VIETNAM KOREA UNIVERSITY OF INFORMATION AND COMUNICATIONTECHNOLOGY FACULTY OF DIGITAL ECONOMY & ELECTRONIC COMMERCE HOANG MINH THUY ANALYSING SOCIAL MEDIA MARKETING ACTIVITIES OF BICI CE
Purposes of topic
Amid accelerating industrialization and modernization, advances in science and technology have reshaped everyday life, with social networks emerging as a fast-growing digital platform They attract users across all ages worldwide, creating a broad, interconnected community In just the last 2-3 years, social networks have become indispensable tools for daily living, enabling people to connect across time and geographic boundaries This rapid development of global connectivity is redefining how we communicate, share information, and collaborate, making digital networks central to contemporary life.
In Vietnam, social media serves as a platform where people share their feelings, post status updates, and stay connected with friends, while also functioning as a tool to search for information about services, goods, and products before making decisions Worldwide, the social media audience is vast, with over 3.5 billion users—roughly 46% of the global population—relying on these networks to access information, compare options, and connect with others.
Vietnam had about 58 million social media users in April 2018, ranking seventh worldwide and reflecting a 16% year-over-year increase The number was expected to grow sharply in the following years Social media users actively track brands’ products and services, and they will unfollow brands that fail to provide accurate and necessary information Consumers also increasingly use social networks to message and interact with brands, aided by search features that help them find information quickly.
Analysing Social Media Marketing Activities Of Bici Center Company
Hoang Minh Thuy—17BA—observes that consumers seek brand information and advice rather than direct contact with a brand's customer care department This trend reflects how social networks have transformed the way domestic enterprises operate, a shift that also applies to businesses around the world Today, more and more people rely on social networks as an indispensable support tool throughout their purchase journey, influencing brand perception and decision-making.
(2019) https://ww w.brandsvi etnam.com/ congdong/topic/21754-45-Thong-ke-
Xu-huong-ve-Social-Media-nam-2020-danh- cho-cac-Marketers
2 According to Báo Nghệ An (2018) https://baonghean.vn/so-nguoi-viet-su- dung- mang-xa-hoi-dung-thu-7-the-gioi-
Analysing Social Media Marketing Activities Of Bici Center Company
Hoang Minh Thuy – 17BA 11 media is a way to help businesses convey messages quickly, accurately, and reach a large number of potential customers at optimal costs.
Many businesses are increasingly investing in social media, programs, and advertising campaigns as a core strategy to drive revenue, while traditional marketing methods are losing traction To gain a competitive advantage in the market, brands should take social media seriously, leveraging its broad reach, precise audience targeting, and measurable ROI When integrated with other marketing efforts, social media enhances brand awareness, engagement, and conversions, delivering sustainable growth in today’s digital economy.
BICI Center, a company operating in the uniforms and corporate apparel sector—and also involved in business magazines—recognizes social media as a vital channel to reach its target customers, especially the younger audience who spend the most time online To capitalize on this, the company has built and grown a presence on Facebook as well as blogs and forums, attracting more than 10,000 followers on its Facebook page Although social media contributes about 31% of total orders alongside other direct sales channels, the implementation and development of the company’s social media strategy face notable difficulties: posts are infrequent, averaging roughly one update per day on Facebook and even less on other networks, leading to waning user engagement; the content is often unattractive or not creative enough and fails to reach the right audience for each product type As social media trends surge, especially on Facebook, BICI Center encounters significant practical challenges, resulting in a degree of dismay This analysis, titled "Analysing Social Media Marketing Activities Of BICI Center Company Limited," combines theoretical reasoning and empirical observations to assess the company’s social media marketing performance.
3 According to statistics on BICI Uniform Fanpage (05/2021)
4 According to BiCi Center Co., Ltd (2020) reality of social media activities , and proposed some solutions aimed at improving BiCi Center's social media activities.
Topic objectives
- Synthesis and system of concepts and theories about social media, tools in social media, and activities in social media
- Analyzing the situation and thereby evaluate social media activities at BiCi in recent years.
- Providing solutions to improve the effectiveness of social media activities for BiCi.
Subjects and scope of research
Object: Social media activities at BiCi Center Co., Ltd.
+ Collect company's second-class data from 2018 to 2020
- Space: BiCi Center Company Limited - 67 Le Dinh Ly, Da Nang.
Research method
To achieve the research objectives presented above, the topic combines the synthesis of scientific documents, the collection, and analysis of second-party data and information.
- Synthesis of scientific documents: Based on textbooks, reference books, scientific articles will form the basis of the reasoning of online advertising of enterprises in the topic.
Collecting and analyzing second-party data to evaluate BiCi Center Co., Ltd.'s social media marketing activities involves a structured analysis of the company’s documents related to these activities By extracting insights from the data in these documents and applying synthesis, descriptive statistics, and comparative statistics, we can achieve a clear assessment of the current situation and identify the strengths and weaknesses of BiCi Center Co., Ltd.'s social media marketing efforts.
THEORETICAL BASIS OF SOCIAL MEDIA MARKETING
OVERVIEW OF MARKETING
Marketing today is highly familiar to many people thanks to the widespread presence of advertising programs, campaigns, catalogs, telemarketing, and advertising emails, which together introduce products and services to audiences At its core, marketing is the strategic process of identifying customer needs, delivering compelling value, and communicating offerings through the right channels to the right people By integrating digital and traditional tactics—from online ads and content marketing to social media, email outreach, and catalogs—marketing builds awareness, drives engagement, and turns interest into sales while fostering lasting customer relationships.
According to Beckman and Davidson (1962), marketing is a process comparable to farming, manufacturing, mining, or construction, and is largely functional in nature It can be defined as the suite of activities required to identify the needs and wants of markets, plan for product availability, effect transfers of ownership, provide for physical distribution, and facilitate the entire marketing process.
According to Kotler & Arstrong, (2012)." Marketing is a process where businesses create value for customers and build relationships with them to win value for customers.“
Marketing, as defined by the American Marketing Association, is the collection of activities, institutions, and processes that create, communicate, deliver, and exchange offerings that hold value for customers, clients, partners, and society at large It is the practice that aligns organizations and their workflows to generate and distribute valuable products and services for customers, partners, and the broader community.
Marketing is rooted in understanding the market and consumer needs Although there are many definitions, its core purpose remains the same: to satisfy customers' needs by delivering value and aligning offerings with market demand to drive optimal profits for organizations and businesses.
Marketing plays a central role in any business by shaping and managing the connections between the organization and its customers According to Christine Moorman and Roland T Rust, marketing is best viewed as the function that coordinates these links, with three primary connections guiding the customer relationship: the product experience, the delivery of service, and the financial accountability between customer and company.
Marketing activities generate comprehensive insights into customer demands, turning market intelligence into actionable guidance that informs production planning These insights clarify what to produce, how much to produce, what price to set, and which distribution channels to use, helping satisfy customers and align production with market needs while optimizing product development, pricing strategy, and distribution efficiency.
Marketing helps businesses adapt their products and services to the evolving needs of customers and the market, turning insights into actions that boost sales and improve production efficiency By analyzing customer behavior, market trends, and competitive dynamics, marketing guides product development, positioning, and messaging to remain relevant and compelling This adaptive approach not only drives revenue growth but also enhances operational efficiency and overall business performance.
OVERVIEW OF SOCIAL MEDIA MARKETING
Social media is a term that has gained prominence in modern marketing, rapidly becoming one of the most influential channels for business support and audience engagement In today’s marketing landscape, it is treated as a core component of digital strategies that help brands reach, listen to, and interact with their customers across multiple platforms Because the term covers a variety of networks and activities, there are several widely used definitions that reflect different interpretations—from creating communities and distributing content to enabling real-time conversations and customer insights Consequently, marketers leverage social media to boost brand awareness, drive website traffic, increase engagement, and inform strategic decisions through user feedback and analytics.
According to Joseph Thornley (2008): "Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author.
No-code social software enables anyone, even without coding knowledge, to post, comment, share, and remix content while forming online communities around shared interests These platforms lower barriers to participation, turning ideas into conversations, collaborations, and crowdsourced content In this way, they foster vibrant communities by making it easy for people to connect over topics they care about.
Social media comprises Internet-based platforms built on the principles and technologies of Web 2.0, designed to enable users to create, share, and exchange content By empowering user-generated content and online collaboration, these platforms foster participatory communities and reshape how information is produced and consumed in the digital era.
Larson and Watson (2011) define social media as a set of connectivity-enabled applications that facilitate interaction and the publication, exchange, and co-creation of information among firms and their networked communities of customers In short, social media serves as a two-way platform where companies and their customers collaborate to share content, discuss ideas, and build value within interconnected networks.
Social media refers to online tools and platforms within the Internet environment—such as blogs, news-sharing sites, and social networks—that empower users to create, share, comment on, and interact with content across diverse topics.
Although there are many different definitions, the concepts of social media all show some of the following basic mutual features:
- Content is shown in many different forms such as text, video, images, sound, etc.
- Users can interact directly with each other and share social content quickly, in real-time, and with a huge geographical range.
- Compatible with many different devices such as phones, tablets, laptops, desktop computers, so on, and used in the Internet environment.
- Users can automatically post media content freely, which is called User Generated Content (User Generated Content).
With these outstanding characteristics compared to mass media, social media is increasingly popular.
Social Media Marketing (SMM) definition:
With the rapid growth of the Internet, social media marketing (SMM) has become an indispensable part of any enterprise’s or organization’s marketing strategy It represents a new direction for the media and marketing industry, delivering tangible results that many businesses simply cannot ignore However, the concept of SMM remains somewhat vague and is not yet consistently defined across different contexts.
Social media marketing leverages social platforms, channels, and digital tools to develop, share, deliver, and exchange value-driven offerings for an organization's stakeholders It uses these technologies to connect with audiences, communicate brand value, and facilitate meaningful interactions across networks This approach helps build relationships that drive business goals and measurable results.
Social media marketing is the practice of using social networks to persuade audiences that a brand, its products, or services are valuable and worth engaging with It encompasses online community marketing, which promotes a business across social platforms, blogs, and other digital channels to build awareness, foster engagement, and drive conversions.
Social media marketing (SMM) is the practice of promoting products, services, or brands through social media and online platforms—forms of social networks that facilitate the exchange and sharing of information It encompasses popular channels such as Facebook, Twitter, Instagram, and YouTube, as well as forums that host resource sharing (for example, Tailieu.vn for documents, Pinterest for photos, and VN-Zoom Forum) These platforms are generally free to join and use, enable direct interaction through comments and discussions, and allow users to share experiences, helping content reach broader audiences.
Social media marketing (SMM) centers on creating a steady stream of shareable content across social platforms, enabling users to amplify a brand message By producing diverse posts, visuals, and videos, SMM helps organizations promote their products, expand their reach to potential customers, and drive profitability through increased engagement and brand awareness.
In summary: Social Media Marketing is a method of communication by using social media.
1.2.2 Role and benefit of Social Media Marketing
- Role of Social Media Marketing:
According to Sajid SI (2016), the role of social media in marketing is cognized as follows:
Social media marketing enables businesses to deliver clear, accessible information about products and services directly to customers Because social content is easy to consume and navigate, it serves as a fast, intuitive channel for product education and discovery As awareness grows and customers become more informed, brand recognition increases and buying intent strengthens, boosting the likelihood of conversion.
By engaging a large, diverse audience on social networks—spanning multiple ages and regions—a new organization can reach a broad customer base, including both existing customers and many potential ones This expansive online presence boosts brand awareness and accelerates growth by connecting with a wide pool of prospects that might not have been reached through traditional channels.
Social media signals influence search engines by generating high-quality backlinks and social links, boosting SEO When content on social platforms resonates with audiences, attracts views, and prompts sharing and discussion, it increases the content’s linkability, making it easier for search engines to discover and index it As more inbound links point to the content, the higher the site’s search engine rankings, helping meet users’ search needs and drive organic traffic for brands and products.
Social media is more than product information; it’s a platform to showcase an organization’s culture, build its brand, and connect easily with customers It provides a fast, scalable channel to nurture relationships with customers, employees, partners, and colleagues, and it supports market research by delivering actionable insights By integrating social media into business strategy, companies can boost brand visibility, deepen engagement, and gather valuable data to inform decisions.
- Benefits of Social Media Marketing:
Social media marketing has become a cost-effective solution for businesses, offering largely free and easy-to-use tools compared with traditional promotional channels Its main benefits include amplifying word-of-mouth marketing, enabling market research, supporting general marketing, igniting idea generation and new product development through co-innovation, and strengthening customer service, public relations, employee communications, and reputation management By leveraging social networks, brands can increase product and brand awareness, boost web traffic, foster customer loyalty, improve search engine optimization, and raise the chances of successful new product launches, making social media a versatile driver of growth.
SOCIAL MEDIAL MARKETING TOOLS
The Social Media domain is a huge medium that can be divided into many different types of channels Every marketer has his way of distinguishing one SocialMedia from another Therefore, in this section, we will present the two most famous models showing the different types of Social Media channels According to Robert Scoble, the Social Media Starfish illustrates the different Social Media channels that people are using to interact on the Internet It shows the evolving Social Media landscape Although this model is very famous in the Social Media Marketing domain, it was developed in 2007 and is thus far out of date.
A blog is a type of content management system that makes it easy for anyone to publish short articles called posts Blog software provides a variety of social features, including comments, blog rolls, trackbacks, and subscriptions that make it perfect for marketing purposes Blogs make great hubs for other social media marketing efforts, as they can be integrated with nearly every tool and platform Every company with a website should have a blog that speaks to its current and potential customers as real people Blogs are not the right place for corporatespeak press releases; blogs should be conversational in tone Mashable is one of the five most popular blogs on the web, according to Technocratic, and is the leader in the social media niche Blogs influence roughly one in five readers at important purchase decision stages, according to Buzz Logic and Jupiter Research’s "Harnessing the Power of Blogs" report Specifically, blogs help consumers discover products and services, refine choices, get support and answers, and decide on a specific product or service From a direct marketing perspective, these findings make sense because blogs aggregate customers who have similar demographic, psychographic, and behavioral traits According to the research, readers trust blog content more than social media sites for shopping This makes sense since shoppers look for detailed information to help them make a decision rather than engage with random posters who may have opinions about products While no longer the latest, the preferred form of online communications, blogs can be highly effective and cost-efficient in driving sales But they aren't a quick marketing fix They're a form of online media that requires a long-term investment to help and engage the customers and create more interest in the product offering By their nature, blogs also aid search optimization and reduce the burden of postpurchase support and customer service.
Microblogging with Twitter limits post length (for example, updates are 140 characters) Twitter’s popularity exploded in early 2009 thanks to high-profile celebrity members and Oprah’s mention, and it has since become more mainstream than other social media tools For most companies, a Twitter presence is easy, time-efficient, and can quickly yield increased buzz, sales, and consumer insight Businesses use Twitter to announce offers or events, promote new blog posts, and share links to important news stories, while also monitoring competitors and engaging with customers by subscribing to their tweets In short, Twitter for business is a fast, easy, and free way to boost visibility, stay on top of competitors, and gain real-time feedback from customers.
- Stay on top of what the competitor is doing;
- Keep in touch with the own clients (subscribe to their Tweets and see what they are doing);
- Offer private discounts and sales announcements;
- Provide internal updates to team members and employees;
- Get leads on business opportunities, trends, and a jump on late-breaking news.
Social networks are platforms that let users build personal websites accessible to others for the exchange of personal content and communication They play a significant role in the distribution of information and word-of-mouth, enabling users to message and interact with each other Popular examples include MySpace, Facebook, Hyves, LinkedIn, and Ning.
As the World Wide Web grew in popularity, social networking moved to web- based applications The first wave was built for specific functions or audiences In
From 1995, Classmates.com and Match.com emerged as early social networks, paving the way for later, more targeted platforms in 1999 The modern social-network era began with Jonathan Abrams’s Friendster in 2002, followed by Intermix Media’s MySpace in 2003, which quickly became a leader by duplicating Friendster’s core functions and leveraging large mailing lists In the mid-2000s, Zuckerberg launched Facebook, initially exclusive to Harvard students and later opened to anyone with an email address in 2006 By 2008–2009, Facebook overtook MySpace, signaling a shift in platform dominance and creating new opportunities for internet marketing through targeted advertising, scalable campaigns, and measurable engagement.
- Establishing and enhancing the brand image
- Establishing and enhancing the company’s authority in the market, a thought leader
- Using the network for market research (opinions and viewpoints, good for surveys)
- Creating a Facebook group of people of similar interests Great for networking.
According to the Wall Street Journal, Facebook is quietly developing a new advertising system that would let marketers target users based on the extensive information they reveal on the site The social-networking platform aims to allow ads to reach people with similar interests and, over time, refine the system so it can predict products and services users might be interested in even before they have specifically indicated an area.
Web sites organize and share different types of content, from video sharing on platforms like video.google.com and YouTube (including etsylove.ning.com) to photo sharing on Flickr and social bookmarking on del.icio.us, forming a core of Web 2.0 dimensions that also include blogs, social networks, forums, bulletin boards, and content aggregators The social effects and enabling technologies behind these sites emphasize participation, openness, networking, conversation, empowerment, and community, supported by open standards such as RSS, Wikis, Widgets, Mashups, and AJAX, and by user-controlled features that democratize content creation, including publicly edited encyclopedias like Wikipedia and Citizendium.
Media sharing sites let you upload photos, videos, and audio to platforms accessible from anywhere, often with social features like profiles and comments YouTube dominates video sharing and Flickr remains a leading photo site, while Pinterest and Instagram are also popular, making image‑driven networks highly valuable for B2B companies Online marketing isn’t limited to Facebook ads, PPC, and banners—it's about delivering current, informative content, including visuals, that engages customers Since many photo‑sharing sites are free, the main investment for a business is time, and maintaining corporate accounts across multiple photo‑sharing sites can boost reach and credibility for B2B brands.
An Internet forum, or message board, is an online discussion site where conversations take place through posted messages that are typically archived, and in many setups a moderator may need to approve posts before they become visible Forums use a distinct jargon—most notably 'thread' for a single discussion—and are organized hierarchically into subforums and topics, with each new discussion in a topic forming a thread that can receive replies from many users Depending on the forum's settings, participants may post anonymously or must register and log in, though reading existing messages often does not require logging in Beyond discussion, forum marketing can help online businesses stand out because forum users tend to be net-savvy and open to online purchases, and many are respected experts or bloggers in their topics, making it a high ROI strategy since a good impression with this influential audience can help your marketing message spread widely.
In conclusion, Forums are interactive sites for exchanging ideas and information usually around special interests.
Online forums and bulletin boards—examples include epinions.com, python.org, personaldemocracy.com, and webtretho.com—often function as online classifieds or marketplaces, enabling customer-to-customer (peer-to-peer) transactions and payments in the style of Craigslist.org and eBay.
A review site is a platform where reviews can be posted about people, businesses, products, or services, and such sites may rely on Web 2.0 techniques to collect user-generated reviews or employ professional writers to produce expert reviews on topics of interest Early examples include Epinions.com and Amazon.com Revenue is typically driven by advertising, and some business-review sites offer paid enhanced listings that improve visibility without affecting the actual ratings or reviews Product review sites often monetize through affiliate links to retailers selling the reviewed items.
With the growing popularity of affiliate programs on the Internet, a new type of site—affiliate product review sites—has emerged These sites are typically professionally designed to maximize conversions and are used by e-commerce marketers, often built on a blog platform such as WordPress They usually include a privacy policy and a contact page to support SEO, and they often disable commenting and other interactivity They also incorporate an email capture mechanism—an opt-in form or dropdown list—to help aspiring e-commerce entrepreneurs build an email list for marketing In practice, these sites predominantly review e-books, and because of their specialized marketing focus, the reviews are not objective.
Social Bookmarking And Voting Sites
Social bookmarking sites let users store, organize, share, and search links online, driven by folksonomy—a collaborative, Internet-based information retrieval approach built from user-generated, open-ended tags that categorize content such as web pages, online photographs, and web links In short, social bookmarking is the practice of organizing and maintaining resourceful bookmarks online through community-driven tagging to improve discovery and access across the web.
Social bookmarking is the process of saving a specific web page to a social bookmarking platform so you can revisit it later These platforms store bookmarks online, allowing access from any device at any time For marketers, social bookmarking is especially useful because users can add, annotate, and share bookmarks with their team, enabling collaboration and streamlined content discovery.
1.4 6 STEPS TO DEVELOPING A SOCIAL MEDIA MARKETING PLAN
Control and evaluate the social media process
Figure 1.1 6 steps to developing a social media marketing plan
Within a business's communication strategy, the target audience includes current and potential customers, as well as anyone who makes or influences a buying decision This audience can be an individual, a group, a special public, or the general public, and recognizing these segments helps tailor messaging, select the right channels, and engage the people who impact purchases.
ANALYSING SOCIAL MEDIA MARKETING ACTIVITIES OF BICI
CHAPTER 3: SOLUTIONS TO IMPROVE THE EFFICIENCY OF SOCIAL MEDIA MARKETING ACTIVITIES AT BICI CENTER CO., LTD.
CHAPTER 1 THEORETICAL BASIS OF SOCIAL MEDIA
Today, marketing activities are familiar to many people due to the growing prevalence of programs, advertising campaigns, catalogs, marketing phone calls, and promotional emails So what is marketing? Marketing is the strategic process of identifying customer needs, creating valuable offerings, and communicating and delivering those offerings through multiple channels to build relationships and enable profitable exchanges.
Marketing is a functional process, comparable to farming, manufacturing, mining, or construction, that covers the full set of activities needed to identify market needs and wants, plan product availability, execute transfers of ownership, manage physical distribution, and facilitate the entire marketing process.
According to Kotler & Arstrong, (2012)." Marketing is a process where businesses create value for customers and build relationships with them to win value for customers.“
Marketing is the activity, the set of institutions, and the processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large It brings together organizations and the workflows required to develop, promote, distribute, and exchange valuable offerings that serve customers, partners, and the wider community.
Marketing begins with understanding the market and the needs of consumers By identifying what customers want, marketing aims to satisfy those needs and create value for buyers The essence of marketing is aligning products and services with customer demands in ways that deliver meaningful benefits, drive customer satisfaction, and generate optimal profits for organizations and businesses.
Marketing, in an organization’s business model, is the function that manages the connections between the company and its customers Christine Moorman and Roland T Rust describe these connections as the essential links—the customer product experience, the delivery of customer service, and the customer’s financial accountability to the organization—through which value is created and sustained.
Marketing activities collect extensive insights into customer demand, enabling businesses to satisfy buyers and guide production planning by answering what to produce, how much to produce, what price to charge, and which distribution channels to use.
Marketing serves as a strategic lever that helps businesses tailor their products and services to evolving customer needs and market dynamics By translating insights into targeted offerings and compelling value propositions, marketing enables faster adaptation to changing demand, which in turn drives sales growth and improves production efficiency and overall business performance.
1.2 OVERVIEW OF SOCIAL MEDIA MARKETING
Social media is a term widely used today, especially in marketing, and it is regarded as one of the most powerful new supports in modern marketing trends Numerous definitions exist to explain the term from different perspectives, but there are a few common and widely used definitions that recur in discussions about its meaning and role in marketing.
According to Joseph Thornley (2008): "Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author.
By leveraging social software that requires no coding knowledge, anyone can post, comment, share, or remix content and form communities around shared interests This accessible, participatory platform lowers barriers to entry and enables people to collaborate, connect, and grow online communities around common passions.
Social media consists of internet-based platforms that build on the core ideas and technologies of Web 2.0, enabling users to create, share, and exchange content These platforms harness Web 2.0 foundations to foster collaboration and participation, making user-generated content a central driver of online communication and community building.
Larson and Watson (2011) describe social media as a set of connectivity-enabled applications that facilitate interaction, publication, exchange, and co-creation of information among firms and their networked communities of customers In this framework, social media platforms enable direct engagement between businesses and customers, support ongoing dialogue, and drive collaborative content creation and information sharing within a connected ecosystem.
Social media comprises the tools and platforms within the Internet environment, such as blogs, news-sharing sites, and social networks These platforms enable users to easily create, share, comment on, and interact with content across communities and topics.
Although there are many different definitions, the concepts of social media all show some of the following basic mutual features:
- Content is shown in many different forms such as text, video, images, sound, etc.
- Users can interact directly with each other and share social content quickly, in real-time, and with a huge geographical range.
- Compatible with many different devices such as phones, tablets, laptops, desktop computers, so on, and used in the Internet environment.
- Users can automatically post media content freely, which is called User Generated Content (User Generated Content).
With these outstanding characteristics compared to mass media, social media is increasingly popular.
Social Media Marketing (SMM) definition:
With the rapid expansion of the Internet, social media marketing (SMM) has become an indispensable element of any enterprise or organization's marketing strategy It signals a new direction for the media and marketing industry, driven by its proven effectiveness that many businesses cannot ignore Yet the concept of SMM remains somewhat vague and lacking a unified framework, which makes clear definitions and best practices essential for consistent results.
Social media marketing uses social platforms, channels, and tools to design, communicate, deliver, and exchange offerings that provide value to an organization's stakeholders By leveraging these technologies, brands can engage audiences, build relationships, and distribute products and services across networks to drive strategic outcomes.
Social media marketing is the practice of using social platforms to persuade audiences that a company, its products, and its solutions offer real value Online community marketing extends this approach by promoting brands across social networks, blogs, and other digital channels to engage users where they spend their time (Sajid SI, 2016).