FILINA O. Efficiency management of social networks use by enterprises

The dissertation is devoted to deepening of the theoretical and methodical bases and substantiation of practical recommendations on improvement of efficiency management of the social networks use by enterprises. The paper reveals the economic essence and clarifies the tasks, methods and principles of the efficiency managing of social netwoks use by enterprises. The stages of the efficiency managing of social netwoks use by enterprises have been developed, the basis of which is a modular approach, which acts as a powerful tool for the development of a high-quality performance management system in a logical sequence and interconnection with a clear step-by-step guide. Peculiarities and constitutive attributes of social networks as a communication tool were revealed, which allowed to form criteria and system of indicators of the efficiency managing of social netwoks use by enterprises, which allows to react in time to changes and deviations, to make appropriate decisions and measures social networks with other communication tools. An improved system of key indicators for managing the effectiveness of social networks by enterprises, which includes a twofactor communication and economic assessment of interactions, information chains and existing business combinations and provides examples of rational KPI selection in accordance with SMM goals and taking into account the scope and objectives of the enterprise. A map of alternatives for the development of SM-Marketing of enterprises has been formed, which acts as a new driver of changes, determines the vectors of transformation from the old paradigm to a new one in each specified direction and has an applied recommendatory nature, which allows enterprises to qualitatively improve their business content, improve business communications with customers and partners; diversify sales channels, expand target audiences, respond quickly to competitors' actions and take into account resource and time constraints. Behavioral scenarios of enterprises in social networks based on the capsule approach have been developed, on the basis of which the forecast of the expansion of the communication space, the growth of contact communities in the social network Facebook for 2020-2023 is carried out, which contributes to ensuring a stable level of efficiency in the use of social networks, cost optimization, and timely making changes and adjusting the relevant measures.