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Glossary Definition: Social Media Marketing

An ever-growing glossary of SEO Jargon

What is Social Media Marketing?

Social media marketing (SMM) refers to the use of social media platforms such as Facebook and Twitter to gain brand exposure and website traffic.

Social media marketing leverages the sharing nature of the Social Web by engaging a brand's target audience. When social media users express their interests and opinions, they often ultimately promote products and services by retweeting, sharing, and linking to compelling content.

Popular Social Media Marketing Platforms

Platform Channel Typical Uses Primary target
Facebook Networking
  • Make connections
  • Acquire a fan base
  • Create brand awareness
  • Share content and ideas
Consumers
LinkedIn Networking
  • Connect with professionals
  • Showcase work and experience
  • Discover business opportunities
Businesses
Twitter Networking
  • Acquire followers
  • Share content and ideas
  • Support customers
Both
Wordpress Blogging
  • Display expertise
  • Establish credibility
  • Drive web traffic
Businesses
YouTube Video sharing
  • Create brand awareness
  • Get subscribers
  • Display expertise
Consumers
StumbleUpon Bookmarking
  • Brand awareness
  • Content sharing
Both

Social Media Marketing Best Practices

Social media is not just a broadcast channel or a "set it and forget it" magic bullet for lead generation. Marketing on the social web involves connecting with people and building relationships.

  • Set goals: Prioritize between brand awareness, web traffic, customer/visitor loyalty, etc, and then create and manage a strategy for targeted, efficient engagement
  • Locate your audience: Use the social media platforms that your customers, influencers and peers are
  • Be authentic: Honesty and open dialogue helps win trust, loyalty, and respect
  • Listen, then speak: Social media is a conversation, not a one-way broadcast
  • Engage everyone: Engage customers, influencers, and peers alike
  • Add value: Be compelling, useful, and engaging (Introducing your product is not value)
  • Manage: Use social media management tools such as HooteSuite and SproutSocial to manage multiple social media accounts
  • Automate: When necessary, schedule important status updates in advance using social media management tools
  • Monitor: Keep up with what's being said about your brand online, with social media monitoring tools such as Google Alerts and Social Mention
  • Don't be spammy: Avoid repeating posts
  • Measure success: Make sure you're meeting your goals, with analytics and social media monitoring tools

With the right strategy, Social marketing is a powerful acquisition channel for most businesses.

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