Social media marketing is the use of social media platforms and websites to promote a product or service. Social media marketing (SMM) (also known as digital marketing and e-marketing) is the use of social media—the platforms on which users build social networks and share information—It helps to build a company’s brand, increase sales, and drive website traffic.

Social media marketing (SMM) uses social media and social networks—like Facebook, Twitter, and Instagram —to market products and services, engage with existing customers, and reach new ones.

Social media marketing is becoming more popular for both practitioners and researchers as compared to traditional marketing and evolves as a technique of  digital marketing.

Social media marketing has transformed the way businesses are able to influence consumer behaviour—from promoting content that drives engagement to extracting personal data that makes messaging resonate with users.

Because social media today is so universal, marketing techniques using these platforms are extremely important for businesses. The power of social media marketing comes from the unparalleled capacity of social media in three core marketing areas: connection, interaction, and customer data. 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.