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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

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The information provided in this blog very useful. Very helpful information about social media. Thanks for sharing with us.
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Social media marketing is a form of internet marketing which covers activities like content sharing, videos and images.
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Social media marketing is a form of internet marketing which covers activities like content sharing, videos and images.
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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?
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Great Post! It is very informative.
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