FEATURES AND ADVANTAGES OF USING SMM STRATEGIES TO ACHIEVE SPECIFIC BUSINESS OBJECTIVES OF COMPANIES

Introduction. Today, investment companies are constantly affected by dynamic market conditions, understanding and effective use of social media tools (SMM) is becoming a critical factor in achieving the business goals of any company. Active competition and a rapidly changing investment environment require the development of strategies that integrate the latest technologies and ways of interacting with the audience through social networks. Goal. The main goal of the article is the analysis and research of SMM as a powerful tool for solving the business tasks of companies in modern market conditions, as well as the features of creating and using SMM strategies and the possibilities of using them to ensure communication with the audience and create a positive image of the company. Materials and methods. The research materials are: 1) works of domestic authors conducting their scientific and practical research in the field of SMM 2) resources of the Internet information system. In the process of carrying out the research, the following scientific methods were used: theoretical generalization and grouping (to build a model of the main stages of the development of the SMM strategy); formalization, analysis and synthesis (to build a scheme of the main components of the SMM content plan); logical generalization of results (formulation of conclusions). The results. The article examines the current state of using social media tools (SMM) in companies, the main advantages and disadvantages of using SMM strategies, and also schematically presents the main stages of developing an SMM strategy for a company in any field of activity, in particular, defining goals and target audiences, analyzing competitors and consumers, selection of social networks and tools, development of a content plan, interaction with the audience, analysis and optimization, measurement of the number of followers, interactions, conversions. The advantages of using SMM strategies to achieve specific business tasks of the company in the modern market environment are substantiated. Prospects. In further scientific studies, it is suggested to focus attention on the process of creating a content plan for the use of effective SMM strategies. This will make it possible to improve the mechanism of introducing the latest technologies and ways of interacting with consumers through social networks.