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Lisete Goncalves, Project Director and Administrator of Navega Bem explained why in-house Social Media marketing is not always the best option. SMM does not involve search engines, but does play a key role in a website's exposure and online marketing efforts. Having seen the power and reach of viral content, companies have flocked to the social Web in order to utilize this "online word of mouth" for their own branding efforts.
Social media allows for information to spread exponentially, allowing company advertising efforts to spread very quickly and to like-minded audiences all at the efforts of the viewers themselves. SMM should not be directly confused with social media optimization (SMO), which like SEO utilizes specific techniques, methods, and key terms to promote web traffic and awareness. Search engines have traditionally been the focus of online advertising and marketing efforts.

Social marketing holds the allure of a more "grassroots" form of exposure, at least compared to the monopolies held by search engines. But while social marketing doesn't hold the same monetary costs as dedicated SEM campaigns, they do require large amounts of time and coordination. Chris Szabo, MD of the company explained “We are very happy to have the opportunity to work with the Palheiro Estate Group in this area of marketing. Whereas dealing with search engines requires a delicate and constant adjustment of subtle factors (SEO) or costly premiums (SEM), working through social media is relatively cheap and holds the promise of incredibly lucrative growth, if done properly.
Companies can also utilize social networks and social website components (like comment systems) to establish a more personal engagement with users; increasing the feeling of customer loyalty, brand awareness, and direct customer support. Since the arrival of social media however more attention has been levied towards social networks as an additional venue in which to garner user attention. Now people spend much of their time on social networks in order to interact and engage one another, and also to look for some sources of content.

Also if a social media campaign backlashes, there can be direct impact on the company's online brand and presence. Successful SMO does impact a website's search rankings, as positive social feedback in the forms of Likes, Shares, +1's, etc.
On the other hand botched search engine marketing campaigns only offend the search engines themselves, not the constituents. Social media is great for finding some sources of content, namely stuff already within your sphere of interests and knowledge.

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