Social Media Marketing as a tool to promote regional investment web portals in the information environment

Abstract

Subject. This article focuses on the investment web portal as a necessary communication tool and a way to govern the investment attractiveness of the region. Objectives. The article aims to conduct a comprehensive study of the problem of promoting regional investment web portals in the information environment. Methods. For the study, I used the methods of logical and statistical analyses, induction and deduction, comparison, and generalization. Results. The article describes the advantages of Internet portals of investment projects and the peculiarities of using Social Media Marketing (SMM) within public structures. It highlights the function of social networks in the process of interacting with the audience. Conclusions. Social Media Marketing is an integral tool for engaging with the investment community and one of the most effective ways to promote a regional investment web portal. The presented original methodology can be used by regional investment portals to analyze interaction with the audience and design a development strategy.