Abstract

The aim of this article. The aim of this article is to analyze the connection and relation between social media marketing and enterprise’s products promotion, to show the importance of using social media in marketing and the role of marketers in this process. The results of the analysis. This article is based on the investigation of specialized literature regarding new promotional techniques used at the global market nowadays. Authors analyze the definition to the social media marketing, according to the several various sources, the main objective of which is to state the difference between social media marketing and social media. In the article all existing social media types are represented and examples of practical usage of them by nowadays leading companies are shown. The advantages and disadvantages (risks) of using social media marking tools and methodology for brands, goods or companies in the current economic conditions are investigated in the article. The importance and practical usefulness of providing social media marking in the company is proved. The research of the importance and practical usefulness of social media marking is based on latest investigations and researches done by top specialists in the sphere of social media marketing, including the information about the situation on the Ukrainian markets. The functions and role of the marketers in social media marking process were explained in the article. For the purpose of the characteristic of social media marking scopes existing types of social media are defined and classified in the article. The portrait of Ukrainian Internet audience is investigated in the article. Laws of social media marketing developed by Susan Gunelius are examined in the article. Authors investigate different types of measurements, which can be used in evaluation of the effectiveness of social media marketing, identified the place of social media marking in the marketing strategy of the company and gave the explanation to this strategy. In particular metrics which can be used for measurement of level of efficiency of actions of social media marketing are considered: reach level, the directed traffic, relation of users, interaction, involvement of users, response level. As a result authors consider social media marking as an important part of successful brand, goods or company promotion in the market, directed on attraction of an increasing number of followers, expansion of target audience, development, improvement and protection of reputation through formation of loyalty of consumers to a brand, goods or company. The considered theoretical aspects of social media marking implementation will allow progressively adjusted companies successfully promote goods in the market through the competent use of different social media platforms. Article can be useful for marketers, who are trying to find a new field of development of their companies, because it contains statistical data of different studies and surveys of experts in the field of social media marking, recommendations and methods, which can be helpful in establishment and determination of primary objectives and steps at the very beginning of social media marketing activity. Conclusions and directions of further researches. The further investigations should be focused on developing of efficiency measurements of social media marking in general or its elements, on elaboration of social media marking strategies and on cultivation of typical steps of implementation social media marking into the everyday activity of the company.  

Keywords: social marketing, Internet-scope, social networks, web-site, content traffic, Internet-marketing, social media marketing

JEL Classification: M00, M21, M30.

Cite as: Gryshсhenko O. & Niesheva, A. (2013). Social media marketing as a tool of enterprise’s product promotion. Marketing and Management of Innovations, 4, 86-98. https://doi.org/10.21272/mmi.2013.4-08

This work is licensed under a Creative Commons Attribution 4.0 International License

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