Науковий вісник НЛТУ України (Apr 2018)
Forecasting of Development Trends of Social Media Marketing in Ukraine
Abstract
The concept of social media marketing, its main tools and opportunities for using the company to communicate with clients and receive feedback are considered. The necessity of using social media marketing company has been determined, 48 % of consumers increase desire to buy a product of a brand that reacts sensitively to its customers in social media. The rating of the most popular social networks of the world is made. The state of social media marketing in Ukraine, tools of its application is investigated. The most used sites in Ukraine are considered and it is found that the first places in the rating are social networks. Three of the top five most popular sites are social networks. The rating of the most popular social networks in Ukraine is built. It is revealed that for Ukraine, social media marketing is relatively new, since it appeared only a few years ago, but today it has become quite powerful. Recently, there have been even special agencies that provide SMM services to companies. Despite the fact that SMM is only beginning to develop actively in Ukraine, it is worth noting how fast it develops and at what high level it is now. The number of users of social networks is increasing every minute both in the world and in Ukraine, further forecasts predict an even greater increase in interest in social networks in the future. It is revealed that in Ukraine the most popular social network is Facebook (in June 2017, Facebook reached 51.96 %). Based on the data on the use of social networks by online users, a forecast is made for the development of the five most popular social networks in Ukraine including Facebook, VKontake, YouTube, Instagram, Odnoklassniki. Based on the forecast it is defined that the number of users of such social networks as VKontakte and Odnoklassniki will decrease with time, and Youtube, Facebook, and Instagram will grow steadily.
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