THE EVOLUTION OF SOCIAL MEDIA MARKETING AND ITS IMPACT ON STARTUP RETENTION TACTICS

Povzetek

Over the past two decades, social media has transformed from a simple networking tool into a core driver of business strategy. Startups, in particular, have leveraged social media marketing (SMM) to engage customers, build brand identity, and drive sustainable growth. This paper examines the evolution of social media marketing, highlighting key shifts from basic content promotion to data-driven engagement strategies. The study also explores how these changes have influenced startup retention tactics, focusing on customer loyalty, community building, and personalized marketing. Using secondary data, industry reports, and recent academic studies (2010–2024), the paper identifies emerging trends such as influencer collaborations, AI-powered analytics, and omnichannel integration. Findings reveal that SMM not only accelerates customer acquisition but also enhances long-term retention through real-time interaction, tailored content, and predictive engagement models. The paper concludes with recommendations for startups to optimize retention by aligning evolving digital trends with agile business models.