Abstract
The article analyzes the use of communication strategies in social media discourse. The paper highlights the significant impact of such strategies on audience engagement, public opinion, and corporate image. The study is relevant and vital in the digital era since social media serve not only as a means of information exchange but also as powerful tools for influencing opinions, decisions, and behavior. The study aims to systematically analyze and evaluate the effectiveness of various communication strategies used in multiple sectors. According to the study, there is a significant correlation between online strategies and offline users' behavior. It is reflected in the way digital content influences people's real actions and decisions as far as purchases and consumer behavior to participation in civic and political initiatives. These findings emphasize the need to integrate online and offline components in the planning and execution of marketing and communication strategies, as well as the importance of adapting to the changing digital environment.
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