How Social Media Marketing (SMM) Works As platforms like Facebook, X, and Instagram took off, social media transformed how we connect and how businesses can influence consumer behavior—from promoting content that drives engagement to extracting geographic, demographic , and personal information that makes messaging resonate with users. SMM Action Plan The more targeted your SMM strategy is, the more effective it will be. Hootsuite, a leading software provider in the social media management space, recommends the following action plan to build an SMM campaign that has an execution framework as well as performance metrics: 3 Align SMM goals to clear business objectives Learn your target customer (age, location, income, job title, industry, interests) Conduct a competitive analysis of your competition (successes and failures) Audit your current SMM (successes and failures) Create a calendar for SMM content delivery Create best-in-class content Track performance...