Nowadays, businesses use social media in different ways. For example, a business that is concerned about what people are saying about its brand would monitor social media conversations and response to relevant comments.

A business that wants to understand how it’s performing on social media would analyse its reach, engagement, and sales on social media with an analytics tool (social media analytics). A business that wants to reach a specific set of audience at scale would run highly-targeted social media ads (social media advertising).