Whether it is a social media manager or social media analyst - analyzing user engagement, performing research on existing marketing trends and getting acquainted with the target audience preferences are their primary jobs. All of these activities help in driving traffic to various social media channels such as Facebook, Twitter, YouTube, LinkedIn, Instagram and Pinterest and come under the broad umbrella of social media marketing. As everyone knows, maintaining a consistent online presence on social media is vital for any reputable firm these days, SMM thus opens numerous future prospects for a successful career.