A major strategy used in social media marketing is to develop messages and content that individual users will share with their family, friends, and coworkers. This strategy relies on word-of-mouth and provides several benefits. First, it increases the message’s reach to networks and users that a social media manager may not have been able to access otherwise. Second, shared content carries an implicit [endorsemen when sent by someone who the recipient knows and trusts.
Social media strategy involves the creation of content that is sticky. This means that it gets a user’s attention and increases the possibility that they will conduct a desired action, such as buying a product or sharing the content with others in their own network.
Marketers create viral content that’s designed to spread quickly between users.3 Social media marketing should also encourage customers to create and share their own content, such as product rev