ANALYSIS OF THE SOCIAL MEDIA MARKETING: BUSINESS ENVIRONMENT AND MODERN TRENDS IN POLAND AND UKRAINE

The author in the article aimed to summarize the trends in the Digital and SMM market by an analysis of the main indicators characterizing Internet and Social media users for 2014–2020 years. Theoretical part of this work was the study of the essence of the «social media marketing» concept (SMM) based on the data on the most popular social networks in Poland and Ukraine. There were analyzed the key performance indicators of the Social Media Marketing Agencies in Poland and Ukraine, such as the average cost of completed projects, personnel numbers, and characteristics of the market segment on the basis of belonging to small, medium and large businesses. A number of tools for activities in various social networks are identified, the reasons for their use, features and methods of promotion are considered.