Search Media Management (SMM)
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.
What is SMM used for?
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.
How to use SMM?
Social Media Marketing functions on the principle of Social Media Optimization (SMO), i.e. the improvement of company image on social networks.
Similarly to Search Engine Optimization (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 of links (link building campaign).
SMM, that is SMO, can be done in two ways:
- Active SMM promotion
- Passive SMM promotion
Active SMM promotion
Active promotion means adding links (applications) which lead from the content on the website towards social networks (similarly to RSS and social media share buttons). Social networks which can be used as a means of SMM are the following:
Passive SMM promotion
Passive promotion means promoting activities on social networks by updating statuses, publishing images, tweets or articles on blogs.
Users’ reactions can be further analyzed in order to solve problems and remove dissatisfaction, and improve their brand experience.
What is useful especially is that that information is obtained in real time, which speeds up the entire process and opens the door to a new dimension of cooperation.