Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. 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 media can be used not only as public relations and direct marketing tools but also as communication channels targeting very specific audiences with social media influencers and social media personalities and as effective customer engagement tools. Technologies predating social media, such as broadcast TV and newspapers can also provide advertisers with a fairly targeted audience, given that an ad placed during a sports game broadcast or in the sports section of a newspaper is likely to be read by sports fans. However, social media websites can target niche markets even more precisely. Using digital tools such as Google Adsense, advertisers can target their ads to very specific demographics, such as people who are interested in social entrepreneurship, political activism associated with a particular political party, or video gaming. Google Adsense does this by looking for keywords in social media user's online posts and comments.
Social media networking is a powerful marketing tool in building brand awareness. With the help of social media, you can show-case your company’s products/services and post updates, events, etc. It not only targets the audiences, but it also engages them and help businesses in promoting their brand over time.
Sharing relative content on your business accounts on social networking sites with relevant images and videos will attract users. Good content, therefore, acts as a reason to click and visit website. This is how a small business can generate more traffic to the website. SMM not only promotes your business by bringing more traffic to your website, it provides opportunity to convert visitors into prospects.
Social media websites also help small businesses in providing service to their customers. These networks enable one-to-one interaction and acts as conversation channels and this help in communicating directly with visitors/customers and resolve their queries as soon as possible. Therefore, SMM is one of the effective ways of offering customer service to target audiences.