Similar to how SEO and PPC work, Social Media Marketing (SMM) refers to paid and organic ways of generating leads.
As with Pay-Per-Click, SMM may involve paid advertising through social media networks. If you are familiar with Facebook ads, then you are seeing SMM in action. It is the process of using paid advertising to broaden your customer reach and increase your brand exposure.
Alternatively, being active on social media means posting articles with the intent to promote public discussion, sharing images of finished jobs or new hot items available for sale, among others.