Companies that want to grow successfully, to be in demand in the market, must pay close attention to social networks. The purpose of the paper is to study the role of social networks in the functioning of business, establishing and maintaining business communications, and assessing the advantages and disadvantages of different types of business networks. Results. Internet penetration in Ukraine in January 2021 is higher than the world average – 67.6 % or 29.47 million users, and the average growth of Internet users in Ukraine – by 7.3 % or 2 million people. A positive trend in the use of social networks in Ukraine has been observed in recent years also. Thus, their use for business communications in Ukraine is a promising way to establish business contacts. Among the most popular social networks in Ukraine in recent years are Facebook, YouTube and Instagram. If the promotion of goods and services is appropriate through non-professional social networks, it is better to address business issues in professional networks, such as business social networks. Their purpose is to establish business contacts for job search, business partners, meet potential employers, announce vacancies and search for employees, investors, exchange experiences, etc. The disadvantages of using social networks for business are: the ability of attackers to access personal data, depersonalization of contacts etc. Business social networks also include corporate social networks. They help to organize and manage the staff distributed by the corporation's branches with the help of modern forms of business communication. Conclusion. Ukraine is characterized by a higher than the world average, Internet penetration. The same trend is observed in relation to the use of social networks in Ukraine. Although social networks for private use serve as a good platform for advertising and selling goods, from a business point of view, business social networks are the most appropriate for solving business issues and establishing business contacts. Their importance is growing due to the growing globalization of the economy, as well as the need for remote communication, which is due to the danger of the spread of Covid-19.