THE IMPACT OF SOCIAL MEDIA ON CUSTOMER ACQUISITION AND SALES GROWTH

Social networks have long been recognized as one of the most popular platforms on the Internet. They gather a large number of users and are often an alternative to radio, television and print media. Every day, millions of users visit these sites in search of communication, entertainment and information. This is an important audience that also reflects interest in new products and services. And therefore it is impossible to ignore this audience for business development. The article examines the use of social networks to increase sales, since they have become an integral part of modern life and each person has his own profile. Accordingly, many entrepreneurs reacted quickly by creating business accounts in popular places with large audiences. It also describes various social networks, their opportunities for business and the specifics of interaction between a client and a company that provides goods or services. An analysis of the use of social networks in the marketing sphere was carried out and an algorithm for their use in marketing activities was given. The level of popularity of social networks among users in Ukraine before the war in Ukraine and during the war is summarized. The percentage of consumers who stopped using certain social networks was determined. A study of the dynamics of changes in requests for “Facebook”, “Instagram”, “YouTube” and “TikTok” was carried out, the advantages of using social networks for product promotion were indicated. The frequency and purpose of user requests to social networks were also analyzed, and the most popular among them were determined. The article also analyzes different approaches to determining the audience of each individual social network and summarizes the main tools that allow you to expand the circle of potential customers and increase sales. Also, the basic principles of creating high-quality content to attract new consumers and the distribution of information flows between different platforms are substantiated. The emphasis was on problems that may arise when using a social network, in particular: violation or reduction of the reputation of the company, its goods or services, unauthorized access to the organization's data, loss of control over the user page, which is a real or used client of the company, etc.