IMPORTANCE OF ENTERPRISE SOCIAL NETWORKING TO PROMOTE INTERNATIONAL BUSINESS

The term social network is now well known. Social networks can be characterized as usage of Internet-based social media programs to create new contacts and connect with friends, classmates, customers or clients (whether existing or potential). These networks can be used for various reasons, but most often, they are social and business reasons. The social networks are associated with concepts of engagement or interaction now, so social networks are the target area of marketers trying to capture potential customers and to take care existing customers. The main objective of this article is to point out the importance of social networking by companies to acquire new and maintain existing customers in a specific environment of a company doing business in Portugal. The company has an international network of customers and its social networking activity is key to its financial health. In the analytical part of article the various types of social networks (blogs, Facebook, Pinterest, Instagram) are analysed as a typical platform for communication of the Internet community in Portugal. Based on the correlation analysis methods, the importance of using Facebook's social network to generate traffic on websites and, consequently business leads will be highlighted. Finally, the model of engagement of this type of enterprise on social networks will be outlined.