Social Media Marketing

What is Social Media Marketing?

Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing instrument. The objective of SMM is to create content that users will share with their social network to enable a company to increase brand exposure and expand customer reach.


SMM helps a company get direct feedback from customers (and potential customers) while making the company seem more personable. The interactive parts of social media give customers the opportunity to ask questions or voice complaints and feel they are being heard. This aspect of SMM is called social customer relationship management (social CRM).


SMM turned out to be more typical with the increased popularity of websites such as Twitter, Facebook, Myspace, LinkedIn, and YouTube. In response, the Federal Trade Commission (FTC) has updated its rules to include SMM. In the event that a company or its advertising agency provides a blogger or other online analyst with free products or other incentives to create positive buzz for an item, the online comments will be dealt with lawfully as endorsements. Both the blogger and the company will be considered responsible for ensuring that the incentives are obviously and conspicuously disclosed and that the blogger’s posts contain no misleading or unsubstantiated statements and otherwise complies with the FTC’s rules concerning unfair or deceptive advertising.