S ocial Media Marketing is the process of gaining website traffic or attention through social media sites.
Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks.
Among social media platforms, user-generated content has acquired a huge interest for marketers. User-generated content in the form of online consumer reviews have given birth to electronic word of mouth.
Online consumer reviews (or electronic word of mouth) are conceptualized as any positive, neutral, or negative information about a product, service or a brand created and published on a consumer review platform or social commerce website by a potential, former, or actual customer.When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself,this form of marketing results in earned media rather than paid media.
Social media refers to various types of online communities, including Websites like Twitter, Facebook, LinkedIn, and YouTube, as well as blogs, wikis, and multimedia sharing sites. These communities exist for ordinary people from many different areas to interact in many ways, such as:
- Exchanging information
- Sharing media files like photos, music, and videos
- Publishing opinions and reviews
- Playing games
- And, most importantly for businesses, providing links to Websites they think are useful and relevant.