This paper, authored by Ana Krstić and Biljana Đurđević, focuses on social media marketing, particularly on the use of social networks for advertising. The authors utilize the latest research conducted primarily in the United States, emphasizing the importance of understanding global trends in media-based advertising investments. The key objectives of the study include: 1. **Global Trends in Media-Based Advertising Investments**: The paper highlights that internet advertising will surpass traditional television advertising in 2017, with a projected global expenditure of $205 billion. Social media advertising, especially on Facebook, is expected to grow significantly, driven by the increasing number of mobile users. 2. **Facebook Marketing Strategies**: The authors provide guidelines for developing effective marketing campaigns on Facebook, including focusing on content that resonates with the audience, organizing engaging contests, linking to relevant content, using direct calls to action, and leveraging visual elements like infographics and videos. They also emphasize the importance of precise targeting and the use of metrics to track campaign performance. 3. **Selection of the Right Social Network**: The paper discusses the significance of choosing the appropriate social network for marketing campaigns, considering the specific characteristics and preferences of different generations. While Facebook remains dominant, Instagram has gained popularity among younger generations. The authors recommend using influencers on platforms like Instagram to engage with younger audiences. 4. **Marketing to Different Generations**: The study examines the preferences of different generations for social media platforms. For instance, older generations prefer Facebook, while younger generations are more likely to use Instagram and Snapchat. Organizations need to tailor their marketing strategies to align with the preferences of their target audience. 5. **Conclusion**: The paper concludes that mobile internet advertising will continue to dominate in the coming years, with social media platforms like Facebook and Instagram playing a crucial role in business development and marketing campaigns. Organizations must pay close attention to the specific characteristics and preferences of different social media platforms and generations when planning their marketing strategies. **Keywords**: Marketing, Advertising, Internet, Social Networks, Facebook, InstagramThis paper, authored by Ana Krstić and Biljana Đurđević, focuses on social media marketing, particularly on the use of social networks for advertising. The authors utilize the latest research conducted primarily in the United States, emphasizing the importance of understanding global trends in media-based advertising investments. The key objectives of the study include: 1. **Global Trends in Media-Based Advertising Investments**: The paper highlights that internet advertising will surpass traditional television advertising in 2017, with a projected global expenditure of $205 billion. Social media advertising, especially on Facebook, is expected to grow significantly, driven by the increasing number of mobile users. 2. **Facebook Marketing Strategies**: The authors provide guidelines for developing effective marketing campaigns on Facebook, including focusing on content that resonates with the audience, organizing engaging contests, linking to relevant content, using direct calls to action, and leveraging visual elements like infographics and videos. They also emphasize the importance of precise targeting and the use of metrics to track campaign performance. 3. **Selection of the Right Social Network**: The paper discusses the significance of choosing the appropriate social network for marketing campaigns, considering the specific characteristics and preferences of different generations. While Facebook remains dominant, Instagram has gained popularity among younger generations. The authors recommend using influencers on platforms like Instagram to engage with younger audiences. 4. **Marketing to Different Generations**: The study examines the preferences of different generations for social media platforms. For instance, older generations prefer Facebook, while younger generations are more likely to use Instagram and Snapchat. Organizations need to tailor their marketing strategies to align with the preferences of their target audience. 5. **Conclusion**: The paper concludes that mobile internet advertising will continue to dominate in the coming years, with social media platforms like Facebook and Instagram playing a crucial role in business development and marketing campaigns. Organizations must pay close attention to the specific characteristics and preferences of different social media platforms and generations when planning their marketing strategies. **Keywords**: Marketing, Advertising, Internet, Social Networks, Facebook, Instagram