UTICAJ KORIŠTENJA DRUŠTVENIH MREŽA NA FUNKCIONISANJE BANKARSKOG SEKTORA SA OSVRTOM NA POSLOVANJE BANAKA U TOKU PANDEMIJE COVID 19/THE IMPACT OF SOCIAL MEDIA USE ON THE FUNCTIONING OF THE BANKING SECTOR WITH A REFERENCE TO BANKS' OPERATIONS DURING THE COVID 19 PANDEMIC

Abstract

The use of social networks can be considered the future of almost every business entity that wants to stay current in their business or expand its customer portfolio. Social networks are constantly growing in popularity, especially in times of pandemic. New platforms are constantly appearing, and existing ones are being developed and improved. The use of social networks can bring great benefits to a business entity, and bring them completely new marketing opportunities.The banking sector usually operates in the traditional way, but it must certainly adapt to changes in the market. The introduction of Internet technologies and social networks requires the adoption of innovative marketing strategies and finding new as well as improving existing channels of communication with service users.Social networks are recognized as the ability to quickly communicate with customers in real time and advertise with feedback and reach a large number of potential service users with just one post.The paper mentions some of the possibilities of using platforms in the financial sector, such as. video meetings, conferences or work online from home, and their advantages and disadvantages. At a time of pandemic, this is sometimes the only possible solution due to health restrictions and temporary legislation