Social media can be used to promote films by posting trailers and other promotional material, creating contests and giveaways, creating hashtag campaigns, creating targeted advertising campaigns, creating virtual screenings, leveraging influencers, and creating live events and Q&A sessions. It can help to reach a wider audience, create buzz, generate interest and ultimately drive ticket sales. It also offers instant feedback and interaction, and allows filmmakers to engage with their audiences in real time. However, there are potential risks such as material being shared in a way not intended, negative comments or reviews being shared, and potential legal implications.