What do I need to know about ‘SSM’?

So you want to know what SMM means, well it’s Social Media Marketing. Over the last decade and a half or so, social media has exploded into a worldwide phenomenon. Platforms like Facebook, Twitter, LinkedIn and Instagram offer marketers millions of potential customers. Moreover, these platforms are making it easier than ever for marketers to target users based on location, age and other valuable niche metrics.

Marketing a business on social media, as you might expect, is known as ‘Social Media Marketing (SMM)’. It will often be used to establish a corporate culture or identity for a business, draw attention to new products, services or sales, or even to post corporate news pieces.

Social Media Marketing is similar to Search Engine Optimization (SEO) in a number of ways. Ideally, a company will be able to secure as many followers as possible for a profile page. This will allow its marketers to send updates out to a wide audience without having to invest too much money in advertising. However, getting to this point can take a significant amount of time and effort.

Because of this, many businesses will instead utilize paid advertising options such as Facebook Business or Twitter Ads. Social media websites collect a great deal of data from users based on factors such as location and search history. This data can be used to pinpoint users who fit certain demographics and, as a result, are more likely to respond positively to certain ads. For example, a London-based home improvement company may choose to target homeowners of a certain age range within the London area. Alternatively, a company may pay for a video to appear on Youtube based on a user’s search history and Google Ad settings.

A big difference between SMM and other forms of digital marketing is the importance of entertainment. Generally speaking, social media users will be far more likely to continue following a page which can offer entertainment value. Many businesses focus on creating shareable content (that is, assets which social media users will want to share with friends), and may even partner up with social media influencers. The results of all this can be incredible, with examples like the Wendy’s Twitter page having gone viral and featured in the news simply for trying something fun and outlandish.

Certain companies even utilize SMM for becoming a part of online conversations. For instance, if a company wanted to promote an environmental policy, it may post updates about events like #WorldEnvironmentDay or #EarthDay. This, in turn, can help businesses to reach audiences who would not usually see their posts.

If you need help with your social marketing, we can help across all platforms and campaigns. Both organic and paid for, plus build social influencer campaigns. Read more about the best-known marketing acronyms.