7 September 2022

What is social media marketing?


It seems like practically everything nowadays is done online. From school and work to leisure and entertainment, it’s all possible in the digital landscape. This has opened up a whole new world of opportunities, particularly when it comes to marketing. In this article, we’ll explore the topic of social media marketing, how it works, what it involves as well as what a career in it looks like.

What is social media marketing?

Social media marketing is the use of social networks to promote products or services. It leverages the popularity and viral nature of online platforms to engage consumers through brand exposure, establishment and awareness.

How social media marketing works

Most social media marketing campaigns rely on creating interesting and engaging content that encourages users to share it with their followers. This can be in the form of blog posts, infographics, videos, or even simple status updates. The more compelling the content, the more likely it is to be shared by users, thus increasing its reach.

Why it’s so popular

Although a newer tool of digital marketing, social media has quickly become one of the most effective forms of promoting content and engaging with consumers.

The benefits of social media marketing are vast, but most marketers focus on the ability to…

Build brand awareness

Social platforms provide a unique opportunity to connect with customers and followers in real-time. Marketers can share content, interact with customers and create a brand identity that resonates across all channels.

Engage with customers

Social media provides a two-way communication channel that can be used to build relationships with customers and followers. Marketers can interact directly with customers, answer questions, resolve complaints and get feedback in real-time.

Generate leads and sales

While social media marketing is primarily used to build brand awareness and engage customers, it can also be used to generate leads and sales. By sharing content that is relevant to your target audience, you can drive website traffic and convert social media users into customers.

Easily reach consumers

Most social media marketing platforms are free to use, making them accessible to businesses of all sizes. Additionally, paid advertising on social media platforms is relatively inexpensive, making it a viable option for even small businesses.

Types of social media marketing

Social media marketing generally falls into two categories: organic and paid. Organic social media marketing involves creating engaging content that is then shared by users, while paid social media marketing involves paying for ad space on social media platforms.

Organic social media marketing

Organic social media marketing is the process of creating engaging content and then sharing it with customers or followers. The goal of organic social media marketing is to build brand awareness and engage customers, rather than generate leads or sales.

Paid social media marketing

Paid social media marketing is the process of paying for ad space on social media platforms. The goal of paid social media marketing is to generate leads or sales from customers who see the ads. Paid social media marketing is a more direct way to reach consumers than organic social media marketing, but it can be more expensive.

Examples include influencer marketing, Facebook ads, Twitter ads, LinkedIn ads and Instagram ads.

Social media platforms and how they’re used for marketing

There are a number of social platforms out there, each with something unique to offer when it comes to marketing products and services. Here are a few of the most notable and why brands turn to them for their marketing needs.


As one of the world’s oldest and most prominent social networks, Facebook is an extremely popular tool in social media marketing. Facebook allows brands to share content, interact with customers, and create a brand identity. Additionally, Facebook’s vast user base makes it an ideal platform for reaching consumers.


YouTube is a video-sharing platform that allows brands to share engaging video content with users. YouTube is an effective tool for marketing because it allows brands to show, rather than tell, their story. It’s great for video based content such as product demos, how-tos, and branded entertainment.


Twitter is a fast-paced social network that allows brands to share short messages with its users. Twitter is popular among marketers because it allows for quick and easy engagement with customers. Twitter’s users are generally more active and engaged than users of other social networks, making it an ideal place to get attention when needed.


LinkedIn is a social network designed specifically for business professionals. LinkedIn allows brands to share content, interact with customers, and generate leads or sales. LinkedIn is an ideal platform for B2B marketing, as it allows businesses to connect with each other and share relevant content.


Instagram is a social network that is built around images and videos. Instagram allows brands to share engaging visual content with its users. Instagram is popular among marketers because it is a highly visual platform that is perfect for sharing product photos and videos. Additionally, Instagram’s users are generally younger than the users of other social networks, making it a good choice for brands targeting millennials.


TikTok is a relatively new social platform that allows brands to share short videos and images with its users. TikTok is popular among marketers because in addition to Instagram, its user base is quite young and fruitful with potential when targeting Gen Z demographics. What’s more, its unique features allow for a great deal of customization and creativity when it comes to making and sharing content.

Becoming a social media marketer

Social media marketers are marketing specialists who focus on creating and managing content for social media platforms. They hone a unique collection of skills and abilities that allow them to create engaging content, build relationships with customers, and measure the success of their marketing campaigns.

Skills needed to succeed in social media marketing

Social media marketing requires a wide range of skills, including…


Creativity is essential for creating engaging content that will be shared by users.


Writing is necessary for creating blog posts, status updates, and other forms of content.


Interpersonal skills are necessary for interacting with customers and followers.


Analytical skills are necessary for measuring the results of social media marketing campaigns.

Experience needed

While there is no single path to becoming a social media marketer, having some education can give you a leg up on the competition. Digital Academy offers the Certified Social Media Marketing Specialist, which can teach you everything you need to know about the world of social media. It may also help to get experience via an internship, volunteering, or freelancing.


Social media marketers can be paid a wide range of salaries, the specific amount of compensation will usually be determined through a consideration of their skills and position level. According to Payscale, the Australian national average is $65,000 a year.


Again, a social media marketer’s working hours can differ a lot based on their specific employment circumstances. That being said, a good deal of the work will be done outside of the traditional 9-5 working day. Social media is a 24/7 platform, which means that content needs to be created and managed around the clock. This often requires social media marketers to work evenings and weekends.

Career options and opportunities

There are many different types of social media marketing jobs. Some social media marketers work in-house for a specific brand or company, while others work as freelancers or consultants. Social media marketing careers can be found in a wide range of industries, including advertising, public relations, and marketing. Additionally, there are many opportunities to work remotely as a social media marketer.

The bottom line

It’s no secret that social media is a popular and mainstream media channel in today’s day and age. Prolific with opportunities to connect, share and create, it’s become an ideal platform for marketers to take advantage of in promoting their services and products. If you’re interested in a career in social media marketing, doing your research on the subject is a great first step. Consider the information provided above and use it as a springboard to learning more about what social media marketing entails, what the job market looks like and what you can do to make yourself an attractive candidate for opportunities in this field.

Interested in getting into the unique and potential-filled world of social media marketing? Start on the right track with the right education. Digital Academy has a globally recognized social media marketing course that will give you the skills and knowledge needed to excel in this field.

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