Social media marketing refers back to the method of gaining internet site traffic or interest through social media websites. SMO or Social Media Optimization is the procedure of logo building and merchandising thru the medium of numerous social media channels. These involve social sites like Facebook, Twitter, etc. On the other hand, video uploading sites like YouTube are also used.

SMM  falls under Internet marketing where social sites make use of marketing techniques to reach the social media audience using unique and engaging content, infographics, videos, etc. to promote their products and services.

Passive Approach:

SM can be a valuable source of market information and a way to hear customer perspectives. Blogs, content communities, and forums are platforms where individuals share their reviews and recommendations for brands, products, and services. Businesses can tap and analyze the customer voices and feedback produced in SMM purposes in this sense the SM is a relatively economical source of market statistics which can be used by marketers and supervisors to track and return to consumer-identified problems and detect market possibilities. For example, the Internet exploded with videos and pictures of the iPhone 6 “bend test” which revealed that hand pressure could turn the coveted phone.

The so-called “bend gate” controversy created uncertainty amongst customers who had expected months for the launch of the latest version of the iPhone. However, Apple quickly issued a statement saying that the problem was infrequent and that the company had taken some steps to make the mobile device’s case stronger and robust. Unlike traditional market research methods such as surveys, focus groups, and data mining which are time-consuming and costly, and which take weeks or even months to analyze, marketers can use SMM to obtain ‘live’ or “real-time” information about consumer habits and attitudes on a company’s brand or products. Useful in the highly dynamic, competitive, fast-paced and global marketplace of the 2010s.

Active Approach:

Social media can be utilized not only as public relationships and direct marketing tools but also as communication channels targeting particular audiences with social media influencers and social media personalities and as useful 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 paper is likely to be read by games fans.

However, SMM websites can target niche businesses even more precisely. Using digital media such as Google Adsense, advertisers can target their ads to particular demographics, such as people who are involved in social entrepreneurship, political activism connected with a specific governmental body, or video gaming. Google Adsense does this by seeing for keywords in social media user’s online posts and comments. It would be hard for a TV station or paper-based newspaper to provide ads that are this targeted (though not impossible, as can be seen with “special issue” sections on niche issues, which newspapers can use to sell targeted ads).