Social Media Marketing


Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm’s desired social media “culture” and “tone.”

When using social media marketing, firms can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as “earned media,” rather than use marketer-prepared advertising copy. As of 2016 there has been a shift from regular companies being the predominant users of social media marketing, now a range of not-for-profit organizations and government organizations are engaging in social media marketing as well.


The Social Marketing Certification tests and proves your knowledge of the core principles of social media marketing. The Hootsuite Platform Certification demonstrates your knowledge of the Hootsuite dashboard. … Having skills (and credentials) in both strategy and the Hootsuite platform can accelerate your career.

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