Effective SMM: Key Objectives for Social Media Success

Abstract

The article is devoted to an overview of the role of SMM (Social Media Marketing) in the formation of digital marketing strategies. It describes the features of key social platforms – Facebook, Instagram, Twitter, TikTok, and YouTube – and their impact on user interaction. The authors emphasize the importance of adapting content to the specifics of each network for maximum audience engagement and building long-term loyalty. Six key SMM goals are highlighted, serving as the foundation for developing effective strategies. The article also presents the «POST» model for managing interactions and the SMART approach for effective goal setting, which allows for increased competitiveness and achievement of strategic business objectives.