Social Media Marketing (SMM)
Social Media Marketing (SMM) is a form of Internet marketing that uses social networking sites as a marketing tool. SMM’s goal is to generate content that users will share with their social networks to help companies increase brand exposure and expand customer reach.
One of the key components of SMM is social media optimization (SMO). Like search engine optimization (SEO), SMO is a strategy for attracting new and unique visitors to the site. SMO can be used to add social media links to content (such as RSS feeds and sharing buttons), or to promote events through social media by updating status or tweets or blog posts.
SMM helps companies gain direct feedback from customers (and potential customers) while making the company look more user-friendly. The interactive part of the social media gives customers the opportunity to ask questions or express their views and feel that they are being heard. This aspect of SMM is called Social Customer Relationship Management (Social CRM).
With the popularity of Twitter, Facebook, Myspace, LinkedIn and YouTube sites, SMM has become increasingly common. In response, the Federal Trade Commission (FTC) has updated its rules to include SMM. Online reviews will be considered legally recognized if the company or its advertising agency provides free products or other incentives for blogs or other online commentators to generate positive products. Both the blogger and the company will be responsible for ensuring that the incentive is clearly and unambiguously disclosed and that the position of the blogger does not contain any misleading or unsubstantiated statements that otherwise meet FTC’s obligations regarding unfair or deceptive advertising.