The global use of social media marketing is on the rise, but what exactly is social media marketing? Social media marketing is promoting products or services on social media platforms. You can promote, engage, and gather feedback from the target customers directly, on platforms they use each and every day. Most of these social platforms have their own built-in tools, which helps the marketer track the progress, success, and engagement of ad campaigns and promotional content. Yet, more importantly, this gives them a direct line to potential customers and current users. Allowing two-way conversations to begin, and a deeper understanding of their needs and wants to surface. This all happens within the public domain, the content and engagement is immediate, the reaction is live, the outcome is dynamic. This requires marketers to think deeply about the content they post, and must always consider the effect content will have on the personality of the brand.