Online Marketing (Social media marketing) is the process of gaining website traffic or attention through
social media sites. Social media marketing programs usually center on efforts to
create content that attracts attention and encourages readers to share it across
their social networks. The resulting electronic word of mouth (eWoM) refers to any
statement consumers share via the Internet (e.g., web sites, social networks, instant
messages, news feeds) about an event, product, service, brand or company.
When the underlying message spreads from user to user and presumably resonates because
it appears to come from a trusted, third-party source, as opposed to the brand or
company itself,this form of marketing results in earned media rather than paid media
Social networking websites allow individuals to interact with one another and build
When companies join these social channels, consumers can interact with them directly.
That interaction can be more personal to users than traditional methods of outbound
marketing & advertising.