A Study on Social Media Marketing

Social  media  marketing  is  the  use  of  social  media  platforms and  websites  to  promote  a  product  or  service.  Although  the  terms e-marketing  and  digital  marketing  are  still  dominant  in  academia, social  media  marketing  is  becoming  more  popular  for  both practitioners and researchers. Most social media platforms have built- in data analytics tools, which enable companies to track the progress, success,  and  engagement  of  ad  campaigns.  Companies  address  a range  of  stakeholders  through  social  media  marketing,  including current  and  potential  customers,  current  and  potential  employees, journalists,  bloggers,  and  the  general  public.  On  a  strategic  level, social  media  marketing  includes  the  management  of  a  marketing campaign, governance, setting the scope (e.g., more active or passive use) and the establishment of a firm’s desired social media “culture” and “tone