The growth of Web 2.0 platform, also called the social media platform, has given the internet marketing companies a new avenue to promote their products and services, develop their brand image by creating brand awareness, announcing the new arrivals and other major happenings in the organisation as well as to obtain the feedback from the customers. The news about the company or the brands is spread throughout the networks by way of networked references. This helps in generation of more business leads as well as improvements in the products and practices. No doubt, therefore, that the search engine optimisation firms are increasingly making use of this avenue to pull in more customers for their clients.

Social Media Marketing (SMM) is meant to refer to not just the social and professional networking sites but also, in a much broader perspective, to all those internet resources which would be involving the public in one way or the other. So, in a broader context, it includes the message boards, blogs, audio and video, podcasts and wikis. The social media marketing company could be a specialised independent company or it can also be a specialised part of a bigger company which carries on many other activities, not just the SMM. So, it could be the search engine optimisation firms which could be providing the SMM services as well.

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