Browse Definitions :
Definition

social media marketing (SMM)

This definition is part of our Essential Guide: IT channel sales and marketing strategy for the digital era

Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. 

One of the key components of SMM is social media optimization (SMO). Like search engine optimization (SEO), SMO is a strategy for drawing new and unique visitors to a website. SMO can be done two ways: adding social media links to content, such as RSS feeds and sharing buttons -- or promoting activity through social media by updating statuses or tweets, or blog posts.

SMM helps a company get direct feedback from customers (and potential customers) while making the company seem more personable. The interactive parts of social media give customers the opportunity to ask questions or voice complaints and feel they are being heard. This aspect of SMM is called social customer relationship management  (social CRM). 

SMM became more common with the increased popularity of websites such as Twitter, Facebook, Myspace, LinkedIn, and YouTube. In response, the Federal Trade Commission (FTC) has updated its rules to include SMM. If a company or its advertising agency provides a blogger or other online commenter with free products or other incentives to generate positive buzz for a product, the online comments will be treated legally as endorsements. Both the blogger and the company will be held responsible for ensuring that the incentives are clearly and conspicuously disclosed, and that the blogger's posts contain no misleading or unsubstantiated statements and otherwise complies with the FTC's rules concerning unfair or deceptive advertising.

See also: relationship marketing, social graph, social search engine, Microsoft TownHall, buzz marketing, viral marketing

 

Dig Deeper

FTC compliance mandates new rules for social media marketing.

How to design an FTC compliance program for social media marketing.

Social media and CRM -- The marketing perspective.

10 steps to a practical social media business strategy.

Social media revenue increasing even though user increase in modest.

This was last updated in March 2011

Join the conversation

8 comments

Send me notifications when other members comment.

Please create a username to comment.

The information provided in this blog very useful. Very helpful information about social media. Thanks for sharing with us.
Cancel
Social media marketing is a form of internet marketing which covers activities like content sharing, videos and images.
Cancel
Social media marketing is a form of internet marketing which covers activities like content sharing, videos and images.
Cancel
Thank you for the post it was very helpful. It was interesting to see MySpace talked about. I remember when that was the social media platform that was going to be THE platform. Is it even still open?
Cancel
Great Post! It is very informative.
Cancel
Good one as always, but the problem here is that, not everybody is as successful as you are, now can you tell me how to proceed if we want to be successful with social media platform Digg, reddit and SU for now.
Cancel
Social media marketing, or SMM, is a form of internet marketing that implements 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.
Cancel
Hello Margaret,
You always share great marketing stuff!
It is a very informative post about smm!
Thanks for sharing!
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • compliance audit

    A compliance audit is a comprehensive review of an organization's adherence to regulatory guidelines.

  • regulatory compliance

    Regulatory compliance is an organization's adherence to laws, regulations, guidelines and specifications relevant to its business...

  • Whistleblower Protection Act

    The Whistleblower Protection Act of 1989 is a law that protects federal government employees in the United States from ...

SearchSecurity

  • RSA algorithm (Rivest-Shamir-Adleman)

    The RSA algorithm is the basis of a cryptosystem -- a suite of cryptographic algorithms that are used for specific security ...

  • remote access

    Remote access is the ability to access a computer or a network remotely through a network connection.

  • IP Spoofing

    IP spoofing is the crafting of Internet Protocol (IP) packets with a source IP address that has been modified to impersonate ...

SearchHealthIT

SearchDisasterRecovery

  • network disaster recovery plan

    A network disaster recovery plan is a set of procedures designed to prepare an organization to respond to an interruption of ...

  • virtual disaster recovery

    Virtual disaster recovery is a type of DR that typically involves replication and allows a user to fail over to virtualized ...

  • tabletop exercise (TTX)

    A tabletop exercise (TTX) is a disaster preparedness activity that takes participants through the process of dealing with a ...

SearchStorage

  • disk array

    A disk array, also called a storage array, is a data storage system used for block-based storage, file-based storage or object ...

  • enterprise storage

    Enterprise storage is a centralized repository for business information that provides common data management, protection and data...

  • optical storage

    Optical storage is any storage type in which data is written and read with a laser. Typically, data is written to optical media, ...

Close