Social media marketing is a way to gain a good customer base for web sites by utilizing relationships and connections people already have. These can come in the form of social networks, forums, blogs, microblogging, and the like. What happens is that your user or visitor community becomes your marketing team rather than the company who owns the site. People naturally aggregate in a community, then spread information about the site they are members of. This becomes a good way to gain traffic to your site, thus enhancing its marketing presence. It is mainly about collaboration with people, and traffic becomes the by-product of that.
Aggregation becomes a tool for helping your brand name be known. Allowing people to express their opinions about your brand encourages them to know more about your brand. You don’t control the people’s opinions, but you do control the discussions and topics that go on in your online community.