SOCIAL NETWORK AS A CONDUCTING BUSINESS TOOL

Abstract

Abstract. The purpose of the work is to substantiate the choice of effective business strategies in social networks using various types of social network tools. The work highlights the influence of referral traffic from social networks on the site’s search engine optimization. The results of the study showed that Facebook accounts give maximum traffic to websites. The article analyzes approaches to building a target audience portfolio. The work presents statistics on the use of social networks and messengers in Ukraine and highlights the advantages of public social network accounts. The author gives a comparative description of popular chatbot platforms for messengers. The results of the study showed that Smart Sender is an effective tool for developing chatbots for messengers. The work reveals the task of targeted advertising for the purpose of business promotion in social networks. The conclusion is formulated that social networks are an effective business tool that enables companies to maintain competitive positions on the market. If social networks accompany the site, then for successful business it is necessary to choose a strategy of creating accounts in as many social networks as possible with minimally profile settings, and to develop profiles in those social networks that will give maximum referral traffic to the site. If the decision is made to run an online business only in social networks, then you need to choose a strategy for choosing platforms with the most relevant target audience and convenient mechanisms for receiving orders. Keywords: social networks, online business, social signals, targeted advertising, target audience, content plan, messengers, chatbots.