SOCIAL MEDIA AS A STRATEGIC BUSINESS TOOL: TO BE, TO SPEAK, AND TO ENGAGE

Abstract

The article examines social media as a strategic business tool that shapes brand image, communication, and sustainable relationships with the audience. Using the examples of L’Oréal and SenSulu, it analyzes digital positioning mechanisms through the concept of “being — speaking — engaging,” as well as the use of influencers, user-generated content, and artificial intelligence technologies. The study demonstrates the correlation between brand activity on social media, increased trust, and financial performance, proposing a systematic approach to managing digital communications and strengthening long-term customer loyalty