E-marketing is the use of electronic media platforms and websites to promote a product or service. Although the terms E-marketing and digital marketing are still dominant in academics, social media marketing is becoming more popular for both practitioners and researchers. The Modern Marketer does not miss any opportunity in utilizing the technological support available. Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone."