What is Social Media Marketing?

Individuals and customers spend a lot of time surfing through endless feeds on social media channels. People go to social media to catch up on the latest trends, get wind of the latest news, and interact with their favorite brands as well. Social media has become an effective and cost-effective tool for brands looking to improve their reach and improve brand awareness.

Consumers now prefer to interact with their favorite brands and companies on social media just like they do their friends and family. This has made the creation of an active and controlled social media presence for brands important in the new age. Brands that do not have a valid presence on platforms like Instagram, Twitter, and Facebook miss out on the goldmine that social media has become.

Social media provides cheap access to an ever-increasing audience, and creates awareness while increasing brand engagement simultaneously. Social media platforms present the chance for brands to communicate instantly and directly to customers, and promote brand messages directly to them. Effective social media engagement results in improved sales and reputation for brands.

Companies use social media to communicate with existing customers and reach potential ones as well. The major requirement for social media engagement is the creation of relevant and engaging content for brand social media platforms.

Social media marketing is a marketing technique that uses social media content creation and optimization to promote a company’s marketing efforts and improve brand reputation, engagement, and sales. The activities involved in social media marketing are numerous but often involve content creation, engagement measuring, and analysis of results through tools that provide analytics data.

Elements of Social Media Marketing

Though social media marketing techniques adopted are unique to individual brands and managers, some of the elements of social media marketing are general and modified by marketing managers to suit brand needs.

Goals and Strategy

A social media engagement strategy must be devised first of all before marketing efforts commence on social media. The goals of a company must be highlighted when starting out: Will social media be used to improve brand engagement? Or perhaps improve awareness of a brand and its products? Whatever the goal is for engaging in social media marketing, it must be clearly defined from inception.

Planning and Execution

When it comes to brands and social media, consistency is key to building credibility and improving engagement. Being available on social media improves the odds of customers finding the brand. Creating and putting out the right content on brand social media channels is important to achieving marketing goals and this is made simpler with adequate planning before launch. Planning brand content strategy helps create consistency and improves the reach of a brand on social media.

Publishing, Engagement and Feedback

As a brand consistently engages customers on social media, conversations and buzz is generated about the brand. These conversations need to be closely monitored in order to manage negative commentary by offering support to affected customers. There are also tools that help brands listen to and engage their audience, and these should be looked into.


Analytics are arguably the biggest benefit of online and social media marketing efforts.  It enabled the measurement of social media branding and marketing efforts through data that give an indication of campaign results.

Social media marketing is the future of marketing. It provides a convenient and effective way of reaching wide audiences at once and promoting products to them. With social media marketing, brands have a lot of helpful tools to choose from that smoothen the entire marketing process.