What is SMM and why is social media marketing needed?

What is SMM and why is social media marketing needed?

SMM stands for "Social Media Marketing." It refers to a set of methods and strategies used to promote a brand, products, or services through social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and others. SMM can involve content creation, paid advertising, community management, and result analysis to increase brand awareness, grow the number of followers, and attract new customers.
The basis of SMM lies in using social media platforms as a marketing approach to promote a brand, products, or services. It is built on the following principles:

  1. Target Audience: SMM aims to attract attention and engage with the target audience present on social media platforms. To achieve this, it is necessary to understand the needs and interests of the target audience and how they use social media platforms.
  2. Content: Content plays a crucial role in SMM. It can include text, images, videos, audio, and other formats. The content should be high-quality, interesting, and informative to capture and retain the attention of the target audience.
  3. Interaction: SMM involves interacting with the target audience through social media platforms. This can include responding to comments, messages, participating in discussions, and more. Interaction helps establish a connection with the target audience and maintain relationships with them.
  4. Analytics: SMM includes analyzing results. It is important to track metrics such as likes, followers, comments, etc., to measure the effectiveness of social media campaigns and determine what works and what doesn't.
  5. Advertising: SMM may involve paid advertising on social media platforms. This can help increase reach and attract new customers.

Overall, SMM is a comprehensive approach to brand promotion on social media platforms, based on understanding the target audience, creating quality content, interacting with the target audience, and analyzing results.

How does SMM differ from advertising on Google and Yandex?

SMM and advertising on Google and Yandex are different methods of internet marketing, although both approaches can be used for brand promotion and attracting potential customers. Here are some key differences between SMM and advertising on Google and Yandex:

  1. Target Audience: SMM targets the audience using social media platforms, while advertising on Google and Yandex targets users searching for information on search engines.
  2. Ad Format: SMM includes various content formats, such as images, videos, texts, etc. Advertising on Google and Yandex is primarily represented through contextual ads, banners, video ads, etc.
  3. Ad Placement: SMM ads are placed on social media platforms, while advertising on Google and Yandex is displayed in search results, websites, and other platforms that work with contextual advertising.
  4. Cost: The cost of SMM and advertising on Google and Yandex can vary. In SMM, ads can be launched either for free or with paid options. In Google and Yandex advertising, the cost is determined based on the price per click, view, or other metrics.
  5. Timeframes: SMM can be a longer process that takes months or even years to build a community and attract new customers. Advertising on Google and Yandex can be more short-term and focused on a specific period of time.

Overall, SMM and advertising on Google and Yandex represent different approaches to internet marketing. SMM can be useful for engaging with the audience and developing the brand on social media platforms, while advertising on Google and Yandex can be effective in attracting new customers from search engines.

Goals and Objectives of SMM

The goals and objectives of Social Media Marketing (SMM) depend on the specific strategy and business goals of a company. However, in general, the main goals and objectives of SMM include:

  1. Engaging with the target audience: SMM helps establish connections with potential and current customers through social media platforms such as Facebook, Instagram, Twitter, and LinkedIn. Companies can use SMM to interact with customers, respond to inquiries, gather feedback, and build loyalty.
  2. Driving website traffic: SMM can be an effective tool for driving traffic to a company's website. Companies can utilize social media platforms to share links to their website, content, and promotions that can interest and attract new users.
  3. Building brand awareness: SMM can help a company increase brand recognition and establish itself as an authority in its niche. This can be achieved by creating interesting, valuable, and engaging content that aligns with the company's values and mission.
  4. Increasing sales: SMM can be an effective tool for boosting sales. Companies can use social media platforms to advertise their products or services, run contests, promotions, and offer discount codes that incentivize users to make a purchase.
  5. Analyzing results: One of the objectives of SMM is to analyze the effectiveness of campaigns. Companies can use analytics tools to track metrics such as increased followers, website traffic growth, and conversion rates to assess the effectiveness of their strategies and make appropriate adjustments.

Overall, the goals and objectives of SMM can vary depending on the specific strategy of a company, but they all aim to engage with the target audience, promote the brand, drive traffic, and increase sales.

How Long Does It Take to See Results from SMM?

The time it takes to see results from Social Media Marketing (SMM) depends on various factors such as the size of the business, market competitiveness, the chosen SMM strategy, and more. However, as a general rule, noticeable results from SMM can be expected at least several months after the start of the campaign.
In the first month of working on social media platforms, one can expect the establishment of a subscriber base and initial results in terms of website traffic. Within the first 3-4 months, an increase in brand awareness and audience engagement can be anticipated.
To achieve more specific results such as increased sales, continuous and consistent promotion on social media is necessary. It typically takes around 6 to 12 months to achieve significant results.
However, it's important to understand that SMM results can be long-term and cumulative. Sometimes it may take years to establish a strong brand presence and gain traction on social media platforms. Therefore, to maximize the results of SMM, it is crucial to consistently work on content, engage with the audience, and analyze campaign outcomes to make adjustments to the social media promotion strategy.

How to Evaluate Effectiveness in SMM

Evaluating the effectiveness of Social Media Marketing (SMM) can occur at different stages of a campaign, and each stage requires a specific approach to analyzing results. Here are some metrics that can be used to assess the effectiveness of SMM:

  1. Increase in Subscribers and Likes: This is a fundamental metric that can be used to assess the growth of brand awareness on social media platforms.
  2. Increase in Website Traffic: Evaluating the number of visitors who are redirected to the website from social media platforms helps understand the effectiveness of the SMM campaign in driving traffic.
  3. Conversions: Assessing the number of users who show interest and take specific actions on the website (purchases, registrations, newsletter subscriptions) helps gauge the effectiveness of the SMM campaign in increasing conversions.
  4. Increase in Sales: Evaluating the number of sales generated through the SMM campaign helps determine how well it contributes to revenue growth.
  5. Audience Engagement Analysis: Assessing audience engagement metrics such as comments, reviews, and shares helps understand the emotional response generated by the SMM campaign.
  6. ROI (Return on Investment): This metric allows for assessing the profitability of the SMM campaign by evaluating the return on investment.

It's important to understand that the effectiveness of SMM can be evaluated based on the campaign's goals and objectives. Regular analysis of results is also crucial to make adjustments to the social media promotion strategy and enhance campaign effectiveness.


  • Approximately half of the world's population uses social media. Social media platforms have substantial information about their users (gender, age, location, devices, behavior, etc.). "VKontakte," Instagram*, FB, and other platforms are highly convenient for business promotion.
  • Often, SMM and targeted advertising work in the long term: they make potential customers consider their needs, generate demand, and then sell. Therefore, results can be achieved within a month or even a year. In contrast to contextual advertising, which can easily target those ready to buy here and now.
  • In addition, social media platforms help solve various other tasks, such as audience expansion, brand recognition, reputation management, and talent acquisition.
  • Social media is not just about posts, likes, and shares. What else? Besides SMM metrics (reach, engagement, and others), these indicators can be used to evaluate the effectiveness of a company's performance (in terms of traffic, orders, calls, average order value, and more).

Consider all these nuances when buying or selling the services of an SMM marketer.