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Social Media Marketing describes “an interdisciplinary and cross-functional concept that uses social media (often in combination with other communications channels) to achieve organizational goals by creating value for stakeholders.”. Companies address several stakeholders through social media marketing including (potential) customers, (potential) employees, journalists, bloggers and the general public. On a strategic level, social media marketing includes the management of the implementation, governance, scope (e.g. more active or passive use) and the establishment of a firm’s desired social media culture. This requires marketers