The goals of each Social Media Marketing (SMM) program or campaign will differ for every organization or business, however most will involve some form of building an idea or brand awareness, increasing visibility on web, encouraging brand feedback and dialogue, enhance site traffic as well as to possibly sell a product or service. Social Media Marketing (SMM) may also include online reputation or brand management.

Social media includes websites where news, press releases, photos, blogs, videos, Rss feeds and podcasts are hosted via websites through user submission. Typically, these websites include mechanisms to allow users to vote on content which makes users submitted content more or less popular.

Most of the online communities do not welcome traditional direct or hard sell techniques so an effective Social Media Marketing (SMM) campaign will require more finesse to execute properly and generate valuable traffic in terms of sales inquires. Social Media Marketing (SMM) campaigns must be targeted to the community, customer or audience you want to reach with a message that convince or appeals to them and invites participation. Some common ways of achieving this type of marketing goals are authoritative information, entertainment, humor or controversy.

Social Media Marketing is related to some other online marketing techniques such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Viral Marketing, Direct Marketing, Word of Mouth Marketing and Social Media Optimization (SMO). Most of the internet savvy's believe that Social Media Optimization (SMO) takes a effective and passive role in establishing the framework for different social sites to connect themselves. Some of the internet savvy's are also feel that Social Media Optimization (SMO) is taking the principles of Search Engine Optimization (SEO) and applying them to social websites. Social Media Marketing (SMM) takes a more active and planned role directing, influencing or suggesting community members to submit, create, comment and connect the content on social media networks sites.

The effectiveness and benefits of Social Media Marketing can be measure terms of:

• Site Traffic from social network sites
• News Collection
• Trend Analysis
• Influencer Analysis / Speaker Profiling
• Message Volume
• Media Share
• Media Tone
• Page Views
• Unique Visitors
• Time Spent
• Interaction Levels
• Advertising Clicks
• Third-Party Site Click Through
• Conversion Rates
• Positive or Negative comments on site content or company services

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