SOCIAL MEDIA MARKETING AS A TREND COMPONENT OF THE COMPANY’S MODERN MARKETING STRATEGY

Social media marketing has significant differences from classic marketing tools, even in digital marketing. At the same time, it is an integral part of the company's marketing mix. The article reveals the topic of the features of social media use in the overall company's marketing mix. The main differences between SMM (Social Media Marketing / Social Media Marketing) and the classic marketing tools are given. Currently, Ukrainian companies are increasingly using social networks as a promotion tool, but, in most cases, they have low efficiency of working with social media through an unsystematic approach and ignorance of the basic principles of this tool. The paper highlights the key conditions for developing interactive communication with the target audience, taking into account the features of promoting a business through social media, which differ significantly from approaches to informing the audience through the company's own resources, such as websites. Important aspects are indicated for building trust in a company / product / service by forming an active community of a loyal audience on social networks. Approaches to such a phenomenon as brand advocacy are considered. The main four stages of the interaction Internet users with content are presented and analyzed. The research includes the study and analysis of the levels of social activity of companies in the Internet environment and the place of marketing in social networks in the context of this deviding. As a result of the research, an algorithm for the effective use of social networks as a component of the marketing mix for promoting a business is proposed. The data and suggestions presented in the article can be used by Ukrainian companies to increase the efficiency of promoting goods and services through social networks.