Формування стратегії просування товарів та послуг у соціальних мережах

Abstract

UK: У статті розкрито особливості просування товарів та послуг в соціальних мережах, використовуючи їх в контексті найпотужнішого бізнес-інструменту. Доведено доцільність використання маркетингу соціальних мереж в умовах цифровізації як ефективного напряму взаємодії з цільовою аудиторією та формування довгострокових комунікацій. Основною причиною дослідження являється стрімкий перехід бізнесу в онлайн через загострення внутрішньогалузевої конкурентної боротьби, проявів сучасних мегатрендів, та найголовніше – тривалість війни в країні. Проаналізовано зміст та поняття «соціальний медіамаркетинг» спираючись на роботи видатних науковців. Визначено оптимальні стратегії SMM-просування для розвитку бренда. Запропоновано алгоритм формування стратегії просування у соціальних мережах та надано стислу характеристику кожного етапу.

EN: The article reveals the features of promoting goods and services in social networks, using it in the context of the most powerful business tool. The main reason for the study is the rapid transition of business online due to the intensification of intra-industry competition, manifestations of modern megatrends, and most importantly – the duration of the war in the country. The content and concept of "social media marketing" are analyzed based on the works of prominent scientists. The most optimal SMM promotion strategy for brand development has been determined. An algorithm for forming a promotion strategy in social networks is proposed and a brief description of each stage is provided. There are two main approaches to bringing goods and services to the market: "push strategy" – this includes the use of violent methods to force consumers to buy products, through targeted advertising influence and activities aimed at stimulating sales through intermediary links; "pull strategy" – here the emphasis is on active advertising and promotion through mass media aimed directly at the end consumer. To achieve effective promotion of goods and services through social networks, it is recommended to develop a strategy together with specialists. The SMM plan is a detailed, sequential plan of actions aimed at achieving the desired result. The formation of the SMM strategy is a continuous process throughout the entire period of its operation. In addition, a strategy should also be developed for each individual campaign, which will harmoniously fit into the overall context. Targeting allows companies to customize ad parameters such as display platforms, time slots, locations, and even search engines. This is possible because users often search for certain keywords or phrases, and also provide the system with some of their personal characteristics. When developing a social media (SMM) strategy, it is best to consider the components that deliver content and social media advertising. If the task includes building the image of a socially responsible business, then the content should focus on the company's actions, emphasizing its efforts to treat employees with care and environmental choices. To improve the reputation of the brand, an important element of the SMM strategy will be reviews and thanks, as well as the presentation of new technologies that will make the product even more convenient and attractive to the audience. As an example, if the goal is to create an image of a modern and dynamic company, it is recommended to publish emotionally rich content on youth platforms such as TikTok and Instagram. For Facebook, attention should be focused on rational aspects, advantages and benefits of cooperation.