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Social Media Marketing

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. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm’s desired social media “culture” and “tone.”