Social media marketing is the process of gaining something through actions on social media sites. What you gain is dependent on the site as well as your end goal, whether that is likes, shares, comments, ratings or possible customers in your sales funnel. The actions you take also depend on the site and can vary from text, photo or video advertising, sending messages or comments, native or website content promotion, surveys, contests and more.
Different social media sites provide different tools for you to use. For instance, LinkedIn and Facebook both have advertising software for you to utilize, while LinkedIn also has a networking tool called Sales Navigator.