The paper discusses global trends in advertising investment by media type, with a focus on social media marketing. It highlights the growing importance of social media advertising, particularly on Facebook, which is the largest social network. The study emphasizes the need to select the right social media platform based on the organization's goals, audience, and the specific characteristics of each platform. It also notes the increasing use of Instagram among younger generations and the role of influencers in marketing campaigns. The paper provides guidelines for developing effective Facebook marketing strategies, including content creation, engagement tactics, and the use of visual elements and hashtags. It also discusses the importance of targeting and the impact of mobile internet advertising. The study concludes that social media platforms, especially Facebook, have significant potential for business development and marketing campaigns, and that organizations must carefully plan and implement their social media strategies to achieve their goals. The paper also highlights the importance of understanding the preferences of different generations when choosing the right social media platform for marketing.The paper discusses global trends in advertising investment by media type, with a focus on social media marketing. It highlights the growing importance of social media advertising, particularly on Facebook, which is the largest social network. The study emphasizes the need to select the right social media platform based on the organization's goals, audience, and the specific characteristics of each platform. It also notes the increasing use of Instagram among younger generations and the role of influencers in marketing campaigns. The paper provides guidelines for developing effective Facebook marketing strategies, including content creation, engagement tactics, and the use of visual elements and hashtags. It also discusses the importance of targeting and the impact of mobile internet advertising. The study concludes that social media platforms, especially Facebook, have significant potential for business development and marketing campaigns, and that organizations must carefully plan and implement their social media strategies to achieve their goals. The paper also highlights the importance of understanding the preferences of different generations when choosing the right social media platform for marketing.