The main element in any marketing strategy is communication. As it was developed in the module dealing with the principles of Marketing, communicating effectively with customers is the main goal of marketing. In recent years, media has changed and evolved tremendously and, as a result, so has the way companies communicate. The general understanding is that social media is one of the most effective ways to reach people. Social media marketing can help with a number of goals, such as: Increasing website traffic; Building conversions; Raising brand awareness; Creating a brand identity and positive brand association; Improving communication and interaction with key audiences. The bigger and more engaged the audience is on social media networks, the easier it will be to achieve every other marketing goal. However, different social media marketing sites require different approaches, so it is important to develop a unique strategy tailored for each platform. With these factors in mind, a communication strategy will be designed to build engagement. In the end, these techniques will guarantee results, which will have to be analyzed to improve your strategy (special attention will be paid to Analytics).