Social media marketing

Social media marketing (SMM) is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks”. Social Media is a shorter top level term that describes the space overall, and covers the activities around social interaction, content, videos, images and audio exposure. Marketing for a small business is hard. Not only do you have to be proficient at every traditional practice (outdoor, email, direct, event, print, digital, etc.) but now you're expected to put social on top of that as well.
Social media marketing can help you increase the activity around these top goals:

Website traffic and user behavior (external and internal tracking)
Conversion and sales tracking
Page views, ad exposure
Growing brand awareness (a softer value, takes longer to build)
Creating a positive brand association and keeping it there (see also reputation management)
Business development and a broader customer reach