SOCAIL NETWORKS AS A MODERN TOOL OF PROMOTION

Abstract

The article is devoted to the study of social networks as a modern marketing tool of promotion. The terminology is researched – social networks, social media marketing, marketing strategy, content, market segmentation, branding. The marketing potential of using web resources is evaluated. It is revealed that internet marketing is aimed at bringing to the buyers an excess information they need to make the choice. The sociological research confirms the prospect of social media marketing as a tool of internet marketing. The most popular social networks in Ukraine are highlighted. It has been found that the main goals of social networking promotion are customer engagement, loyalty enhancement and branding. It is proved that for the promotion in the Internet the company must have own marketing strategy. The basic steps to start promoting a company on social networks are highlighted. Companies need to define their target audience for correct position themselves in the network. It is revealed that in order for a company to enter the Internet space, it must have a clear goal, which may be different from the company's goal in reality, but not to contradict it. The necessity of developing a content strategy for quality promotion of the company on the network is proved. It has been found that internet marketing needs constant monitoring to identify the strengths and weaknesses of content, optimize it, and find new ways to reach audiences. The main advantages and disadvantages of social media marketing are highlighted. The main characteristics of the audience of modern social networks are outlined. It is proved that the criteria for choosing social networks are visual design, functionality and the number of registered friends or like-minded people. It is determined that there are no barriers to entry for companies to the media market and the competition is perfect. It is justified that the size of the company is not essential for an effective promotion in the network, the commercial effect depends on a competent marketing strategy. Highlights the tasks that corporations solve with the help of Internet promotion. The specifics of the use of social media marketing in large, medium, small businesses and B2B are examined.