Channels and tools
Social media marketing covers everything a company does inside social platforms to build presence, relationships and sales.
In the articles it ranks with the other channels: for the contemporary pharmacy Enrico Giubertoni calls it «a fundamental strategic lever for growth and relevance», and when artificial intelligence arrives he places it alongside these activities rather than in their place. Its engine is peer sharing: somebody who shares a piece of content stakes their own reputation on it, which is why customer involvement weighs more than the size of the audience reached.
An example
A pharmacy opens a profile and posts the week's offers, then starts answering product questions in public. Customers share the answers and leave the offers alone, because sharing something useful puts their own name behind it.
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