Smm-стратегія, як дієвий інструмент прискорення бізнесу

Abstract

Розглянуто особливості, переваги і недоліки застосування SMM-стратегії підпри- ємств у визначених умовах та ситуаціях. Досліджено ймовірність реалізації підприємст- вом своїх можливостей за різних типів SMM-стратегії. Запропоновано критерії оціню- вання та вибору SMM-стратегій, які доцільно застосовувати в умовах невизначеності та швидкозмінності зовнішнього середовища. Виділено етапи розроблення SMM-стратегії, а також сформовано методику оцінювання ефективності SMM-стратегій підприємств за параметрами результативності, доцільності, надійності та динамічності, адаптивності і витратності, конкурентоздатності та унікальності тощо. Застосування запропонованої методики дасть змогу налагодити стійкі, взаємовигідні та надійні взаємозв’язки підпри- ємств із споживачами у складних умовах сьогодення.

Social media has become an indispensable tool for business development, accelerating its growth and generating demand, going beyond a simple platform for communication. Today, most successful entrepreneurs realize the importance of a social media presence. In order to achieve maximum effect, it is necessary to actively and purposefully work on creating an SMMstrategy that will help not only generate demand but also develop leadership skills among employees. The purpose of the article is to find ways to improve the efficiency of enterprises, options for successful implementation of their business strategies, and opportunities to accelerate their development with the help of such a modern communication tool as social media. The article discusses the features, advantages and disadvantages of applying an enterprise’s SMM strategy in certain conditions and situations. The review and analysis of modern SMM strategies of enterprises allowed to formulate the main criteria for their evaluation, comparison and selection: development of unique and high-quality content, work with the target audience, use of advertising campaigns, interaction with subscribers. The probability of realization by an enterprise of its capabilities with different types of SMMstrategy is investigated. Criteria for evaluating and selecting SMM strategies that are appropriate to use in conditions of uncertainty and rapid change of the external environment are proposed. A methodology for evaluating the effectiveness of SMM strategies of enterprises by the parameters of efficiency, feasibility, reliability and dynamism, adaptability and cost, competitiveness and uniqueness, etc. has been developed. The application of the proposed methodology will allow to establish sustainable, mutually beneficial and reliable relationships between enterprises and consumers in today’s difficult conditions. It is important to note that high-quality SMM requires careful planning and regular performance analysis. Using analytics, understanding changes in audience interests, and adapting to platform algorithms help to constantly improve strategies and increase the effectiveness of marketing campaigns. Creating unique content that can meet the needs of users and bring them real benefits remains the key to successful SMM. Social media has become a powerful platform for leadership development. Leaders who use social media effectively acquire the skills necessary to overcome the challenges of the digital world: the ability to make quick decisions, think strategically, be flexible and communicate effectively. This allows them to adapt to change, follow trends, and develop critical thinking, which is crucial in the business world.