Social Media Marketing
SMM does not involve search engines, but does play a key role in a website's exposure and online marketing efforts. Whereas dealing with search engines requires a delicate and constant adjustment of subtle factors (SEO) or costly premiums (SEM), working through social media is relatively cheap and holds the promise of incredibly lucrative growth, if done properly.
Having seen the power and reach of viral content, companies have flocked to the social Web in order to utilize this "online word of mouth" for their own branding efforts. This includes having a corporate presence on:
- social networks, such as Facebook and Twitter
- streaming video services, like YouTube
- Location check-ins, like Foursquare
- image sharing, like Instagram and Pinterest
- blogs
Social media allows for information to spread exponentially, allowing company advertising efforts to spread very quickly and to like-minded audiences all at the efforts of the viewers themselves. Companies can also utilize social networks and social website components (like comment systems) to establish a more personal engagement with users; increasing the feeling of customer loyalty, brand awareness, and direct customer support.