Optimizing a social media marketing strategy as a means to maximize the effectiveness criteria of the company's advertising process

Abstract

Subject. For any company, building a strong social media presence is mandatory due to the increasing competition in the modern world. It is possible to win the main target audience and optimize the company's marketing and PR activities through a social media marketing (SMM) strategy. Objectives. I focus on performing a comprehensive study of the problem of SMM strategy optimization as a means to maximize enterprises’ performance criteria, developing qualitatively new recommendations to streamline the company's SMM strategy, which will help improve economic performance and image. Methods. The study draws on the logical analysis, induction and deduction, comparison and generalization. Results. As part of the comprehensive study, the paper presents the concept and the process of developing the SMM strategy. It identifies the place of SMM strategy in the overall strategy, the main steps and errors in its creation. It also includes an improved algorithm for staged development of SMM strategy in recommendations for streamlining the process. Conclusions. Continuity and constant modification are fundamental characteristics of any social media marketing strategy.