<P> 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, 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 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 ." </P> <P> When using social media marketing, firms can allow customers and Internet users to post user - generated content (e.g., online comments, product reviews, etc .), also known as "earned media," rather than use marketer - prepared advertising copy . </P>

What is social media marketing (smm)