Social media communication strategies are used by all types of companies (from one-person home businesses to multinational corporations).
The main goal of social media communication is consumer outreach, but an underlying concern is finding a way to woo fickle consumers with a believable brand.
Through the use of social media, companies add another layer of marketing to existing online marketing techniques.
Some companies also use social media marketing (SMM) as their first attempt at creating an Internet brand. Both types of companies use consumer trends from online marketing research to identify what consumers want.