Social media marketing

Social media marketing is the practise of promoting a product or service through the use of social media platforms and websites. Social media marketing is growing more popular with practitioners and scholars alike, spite of the fact that the words e-marketing & digital marketing continue to be prevalent in academic circles. The majority of social media networks provide built-in data analytics capabilities, which allow businesses to monitor the development, performance, and engagement of advertising campaigns in real time. Companies use social media marketing to communicate with a diverse variety of stakeholders, including existing and future customers, current and potential workers, journalists, bloggers, and the general public, among others. The administration of a marketing campaign, governance, determining the scope (e.g., more active or passive usage), and formation of a firm's intended social media "culture" and "tone" are all examples of strategic aspects of social media marketing.

Rather of relying on marketer-prepared advertising material, businesses may utilise social media marketing to encourage consumers and Internet users to upload user-generated content (e.g., online comments, product reviews, etc.), also known as "earned media."