The role of social networks in shaping the SMM business strategy is argued. The study of the main development trends and motives for using social networks by users is conducted and it is shown that social media is an effective tool for promoting business and improving marketing communications. The main arguments in favor of various social networks expressed by users are considered. The study of the level of engagement with content among subscribers of brand pages in social networks by different industries is conducted and the potential for business promotion is determined. The main metrics used to assess the effectiveness of marketing efforts in social media are identified. A practical study of the effectiveness of using social networks using the example of sportswear brands is conducted. Recommendations are provided for improving business promotion in social media to improve subscriber engagement indicators, as well as the formation and development of a digital marketing communications system.