CONTENT, ESSENCE, AND USE OF SOCIAL MEDIA MARKETING AND SMM

Аннотация

In this article, the author discusses the content and essence of social media marketing in the marketing system today, its specific aspects, as well as the advantages and disadvantages of social media marketing, and the issues of development through social media marketing platforms. Keywords: marketing,management,socialmediamarketing,digitalplatforms. The rapid development of social networks has created a great opportunity to do business and develop abusiness through these networks. SMM is the effective use ofnetworks that people use, such as Facebook, Instagram, YouTube, Telegram, to create and develop a brand in a business, increase the number of sales of products and services in it, and increase the number of customers who go to thewebsite. 1The formation of the information society, consumer needs and The growth of demands, the acceleration of scientific and technological progress, characterized by information overload, the increase in consumer awareness, the proliferation of communication tools and media; etc., lead to problems in forming a balanced communication system that would be as effective as possible with minimal costs. In addition to providing business owners with ways to communicate with customers and attract new customers, SMM helps them track the success of their efforts and identify evenmore ways to attract them, and analyze thedatabased onthis. Social networks have now become the most popular Internet resources: in the USA and Western Europe, Facebook, Twitter and Linkedin. In the Russian Federation, the SM rating differs significantly from other countries. The most popular resource is the VKontakte resource, 1 1.Bakhmatova T.G. Bibliometric analysis oftrends in thestudyofsocial media/ T.G.Bakhmatova, E.V. Zimina // Issues of the theory and practice of journalism. - 2019. - Vol. 8, . No. 2.-P. 274-291.-DOI: 10.17150/2308-6203.2019.8(2).274-291 http://www.internationaljournal.co.in/index.php/jasass 21 Volume 15Issue 07, July 2025 Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023: 6.995, 2024 7.75 Facebook is in second place in importance, and YouTube is in third place. Today, in Russia, the most effective and creative tool for promoting any type of product or service has become social mediamarketing (SMM). To successfully operate in modern economic systems, an enterprise must create an effective communicationstrategy and constantlyadjust it depending ontheresults. Indeed, the term “social network” was first used in 1954 by sociologist J. Barnes, and in its modern sense was introduced in 1995 in the USA in the form of the Classmates website, and since the second half of the 20th century. it has become the central concept of the Web 2.0 concept and has gained great popularity all over the world since 2005 thanks to the likes of “MySpace”,“Facebook”,“LinkedIn”,“Twitter”,“Odnoklassniki.ru”. Today, this term is understood as a resource that allows users to organize communities based ontheir industryand type ofactivity (social networks are used by80%of companies in the world as a means of recruiting employees, and in 95% of cases, LinkedIn is used for this), interests (VKontakte), place of residence or study (Odnoklassniki), or any other characteristic. Today, there are already special computer programs that study the behavior of social network users and their perception of any brands and events in society. For example, V. Shalak's VAAL project The Scai4Twi computer system within the framework of the project allows you to analyze the content of Twitter microblogs. The new Google Analytics project allows you to measure the activity of the target audience using social networks. The most popular integrated services for monitoring social networks and theblogosphere: BrandSpotter, YouScan, BuzzWare. Social media marketing is the easiest way to reach a large audience. Currently, half of the world's population, 3.8 billion people, use social networks. Moreover, this umber is constantly growing - since 2019, the number of users has increased by 9.2%. Social platforms are essential for increasing brand awareness. According to Hootsuite, users find 52% of online businesses on social networks. This is where most people learn about new brands. Therefore, social platforms providegreat opportunities forattracting atarget audience and building long-term relationships. According to Oberlo, 55% of users search for a product on social networks before making a purchase. This means that the buyer's journey increasingly begins on Facebook, Instagram, and otherplatforms. In this regard, theimpact ofsocial mediaonsales is increasing every year. Social media marketing (SMM) is a marketing strategy aimed at promoting a company, brand or product through social networks, strengthening customer relationships and increasing sales. It is part ofdigital marketing and is an importanttool for modern businesses. Theessence ofsocial mediamarketing can besummarizedas follows: 1. Brand awareness: Promoting a bran