SMM(Social Media Marketing)
Social media marketing is the use of social media platforms and websites to promote a
product or service. Although the terms e-marketing and digital marketing are still
dominant in academia, social media marketing is becoming more popular for both
practitioners and researchers. Most social media platforms have built-in data analytics
tools, enabling companies to track the progress, success, and engagement of ad campaigns.
Companies address a range of stakeholders through social media marketing, including
current and potential customers, current and potential employees, journalists, bloggers,
and the general public. On a strategic level, social media marketing includes the
management of a marketing campaign, governance, setting the scope (e.g. more active or
passive use) and the establishment of a firm's desired social media "culture" and "tone."
When using social media marketing, firms can allow customers and Internet users to post
user-generated content (e.g., online comments, product reviews, etc.), also known as
"earned media," rather than use marketer-prepared advertising copy.