The Gale Business Insights Handbook of Social Media Marketing examines the questions "What is social media marketing" and "How can it be used in my business?" This volume focuses on building an internal business case for using social media, highlighting its importance, the benefits it can provide, and how to implement a successful strategy and measure its effectiveness. Entries examine such topics as the types of social media and their followers; how to increase discoverability; and how to define and protect your brand; legal challenges with social media, and more.