THE ROLE OF SOCIAL MEDIA IN AN INCREASE OF THE EFFECTIVENESS OF ADVERTISING

Abstract

Improving information technology is changing every business and company. Social media marketing is the process of raising awareness, customers, attracting traffic and the prospects of using social networks. Currently, social networks are an effective advertising platform for marketing. Thus, social networking sites provide the perfect platform for direct communication between organizations and clients. Social media marketing should follow the new rules and principles, and every business must clearly determine whether or not such social media activity suits them. Communication through the Internet is more specific, with an effective interactive strategy among its users. Recently, online advertising has taken on new forms that have more advantages over traditional media such as print media, television and radio. Marketing communications are accurate, personal, interesting, interactive and social. Different social networks, such as Facebook, Instagram, LinkedIn, Telegarm, etc., use different communication strategies, they not only create effect for users, but also force them to interact with the created marketing statistics. People tied to communicate with brands on social networks than conventional banners and pop-up advertising. The study found that the effectiveness of marketing on social networks is strongly influenced by the quality of messages / content, the involvement of the company and its relationship with other marketing platforms. In addition, a comprehensive and detailed strategy analysis is required to accurately measure the return on investment in social media marketing. The study also shows that the Millennial generation may be the main user of social networks, but they are not the main target audience on social networks.