SOCIAL NETWORKS AS A TOOL FOR ATTRACTING NEW CLIENTS

The article analyzes the state and development of social networks in the world and in Belarus, which allowed to identify their commercial significance for organizations. Based on the analysis, the following opportunities were identified that companies receive using social networks: access to new clients, increased interaction with existing clients, increased loyalty, sales through social networks, direct and indirect lead generation, after-sales service and feedback, recognition and branding, reputation management, promotion, employee recruitment, improved visibility in search engines, increased website traffic, analytical capabilities. The significant features of using social networks for commercial purposes were identified and the theoretical and methodological foundations of SMM were characterized. The work highlights the most common SMM tools, describes the stages of the SMM process and substantiates the feasibility of developing an organizational mechanism for managing the entire SMM cycle that would take into account both the internal features of the business and the external environment of the organization.