Social media is a platform that allows two-way communication and sharing of user-generated content. It has grown significantly with over half of all adults using social media. For businesses, the most popular social media channels are LinkedIn, Twitter, Facebook, Instagram and Pinterest. To effectively use social media for marketing, businesses must understand their target audience to select the appropriate channels and create relevant content that provides value for users. Measuring engagement and referral traffic can help optimize social media marketing efforts over time.