DEVELOPMENT MECHANISM OF THE SMM-STRATEGY FOR THE COMPANY’S PRODUCT BRAND

Abstract

The article states that in today’s information world, social networks have long become an indispensable tool for promoting brands in the age of digitalization. Creating an effective mechanism for developing an SMM-strategy for a company’s product brand is a key aspect for achieving success in this direction. It has been proven that it is important for commercial users and business agents to understand that a passive presence in social networks is not enough, because it is necessary to constantly implement an effective strategy of social media marketing (SMM), which will help to achieve the set goals and increase the competitiveness of the enterprise. It has been established that the following basic elements must be taken into account in the effective mechanism of developing an SMM-strategy for a company’s product brand: definition of goals; target audience; choosing the best platforms; creation and introduction of interesting content; time interval of publications; constant feedback from the audience; brand visualization; analysis, assessment and optimization of social networks; advertising; analysis of competing enterprises. It has been proven that an effective mechanism for developing an SMM-strategy for a company’s product brand should be diversified in such a way that it can quickly adjust to changes in audience behavior and trends in social networks, which is a basic driver in the activity of any business that seeks to succeed in digital world. It was determined that the mechanism of developing an SMM-strategy for a company’s product brand includes various stages and tasks, and each of them requires certain skills and knowledge. Involvement of specialists for each aspect helps to solve tasks more efficiently and achieve set goals. In addition, it was found that due to the constant change and development of social networks and user behavior, it is necessary to ensure constant monitoring and analysis of results in order to adapt the strategy as needed and maintain high efficiency. It was determined that the mechanism for developing an SMM-strategy for a company’s product brand includes the following main stages: analysis of the target audience, definition of goals, selection of platforms, creation of content, creation of a branded style, planning of advertising campaigns, audience attraction, analytics and optimization, monitoring of competitors, reporting. It has been established that the mechanism for developing an SMM-strategy for a company’s product brand is a progressive vector of the Internet marketing movement, which, with the help of a complex of elements and tools for the use of social media through the channels of promotion of companies and brands, solves various marketing business issues.