Social media marketing

Utilizing social media channels, such as Facebook, Twitter, or Instagram, to promote your online business, engage with customers, and build your brand.

What is social media marketing?

"Social media marketing is the use of social media platforms and websites to promote a product or service."

What are the dominant terms used in academia for marketing?

"Although the terms e-marketing and digital marketing are still dominant in academia..."

What are the benefits of using social media platforms for marketing?

"Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns."

Who are the stakeholders addressed through social media marketing?

"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."

What does social media marketing include at a strategic level?

"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'."

How can firms encourage user-generated content through social media marketing?

"When using social media marketing, firms can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as 'earned media'."

Why is social media marketing becoming more popular?

"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."

How can companies measure the success of their ad campaigns on social media?

"Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns."

Which stakeholders are targeted through social media marketing?

"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."

What types of content can customers and internet users contribute through social media marketing?

"Companies can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as 'earned media'."

What are the components of social media marketing at a strategic level?

"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'."

How can social media marketing benefit both practitioners and researchers?

"Social media marketing is becoming more popular for both practitioners and researchers."

What tools do social media platforms offer to companies for tracking their ad campaigns?

"Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns."

Who are some of the stakeholders that can be engaged through social media marketing?

"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."

In addition to promotion, what other aspects does social media marketing encompass?

"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'."

What is the alternative term for marketer-prepared advertising copy in social media marketing?

"earned media."

Why is social media marketing gaining popularity in both academia and practice?

"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."

How can social media marketing campaigns influence potential customers?

"Companies address a range of stakeholders through social media marketing, including current and potential customers..."

What can social media platforms provide companies with for their ad campaigns?

"Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns."

What does social media marketing encompass from a strategic standpoint?

"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'."