Social media marketing is the process of using social media platforms, such as blogs, podcasts, wikis and networking sites to drive traffic and promote consumer products or services. Twitter, Facebook, Youtube, Instagram and Pinterest are all examples of social media platforms. The term “social media marketing” was first used in 2010 by American marketer Guy Kawasaki to describe how companies should utilize social networks such as Facebook and MySpace to promote their brands.

Social media marketing is a powerful way for businesses to reach out and build relationships with current customers, as well as attract new customers and encourage repeat business. Social media marketing helps businesses find new customers, build awareness of their brand and expand their product or service reach into international markets. With the explosion of social networking sites , mobile access to the Internet and consumers’ increased online activity , marketing via social media has become an essential tool for businesses that want to grow their customer base and increase sales.

The increased use of immersive social media engagement and digital trends has eliminated many social barriers, unlocking new opportunities for companies to create brand awareness through effective social media marketing strategies. Many companies have adapted to this emerging strategic leap; their digital web presence or social media engagement is optimal. However, it is clear that many companies still lack an impactful social media engagement strategy.