EFFECTIVE SMM STRATEGIES AND TOOLS IN THE MANAGEMENT OF MODERN ENTERPRISES
DOI:
https://doi.org/10.32782/2311-844X/2024-2-8Keywords:
social network, marketing in social networks, SMM, SMM strategy, SMM tools, contentAbstract
The purpose of the study is to analyze and generalize effective practices of applying SMM strategies and SMM-tools in the management of advanced enterprises – owners of the most expensive Ukrainian brands. On the basis of the observation of the profiles of the TOP-50 most expensive Ukrainian brands in social networks and the analysis of their content, there were identified effective SMM strategies, in particular: multi-platform; uniqueness and adaptation of content for each social network taking into account its specifics; creative collaborations for promotion not only with enterprises in related industries, but also with indirect competitors; independent moderation, which ensures direct interaction with the audience; priority of organic promotion; innovative approaches to SMM tools. Due to the analysis of content marketing of successful enterprises as the main SMM tool, current trends in content formation were identified: high-quality visuals; «ideological», demonstration of social responsibility; emotionality, authenticity and «non-ideality»; rejection of templates; use of memes; encouragement of UGC (user-generated content). On the basis of the analysis of expert research and conclusions, the following current SMM trends were identified: the use of artificial intelligence; the format of short videos and live content; partnership with micro- and nano-influencers; gamification; 3D design, typography and visual storytelling; integration of E-commerce into social networks; focus on maintaining of data confidentiality. The conclusion was made on tracking trends and adopting the experience of successful enterprises to develop and implement a strategy for marketing activities in social media. The scientific novelty of the study lies in the generalization of the best SMM practices in the management of modern Ukrainian enterprises. The practical significance of the obtained results lies in the implementation of the generalized SMM experience of advanced Ukrainian brands into management practice, the formulation of recommendations based on it for the development and application of SMM strategies and tools, making marketing decisions in the activities of specific enterprises.
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