Strategy and tactics in social media marketing in the context of achieving short-term engagement growth effects

This article investigates and delineates strategy and tactics in social media marketing with a focus on enhancing marketing campaign effectiveness and boosting target audience engagement. It examines the relevance and fundamental role of social media marketing under contemporary conditions. The article outlines the advantages and distinctive characteristics of strategy and tactics within social media marketing, emphasizing the feasibility of immediate tactical actions to enhance social media marketing effectiveness due to their impact on user engagement. Different levels of target audience engagement and their characteristics are identified, along with general methodological approaches for achieving short-term audience engagement growth effects. The findings conclude on the suitability of engagement marketing for social media contexts.