SOCIAL NETWORKS AS A NEW TOOL FOR ADVERTISING

Abstract

Purpose – to research of the social networks use for realizing advertising activity of the enterprises. Methodology of research. In the course of the study there are used methods of system analysis that became the basis for the study of using social networking possibility as a new tool in the implementation of promotional activities. The systems approach also formed the basis of the analysis of social networks as complex structured communication systems. Findings. The article identifies the importance of advertising activity for the economic operation of the enterprise. There were considered the concept and features of the social networks use as a tool of advertising activity of the enterprises. There were researched the possibilities of advertising on social networks. Among the tools of social networks functional on the company’s promotion there was considered SMO and SMM. There were characterized the practical aspects of the use of such social networks as Facebook, Odnoklassniki and Vkontakte. There were described the specific steps for realizing advertising activity on social networks. It was found that realizing advertising activity on social networks is an important factor for the preservation, improvement and strengthening the company’s position in the market. Originality. There have been further developed the approaches to the justification of assumptions and components of advertising activities on social networks as an effective instrument for the successful operation of the enterprise. Practical value. The results of research can be used in practice for any company to address the issues of advertising, namely through social networks, enabling organizations to exist and operate successfully in the highly competitive.