Social media marketing, or SMM, is a form of internet marketing that harnesses various social media networks in order to achieve marketing communication and branding goals. Social media marketing primarily covers activities involving social sharing of content, videos and images for marketing purposes, as well as paid social media advertising.
Social media itself is a catch-all term for all web sites or apps that provide various social actions and interactions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows to share updates, photos, joining events and a variety of other activities"
Why would a search marketer — or a site about search engines — care about social media? The two are closely related through content creation.
Social media is a tremendous source of new content such as stories etc, and discovering new content is a search activity. Social media can also help build links that in turn support SEO efforts. Many people also perform searches at social media sites to find social media content. Social connections also impacts the relevancy of some search results; either within a social media network or at a ‘mainstream’ search engine.
SMM became more common with the increased popularity of websites such as Facebook, Twitter, LinkedIn and YouTube. In response, the Federal Trade Commission (FTC) updated its rules to include SMM. If a company or its advertising agency provides a blogger or another online commentator with free products or other incentives to generate positive buzz for a product, the online comments will be legally treated as endorsements. Both the blogger/commentator and the company will be held responsible to ensure that all incentives are clearly and conspicuously disclosed, and that the blogger's posts contain no misleading or unsubstantiated statements and that these posts also otherwise comply with the FTC's rules concerning unfair or deceptive advertising.
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