FORMATION AND APPLICATION OF COMMUNICATION STRATEGIES THROUGH SOCIAL NETWORKS: LEGAL AND ORGANIZATIONAL ASPECTS

The rapid development of global networks around the world causes the formation of new interaction modes between its participants. The interconnection between representatives of business structures and consumers of their goods and services through social networks is one of the areas that have been highlighted over the past two decades. Consequently, the need arises for a structured construction of the procedure for their interaction through the formation and implementation of communication strategy. Thus, the purpose of this academic paper is to determine the features of the formation and application of a communication strategy through social media, with the allocation of legal and organizational aspects. To conduct the research, we have used the method of comparison, graphical method, as well as the method of analysis and synthesis. Achieving this goal was ensured by determining the current level of Internet use for access to social networks in the countries of the world, the dynamic changes of social media users' quantity with a forecast for the coming years, along with the formation of social networks' rating by the number of active users. In addition, we have highlighted the features of the social network's communicative environment. Following the defined line of the research, we have analyzed the formation and application stages of communication strategy by companies, highlighting the specific features of each of the stages. At the same time, we have found that the process of communication through social networks encounters some legal aspects, the neglect of which can provoke significant negative consequences. Such legal aspects include: disclosure of sensitive information, illegal use of trademarks and copyrights, the capacity to express neglect, as well as ambiguity of information interpretation due to the small size of social media publications. In addition, specific measures have been proposed by us in this research article to minimize legal risks, which are common, however acquire specific features, depending on the scope and area of their application