Social media marketing Social media marketing refers to the process of gaining website traffic or attention through social media sites. Brands create profiles which give them a personal identity & voice. Using the social profile to promote brand created or curated content that will incite interest by their target customer base. The content is linked to the company webpage & therefore drives customers in to the brand.  Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.
Social media include networks (e.g., Facebook), wikis (e.g., Wikipedia), multimedia sharing sites (e.g., YouTube), bookmarking sites (e.g., Del.icio.us), virtual worlds (e.g., Second Life), and rating sites (e.g. Yelp) that allow people to interact with each other and share information about products and brands (Edwards, 2011). This represents the social media phenomenon, which can now significantly impact a firm's reputation, sales, and even survival (Kietzmann et al, 2011). Social media holds enormous potential for companies to get closer to customers and, by doing so, increase revenue, cost reduction and efficiencies (Heller Baird and Parasnis 2011) and should be considered by all businesses. Three key areas to consider ahead of engaging in social media are: What channels are most appropriate to reach customers?
B.) Analyze data to observe how social media is used in daily operations. C.) Understand the need for social media and the impact it poses. Results Studies have shown that social media offers a wide range of benefits for product promotion and this new method is here to stay. In a recent blog, “92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites.” (Demers, 2014).
Social links bring real traffic to my website- Social linking has a greater possibility to bring new visitors to my website & to my social followers. Having internal linking in my website would not be enough to gain visitors and to increase my website, social media involves a broad range of different types. Distributing my website on social media websites where people around the world could share and like will increase the traffic to my website and increase the rankings of my website. Search engine like google and Bing desire to have valuable linking rather than huge amount of website linking building can add to penalization of my website. 
At any point, organisations are free to ask for feedback and suggestions for ways to improve their services and products. This factor brings about proper customer engagement. • Brand exposure and awareness: The main benefit acquired by businesses implementing social media strategies represents the increase in brand exposure. Brand exposure occurs when the customer becomes aware of a product, service or advertisement through at least one of their five senses, whether or not they paid attention to it. Thanks to the social media platforms, new brands can establish themselves and foster awareness.
The change caused by social media in terms of consumer perceptions and behavior cannot be left to agencies or social media managers alone, but must be reflected much deeper in company value chains. Consumer choices are made increasingly more and more on the basis of social media information. In addition to deciphering the advertising message and reading the websites of companies, consumers use different online formats (forums, chats, blogs, etc.) to share ideas, to form communities and to contact their peers. Consumers have a bigger voice these days and this is the major change in consumers due to social media.
The social media phenomenon has a profound impact. Social media has transformed research methods. This allows brands to communicate better with their consumers, and intensify their association with them. The advertising world has not been spared from social media influence. Companies are now more careful with advertising; chiefly in anticipate consumer response and avoiding unanticipated blunders to prevent a viral consumer backlash in networking sites.
Social media can be considered as contagious as it spreads like a disease as one person shares a link to the businesses profile then a multiplier effect occurs as more people will visit the profile Paradiso,C (2014). This is positive for the business as word of mouth marketing is occurring which helps increase awareness and the customer base gets larger and larger. Paradiso,C (2014) also stated that although it's important to form a strong audience its important to interact with them through social media. It's crucial for businesses to interact with them so that their product/service will be appealing and possibly purchased by them. Businesses depend more on social media because of some of the reasons mentioned above and also to help compete in the technology based world we live in
How Case Studies Acquires the Harnessing Power of Social Media to Grow your Presence? The realm of online marketing has perilously transformed. Now you have the actual control what will be said to your customer about your company. Now you can prepare and push out your marketing material and make it conspicuous so the world listen what you want them to. There might be chances, customer may have grumbled, but their friends from the community could hear.
The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. One of the key components of Social media marketing is social media optimization (SMO). Like search engine optimization, SMO is a strategy for drawing new and unique visitors to a website. SMO can be done two ways: adding social media links to content, such as RSS feeds and sharing buttons -- or promoting activity through social media by updating statuses or tweets, or blog posts.  Thus in today’s digital age social media marketing is the new way of reaching out to the new customers in order to create brand awareness and a brand recall to the existing customers too.