CHAPTER 6

Social Media and Mobile Marketing

Social Media Marketing Defined

Social media marketing should be distinguished from social media platforms themselves. Social Media Marketing (SMM) as a process is the business use of social media channels to understand customers and engage them in such a way that leads to the achievement of ultimate marketing and business goals. Therefore, the ultimate goal of social media marketing is to use social media tools to reach a particular target consumer and to foster engagement, social sharing, and advocacy among the customer base. There are various forms of social media such as blogs, chat rooms social networking sites, podcasts, and so on as shown in Figure 6.1. Each platform has its own place in a social ...

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