Social media marketing uses social media and social networks—like Facebook, X (formerly Twitter), and Instagram—to market products and services, engage with existing customers, and reach new ones.

The power of social media marketing comes from the unparalleled capacity of social media in three core marketing areas: connection, interaction, and customer data.

Social media marketing has transformed the way businesses can influence consumer behavior—from promoting content that drives engagement to extracting personal data that makes messaging resonate with users.

Because social media today is so ubiquitous, marketing techniques using these platforms are extremely important for businesses.

Social media marketing is often more cost-effective with great exposure, though it requires ongoing maintenance and might have unintended negative feedback consequences.