The term „Social Media Marketing [SMM]” describes methods and content of advertising and public relations within social networks such as Facebook, twitter etc. The goal of Social Media Marketing is the publication of new company-owned content, products and services in social networks in order to stay in touch with current customers. Further interest is to reach potential customers via word-of-mouth recommendations and interesting campaigns that are shared by the users.
Other marketing channels have the goal to make sales, but SMM is mostly used to enhance profile and increase brand awareness. Additionally, it is used to exchange information and expand customer retention.