Social media marketing (SMM)
Social media marketing (SMM) is a process of attracting the traffic and attention to a brand or product through social platforms, specifically social networks. It focuses on creating the content that will be shared by people without the participation of an organizer. Social media marketing helps you influence the target audience; choose platforms this audience is better presented, and the most appropriate ways of communication with it. It is worth noting that SMM can be used not for products or services only.
Mass media is actively using SMM-technologies as well. They create their own accounts in social networks, publish their content and gather subscribers (readers of their product).