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Social media marketing is the use of social media platforms and websites to promote a product or service. [1] 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.
The media engagement framework provides a strategic planning construct in which measurements and metrics play a crucial role. Applying the media engagement framework aids in the development and management of an effective online marketing presence leveraging social media to engage a market or audience. [6]
Social marketing should not be confused with the societal marketing concept which was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools, and techniques to social issues.
Social network advertising, also known as social media targeting, is a group of terms used to describe forms of online advertising and digital marketing that focus on social networking services. A significant aspect of this type of advertising is that advertisers can take advantage of users' demographic information , psychographics , and other ...
Social media allows for mass cultural exchange and intercultural communication, despite different ways of communicating in various cultures. [223] Social media has affected the way youth communicate, by introducing new forms of language. [224] Novel acronyms save time, as illustrated by "LOL", which is the ubiquitous shortcut for "laugh out loud".
Social media optimization (SMO) is the use of online platforms to generate income or publicity to increase the awareness of a brand, event, product or service.Types of social media involved include RSS feeds, blogging sites, social bookmarking sites, social news websites, video sharing websites such as Youtube and social networking sites such as Facebook, Instagram, Tiktok and X(Twitter).
Social media is one of the most important tools for marketers in the rapidly evolving media landscape. Firms have created specialized positions to handle their social media marketing. These arguments are in line with the literature on social media marketing that suggests that social media activities are interrelated and influence each other. [14]
Social media management software (SMMS) is an application program or software that facilitates an organization's ability to successfully engage in social media across different communication channels. SMMS is used to monitor inbound and outbound conversations, support customer interaction, audit or document social marketing initiatives and ...
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