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That interaction can be more personal to users than traditional methods of outbound marketing and advertising. When companies join these social channels, consumers can interact with them directly. Social networking websites allow individuals, businesses and other organizations to interact with one another and build relationships and communities online. Main article: Social media Social networking websites

When using social media marketing, firms can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as " earned media," rather than use marketer-prepared advertising copy. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone." On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. 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.

Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns. 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. Social media marketing is the use of social media platforms and websites to promote a product or service.