Having examined different social networks in previous lessons, it becomes clear that there is much common in different social networks in terms of using them to promote a business.

This is one of the most visited resources after search engines, according to Internet statistics.

Business pages and personal accounts have a difference, and confusing one with the other is fraught with lockouts.

Inside business accounts, there are always statistics on views, reach, likes, conversions, engagement, etc. It allows the business to evaluate its posts – was the content successful or not, how relevant were the posts, how much your audience was ready to perceive your information.

There is an advertising office for businesses where you can manage and, most importantly, target your ads. Actually, the possibility of targeting, i.e., showing ads to people whose portrait you choose by yourself, distinguishes social media advertising from other types of advertising.

All social networks have their own internal rules and laws, which are very dangerous to break.

All social networks have certain measures for breaking the rules or communicating improperly, such as lowering coverage, shadow ban, temporary ban, permanent ban or ban until a special order, deleting account, etc.

All social networks work on smart algorithms, so they often show posts that have a lot of engagement. And the quality of the content directly depends on how much it is interesting and relevant for readers.

Currently, the video content has more coverage and efficiency in all social networks, probably, because now people prefer watching videos more than reading or watching photos.

Unfortunately, business mistakes in social networks are frequent, for example, cheating or chasing a large number of subscribers, constant posting no matter what, poor quality or non-author content.

All social networks are platforms for communication rather than sales. Usually, business accounts with their posts can engage the public in the circle of their fans, and introduce their products and services. Direct sales and simply advertising posts cause more public rejection.

Many experts are confident that currently it is hardly possible to achieve significant results in social networks without paid promotion.

Conclusions: social networks today are one of the effective channels for promoting brands and businesses, however, the following things are necessary for effective work: understanding the interests of your target audience, high-quality original content, the ability to manage targeted advertising, promotional budget, and, perhaps the most important, the strategy for promotion in social networks – why are we on this social network, our goals and objectives, what we write and for whom.