Social media marketing involves leveraging social media platforms and websites to advertise a product or service. While the concepts of e-marketing and digital marketing continue to be prevalent in academic discussions, social media marketing is gaining traction among both industry professionals and researchers. Major social media platforms, including Facebook, LinkedIn, Instagram, and X, offer integrated data analytics tools that allow businesses to monitor the effectiveness, progress, and engagement levels of their marketing campaigns. Through social media marketing, companies engage with a diverse array of stakeholders, such as existing and prospective customers, current and potential employees, journalists, bloggers, and the wider community. At a strategic level, social media marketing encompasses the oversight of marketing campaigns, governance, defining the scope of engagement (such as active versus passive participation), and the development of a company’s intended social media culture and tone.