This technical note describes the history and benefits of social media marketing and discusses the ways in which it differs from traditional marketing. Seven major social media platforms—Facebook, Instagram, Twitter, YouTube, Pinterest, Snapchat, and WhatsApp—are covered in detail, and the authors outline the different techniques that companies can use with each one to uniquely engage with their customers. This technical note is used in a Darden course elective covering social media marketing and would be an appropriate addition to any marketing class, particularly in a module focused on social media marketing.
