Соціальні медіа як сучасний інструмент просування бренда

Abstract

Розглянуто види популярних соціальних медіа та визначено їхні основні характерні риси з погляду корисності для просування бренда. Розкрито значення та переваги реклами в соціальних мережах як важливого інструменту конкурентоспроможності бренда. Виділено основні компоненти маркетингових комунікацій у соціальних мережах. Надано пропозиції щодо формування контенту в соціальних мережах для розширення цільової аудиторії бренда.

The article deals with identifying the main characteristics of modern social media in terms of their usefulness to promote the brand in the markets and to increase its competitiveness. Types of social media and features of their application have been considered. The need of society and business for social media marketing has been studied. The importance of using social networks in campaigns is increasing due to improved traffic, generation of potential customers and growing consumers’ loyalty. Using a study of informational resources and collection of statistical data, a rating of the most popular social networks by the number of active users in the world for the first half of 2020 has been formed. The role and advantages of advertising in social networks as an important tool for brand competitiveness have been considered. The most popular marketing methods of work in social networks have been described, namely building brand communities (creation of company’s representative offices in social media), work with the blogosphere, reputation management (consumer feedback), personal branding and non-standard SMMpromotion. Working with the blogosphere and reputation management are the most effective among them for the promotion of innovative products, because these tools both provide information to the company and allow for feedback from consumers, and allow to control the opinion of the target audience as well. The components of the brand promotion strategy through social media have been considered, which allows to outline the amount of work to be done and possible risks. The main components of marketing communications in social networks have been highlighted. Accent has been placed on such a concept as “content” and suggestions for its formation in social networks to expand the target audience of the brand have been given. Emphasis has been placed on the need for constant monitoring of the work results of marketing communication tools in social networks and efficiency estimate of the measures taken. Social media aggregation, or collecting content from various media services, researching the trends in the development of pages in social networks, analyzing collected data, gathering information on general trends, monitoring them for timely response – all this is an integral part of brand promotion.