Shoreline Community College offers a short-term program in Social Media Marketing that can be earned fully online. Completion of this Certificate of Completion (CC) can lead to an entry level position in business. Social media marketing uses social media portals to positively influence consumers toward a brand, company, website, product, service, event, or person. Social media marketing programs center on efforts to create and promote content that attracts attention. Typically, the end goal of social media marketing is a conversion, such as the purchase of a product, subscription to a newsletter, registration in an online community, or some other desirable consumer action. The conversion is accomplished by creating a buzz online through electronic word-of-mouth (eWoM). Social media marketing is not controlled by the organization. Instead, it encourages active user participation and dialogue. When complementary content about an individual or companys offerings goes viral, consumer generated media endorsements spread like wildfire across the Internet.