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Modern Approaches to Formation of a Social Media Marketing Strategy

The article explores modern approaches to formation of a social media marketing strategy, taking into account the dynamics of their development, peculiarities of functioning and possible goals that can be set by economic actors on the face of such a marketing segment. A modern view on the use of social media as a marketing tool is specified, the specific features and existing approaches to the formation of marketing strategies in this sphere are defined. The current state and specificity of social media for business, marketing and consumer behavior are studied and analyzed. A characterization of the existing approaches to the formation of a social media marketing strategy is provided. The main functions of social media marketing content are allocated and generalized, namely: audience search, engagement, coordination and cooperation, which should become the basis for building up an effective strategy. The peculiarities of each function in the context of their application by different enterprises for various purposes are considered; their specifics are defined and summarized. The specifics of social media marketing work in the context of choosing goals and means of interacting with the audience through content are analyzed, on the basis of which two main approaches to the formation of a content strategy for social media marketing, namely consumer and customer approaches, are summed up and classified. Their role, place and importance in forming the strategy of marketing interaction with consumers, partners and other users of social media are substantiated. A characterization of these approaches in the context of their goals, instruments and means is presented. Based on the carried out research, elements of the problem such as social media content marketing functions, their role in shaping social media strategy are generalized and classified; also generalized and allocated are the approaches to the formation of social media marketing. Based on this information, it is possible to take a more objective approach to the formation of the social media marketing strategy necessary for the goals of an enterprise, and on the basis of the drawn conclusions – to carry out further research in this direction.