Social Media MarketingSocial media marketing refers to the process of attracting traffic or attention to a website through social media sites. Brands create profiles that give them a personal identity and voice. Use the social profile to promote content created or curated by the brand that will pique the interest of its target audience. The content links to the company's web page and therefore attracts customers to the brand. Social media marketing programs typically focus on efforts to create content that attracts attention and encourages readers to share it on their social networks. The resulting electronic word of mouth (eWoM) refers to any statement that consumers share via the Internet (e.g. websites, social networks, instant messages, news feeds) about an event, a product, service, brand or company.[2] When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted third-party source, as opposed to the brand or company itself,[3] this form of marketing results in “earned media” rather than “earned media.” “paid media.”[4]Social media platformsSocial networking sitesSocial networking sites allow individuals to interact with each other and build relationships. When businesses join social channels, consumers can interact with them and communicate directly with them. This interaction feels more personal to users than traditional methods of strictly outbound marketing and advertising.[5] Social networking sites and blogs allow individual followers to “retweet” or “repost” comments made by the promoted product. By repeating the message, all user connections can see the message, thus reaching more people. Social networking sites act like word of mouth...... middle of paper...... bottom home pages. Messages may link to the product's website, Facebook profile, photos, videos, etc. This link offers subscribers the opportunity to spend more time interacting with the product online. This interaction can create a loyal connection between the product and the individual and can also lead to greater advertising opportunities. Twitter promotes a product in real time and attracts customers. FacebookFacebook profiles are much more detailed than Twitter accounts. They allow a product to provide videos, photos, and longer descriptions. Videos can show when a product can be used as well as how to use it. These can also include testimonials, as other subscribers can comment on product pages for others to see. Facebook can link to the product's Twitter page and send event reminders. Facebook promotes a product in real time and attracts customers.