Social media marketing

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, which enable 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 employers, current and potential employees, journalists, bloggers, and the general public. 

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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.

Platforms
Social networking websites
Social networking websites allow individuals, businesses, and other organizations to interact with one another and build relationships and communities online. When companies join these social channels, consumers can interact with them directly That interaction can be more personal to users than traditional methods of outbound marketing and advertising.

Social networking websites are based on building virtual communities that allow consumers to express their needs, wants and values, online. Social media marketing then connect these consumers and audiences to businesses that share the same needs,
wants, and values. Through social networking sites, companies can keep in touch with individual followers. 
This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, followers and potential customers. Also by choosing whom to follow on these sites, products can reach a very narrow target audience.

Mobile phones
More than three billion people in the world are active on the internet. Over the years, the Internet has continually gained more and more users, jumping from 738 million in 2000 all the way to 3.2 billion in 2015.

Roughly 81% of the current population in the United States has some type of social media profile that they engage with frequently.
Mobile phone usage is beneficial for social media marketing because mobile phones have social networking capabilities, Allowing individuals immediate web browsing and access to social networking sites.