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, 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. 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.
This type of advertising is very current because in social networks there are a huge number of people, the great ability to select candidates for the requested criteria and all this can be done for little cost. However, the work is tedious and requires an individual approach. It is necessary to communicate with each client as equals to understand their preferences. You should prepare a text, a creative image and an attractive offer.
Social Media Marketing functions on the principle of Social Media Optimization (SMO), i.e. the improvement of company image on social networks.Similarly to Search Engine Optimization (SEO), SMO attracts new, unique visitors to the targeted website.
Why would search engines care for social networks? Simply because many people use their social media to search for things, share links and thereby participate in building a strong network of links (link building campaign).