Методологія SMM-просування складних програмних продуктів та сайтів

Abstract

The problem of achieving modern business goals at relatively low costs using SMM promotion of sites and brands in social networks is highlighted. A number of questions that need to be resolved are identified: are SMM promotion rules mandatory for each social network? What examples of successful cases will help to better understand the principles of operation of algorithms of popular social platforms? exactly can these cases be found? What budget should be provided for effective promotion in social networks? Given that one of the features of promotion in social networks is the variability of its algorithms: each change in the rules entails changes in the promotion strategy. Therefore, in order to achieve noticeable results in the field of SMM, it is necessary to constantly stay abreast of current trends. This indicates that the issue of thoroughly studying SMM promotion tools is urgent, and the need to improve the SMM promotion strategy is mandatory. Important stages of the process of forming an SMM promotion strategy are highlighted. The first of which is the definition of goals and objectives aimed at identifying, emphasizing and developing key advantages that will help promote a unique offer and convey it to the target audience. Next, an analysis of the media space of social networks is carried out. The next step is an analysis of users. Next, alternative promotion strategies are developed with an assessment of the most optimal option. This takes into account the format of the final product, the budget for the campaign implementation, the choice of the most suitable platform for the project and promotion methods. An important element is the formation of a content concept and the implementation of an SMM campaign with appropriate effectiveness control. The assessment is carried out according to KPI indicators related to interaction in social networks, Google Analytics analytics. All this is consistent with the goals set, and if necessary, the identified discrepancies are regulated. The author`s development consists in determining current trends in promotion in social networks, taking into account the variability of algorithms. It was determined that the effectiveness of website promotion in social media will be maximized if the SMM strategy is substantiated. The research results and recommendations for creating an SMM strategy can be used by marketers to increase the effectiveness of business promotion in social networks.

У роботі досліджується використання соціальних мереж як ефективного інструменту бізнесу, зокрема у процесі SMM-просування сайтів. Основними причинами активного переходу до онлайн-формату ведення бізнесу визначено зростання внутрішньогалузевої конкуренції та вплив мегатрендів, таких як інформатизація і підвищення індивідуалізації споживчих потреб. Розглянуто ключові фактори, що сприяють успішному просуванню медіаресурсів у соціальних мережах. Крім того, детально проаналізовано та визначено основні етапи створення стратегії SMM-просування сайтів, відповідно до сучасних тенденцій і вимог ринку.