Nowadays, social media have become a major marketing tool for businesses. But, in addition to being an excellent tool for managing the relationship with customers, social media are also used by companies for many other purposes. This article analyses these other uses.

The emergence of social media has led many companies to adopt them as marketing channels. Yet these media are novel enough to still leave many marketers unsure as to how to plan an effective social media marketing strategy, actually oriented towards engaging prospects. In this article, we discuss how to shape a social media strategy. To do so, we show the key concepts and steps involved in the planning process of this type of digital marketing strategy, and how to measure their impact immediately.