What exactly is SMM ? (social media marketing)



SMM stands for social media marketing, or the promotion of goods and services via digital media. Learn how to run a promotional campaign and increase website traffic.


Fundamental terms and methods of promotion


Social Media Marketing (SMM) is a type of internet marketing that makes use of the benefits of social networking sites to promote websites, increasing traffic to them and learning from direct user reactions.



SMM is based on the principle of organic search, which basically means that as the website or its associated social network page becomes more active, the website's position on search engines rises, i.e. it appears in the first few results.


Given that 90 percent of internet users do not look past the first page of a search engine, and that 70 percent only click on the first three results, it is clear that ranking on the first page of a search engine is the only goal to strive for when optimising a website.


What is the purpose of SMM?


The primary goal of SMM is to improve user communication, raise brand visibility, and reach more (potential) customers.


SMM is accomplished through the creation of high-quality content that social network users share with their friends (via transmitting information electronically, i.e. Electronic Word of Mouth, or eWoM).


The goal of SMM is to get direct feedback from users (or potential customers) so that the company can get a personal stamp while also appearing more human-like.


Customers have the opportunity to be heard through interactive options on social networks, either by asking questions or making complaints.


This type of SMM is known as Social Customer Relationship Management (Social CRM), and it can lead to increased credibility and return on investment (ROI) if users are satisfied with the content, relationship with the company, and service provided.


What is the best way to use SMM?


Social Media Marketing is based on the Social Media Optimization (SMO) principle, which is the improvement of a company's image on social networks.


SMO, like Search Engine Optimization (SEO), attracts new, one-of-a-kind visitors to the targeted website.


Why should search engines be interested in social networks? Simply because many people use social media to search for things, share links, and thus contribute to the development of a strong network of links (link building campaign).


SMM, or SMO, can be accomplished in two ways:

  1. Active SMM promotion

  2. Passive SMM promotion

Active SMM promotion

Active promotion entails adding links (applications) that lead from the website's content to social networks (similarly to RSS and social media share buttons). Social networks that can be used for SMM include the following:


  • Facebook

  • Twitter

  • Google+

  • LinkedIn

  • Instagram

  • YouTube

  • Pinterest

Each social network has its own set of Terms of Service, which differ for natural persons and legal entities, such as businesses.


Only businesses have the option of launching a paid ad campaign in order to reach a larger audience, thereby increasing traffic to a website or a specific web page.


Passive SMM promotion


Passive promotion entails promoting activities on social media by updating statuses, posting images, tweets, or blog articles.


Users' reactions can be further analysed to solve problems, eliminate dissatisfaction, and improve their brand experience.


What's especially useful is that the information is obtained in real time, which speeds up the entire process and opens the door to a new level of collaboration.

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