Social media marketing
| Part of a series on |
| Internet marketing |
|---|
| Search engine marketing |
| Display advertising |
| Affiliate marketing |
| Misc |
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 practitioners and researchers.
Social media platforms such as Facebook, LinkedIn, Instagram, and Twitter, among others, have built-in data analytics tools that companies can use to track the progress, success, and engagement of social media marketing 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".
Firms that use social media marketing 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.