Topic 1 What is social media marketing, why is it important, and what key social media tools


Social media marketing is a strategy that involves using social media platforms to promote products, services, or brands and reach a specific target audience. These platforms include Facebook, Twitter, Instagram, LinkedIn, YouTube, and many others. Social media marketing has become a key tool for businesses as it allows them to interact directly with consumers and build strong relationships.

As social media has grown in popularity, companies have recognized its potential to reach a massive, highly engaged audience. In addition, it allows direct and two-way communication with consumers, which facilitates feedback and the construction of lasting relationships.

There are various social media marketing strategies, including regular posts of relevant and engaging brand-related content, paid ads, collaborations with influencers, and monitoring digital presence, as explained in Unit 3.

Concerning its relevance, it must be stated that social media marketing is important due to its growing relevance in the digital landscape and its ability to impact a company’s brand and business. Social networks are an inevitable resource for brands if they want to reach consumers because they facilitate direct contact with them and help spread messages quickly and massively.

This can be validated based on the high data of internet and social media users in the European Union: according to the Digital 2021: Global Overview Report by We Are Social and Hootsuite, in January 2021, 77% of the EU population used social networks; and according to Eurostat in its Digital Economy and Society Statistics report, in 2020, 81% of people aged 16-74 in the EU used the Internet regularly.

Some of the key tools toward social media marketing are the following applications:

  1. Hootsuite: A social media management platform that allows you to schedule posts, monitor mentions, and analyze social media performance.
  2. Buffer: A tool like Hootsuite that allows you to schedule and manage publications on social networks efficiently and somewhat easier.
  3. Sprout Social: A comprehensive social media management platform that offers scheduling, monitoring, and analytics capabilities.
  4. SEMrush: A digital marketing tool that includes keyword research, competitor analysis, and social media performance tracking features.
  5. Google Analytics: Although not specifically a social media tool, Google Analytics is critical for traffic analysis and conversion tracking of websites linked to social media.
Source: Freepik