Using Social Media to Build a Digital Marketing Strategy for Small Businesses

Abstract

This study examines the importance of social media platforms in the capacity building of Ukrainian small businesses. The main task of this study is to find and evaluate the contributions of diversified platforms in situations with customer engagement, brand recognition, and sales growth. The study is grounded in statistical data derived from the analysis of market reports on the popularity of digital media. The findings demonstrate that Telegram, YouTube, and Facebook are used the most, and hence are the tools targeting the businesses with the highest result, namely, marketing. Businesses have the opportunity to use the technical means that the developers use to automate programs. Still, they can also be exploited by humans working side by side with the machines. The content of blogs and social media posts, developing the brand’s social circle, and engagement with the subscribers are the primary tools of such marketing. These practices lead to competition and customer loyalty, where the key role of social media is being emphasised.