From the surface, social media management and online marketing may appear closely related yet upon further inspection they are two distinct areas of operation. Social media management goes hand-in-hand with branding as it is used to manage public relations and engage with customers in an effort to increase customer loyalty. Conversely, online marketing seeks to promote brands through ads, campaigns, and strategies specifically designed for digital media outlets such as websites, search engines, and email. While some skills from both disciplines may overlap from time to time, each requires its own set of tactics geared towards achieving different objectives for a given business. It is important for businesses to recognize the different roles of social media management and online marketing in order to achieve optimal results.