The two different strategies of social media marketing used by companies include the passive and active approaches. In the passive approach, companies use social media to clarify information about a particular negative news. For example, if a product company is being accused of a big fault in their primary product, the company can use Facebook or Twitter to clarify that the fault is very rare and they are taking all the necessary steps to ensure that nothing goes wrong in the future.

Sometimes companies use social media sites to communicate actively with the customer and probably end up doing business using a social media channel. Along with Facebook, LinkedIn is one of the sites that has gained a lot of popularity. Many of the companies communicate to prospective candidates over LinkedIn before going ahead with the interviewing process.