SMM MANAGER ON THE UKRAINIAN COMMUNICATION MARKET IN WARTIME CONDITIONS: REALITIES, CHALLENGES, TRENDS

Abstract

The ability of a business to be flexible and adapt to the realities of current conditions allows it to survive in difficult times. A communicator or SMM manager is behind all communications on behalf of a company or institution. On the one hand, this is a simple profession that does not require much effort; on the other hand, it is a rather complex position that requires a combination of versatile skills and abilities in one person. Sociocommunication and interdisciplinary approaches are represented in the presented research. General scientific methods such as induction, deduction, analysis, and synthesis contributed to the holistic study of the research topic. The research subject was revealed using the descriptive method, and the main problem was outlined. The survey demonstrates the inconsistency of remuneration of SMM managers concerning the expected demands from the employer. The imbalance in the Ukrainian communication market among SMM managers existed at the gender, age, and regional levels during wartime. The study results showed that managers should understand the algorithms and specifics of each social network in the same way as the importance of engaging in communication on behalf of the brand or organization of all employees, not just the SMM manager. Digitization of the economy, challenges of wartime, inflated requirements of employers to candidates complicate the working conditions of SMM managers. Workers have to combine very different skills and abilities, but they do not receive the corresponding level of wages. Further scientific research can be related to the search for models for improving the functions and methods of work of an SMM manager as an employee in an organization or institution in order to improve the efficiency of such an employee and establish a decent salary. The prospect of further research consists of finding related problems with communications in various areas in other regions of Ukraine. To improve efficiency, you should review the requirements for candidates and redistribute them according to salary, forming new approaches to the work of SMM managers as employees.