Social media marketing is important for businesses to connect with customers and identify where conversations are happening online. It involves using tools like Twitter, Facebook, and blogs aligned with an overall marketing strategy. One of the most important aspects is listening to find where customers and competitors are talking to identify new customers. While there are many social media platforms, each requires its own strategy. Social media can provide measurable returns on investment including engagement, new customers, and other metrics, though measurement is still developing as a process.