Social media marketing
Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Most of these social media platforms have their own 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 customers, current and potential employees, journalists , bloggers , and the general public. On a strategic level, social media marketing includes the management of the implementation 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". To use social media effectively, firms should learn to allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as " ea...