Social media marketing techniques include targeting specific audiences using information from social networks about users' interests and activities. Businesses can promote their products by tracking consumers' online brand-related activities (COBRAs) like posting about purchases. Traditional marketing has limitations around timing, costs, customization, and pricing options compared to social media. Common fears about social media marketing include it being time-consuming and opening the possibility of negative comments, but these can be overcome by setting specific and measurable goals. An effective social media marketing plan involves reviewing networks, setting SMART goals, increasing accounts, creating content and editorial calendars, and continually testing and improving the strategy.