SOCIAL MEDIA MARKETING AS AN IMPORTANT COMMUNICATION TOOL

Abstract

The article is devoted to studying the peculiarities of using social networks by companies to build effective communications with generations Y, Z, and Alpha representatives. Prerequisites for the development of social media in the conditions of digitalization and active use of gadgets by users are given. The effectiveness of interaction in social networks with the target audience involves the use of the principles of marketing communication, price, product, and distribution policy. The leaders among social networks in the global dimension by the number of users are presented. The peculiarities of the development of the social media market in Ukraine are revealed and local networks characterized by a low level of popularity due to the orientation of Ukrainians to international media are presented. The actual and forecast values of the number of social media users are presented and the intensive growth of subscribers in connection with demographic processes and the gradual cheapening of Internet access technologies is established. The main stages of the implementation of the marketing strategy in social networks are given. The importance of using relevant content for building long-term communications between companies and the target audience is substantiated. Thanks to the placement of relevant content based on the formed content plan, brands get the opportunity to stimulate the interest of users on an ongoing basis and to form a high level of loyalty to their products. The orientation of modern users to visual content encourages brands to post photos and videos related to the respective brands and their products on social networks. The expediency of using specialized web analytics tools has been proven, which allow to comprehensively research marketing processes in social media and form effective management solutions for building long-term communications. Achieving optimal results involves combining social media marketing with other digital marketing tools, which will allow companies to expand the reach of their target audience on the Internet and achieve a high conversion rate.