Social media marketing

What is social media marketing?

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—to build a company’s brand, increase sales, and drive website traffic. In addition to providing companies with a way to engage with existing customers and reach new ones, social media marketing (SMM) has purpose-built data analytics that allow marketers to track the success of their efforts and identify even more ways to engage.


Why Is Social Media Marketing So Powerful?

The power of social media marketing (SMM) is driven by the unparalleled capacity of social media in three core marketing areas: connection, interaction, and customer data.

Connection: Not only does social media enable businesses to connect with customers in ways that were previously impossible, but there is also an extraordinary range of avenues to connect with target audiences—from content platforms (like YouTube) and social sites (like Facebook) to microblogging services (like Twitter).

Interaction: The dynamic nature of the interaction on social media—whether direct communication or passive “liking”—enables businesses to leverage free advertising opportunities from eWOM.

Customer Data: A well-designed social media marketing (SMM) plan delivers another invaluable resource to boost marketing outcomes: customer data.

Advantages of social media marketing

  • Reach a wider audience. There are more than 3.6 billion users across all social media channels. A single post share can exponentially increase brand exposure.
  • Improved customer satisfaction. Organizations don’t just market to customers on social media, they also interact with them. This can improve customer service and create one-to-one relationships.
  • Cost-effective tool. When executed correctly, the cost of managing a social media program can be low. Once the knowledge, team and program strategy are in place, marketing teams find it easy to use with very little overhead.
  • Increase website traffic. Social posts are a great way to drive traffic back to a brand website. Promoting blog content, landing page offers and more can entice users to click through and engage further with a brand.
  • Gain better insights. Using the analytics and reporting features from each social media platform gives insight into who page followers are, what content they are interested in and how they like to engage with a brand.

Social media marketing Features

Social media marketing platforms offer a variety of features to help businesses effectively manage, promote, and analyze their social media presence. These features enable businesses to engage with their audience, build brand awareness, and drive conversions. Here are some key features commonly found in social media marketing platforms:

1. Social Media Scheduling:

Schedule and publish posts across multiple social media platforms in advance. This feature ensures consistent and timely content delivery, even when you’re not actively online.

2. Content Calendar:

Plan and organize your social media content on a visual calendar. This helps maintain a cohesive content strategy and avoids content gaps.

3. Post Automation:

Automate the posting of content based on predefined triggers, such as time of day or specific events. This keeps your social media presence active without manual intervention.

4. Social Listening:

Monitor conversations and mentions related to your brand, products, or industry across social media platforms. Social listening helps you understand sentiment, engage with customers, and gather insights for improvements.

These features collectively empower businesses to execute comprehensive social media marketing campaigns that engage audiences, build brand loyalty, and drive business growth. By leveraging these tools, businesses can make informed decisions, streamline their social media efforts, and achieve their marketing objectives.