Social media marketing refers to the process of creating content and campaigns on social platforms to increase brand awareness, website traffic, lead generation, and sales. It leverages the culture of sharing and networked community across sites like Facebook, Twitter, Instagram, LinkedIn, Pinterest and more to amplify messaging and prompt engagement. Strategic social media marketers first identify their target buyer personas to understand content preferences and interactions by platform. Audience insights inform a data-driven editorial calendar designed to attract organic interactions through multiple posts per day optimized for the algorithms of each site. Paid ads and influencer partnerships supplement organic reach when needed. The greatest social marketers employ tools to identify trending topics in real time and rapidly produce on-brand content leveraging pop culture moments. They also optimize landing pages on the company website to convert interested visitors into leads and customers. The multi-channel nature of modern social marketing allows brands to engage audiences wherever they are already spending time online.