Передумови формування ефективних бізнес-стратегій в соціальних мережах за умов швидкої адаптації господарської діяльності

Abstract

The article examines the prerequisites for effective business development using modern tools of strategic management in social networks in conditions of rapid adaptation of economic activity. The study identifies a range of factors that critically influence the success of such strategies, including precise target audience segmentation, comprehensive analysis of demographic, geographic, and behavioral characteristics, and the effective use of platform algorithms. Particular attention is given to the importance of creating engaging, valuable, and relevant content that meets the expectations and needs of the target audience. The research proposes a system of indicators for evaluating the impact of these factors, as well as methods for ranking their significance, enabling a structured and data-driven approach to strategic planning. The integration of social networks into business processes has been shown to significantly enhance enterprise competitiveness and resilience in the face of a constantly evolving external environment. The authors conducted an in-depth analysis of SMM data from regional brands, identifying priority factors and developing recommendations for resource optimization in strategic activities. The findings underscore the necessity of flexibility in strategy development, with businesses needing to account for the continuous evolution of social network algorithms and shifting consumer behavior trends. Furthermore, the article emphasizes the utility of expert evaluation methods, such as the Delphi method, to ensure the consistency and validity of strategic decisions. Statistical analyses, including correlation matrices, were applied to refine the list of influential factors, removing those with high multicollinearity to enhance the reliability of the proposed indicators. This approach enables the creation of dynamic, adaptable models that can support enterprises in sustaining growth and achieving long-term market leadership. The practical implications of the study offer valuable guidance for businesses across various sectors seeking to navigate the challenges of digital transformation and leverage social networks for strategic advantage.