UkrainianProfessional Education

Abstract

The article examines the current state of work of enterprises in the service sector. Forecasts for social media users are presented. Thus, according to Statista, it is predicted that in 2023 the increase of consumers will be 22% compared to 2017. That is, social networks are an indispensable part of most people's lives and many companies successfully use it to interact with their consumers. The article defines the main types of social networks and provides their characteristics and differences. In addition to the types and characteristics, a classification of social networks is provided and the main directions of use of each of the groups are presented. The conceptual apparatus "Marketing in Social Networks" is presented. Identified advantages and disadvantages of using SMM are fast feedback, adjustable. After launching a product to the "masses", you can get feedback about it within seconds. Such quick contact with the client allows you to immediately respond to comments about the product. At the moment, the audience of social networks is considered the most voluminous and segmented, which allows you to quickly find your "viewer" and work with a specific target audience. Social networks are a unique platform for both Internet users and various companies that get a unique opportunity to find their audience. Every day, consumers look for information of interest to them in social networks and exchange opinions about various goods and services, as well as their wishes. All these actions undoubtedly affect the reputation of the basic entities, which is why it is important for companies to be in this environment, monitor feedback and interact with consumers. That is, SMM is an effective marketing tool for promoting business and attracting a loyal target audience

Keywords: