Social Media Marketing

Social media marketing is the use of social media platforms and websites to promote a product or service.[1] 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.[2] Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. 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. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm’s desired social media “culture” and “tone.”

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The Moment of Truth Has Come for Digital Advertising’s Transparency Problem

The lack of transparency in the world of online media--which has led some to describe today's content landscape as the "Wild Wild West"--has long been an elephant in the room....

Why Empathy Is the Key to a Positive Brand Experience

In our world of liquid expectations, how can marketers continually evolve strategy to keep pace? Ever since Mad Men days, the chief marketing officer has been in charge of the...

Facebook Messenger: Here’s How to Block and Unblock Someone

Have you ever wanted to stop someone from being able to contact you on Facebook Messenger? Our guide will show you how to block messages from the user within the...

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