Social media marketing is the practice of using social media platforms and tools to promote a business and connect with existing and potential customers.

The intended outcomes can range from the somewhat abstract (like brand building) to the very specific (like selling products through social commerce).

At its core, social media marketing is about building relationships with your audience in the places they already spend their time online.

Unlike traditional advertising, social media marketing allows for two-way communication between individuals and brands. There’s also potential for building a sense of community, which creates brand loyalty.