Social media marketing is the use of social media platforms and websites to promote a product or service. 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.
When using social media marketing, firms can allow customers and Internet users to post user-generated content , also known as “earned media,” rather than use marketer-prepared advertising copy.
