Social Media Marketing (SMM) is a type of internet marketing which uses the benefits of social networking sites as a tool of promoting websites, thus increasing traffic towards them and learning from users’ direct reactions.
SMM is based on the principle of organic search, which basically means that when the website or its connected social network page is more active, the website’s position on search engines rises, i.e. it will be in seen the first few results.
Considering the fact that 90% of users searching the internet do not look any further than the first page of the search engine, and that 70% clicks on the first three results only, it is obvious that the position on the first page of the search engine is the only goal to strive for when optimizing a website.
The main goal of SMM is to improve communication with users, increase brand visibility and reach more (potential) customers.
SMM is being done by creating quality content that the users of social networks share with their friends (via transmitting information electronically, i.e. Electronic Word of Mouth, or eWoM).
The point of SMM is to obtain direct feedback from users (or potential customers), so that the company gets a personal stamp at the same time, i.e. it appears more human-like.
By means of interactive options on social networks, the customers get the chance to be heard, either by asking questions or by making complaints.
This type of SMM is called Social Customer Relation Management (Social CRM), which can further lead to enhancing credibility an (ROI), of course, if the users are satisfied with content, relationship with the company and the service provided.
Social Media Marketing functions on the principle of Social Media Optimization (SMO), i.e. the improvement of company image on social networks.
Similarly to (SEO), SMO attracts new, unique visitors to the targeted website.
Why would search engines care for social networks? Simply because many people use their social media to search for things, share links and thereby participate in building a strong network.