Prospects of using social networks as part of innovative management to support professional communities in the development of the construction industry (on the example of the community of painters)

The article analyzes social networks and their role in the modern world as a key tool for uniting social groups of builders of various specialties. It has been found that social networks provide convenient and fast communication between specialists, facilitate the exchange of experience and information on new technologies and methods of work, create an opportunity for collaboration on projects and collaborations, expand the network of contacts and find new partners and clients. It was found that social networks are a platform for education and training, where you can find educational content and resources for advanced training. It is substantiated that social networks open wide opportunities for marketing and promotion of construction services and goods, helping to attract new customers, increase brand awareness and expand business in the construction industry. A comparative analysis of social networks has been carried out and it has been established that their use as part of innovation management allows brand owners to effectively interact with painters through the creation of platforms for the exchange of ideas and experience, which contributes to improving understanding of the needs of painters, their views on the use of paint and varnish products and the desire to improve their skills. The application of innovation management through social networks also allows brand owners to create a favorable innovation culture among painters