Social media marketing is no longer just about sales or eyeballs, but building community and human connections. An effective social media strategy uses different platforms to converse with customers, educate and entertain them, tell brand stories, enable research, facilitate shopping, solicit feedback, and provide teaching - all with the goal of addressing issues like lack of word-of-mouth, complexity, or discoverability. The key is understanding the problem and using the appropriate social media tools to engage customers at various stages of the marketing funnel.