Social media marketing is the use of social media platforms and websites to promote a product or service.

Most of these social media platforms have their own 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 the implementation 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".

To use social media effectively, firms should learn to allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc), also known as "earned media", rather than use marketer-prepared advertising copy.

While social media marketing is often associated with companies, as of 2016, a range of not-for-profit organizations and government organizations are engaging in social media marketing of their programs or services.

A mobile application software or mobile app is an application software designed to run on mobile devices such as smartphones and tablet computers.

Most such devices are sold with several apps bundled as pre-installed software, such as a web browser, email client, calendar, mapping program, and an app for buying music or other media or more apps.

Some pre-installed apps can be removed by an ordinary uninstall process, thus leaving more storage space for desired ones.

Where the software does not allow this, some devices can be rooted to eliminate the undesired apps.

Return on Investment (ROI) is the benefit to an investor resulting from an investment of some resource.

A high ROI means the investment gains compare favorably to investment cost.

As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments.

In purely economic terms, it is one way of considering profits in relation to capital invested.

Analytics is the discovery, interpretation, and communication of meaningful patterns in data.

Especially valuable in areas rich with recorded information, analytics relies on the simultaneous application of statistics, computer programming and operations research to quantify performance.

In accounting, revenue is the income that a business has from its normal business activities, usually from the sale of goods and services to customers.

Revenue is also referred to as sales or turnover.