FORMATION OF SMM PROMOTION STRATEGY: FEATURES AND DEVELOPMENT PROSPECTS

Abstract

SMM promotion is currently one of the most effective tools for reaching the target audience and building long-term relationships with customers. Using social networks as a marketing tool provides direct interaction with potential consumers, which allows you to increase brand trust and company recognition. Unlike traditional advertising, SMM campaigns are characterized by a high level of personalization and adaptability to changes in user behavior. Analyzing the advantages and disadvantages of SMM strategy, its key strengths can be identified: relatively low costs compared to other marketing channels, high level of social interaction, possibility of targeted advertising, quick feedback and interactivity of content. However, there are also certain challenges, in particular the need to constantly monitor changes in platform algorithms, reputation management in conditions of open access to consumer feedback and significant time expenditure on effective communications. The formation of an effective SMM strategy requires a comprehensive approach and structured planning. The main stages of this process are defining the concept of the community, setting goals and KPIs, analyzing the target audience, choosing the optimal platforms for communication, developing a content strategy, planning resources and assessing the effectiveness of campaigns. The implementation of all these stages contributes to the creation of a systematic and effective SMM strategy, which allows you to attract new customers, strengthen brand trust and optimize advertising budgets. An important aspect is measuring the effectiveness of SMM campaigns based on key indicators such as reach, audience activity, number of leads and conversion rate. This allows you to adjust marketing strategies in a timely manner and increase the effectiveness of promotion. In a dynamic business environment, companies that actively use social networks gain a competitive advantage, as they are able to quickly adapt to changes in consumer behavior and maintain a high level of audience engagement. Thus, SMM promotion is a necessary component of the marketing strategy of any modern business. Effective use of social networks contributes not only to sales growth, but also to the creation of a loyal audience, which is the basis for the long-term success of the company. Further research in this area can be focused on developing optimal methods for assessing the effectiveness of SMM strategies, which will allow you to more accurately adjust communication campaigns and increase their effectiveness.