Subject. For any company, building a strong social media presence is mandatory due to the increasing competition in the modern world. It is possible to win the main target audience and optimize the company's marketing and PR activities through a social media marketing (SMM) strategy. Objectives. I focus on performing a comprehensive study of the problem of SMM strategy optimization as a means to maximize enterprises’ performance criteria, developing qualitatively new recommendations to streamline the company's SMM strategy, which will help improve economic performance and image. Methods. The study draws on the logical analysis, induction and deduction, comparison and generalization. Results. As part of the comprehensive study, the paper presents the concept and the process of developing the SMM strategy. It identifies the place of SMM strategy in the overall strategy, the main steps and errors in its creation. It also includes an improved algorithm for staged development of SMM strategy in recommendations for streamlining the process. Conclusions. Continuity and constant modification are fundamental characteristics of any social media marketing strategy.

Subject. Instagram is one of the most promising social platforms for business promotion. It enables to publish and consume visual content that is perceived faster than text by users, and, therefore, to use promotional tools as a solution to problems faced by small businesses. Objectives. The study aims at comprehensive research on improving the use of Instagram promotion tools as a way to solve small business problems, and formulation of recommendations. Methods. The study rests on methods of logical analysis, induction and deduction, comparison and generalization. Results. I consider the features and benefits of using Instagram, the role of this social networking service from a commercial standpoint. The paper presents recommendations that can be used by small businesses for their promotion. Furthermore, it shows how to support the social network in the context of the pandemic, which provoked a crisis of small and medium-sized businesses. Conclusions. The offered recommendations can be considered by small businesses as a practical application, which will eventually increase the efficiency of their activities.

Subject. The article addresses the SMM-promotion algorithm for the banking sector. Objectives. The aims are to perform a comprehensive research of the SMM-promotion algorithm for the banking sector, to develop a qualitatively new algorithm for SMM promotion, which will be focused on improving the image and attracting the target audience. Methods. The study draws on methods of logical analysis, induction and deduction. Results. I developed an algorithm for SMM promotion for the banking sector. The scientific novelty of the algorithm is that it will differ according to objectives of promotion the bank sets. Conclusions. The findings can be used by SMM specialists in the banking sector, when developing a SMM strategy for promoting banks.