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Social Media Marketing

Use of social media platforms and websites to promote a product or service is called social media marketing. 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. Built-in data analytics tools enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. To use social media proficiently, firms enables its Internet users and customers to post user-generated content (e.g., online comments, product reviews, etc.), also known as "earned media," rather than use marketer-prepared advertising copy. While often associated with companies, as of 2016, a range of not-for-profit organizations and government organizations are engaging in social media marketing.