Social media marketing, or SMM, is an evolving form of digital marketing that aims to build a brand’s online presence and increase its brand awareness online through Facebook, Instagram, TikTok, LinkedIn, Twitter and YouTube. SMM does not rely on traditional advertising, which is generic, and where the advertising message is one way, instead SMM welcomes engagement where businesses not only participate in conversations but share content that resonates, and forge real relationships with their audiences. By sharing blog posts, video, infographics, live updates, and stories, a brand can stop people on their scrolling and gain their trust and build a loyal online community that comes back again and again and drives growth through both organic, built-in presence, and personalized connection.

Today, consumers expect meaningful connection, real-time response, and engagement, where social media marketing becomes, not just the sharing of content, but a necessary customer service and growth tool. SMM will provide real-time response to feedback from customers, has two-way communication opportunities, and potential insights learned through social listening that might inform content, product, and marketing decisions. The majority of social platforms have advanced targeting capabilities and analytics built into their format, allowing businesses to develop messaging for individual demographics and observe the real time performance of individual and collective posts, and modify strategy on a continuous basis. While these capabilities are not in reach for every business, they can be a low-cost, flexible option to help any business, especially if operating on a limited marketing budget, to reach the right people and accomplish brand-building.