Social Media Marketing (SMM) is a kind of web marketing which utilizes the advantages of social network sites as a tool to promote websites, which increases their traffic towards them and enhances user experience.

SMM is based on the organic search principle, which mainly means that the search engines position of the site, i.e. when the web page or its linked social network page is more active, will increase, i.e. the first few results will be found.

Given that 90% of Internet users don’t look beyond a search engine’s first page and that 70% click only on the first three findings, it is obvious that the search Engine’s first page is the only objective to strive to optimize a Web site.

How to use SMM?

The principle of Social Media Optimization (SMO), which is to improve corporate image on social networks, is used as part of social media marketing. Similarly, SMO attracts new, unique visitors to the target website as well as the Search Engine Optimisation (SEO).

Why would social networking search engines look after? Just because many people are using their social media to search for things and share links, thereby contributing to building a strong link network.

SMM, that is SMO, can be done in two ways:

Active SMM promotion
Passive SMM promotion

1) Active SMM promotion

Active promotion means linking (applications) that lead to social networking from website content (similar to social network sharing buttons for RSS and social media). Social networks which can be used as a means of SMM are the following:

  • Facebook
  • Twitter
  • Google+
  • LinkedIn
  • Instagram
  • YouTube
  • Pinterest

Each social network has its own Terms of Use, which we different for natural persons and legal entities, i.e. companies.

The only way companies can start a paid ad campaign to reach a larger audience to increase the traffic to a website or a selected webpage.

2) Passive SMM promotion

Passive promotion is to promote social network activities through updates on social networks, the publishing of pictures, tweets and blogs.

In order to solve problems and remove discontent and improve their brand experience, users ‘ reaction can be analyzed further.

In particular, it is useful to get the information in real time, speed up the whole process and open a new dimension of cooperation.