THE COMMUNICATIONS IMPORTANCE OF SOCIAL MEDIA IN COMPANY PROMOTION

Aleksyutina Olga Alexandrovna

Social media plays an important role in the promotion of modern companies. They have become not only an information channel for individual use but also a marketing tool used by brands to establish and maintain communication interactions, primarily with their consumer audience. Social media are internet platforms that unite users in a single digital space. The basic principles of their operation are adapted to the requirements of brand management, which involves both the exchange of content, which can be presented in various formats such as text, images, and video, and the management of company-initiated communication flows. This article, based on an analysis of secondary empirical data, substantiates the relevance of the media segment under study, which demonstrates growing reach across various age groups, particularly against the backdrop of the strengthening position of domestic social networks. The research results confirm that social media accounts for the majority of online activity and can be effectively used to distribute content and maintain long-term relationships with customers. An important element of the study was the determination of the communication value of social media. The influence of content on creating positive brand perception, shaping public opinion, and a company's publicity capital is analyzed. Keywords: promotion, social media, brand, content marketing, communication, social media audience, communication value, content format.

Keywords:promotion, social networks, brand, content marketing, communication, social media audience, communication value, content format