Because of how Jon Stewart interacts with the community by advertising a book through a conversation, a relationship builder between vendor and himself for the benefit of potential clientele, he deploys SMM. Social media marketing is the process of creating a back and forth communication and thus a relationship between a vendor and a potential, as well as past, clientele. In the Jon Stewart example, besides it being in the real world and not the virtual world, he deploys indirect social media marketing, SMM, because a potential clientele is not directly speaking, only listening to a non-advertisement with the author, the marketer, and a non-professional. The lack of professionals within an SMM experience is what creates the illusion of trust, networking and consequently conversations, and general attention toward the specified product/service that is being "advertised."