Communication Management in Social Networks: Opportunities and Limitations on the Case of Toy Retailer

The rapid development of Internet technologies, e-commerce and the importance of social networks for business makes this work relevant. In the 21st century, the Internet is the most powerful information technology system in the world, which is used in various fields of human activity. In the modern economy, the market is a priority, and the role of communication factors is growing rapidly. One of the main goals of any company is to ensure the effective promotion of goods and services to potential consumers, and achieving this goal is impossible without the functioning of a complex of marketing communications. Today, the promotion of goods and services on the Internet for most companies has become not just an opportunity, but a necessary tool. Social media provide a number of advantages for companies, such as reducing communication costs, expanding the geography of activities, the number of partners and customers, increasing the speed and quality of communication. Moreover, in the context of the evolutionary and rapid development of the electronic market, the importance and possibilities of using Internet technologies as part of the marketing activities of companies are not fully understood and have prospects for analysis and application. In this paper, the basic concepts and functions of marketing communications will be presented, the basic elements of the complex of marketing communications will be studied, and the problems and prospects for the development of marketing communications on the Internet will be examined. The classification of social networks and their popularity in Russia and the world will also be highlighted, as well as the specifics of marketing activities in social networks will be studied.