Social media marketing

Social media marketing refers to the use of websites and social media platforms to advertise a good or service. [1] Social media marketing is growing in popularity among practitioners and scholars, despite the fact that the phrases e-marketing and digital marketing still have sway in academia. [2] The majority of social media networks provide data analytics tools that let businesses monitor the development, effectiveness, and engagement of marketing initiatives. Through social media marketing, businesses communicate with a variety of stakeholders, such as present and future customers, current and potential workers, journalists, bloggers, and the general public. The administration of a marketing campaign, governance, determining the scope (such as more active or passive use), and creating the intended social media "culture" and "tone" for a company are all included in social media marketing on a strategic level.

Strategies:

1. Passive approach
2. Active approach
3. Algorithms

Platforms

• Social media marketing websites
• Mobile phones

Engagement:

Customers and stakeholders who engage with the social web are active participants rather than passive watchers. These include organisations that advocate for consumers and those that criticise businesses (e.g., lobby groups or advocacy organizations). All customers/citizens are able to voice and share their opinions regarding a company's products, services, business procedures, or a government's activities when social media is used in a corporate or political setting. As other consumers see their favourable or negative comments or evaluations, any participating customer, non-customer, or citizen who is participating online via social media becomes a member of the marketing department (or a challenge to the marketing effort).

Successful social media marketing depends on engaging customers, potential customers, or citizens online. Gaining consumer interest in goods and services has become more crucial since the introduction of social media marketing. This eventually translates into consumer behaviour, as well as political conduct like voting and giving. The goal of new internet marketing engagement and loyalty ideas is to increase consumer participation and brand reputation.