The Formation of a Promotion Plan in Social Media

<p class="p1"><span class="s1">Internet has long ceased to be seen only as a convenient means of communication or a place to get required information in electronic form. In modern world the internet is becoming one of the main channels of communication with consumers. From the perspective of a marketer it is interested not so much in popularity communication channel, but its effectiveness. Each organization that deals with marketing processes, needs and an effective marketing communication strategy that will meet the needs of the company, attract new customers and improve the company&rsquo;s performance. The invention of social networks changed the nature of communication between brands and users, as buyers now have the opportunity to create user-generated content on social networks that can affect the reputation of the brand and which companies cannot to control. The purpose of this study is to develop an algorithm for constructing a phased marketing strategy in social media.</span></p><p class="p1"><span class="s1">In accordance with the purpose of the research there were identified following tasks: determine the types and characteristics of social media and current trends in development; identify the criteria for determining the most relevant channels of communication in social media; identify marketing objectives that social media channels can serve; identify key steps in creating a unique plan for promotion in social media; determining the tools of social media marketing on the basis of own social media campaign.</span></p><p class="p1"><span class="s1">To achieve these objectives the author studied various theoretical sources by specialists in marketing, theory of marketing communication, practice in social media. Also used own working experience in an advertising agency in social media.</span></p><p class="p1"><span class="s1">The author has used the following theoretical and practical research methods: analysis of primary and secondary information, scientific generalization and observation. The author analyzed the data obtained after in-depth interviews with representatives of the industry of social media marketing. Also, there was a program&nbsp; for promoting social media in accordance with the proposed algorithm on an example of SumUp.</span></p><p class="p1"><span class="s1">To determine the required actions in promotion plan for the construction of social media has been used strategic approach that include four successive stages - analysis and research in social media; creation the creative concept and unique content; definition of promotion tools; evaluation of progress.</span></p><p class="p1"><span class="s1">The result of this work was the formation of a phased plan in social media strategy, which relies on modern practice analysis (Brand-mapping), creative algorithms (CRAFT, mind-map) and uses a variety of indicators and metrics to measure performance.</span></p>