MECHANISMS OF IMPLEMENTING SOCIAL MEDIA MARKETING (SMM) TECHNOLOGIES IN SOCIAL NETWORKS
Abstract
This article examines the theoretical and methodological foundations as well as the practical aspects of implementing Social Media Marketing (SMM) technologies in digital platforms. The role of SMM within the modern digital marketing system, its significance for improving business performance, and its key functions and strategic directions are analyzed.. In particular, SMM is interpreted as an essential marketing tool aimed at promoting products and services, increasing brand awareness, establishing effective communication with target audiences, and strengthening customer loyalty. The paper explores the mechanisms of implementing SMM strategies across major social media platforms, including Facebook, Instagram, YouTube, X (Twitter), VKontakte, and others. It provides a detailed analysis of content creation and distribution practices, audience engagement strategies, and methods for building brand communities. The effectiveness of content marketing, targeted advertising, influencer promotion, and interactive communication tools is examined, with particular emphasis on their integrated use as a key factor in enhancing SMM performance. Furthermore, the study analyzes the strategic stages of planning and managing SMM activities, external and internal platform optimization processes, and methods for driving traffic from social media to websites. Criteria for evaluating SMM effectiveness are systematized, including sales indicators, brand development metrics, community-building performance, as well as core marketing and SMM-specific metrics.
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