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Social Media Marketing (SMM) - Introduction

Welcome to the next lesson of the module where we will cover the topic of social media marketing.

The chapter will first provide definitions of social media marketing and the role this plays in successful marketing campaigns. The chapter outlines the importance of the development of social media and the impact this can bring on organisations. This is then followed by comparing and contrasting traditional marketing methods to social media marketing, and how cost effective this method can be.

The next section focuses on social media marketing theories and how the models affect the performance of businesses. Finally, the chapter rounds off with a review and discussion on the current trends and emerging developments changing the way activities are conducted online via various social media channels.

Below are some goals for you to refer to after learning this section.

Goals for this section:

  • To understand the importance of social media marketing and the role this plays in business strategy.
  • To be able to understand the difference between traditional marketing methods and social media marketing and the advantages and disadvantages these both have
  • To identify the different concepts and models within social media marketing, along with learning essential theory within the topic.