Trends of social media use by enterprises

DOI: 10.31673/2415-8089.2020.025969

Abstract

The paper examines the main modern trends of social networks use by enterprises in the world in general and in Ukraine in particular: content marketing, video marketing, influencer marketing (influencers and microinfluencers), brand advocacy; e-mail marketing; social commerce; lead magnets use; personal correspondence of brands with users (messaging) chat bots; augmented reality and gamification. The features of each of the given trend marketing tools in social media are analyzed and the expediency of their use by Ukrainian enterprises to improve the efficiency of interaction with thetarget audience in the space of social networks is substantiated. In the modern world of the rapid development of communication technologies, enterprises not only cannot fail to take into account the significant impact of social networks on consumer behavior, but to ensure the sustainability of the business, they also need to study and take into account the main SMM trends, constantly adjusting the communication strategy taking into account these trends.

Key words: social media, SMM, online communication tools, social networks, internet marketing.

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