Social media marketing is using social media platforms to connect with an audience to build your brand, increase sales, and drive website or mobile application traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analysing your results, and possibly running social media advertisements.
The major social media platforms (at the moment) are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. However there is a new platform making plenty of noise with its visual presence which is Tik Tok.
Social media marketing first started with publishing. Businesses were sharing their content on social media to generate traffic to their websites and, hopefully, sales. But social media has matured far beyond being just a place to broadcast content.
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).
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