Social media marketing refers to the process of gaining traffic or attention through social media sites. Social media can also be viewed as a monitoring tool, widely used to inform customer service, product development and marketing activities.

Social media marketing uses technology to build relationships, drive repeat business and attract new customers through friends sharing with friends. Social media marketing not only increases branding and website traffic, it is a powerful influence in overall search engine optimization.

Social media marketing can help you increase the activity around these top goals:

• Website traffic and user behavior (external and internal tracking)
• Conversion and sales tracking
• Page views, ad exposure
• Raising brand awareness
• Creating a positive brand association and keeping it there
• Broader customer reach

When shifting gears from traditional marketing to social media, it is important for a company to prepare a scheme. The strategy begins with a focus, which include goals. And those goals can include short and long-term goals. When you think about social media, it is important to remember to set realistic business goals. For example: Are you going to generate leads, answer complaints, engage with customers, or something else? Will you be doing all the above? How will this relate to other functions and tools, like the rest of the marketing plan or the rest of customer service? Try to stay focused and be specific.