Промотивни стратегии на социјалните медиуми во насока на ефективен маркетинг кај малите и средни претпријатија

Abstract

The use of social media by individuals and large companies is no longer just a need, it’s a necessity. We live in the era of digitalization where the online presence of companies is mandatory in order to get closer and reach the target audience. Social media is a crucial part of the marketing activities, but, their impact on the efficacy of the companies is still under discussion. The main focus of this thesis is the influence that the use of social media makes on small and medium companies in the Republic of Macedonia. Through a thorough overview of the characteristics and functionalities of social media, as well as their opportunities for growth and development, this thesis provides cases for opportunities small and medium companies can get through the use of social media. By defning the activities necessary for the development of a social media stragetegy, this thesis will provide guidelines for all small and medium enterprises deciding to embark on social media communication. The analysis of results achieved by a company that uses social media and one that is inactive online, will provide information about the influence of social media on the effectiveness of one companys marketing activities. This thesis focuses on three key points: the need of social media in the communication of small and medium companies, the options social media provides for this type of communication and the effects that can be obtained through this type of communication.