SOCIAL MEDIA IN THE BRAND MANAGEMENT SYSTEM OF SMALL BUSINESS ENTERPRISES

Abstract

Introduction. The rapid diffusion of social networks has fundamentally changed how small businesses build and manage their brands, yet many enterprises still use these platforms in a fragmented, tactical way rather than as a coherent brand management system. Purpose. The article aims to substantiate theoretically and methodologically the role of social networks in the brand management of small businesses and to systematise strategic approaches to using social media marketing for strengthening brand equity and competitiveness. Methods. The research is based on a systematic and comparative analysis of scientific publications and recent empirical studies, critical review and synthesis of concepts of digital and social media marketing, as well as analytical generalisation of evidence on the impact of social media activities and digital performance indicators on brand outcomes and sales of small enterprises. Results. The study clarifies the specific place of social networks within the architecture of digital marketing of small businesses and reveals their functions in brand awareness, trust, loyalty and purchase intention formation. The key elements of a brand-oriented SMM strategy are identified: segmentation and targeting using advanced platform tools; positioning and value proposition communication through visual and verbal brand identity; informed choice of platforms and content formats; balanced combination of organic content and paid campaigns; personalisation of messages and management of perceived financial, time and psychological risks. Special attention is paid to social media advertising as a flexible subsystem of digital communication that allows small businesses to focus limited budgets on high-potential segments and reinforce organic brand communication. The article proposes an integrated view of digital indicators (reach, engagement, branded and organic traffic, conversions, advertising costs) as a system of metrics that links social media activities to brand performance and business results. Conclusion. It is argued that small businesses should develop SMM stepwise, beginning with a minimal yet coherent presence and basic analytics, and gradually expanding to targeted advertising, marketing automation and CRM integration. Practical recommendations include focusing on one or two core platforms, consistent use of user-generated content and reviews as social proof, continuous optimisation of creatives with regard to cognitive load and emotional impact, and embedding digital metrics into decision-making on brand investments in social networks.