Using SML Tools in Planning and Implementing a Marketing Campaign in Social Media

The article highlight the question about a comprehensive study aimed at analyzing the use of SML tools when planning marketing campaigns in social media. The purpose of this study is to identify the possibility of using Social Media Listening in the planning and implementation of marketing campaigns in social media. Afterwards, the campaign results will also be analyzed using SML. The study is divided into three chapters. The first examines the emergence of the phenomenon of social media listening due to the factors of the development of the Internet and eWOM. The principles of the tool's operation, the formats for collecting posts and the possibility of using the obtained data are highlighted. In the chapter also examined different ways to analyze text. The main focus is on the recently appeared new method - NLP, which allows to evaluate not only the frequency of words, but also their sentiment relation and the meaning. The second chapter is more practical. It describes in detail about the product in which the research on the use of SML will be carried out. The main hypotheses are formed on the basis of data about the company. Also the research method and the research methodology is indicated there. The third chapter is devoted to the practical results of the work, it analyzes the main results of the study and provides conclusions about the advisability of using SML in the planning and implementation of a social media marketing campaign.