Social media marketing is a discipline of online marketing that includes marketing and advertising on social media platforms such as Facebook, Twitter, YouTube or Instagram. With the growing importance of social media channels in online marketing, the way businesses and marketers communicate with their (potential) customers and guests has changed significantly. Social media networks allow users to communicate with each other and offer the possibility to interact or to give direct feedback. User profiles, like those you can find on Facebook, offer detailed information and different targeting options can be used to address a certain audience. Furthermore, users cannot always distinguish organic content from paid advertising and thus often consume ads unconsciously. In social media marketing, these benefits are used to achieve different goals like increasing awareness, generating requests, strengthening customer loyalty, or recruiting employees.