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.”

WWE Has Promoted CMO and CRO Michelle Wilson to Co-President With George Barrios After...

Michelle Wilson and George Barrios, respectively the WWE's chief revenue and chief marketing officer and chief strategy and financial officer, have been promoted to co-presidents at the company. They will...

Walmart Is Coy About VR Plans, but Continues to Leave Digital Breadcrumbs

Walmart says its latest acquisition of a virtual reality platform/content studio via its Store No. 8 incubator is meant to explore the possibilities of VR in retail, but the retail...

Figure Skating Talk Dominated Twitter in the Run-Up to the 2018 Winter Olympic Games

The 2018 Winter Olympic Games are under way in Pyeongchang, South Korea, and Twitter is feeling the Olympic spirit. The social network unveiled more than 100 hashtag-triggered emojis for the...

Recommended Marketing Podcasts: Week of February 5

Podcasts are a great way to educate yourself. Whether you’re on the train, in the car, at your desk, or anywhere in between, this medium is an incredible vehicle for supplementing your...

Why Businesses Will Struggle to Adapt to 2018’s Social Marketing Challenges

In its ongoing efforts to redefine popular beauty standards as part of its decade-long Real Beauty campaigns, Dove learned the hard way about the thin line that exists between positive...

YouTube Community Tab: How YouTube Is Changing

Want to keep your YouTube subscribers engaged? Interested in new YouTube features that help promote your videos? To explore big changes from YouTube, I interview Tim Schmoyer. More About This...

The Cannabis Industry Is Still Fighting for Legitimacy on Social Media Platforms

Marijuana is legal in some form (medical, recreational or both) in 30 U.S. states and the District of Columbia, but when it...

Facebook Extended Its Rights Manager to Instagram

Facebook launched Rights Manager in April 2016 as a way for video publishers and creators to prevent unauthorized use of their content, and Thursday, the social network announced that the...

It’s Time to Stop Devaluing Creativity

What a difference a year makes. In 2017, the World Economic Forum in Davos, Switzerland, was an anxious affair, taking place under the darkening cloud of Brexit, creeping nationalism and...

How One Agency Is Targeting Online Hate Speech Using Artificial Intelligence

Hate speech isn't a new problem, but in the social media age, the rate at which it can be spread has exponentially increased. But can artificial intelligence help stop it?...

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