EFFECTIVENESS OF SOCIAL MEDIA INFLUENCE ON THE DEVELOPMENT OF BANKING ACTIVITIES

In the modern digital world, social networks are becoming a key tool in the marketing and communications strategy of many banks. This article evaluates the impact of social networks on banking activities, analyzing their effectiveness as a means of strengthening customer relationships and increasing market share. Based on case studies and analysis of current trends, the article explores how banks use various social media platforms to increase brand visibility, improve customer experience, and boost sales. The article also examines strategies that enable banks to maximize return on investment in social networks and explains why, despite seeming unrelated to core business, participation in social networks is a key component of banks' overall business strategy.