Social media marketing (SMM) uses social media platforms to build a company's brand, increase sales, and drive website traffic. Social media marketing (SMM) has purpose-built data analytics that allows marketers to track the success of their efforts and identify even more ways to engage, in addition to providing companies with a way to engage with existing customers and reach new ones.

As social media platforms such as Facebook, Twitter, and Instagram grew in popularity, they transformed not only how we connect with one another, but also how businesses can influence consumer behaviour; from promoting content that drives engagement to extracting geographic, demographic, and personal information that makes messaging resonate with users.