A Research Report on

"Social Media in Marketing"

Submitted in partial fulfillment for

The award

Of BBA Degree

Submitted by

Khangembam Semson Singh

BBA

Batch-(2017-20)

Roll no.: 2017013692

Under the Guidance Of

Prof. Priya Ram pal

SCHOOL OF BUSINESS STUDIES

SHARDA UNIVERSITY, GREATER NOIDA-201306

 DECLARATION

I declare that this report on the topic "Social Media in Marketing" is my own unaided work. It
is being submitted in partial fulfillment of the degree of Bachelor of Business Administration to
Sharda University situated in Knowledge Park III, Greater Noida. It has not been submitted
before for any degree or examination to any other University.

Name: Khangembam Semson Singh

System Id: 2017013692

Course: BBA (International Business)

Date:

Place:
 ACKNOWLEDGEMENT

I would like to express my gratitude to our Dean, from the bottom of my heart for his immense
support ad faith. My most profound gratitude goes to my faculty mentor Prof. PRIYA RAMPAL
whose guidance firstly made it possible. She read my work in its most unpolished form, made
sense out of it and helped me to professionally shape it to the final state. Her critical comments
provided a more valid perspective on thoughts, ideas and arguments. The success of this study
was made possible by her able leadership and guidance. You were and you will remain my
inspiration Prof.

Words cannot fully express my appreciation to all individual who have contributed to this study.
 PREFACE

It is a great opportunity for me to have the BACHELOR OF BUSINESS ADMINISTRATION in

Sharda University, Greater Noida. In the accomplishment of this degree I am submitting a
project report on "Social Media in Marketing". Subject to the limitation of time efforts and
resources every possible attempt has been made to study the problem deeply.

I have expressed my experience in my own simple way. I hope who goes through it will find it
interesting and worth reading.
 TABLE OF CONTENT

CHAPTER-1

Introduction

 About Social Media Marketing

 Social Networking Websites

 Business needs to adapt social media for marketing

 Types of social media marketing

 Advantages of social media marketing

 Disadvantages of social media marketing

 Overall aim

 Objectives of social media marketing

CHAPTER-2

Literature Review

CHAPTER-3

Research Methodology

Purpose of social media in marketing

 CHAPTER-4

Analysis

Social network facts and statistics India

CHAPTER-5

Findings

Results and Discussions

Suggestions

Limitation

Conclusion

Bibliography
CHAPTER-1
 INTRODUCTION

A. About Social Media Marketing

Social Media Marketing is the use of social media platforms and websites to encourage a product
or service. Although the terms e-marketing and digital marketing are still leading in academia,
social media marketing is attractive more prevalent for both practitioners and researchers. Most
social media platforms have built-in data analytics tools, which allow companies to path the
progress, success, and appointment of ad campaigns. Companies exchange a range of
stakeholders through social media marketing, including current and potential customers, current
and potential employees, journalists, bloggers, and the general public. On a strategic level, social
media marketing includes the management of a marketing campaign, governance, situation the
scope (e.g. more active or passive use) and the creation of a firm's desired social media "culture"
and "tone."

Social Media Marketing is a form of Internet marketing that uses social networking websites as a
marketing tool. The goal of social media marketing is to produce content that users will share
with their social network to help a company rise brand exposure and broaden customer reach.
One of the key components of social media marketing is social media optimization. Like search
engine optimization, social media optimization is a strategy for illustration new and unique
visitors to a website. Social media optimization can be done two ways: adding social media links
to content, such as RSS feeds and sharing buttons -- or promoting activity through social media
by updating statuses or tweets, or blog posts.

Social Media marketing helps a company get direct feedback from customers (and potential
customers) while making the company seem more friendly. The communicating parts of social
media give customers the opportunity to ask questions or voice complaints and impression they
are being heard. This aspect of SMM is called social customer relationship management (social
CRM). SMM became more public with the increased popularity of websites such as Twitter,
Facebook, LinkedIn, and YouTube. In response, the Federal Trade Commission (FTC) has
efficient its rules to include SMM. If a company or its advertising agency delivers a blogger or
other online commenter with permitted products or other encouragements to generate positive
buzz for a product, the online comments will be treated legally as commendations. Both the
blogger and the company will be held responsible for ensuring that the encouragements are
clearly and conspicuously exposed and that the blogger's posts contain no misleading or
unsubstantiated statements and otherwise complies with the FTC's rules regarding unfair or
deceptive advertising.

Most small businesses are watchful about what type of marketing strategies they invest in. When
you have a limited marketing budget, it’s important that you spend it intelligently to get the most
for your money. Marketing through social media is one of the most valuable and cost-effective
strategies that small businesses can use to spread their target audience and growth sales over
time. That’s why 97% of marketers are using social media to spread their audiences.

Social networking websites

Social networking websites allow individuals, businesses and other organizations to cooperate
with one another and build relationships and communities online. When companies’ connection
these social channels, consumers can interact with them directly. That contact can be more
personal to users than traditional methods of outbound marketing and advertising. Social
networking sites act as word of mouth or quieter, e-word of mouth. The Internet's ability to reach
billions across the globe has given online word of mouth a powerful voice and far spread. The
ability to quickly change buying patterns and product or service achievement and activity to an
increasing number of consumers is defined as an influence network. Social networking sites and
blogs allow followers to "retweet" or "repost" comments made by others about a product being
promoted, which occurs rather frequently on some social media sites. By repeating the message,
the user's connections are able to see the message, then reaching more people. Because the
information about the product is being put out there and is getting frequent, more traffic is
brought to the product/company.

Social networking websites are based on building practical communities that allow consumers to
express their needs, wants and values, online. Social media marketing then connects these
consumers and audiences to businesses that share the same needs, wants, and values. Through
social networking sites, companies can keep in touch with individual followers. This personal
interaction can impart a feeling of loyalty into followers and potential customers. Also, by
choosing whom to follow on these sites, products can spread a very narrow target audience.
Social networking sites also include much information about what products and services
potential clients might be interested in. Through the use of new semantic study technologies,
marketers can poster buying signals, such as content shared by people and questions posted
online. An understanding of buying signals can help sales people target related prospects and
marketers run micro-targeted campaigns. In 2014, over 80% of business executives identified
social media as an integral part of their business. Business retailers have seen 133% increases in
their revenues from social media marketing.

Business needs to adapt Social Media for Marketing.

Some of the reasons for business to adjust social media for marketing are described below:

1. Customers are on social media.

One of the finest reasons for your small business to be marketing through social media is that
your customers are spending time on these networks. According to Statists, 70% of the U.S.
population has at least one social media profile. With so many consumers using social media
every day, this offering a great opportunity for businesses who want to spread their online
audience. Connecting with your target audience can be easy if you are active on the channels that
they use most frequently. In other words, don’t make your audience come to you – go to your
audience! If you aren’t previously on social media, you could be misdirected out on an important
chance to connect with your customers and engage new leads.

2. Consumers will be more interested to messages when marketing through social media.

Users are active on social media platforms because these channels suggestion a fun and easy way
to network, keep in touch with friends and family, and stay connected with what’s going on in
the world. Indeed, users are not on these channels with the expectation that they are going to be
marketed to. But this does not mean that social media users aren’t following and interacting with
their preferred brands. In fact, according to MarketingSherpa, 95% of online adults ages 18 to 34
are likely to follow a brand on social media. However, when users follow brands and include
with their social media profiles, it is because they find the content and information in these social
media campaigns valued. Whether they are looking for deals, enjoy entertaining content, or just
want to study more about the brand, social media users are open to attractive with brands on
social media channels.

3. Marketing through social media can help increase brand recognition.

Another advantage of marketing through social media is that it helps you improve visibility, and
thus increase acknowledgment for your brand. Your business social media outlines remaining
new opportunities to share your satisfied and really present your brand’s voice and personality.
By posting substantial content that adds value for your target audience, you are making your
brand both more nearby and familiar for new leads and current customers.

4. Marketing through social media increases your incoming traffic

Your social media profiles provide yet another way to get more incoming traffic to your website.
This makes marketing through social media an outstanding strategy to balance your search
engine optimization efforts. Each part of content that you post to your social media profiles is
another opportunity to bring new visitors to your site. Once the visitor gets to your site, you will
have the opportunity to change. In order to get the most incoming traffic possible, it’s important
that you constantly publish content that is engaging and adds value for your target audience. The
more quality content that you post on your social media channels, the more opportunities you
have to involve new leads and direct them back to your website. If your website is enhanced for
changes than it will only be a matter of time before these new leads change into customers.
5. Different social media channels help you reach specific audiences.

Another advantage of social media marketing is that you are able to strategically target different
audiences based on the channels that your brand is active on. Moderately than just putting your
marketing message out there for everyone to see, you can spread your target market and work to
initiative more qualified leads back to your site. The more relevant this traffic is, the more likely
you will be to increase change rates. No matter who you are trying to reach, you can find your
audience on one of the many popular social media channels that consumers are using every day.
The key to getting the most out of your social media marketing is to deliberately choose which
channels you plan to invest your time, money, and effort in. Not sure which social media
channels are right for you? Check out our post on the best social media platforms for your
business to find out additional about each channel and how it can benefit you based on your
target audience and goals.

6. Social media advertising lets you to target and retarget ideal consumers.

Though social media advertising does need a bit of an up-front investment, social ads can do a
lot to accompaniment the organic campaigns that you are running on your social media channels.
With sophisticated targeting capabilities, social media platforms like Facebook help you target
your model buyers, which allow you to drive more applicable traffic to your site. This is the best
way to get the most out of your marketing spend.

With Facebook ads, you can identify new possible leads by essential your ideal customer through
the ad’s platform. Then, Facebook allows you to serve your ad content to those who show the
same types of behaviors that your target audience does. As you drive more relevant traffic to
your brand site, you can improve outcomes, no matter what your ad goals may be.
7. Marketing through social media is cost effective.

One of the greatest benefits of marketing through social media is that it helps you cut marketing
costs without forgoing results. Most of your social media results will come from investing time
in making and publishing content as well as having conversations with your fans and followers.
The good news is that even just a few hours a week can have important results. In fact, Hub Spot
reports that 84% of marketers were able to make increased traffic with as little as six hours of
effort spent on social media per week.

As exposed below in a cross-channel study, the CPM (cost per thousand impressions) on social
media can be as low as $2.50. This is 3x fewer expensive than advertising through traditional
media. Even if you decide to make social media advertising a important part of your social media
strategy, you will still find that social media marketing is cost effective. Depending on your
goals and the scope of your campaign, it is quite inexpensive to run paid ads on social media
channels like Facebook and Twitter. No matter how small your budget is, you are still able to
make an impact on these channels to reach and convert new leads.

8. Social media marketing may help improve your search engine rankings.

There’s a good chance that you’re already intensive on improving your search engine
optimization. But did you know that search engines may be using your social media presence as
a factor in their rankings? Successful brands tend to have a healthy social media reality, so a
strong social media existence may act as a signal to search engines that your brand is valuable,
credible, and responsible. Though the ranking factors are always shifting, it’s a safe bet that
active social media channels will end up helping you in the end. Search engines recompence
attention to your social media behavior, especially links to social content and social signals like
likes and shares.
Not only could your social media existence impact your search engine rankings, but it’s
important to note that your social media profiles will most likely show up on the first page of
Google when consumers are looking for your brand. If the consumer connects on your social
profiles and finds that they are outdated or releasing, they may decide to take their business
somewhere else. That’s why it’s important to not only consistently publish persuasive content on
your social media channels, but also check your profile information periodically and make
changes and updates as required.

9. Your competition is on social media.

No matter what industry you are in or who your target market is, there is a good chance that your
competitors are already existing and involved on social media channels. This not only suggests
that there is opportunity for your brand to do fine on these channels, but it means that some of
your potential customers may already be talking with the competition as we speak.

If you want to remain competitive in the digital marketplace, it’s dynamic that you start working
toward building a presence on social media. Social media content permits you to not only show a
little bit of your brand personality, but it also offerings an effective outlet for representative your
industry expertise and knowledge. This is one of the best ways to set yourself separately from the
competition and bring in more applicable online traffic.

10. Marketing on social media leads to higher conversion rates.

According to Hub Spot, social media has a 100% higher lead-to-close rate than outbound
marketing strategies. That could be because every post you style and each collaboration you have
on your social media channels is an opportunity to convert an interested lead into a happy
customer. By building a report with your leads and customers and posting valuable content on a
consistent basis, your brand can work to improve belief and credibility, which leads to more
conversions.

The most substantial element of social media that results in more changes is the ability to bring a
more human component to your brand messaging. Since social media is a place for consumers to
socialize and network, brands are able to show the human side of their brand through light, often
informal content that permits each company to show their personality, humor, and warmth.

11. Social media marketing helps improve brand loyalty.

While larger companies can afford to build big and expensive customer loyalty programs, small
businesses have to depend on on other, more affordable methods for building brand loyalty.
Social media is an effective way to build relationships with leads and customers that lead to
greater fulfillment and loyalty over time. In detail, a study from Texas Tech University shows
that brands who involve with their current customers and target audience on social media
channels enjoy higher loyalty from their customers.

Engaging with your customers and leads on social media supports you build stronger customer
relationships. This can set you separately from your competition by showing your audience how
your brand is different and supporting that your business cares about its customers. By attractive
with your audience through valuable, compelling content and conversation, you can work to turn
happy customers into brand advocates.

12. Consumers are looking for references on social media.

Word-of-mouth marketing is one of the most controlling tools that any company has in their
marketing toolbox. Not only is it free, but it goes a long way in helping you build belief with
new leads. In various ways, social media has become the new channel for word-of-mouth
marketing. Now more than constantly, brands are encouraging their customers to leave reviews
on their social media profiles, recommend their brand to friends and family on social, or provide
references.

And for good reason! Consumers are more likely to buy from brands that have been
recommended. These references don’t necessarily have to come from a friend, family member,
or co-worker. As you can see by the statistics below, consumers are just as likely to trust online
reviews as they are to trust personal references.

Not only do consumers belief evaluations on social media, but they often seek them out before
making a purchasing decision.

These statistics also suggest that consumers are actively seeking recommendations on social
media and that these references do impact their buying behavior. For this reason, it’s important
that you actively encourage your happy customers to leave your brand a review on social media
and recommend your products and services to others. This is a great way to create some of that
valuable word-of-mouth magic that helps sales soar.

13. Social media helps connect your brand with customers you didn’t know existed.

Most brands depend on on search engine optimization and PPC ad traffic to find and engage new
leads. However, marketing through social media can be an excellent channel for bringing in new
consumers. As we deliberated above, references or reviews on social media can go a long way in
helping your brand connect with customers that you didn’t recognize existed. But there are other
ways that your company can use social media to blow into new markets.

One way that you can find new customers and market chances on your social channels is through
social listening. By following positive keywords and checking out trending topics in your
industry, you can see who is taking part in the conversation. This can provide your business with
a wealth of new lead opportunities while also introducing you to industry influencers who you
may be able to partner with to increase visibility.
14. Marketing through social media can help you improve brand authority.

Marketing through social media helps you build authority for your brand. This is an important
part of efficiently positioning your business as a leader in the marketplace. The more valuable
content you are sharing on social media, the more your opportunities you have to determine your
expertise to leads and customers.

When others share your content with their fans and followers or reference your brand in their
posts, this helps build your brand authority even additional. The more that social media users talk
about your brand, the more valuable your brand will appear to others. This will inspire new
audience members to see what your business is all about and even follow your company for your
updates and visions.

15. Social media marketing gives you the opportunity to gain new customer insights.

And last but not least… social media marketing gives you the valuable opportunity to gain new
visions into your customers. By cooperating with leads and current customers on social media,
you are able to see what your customers are interested in and what determinations them.

If you periodically take a look at what your customers are talking about on social media, you can
have a better understanding of what they care about most. For example, through social listening,
you can find out what your customers greatest challenges and concerns are and then work to
make more content around these topics. You can also use social listening to see what customers
are saying about your brand exactly, and then use this information to make changes to improve
customer satisfaction.

Social media also allows you to better understand what your customers’ online behaviors look
like. For example, you might use the analytics stage on Facebook to see which types of content
are most popular within your target market. You can also measure your changes for posts and
ads across channels to see which campaigns are working well and which need a little more work.

Are you not getting the results you had expected for with your social media marketing? Let the
experts at social media marketing company help you with marketing through social media. Our
team knows just what it takes to build and preserve a prosperous social media audience for small
businesses. For more information, check out our social media management services or contact us
to schedule a call to discuss our services

TYPES OF SOCIAL MEDIA MARKETING

There are hundreds of websites that would succeed as social media. The expression social media
marketing generally refers to using these online services for relationship selling — selling based
on developing relationship with customers. Social media services make innovative use of new
online technologies to achieve the familiar communication and marketing goals of this form of
selling.

The tried-and-true approaches of marketing (such as solving customers’ problems and answering
the question, “What’s in it for me?”) are still legal. Social media marketing is a new method, not
a new world. You can classify social media services, but they have uncertain boundaries that can
intersection. Some social media sites reduction into multiple categories. For example, some
social networks and online communities allow participants to share photos and contain a blog.

Social content-sharing services facilitate posting and commenting on text, videos, photos, and
podcasts (audio). Examples contain blogs such as WordPress, Tumblr, and Blogger. Video
services can be grouped here, such as YouTube and Vimeo. Flickr, Snapchat, and Instagram
allow you to share photos, and Pod bean and BlogTalkRadio are for audio blogs.
Social networking services offer multiple functions. From a business point of view, many social
networking services support subgroups that allow the possible for more targeted marketing.
Common types of social networking services include full networks, such as Facebook, Google+,
and MeetMe.com. There are also short message networks, such as Twitter and Pluck, which are
often used for sharing statements, events, sales notices, and promotions. Professional networks
such as LinkedIn and small profession-specific networks focus on employment, experience, and
jobs.

Social bookmarking services are like private bookmarks for your favorite sites on your
computer. They are publicly available lists of sites that others have suggested. Some are
reference services, such as StumbleUpon and Delicious; others are social shopping services, such
as Kaboodle and This Next. Some bookmarking services are organized by topic or application,
such as sites where person who reads recommend books to others using bookmarking techniques.
And there are social news services, peer-based lists of recommended articles from news sites,
blogs, or web pages, where users often vote on the value of the postings. Social news services
include Digg and Reddit.

Social geolocation and meeting services bring people together in real space relatively than in
cyberspace. Examples include Foursquare and Meetup.

Community-building services such as forums, message boards, and even Yahoo! and Google
groups have been around for a long time. Other examples of community-building sites have
multiple sharing features, such as Ning; some supply group-sourced content, such as Wikipedia.

Review sites such as TripAdvisor, Yelp, and Epinions, solicit consumer views.
 ADVANTAGES OF SOCIAL MEDIA IN MARKETING

With real-time communication and sharing, the world of social media marketing can have a lot
of advantages and opportunities to and for your business that before could not have been viable
or even possible. Some of these advantages are:

 Real-time customer advertising and feedback

 Real-time social sharing and exposing of publicity or other media content
 Complimenting existing digital infrastructure like websites etc. through social media
 Targeted acquaintance in the networks you choose
 Increased probability of free advertising (word of mouth, verbally and digitally)
 Increased circulation to a targeted page by easy navigation and sharing of the link to said
page
 Additional accurate tracking and monitoring of your efforts and campaigns
 Potential for business in earlier non explored communities and target markets
 Demographically targeted experience in new and existing target markets.
 Commendation your traditional marketing efforts with your digital
 Commendation your digital marketing efforts with your traditional
 Expansion of overall business potential and increase in exposure
 Better PR and business relations
 Better market research and analysis

DISADVANTAGES OF SOCIAL MEDIA IN MARKETING

As with all the advantages that social media marketing can bring to and for your business you
need to be aware of the disadvantages, as these are most likely the facts that will influence your
choice the most when it comes to starting with social media marketing, increasing your social
media campaign/s and efforts and or to stop with your existing social media efforts.

Here are some of the biggest disadvantages when it comes to social media marketing:

 Real-time customer complaints and feedback

 Customer complaints and feedback visible and open for analysis from the public
 Increased practice of business and personal resources to manage and control your social
media campaign
 Training and knowledge essential to manage social media to the optimum
 Your digital footprint develops too much to handle – Turn to negative online reputation
 Negative employee effect – internally and externally to your business
 Insufficient ROI for the amount of risk and effort
 Insufficient knowledge to take the right steps and follow an optimized process

OVERALL AIM

Marketing is of core importance to any kind of business. It can series from promotions and
advertisements on a large scale to one to one word of mouth marketing. Marketing forms the
core of a business by which the brand name is reached to the intended audience. The cost
associated with traditional marketing techniques including print and visual media is increasing at
a fast step. The cost of a full page color advertisement in "Times of India" is around Rs.200000,
if not more. Thus, it is important to look out for new and more inspired methods of marketing.
Online marketing especially social media marketing is a sensible alternative.
This report attempts to analyze how effective is marketing via social media. The report also
compares and contrasts the advantages and disadvantages of social media marketing with
traditional advertising like print and visual media. Today's youngsters are aspires. They vision
big and want to be their own boss. Most of them aim to be entrepreneurs and the success stories
of entrepreneurs are a huge encouragement for them. A major problem that these entrepreneurs
face though starting a new business is the cost associated with the brand building and marketing.
In this era, though the beginning population is all set to take over the world with extended
technological advancements. Many of them fail due to absence of financial resources for brand
building. It is in this situation that this report analyses how well social media marketing can help
new businesses.

Objectives of Social Media Marketing

1. Develop Brand Awareness

Creating brand awareness cuts the sales process, increases market share, and positions a brand as
a leader in its sector. It’s necessary to perform an internal review to evaluate brand positioning
strategies and to understand the impact of marketing actions on brand image. Brand
differentiation can develop from a number of actions such as the creation of original content,
personalized promotions aimed at the target audience, prospect summarizing, product
development based on social understandings, and communication strategies adapted for socio-
demographics of interest.

2. Increase Size of Social Communities and Exactly Target Audiences

 Community Performance: the number of fans, followers, or subscribers broken down by

social media channel.
 Community Growth: the follower growth rate by social media channel.
 Share of Community Voices: number of followers associated to those of competitors.
  Share of Voice by Channel: the community size of each social media platform as a
percentage of the total number of social followers across all platforms.
 Social Visits: visitors coming to social media accounts approaching from the brand’s
website or blog.

3. Strengthen Engagement Strategies to Increase Customer Loyalty

The main objective here is to generate a long-lasting relationship between the target audience
and the brand. It’s essential to engage with social media followers who have a convinced level of
reliability or influence among the target audience. For example, if your target audience is
football fans, an NFL player would have social inspiration among this demographic. The
influencer doesn’t essentially need to be enormously influential on a global level – sometimes a
smaller, very energetic community is more effective than a larger, more passive community.

Effective social media strategies should participate influencers with a committed following and
brand ambassador with high levels of engagement.

4. Monitor Customer Feedback

In order to improve customer experience, it’s necessary to detention consumer opinions

regarding relevant products and measure consumer fulfilment and evolution over time.

 Brand Perception: the sentiment associated with the brand and its products, particularly in
comparison to competitors.
 Development of Perception: the percentage of positive against negative sentiment over
time.
 Standing Score: the opinions associated with the brand weighted against the community
size of each review.
 Response Performance: the response rate to social media interactions.
 Resolution Performance: the number of customer tickets determined over a given time
period.
5. Change Social Followers into Qualified Leads and New Business

Towards the end of marketing campaigns, brand content should have generated social media
followers and interactions with potential customers.

 Number of Leads from Social Media: the share of marketing leads originating from social
media which are turned into qualified marketable leads and integrated into the CRM
platform.
 Lead Growth from Social Media: the growth rate of changes from social leads to sales
leads.
CHAPTER-2
 LITERATURE REVIEW

Scott (2009) states the reasons for brand promoters favoring online web for marketing is that the
tools, techniques and content are constantly evolving. The buyers reward originality by replying
to the online efforts like: “If you are open to trying out new things, you can be first in
your industry to use something new to communicate to your buyers”. Marketing in some social
networking websites are still the most popular in their position.

Shih (2009) says that there are hundreds of millions of lively users across sites like Facebook,
Hi5 and MySpace. 2.6 billion min are consumed on Facebook each day. These websites are
allowing brands to engage the right people in the right conversation at right time. Marketing the
brands through social media is becoming accurate, personal, interesting, interactive and social.
Weber (2009) says promoting a community is just like as promoting a new brand product or
service to the consumers. Social media is used to communicate people in the promotional aspect
and motivated to involve.

Media Commune. Stud. People. Traditional advertising and direct marketing in social media is to
send people to the digital community to be informed, entertained and heard. Users find attractive,
a value high enough to inspire them to participate.
Borges (2009) finds that today buyers want to be engaged differently than in years past and many
traditional marketing strategies simply do not work anymore. Social media marketing is
an innovative way to build solid relationships with buyers. Low cost, brand building, staffing
advantages, loyalty and level playing field are key benefits of social networking sites as a
successful marketing media.

Zarrella (2010) says the roots of online social networking can be drawn to the 1980s bulletin
board systems (BBS). These systems allowable the users to create personal profiles, helps to
share information by sending private messages, public messages and post events at low
speed connectivity. After emanation of social networking technology in the internet world, it
produced higher and popular among the internet user.

Lacy and Hernandez (2009) says Twitter gives the capability to share nearly140- characters
thoughts in a divided second, where user can simply share links to press releases and stories
about their business, service or product. Making tweets interesting and diverse, there is a more
possibility of increasing the followers, by deliberate with news sharing and stories about the
industry that they serve.

Ricadela says, Coca-Cola has been successively promotions on Myspace for the past two years
for brands including Cherry Coke and Fanta and has promoted Diet Coke and other drinks on
Google & YouTube.

Smith (2012) says that Face book is becoming one of the excessive internet communications
of people time now days. While many companies have tried to emulate Facebook ‘s success or
challenge it in one layout or another, Face book has confirmed that the core asset on which all of
its services are built - the social graph - is much more defendable and powerful than many others
once expected.
Visitors to social networking sites are expressively more likely than average to visit leisure-
oriented retail site categories, such as music, jewelry/luxury goods/ accessories, consumer
electronics and clothing. Substantial social networking visitors are defined as the top 20% of
visitors based on time spent on social networking sites. People naturally enjoy sharing their
experiences with these products, whether it is to talk about their new iPhone or the pair of
designer jeans they just bought. Social networking sites offer the place for those conversations to
occur. Social media advertising is ideal for promoting brand recognition, although click-through
charges are not so strong. Still, there is no uncertainty that advertising via social media sites is an
effective way to increase your overall revenue stream (Brinlee, 2009).

The rules of marketing had to change and the web has showed a catalyst in bringing the changes
forward and increasing their scale. The sudden appearance of the Web 2.0 marketing techniques
demands additional approaches, while most marketers are still struggling with the first
generation, savvy brands are exploring the landscape that social media and social networks make
for marketers. These techniques are allowing much deeper drivers in social change to be
unchecked, with a profound impact on planning customer connections. The new generation
of relationship marketing responds to the additional challenges of digital media literacy and in
the right hands can activate a rebuild of the entire marketing mix through different strategies.
Relationship marketing for the Facebook generation demands both thinking and acting
differently.
CHAPTER-3
 RESEARCH METHODOLOGY

TYPES OF RESEARCH

Since the project is based on secondary data, the type of research is descriptive as well as
exploratory.

DATA TYPE

Secondary data

Methods of data collection

The content analysis is the method used to examine the communication strategy of different
social networking sites with certain limits among top three Indian social networking sites.

Research design

This research study accepted content analysis in order to find the usefulness and the impact
of communication in marking any product or the service among the target market through social
networking sites.
 .PURPOSE OF SOCIAL MEDIA IN MARKETING

One of the main purposes of employing social media in marketing is as a communications tool
that makes the companies nearby to those interested in their product and makes them noticeable
to those who have no knowledge of their products. These companies use social media to create
buzz, and learn from and target customers. It's the only form of marketing that can portion
consumers at each and every stage of the consumer decision journey. Marketing through social
media has other benefits as well. Of the top 10 factors that associate with a strong Google
organic search, seven are social media dependent. This means that if brands are fewer or non-
active on social media, they incline to show up less on Google searches. While platforms such as
Twitter, Facebook, and Google+ have a higher number of monthly users, the visual media
distribution based mobile platforms, however, garner a higher interaction rate in evaluation and
have registered the fastest growth and have changed the ways in which consumers engage with
brand content. Instagram has an interaction rate of 1.46% with an average of 130 million users
monthly as different to Twitter which has a .03% interaction rate with an average of 210 million
monthly users. Unlike traditional media that are frequently cost-prohibitive to many companies,
a social media strategy does not need astronomical budgeting.

To this end, companies style use of platforms such as Facebook, Twitter, YouTube, and
Instagram to reach audiences much broader than through the use of outdated print/TV/radio
advertisements alone at a fraction of the cost, as most social networking sites can be used at
slight or no cost (however, some websites charge companies for premium services). This has
changed the ways that company’s method to interact with customers, as a considerable
percentage of consumer interactions are now presence accepted out over online platforms with
much higher visibility.

Customers can now post reviews of products and services, rate customer service, and ask
questions or voice concerns directly to companies through social media platforms. According to
Measuring Success, over 80% of consumers use the web to research products and services. Thus,
social media marketing is also used by businesses in order to build relationships of belief with
consumers. To this aim, companies may also lease personnel to exactly handle these social media
interactions, who usually report under the title of online community managers. Handling these
interactions in a acceptable manner can result in an increase of consumer trust. To both this aim
and to fix the public's perception of a company, 3 steps are taken in order to address consumer
concerns, identifying the range of the social chatter, engaging the influencers to help, and
developing a relative response.
CHAPTER-4
 ANALYSIS

According to the 2017 E-Marketer report, one-third of global population will access social
networks at least once a month. More importantly, 69% of adults were active on social
networking sites according to a research. As of January 10, 2018:

 62% of adults universal now use social media

 Social networking is most general online activity, with 22% of time online spent on
channels like Facebook, Twitter and Pinterest
 65% of the world ‘s top companies have a lively Twitter profile
 90% of marketers use social media channels for business, with 93% of these rating social
tools as important
 43% of marketers have noticed a development in sales due to social campaigns
 72% of marketers who have functioned in social media for three or more years said that
they saw a boost in turnover due to social channels (the longer you ‘re working in it the
better you get)
 91% of experienced social marketers see better website traffic due to social media
campaigns and 79% are generating more quality leads.
 The average time consumed by marketers on social media is 1-5hrs per week for those
just getting started and 6+ hours per week for those with 3+years of experience
  The most popular social networking tool for marketing is Facebook being used by 92%,
followed by Twitter (84%), LinkedIn (71%) and blogs (68%)
 Only 10% of marketers are energetically monitoring social media ROI
 Only 22% of businesses have a dedicated social media manager
 45% of Fortune 500 companies have a public-facing corporate blog
 80% of Fortune 500 companies have an active company Facebook account, 83% have an
active company Twitter account
 67% of customers are somewhat likely to purchase from a brand that they follow or like

Social Network Facts and Statistics India

Facebook Facts from India

1. India has world’s largest number of Facebook Users with over 195 million users,
overtaking US by over 4 million subscribers.
2. There are 155 Million Monthly Active Users (MAUs) in India, of which 147 Million
MAUs access Facebook via Mobile Phones and 73 Million users are lively daily on
Mobiles.
3. Top 5 countries accessing Facebook are India, USA, Brazil, UK and Germany.
4. Key Facebook Users from India are aged 18-24, which is the largest and fastest growing
population sector.
5. A user’s reenters Facebook more than 3 times in a day.
6. Indian users can access Facebook in 12 languages and 670 Million users are connected to
at least one News Publishers page.
7. In India, 76% of Facebook users are Men, and 24% users are women, which illustrates
the barriers women face in India to access technology and information.
8. Most popular Indian Brand on Facebook is Aaj Tak with 14.4 million global fans.
 9. Prime Minister Narendra Modi is the maximum popular Indian on Facebook with 32.9
Million likes as of 2nd quarter of the year. Deepika Padukone is 2nd most popular person
with 31 Million likes.
10. Rajnikanth VS CID jokes is the greatest followed Indian Facebook Page with over
11,894,377 likes.
11. Nearly 52% of Facebook Users in India hesitate or aren’t bothered to mention
relationship status on their profile.
12. In India, Facebook is the one and only social network to cross 150 Million Users.
13. Most of the active Facebook Users identical to keep their stories and posts to “Only
Friends”.

Twitter Facts and Stats from India

1. Twitter, the micro blogging site has 23.2 million Monthly Active Users in India, which is
2nd largest in Asia-Pacific after Japan with 26 million MUAs.
2. Over all, Twitter accounts for only 17% of Indian Social Network users.
3. Again, PM Narendra Modi has Largest Audience following totaling over 25,148,264
fans. On the 2nd place, we have Amitabh Bachchan with 23,731,193 followers.
4. Most followed Indian Brand on Twitter is Reliance Mobile with 2, 92,496 followers and
Airtel India is on 2nd position with 1, 813, 07 followers.
5. In terms of Twitter Community, “Awkward” has the largest audience of 2,931,989
followed by “Pakalu Papito” with over 2,474,466 followers.
6. Twitter is at 2nd place in terms of User Engagement after Facebook.
7. Globally, Twitter has 320 million users, 140 million of Daily Active Users and 305 of
Monthly Active Users.
8. According to twitter, 80% of users tweet from mobile devices.
9. Every second, around 6000 tweets are sent which means over 350,000 tweets per minute,
500 million tweets per day and 200 billion tweets per year.
LinkedIn Facts and Stats from India

1. There are over 30 Million LinkedIn Users in India, while 467 million users globally.
2. LinkedIn, moderately, is the fastest growing professional network in India.
3. Currently, LinkedIn is the most frequently used social network for employing, because it
results in the most successful hiring.
4. Most active users on LinkedIn India are of age group 24-35.
5. 46% of LinkedIn users are Female and 54% are Male.
6. Microsoft developed LinkedIn for $26 billion in 2016.
7. Top 5 countries posting on LinkedIn are USA, India, Japan, UK & Brazil.
8. India accounted for 6.76% of regional circulation of LinkedIn traffic after United States
with 33.53%.
9. A profile with photo makes users 36 times more likely to get a message on LinkedIn,
while it makes 14 times more likely to be found on LinkedIn.
10. Every second 2 members join LinkedIn.

YouTube Stats and Facts from India

1. YouTube, the video-sharing site has more than 60 million unique users in India with
users spending over 48 hours a monthly viewing video `content.
2. More than half of YouTube viewers watch YouTube Videos on their Smartphone or
tablet.
3. ChuChu TV is the most subscribed animated YouTube Channel in India with 3.43
million views, followed by CVS 3D Rhymes having 2.16 million views.
4. T-Series has the largest audience on YouTube India with total views of 12,505,859,352
followed by Zee TV with total views of 6,364,519,553.
5. Actor wise, Ranveer Singh has largest audience of 4,091,138 views, and Vir Das is
second most popular Actor on YouTube with total views of 2,627,336.
6. Tanmay Bhat is India’s top YouTube star (co-founder of All India Bakchod (AIB) having
1.55 Million subscribers and 143.23 million views.
7. The estimated earnings of ChuChu TV are $220,000-500,000 per month.
 8. Over 70% of YouTube viewers in India are aged below 35, female users’ accounts for
38% and Male users are 62% on YouTube.
9. When compared to last year, YouTube in India is up by 90% while the watch-time has
grown by 80% in 2016.
10. Top 5 countries viewing YouTube are USA, India, Japan, Russia & Brazil.
11. Globally, YouTube is the 2nd biggest search engine after Google. 1/3 of Internet users
use YouTube. Monthly 6 Billion hours of videos are watched on YouTube.
12. The Partnership Program of YouTube gives 55% of the advertising revenues to the
creators.

Pinterest Facts and Stats from India.

1. Globally, there are 176 million registered Pinterest users out of which 110 million are
active users.
2. After Facebook and Twitter, Pinterest is 3rd most popular social network in India.
3. 80% of traffic to the site comes from Mobile device.
4. Pinterest has 80% female users and 20% male users.
5. Popular of daily active users on Pinterest are under 40.
6. The site generates more than 400% revenue per click as Twitter and 20% more than
Facebook.
7. Most browsed categories on Pinterest include- DIY & Crafts, Fitness, Home Décor,
Food & Drink.
8. 92% of overall Pinterest posts are photos.

Instagram Stats and Facts from India

1. There are 16 Million Instagram users in India.

2. Globally, there are 400 Million active Instagram users with 75% of users from outside
US.
3. 30% of overall Internet users are on Instagram
 4. 74% of Instagram users in India are Men and 26% are Female
5. More than 90% of Instragramers are below 35 in India.
6. The 1/4th Indian Population uses Instagram to post Selfies.
7. Instagram “Private Accounts” in India have increased in numbers.
8. Deepika Padukone is the most followed celebrity on Instagram with over 10.7 million
followers, and Priyanka Chopra is at 2nd place with 10 Million followers.
9. Top countries posting on Instagram are USA, Russia, Brazil, India & Turkey.
10. Top 5 brands on Instagram are Nike, Starbucks, NBA, Adidas Originals & Top
Shop.
11. 48.8% of brands are currently on Instagram; by 2018 it is expected to touch 70.7%.
12. The average users post engagement rate of Instagram is 3.31%, while Twitter has an
average of 0.07% only.

Other Interesting Internet Facts from India

1. In India, there are over 462 Million internet users and 200 Million are active social media
users
2. In 2016, 24.33% of Indian Population accessed Internet via Mobile phone and the trend is
predicted to grow at 37.36% by 2021.
3. India is second largest online market behind China.
4. Internet usage is male dominated in India with 71 percent to 29 percent female.
5. Google+ is 2nd most used in India with 82% accounts after Indonesia with 83% accounts.
6. Activities on Social Networking sites are high between 6 PM to 10 PM.
7. Mumbai and New Delhi accounts highest traffic to social media sites.
8. Over 60% of active social network users are college going students.

E-Commerce and Advertising Facts from India

1. E-commerce in India is said to be the largest and most profitable for a new business start-
up.
2. India’s Digital advertising market has grown at 33% annually between 2010 and
 2016.
3. E-Commerce in India is currently at 2 Lakh Crores and is predicted to grow 5 Lakh
Crores in 2017.
4. 77% of online users buy products exclusively on Social Media.
5. 43.8% of Indian Internet Users has bought at least one product online and by 2019 it is
expected to grow by 64.4%.
6. 59% users shop on tablets, 69% shop on Mobile devices, and 38% shop on weekly basis.
7. 50% of shoppers buy products online based on reference through social media networks
and 74% of customers rely on social media for making their purchase decisions.
8. The sale of physical goods via digital channels in India amounted to 16.8 Billion U.S
dollars in revenues.

Private Messenger App Facts

1. Snap Chat, the messaging app has more than 150 million daily active users, which is
bigger than Twitter.
2. 52 per cent of Indian instant messaging users are on WhatsApp, 5th most downloaded
application in the world.
3. India is top country to use WhatsApp Application followed by Brazil, Italy, Turkey and
Spain.
4. Globally, 64 Billion messages are sent on WhatsApp messenger.
5. 42 per cent use Facebook Messenger. Skype is used by 37 per cent. We Chat has a 26 per
cent share in the market.
CHAPTER-5
 FINDINGS

1. The finding of the study states that the audiences reply more to interactive marketing than the
traditional ads followed in internet advertising.

2. Nearly everyone is communicated through social networking sites.

3. Nearly 70% of the audience has effect through ads in social networking sites and half of them
access these ads e.g. games, quiz, events, etc.

4. Users recollect the brand by the way they advertise. They respond to any new form of
advertising which interest them.

5. Social networking sites will develop the main arena for highly targeted marketing and
advertising. Social networking sites existing an unmatched opportunity to build brand.

6. Users of Facebook and twitter are of similar age group and category. In twitter, people do not
display much interest because it’s just like a micro -blogging site.

7. Interaction is more in the display banners advertisements in Facebook and twitter

RESULTS AND DISCUSSION

Usage of internet by the user

It has been starting that 12% of audience use internet once a week, 19% of the respondents use 2
to 3 days a week. 30% of the respondents use 1 or 2 h a day and the remaining 39% of users are
retrieving internet more than 3 h a day. It is unwritten that the new media and its technology is an
emerging trend in communication which interests almost all the people, if they have knowledge
of computers. Thus, this digital media has more snatchers to sits communication and internet is
attractive part of necessary communication among the students and professionals, etc.

Awareness of social networking sites

From this result, it is observed that nearly 98% of the internet users are aware of social
networking sites and only 2% of them are unexperienced. Although the concept of computer-
based communities days back to the early days of computer networks, only some years after the
beginning of the internet online social networks have met public and commercial in a
consecutive way. At the most undeveloped level, an online social network is an internet
community where individuals cooperate, frequently through profiles that signify their
personalities to others (Donath and Boyd, 2004). Social networks have grown quickly, and some
like Facebook, twitter have accomplished the mass market and entered in a few months since
their commencement, such applications have overstepped their users in different tactic to
cooperate with more people.
 SUGGESTIONS

Communication should be more favored than advertising: people do not prefer buying products
through social networking sites. So, if the brand is communicated well and recollected by the
audience, then it is a greatest achievement to the company for their promotion through social
media. Promotional way of advertising is greatest: the normal banner ads and pop- up ads make
the users to ignore them. So advertising must be interactive, promotional and in innovative form
to hold the audience. It should target the individuals than the mass. If an ad is hosted for a group
then that would be no advantage in distributing specified information. Adding more multimedia
elements to have more interactive factors in fan pages and group would benefit the brand user.
Social media and the world of search engines continues to change and grow to offer the
consumer the best options, and your strategy capacity not be usual in stone (permanent) for a
long time, and some of the best social media marketing strategies are the ones that can and are
monitored and continually adapting to market changes and trends. The more you can display
your campaign, the more adjustable your campaign is to trends in your chosen target market and
targeted social media channels.
.

LIMITATION

In today’s digital business site with the capability to be social across multiple digital platforms,
country limitations and language barriers, social media has announced a new method to
marketing. Social media marketing is one of the wildest shifting areas of marketing the world has
ever seen. The methods used and developed within social media marketing have originate a very
long way in the past few years. It has also created serious opportunities for businesses around the
world, but there are certain features you have to be aware of when you make use of social media
marketing for business.

Social media is the fastest (real-time) advertising and tracking marketing means there is
available. Just as there are compensations for marketing on this medium, there are difficulties
that you as the business owner and you as the marketer (or maybe you are running a small
business and are both) should be attentive of and not only take notice, but know and appreciate
how it can influence your business in all features positively and or negative.

CONCLUSION

In the world by over 70% of internet users' active on social networks, who spend at least one
hour a day on average on those social networks, we have to conclude that social networks have
become a caring of reality in which people communicate, interact, and obviously trust. We also
have to be aware that over 60% of those users access social networks via mobile devices, with
strong indicators that this percent will only increase in the future years.
In such world, we have to acknowledge that social networks are a new dimension of reality that
has become a part of the business world as well. Over 90% marketers report they are or will be
using social networks for business, while over 60% of them right to have acquired new
customers over social networks.

The findings published by business professional and marketers support the detail that businesses
can have a lot of benefits from using social networks, which is why operation of those has
become a part of business practice. This is why social media marketing is no longer measured to
be on probation, but instead it has become an important part of the business world.

Communication about the product or service offers a major contribution to brand competition in
the market. It not only provides information about a product or service but also encourages
creative innovation. Besides advertising, it also enables consumer satisfaction. The hidden fact is
that no brand can progress without actual communication strategy to attract their customers or
users. Big and small variation of brands nowadays placed their base on social network
communication to get recognized in the target market. Social networking sites users of
Facebook, Twitter and Instagram have become a personal, product and company branding hub in
India currently in digital era. Every brand that happens on social networking sites has the same
essential features and benefits, such as the ability to make a page, share resources, enhance
multimedia and much more.

Social networking sites are filled with potential users who are mainly young adults. They spend
more time in these networking sites due to substantial commercial contents, entertainment and
social meeting. So, product or service correspondents throng their ads in these parts with more
and more interactive and with attractive factors so that their brand identity is developed among
the right excellent of focused audience. Advertisers and brands use social networking sites as the
major supply for their promotion and developing brand uniqueness among the focused market.

In conclusion, research has single-minded that retailers can increase awareness of their brand by
being creative when attractive customers on social media sites. “As more shoppers are using
social media (e.g., Twitter, Facebook, MySpace, and LinkedIn) and rely on them for marketing
shopping decisions, promotion through these media has become important” (Shankaret al. 2011,
32). According to Curran et al. (2011), social media sites such as Facebook are better than other
advertising avenues because it supplies information on all its users thus confirming marketing
reaches a retailer’s detailed target market. Social media sites are a great stage for retailers to
make an experience and retailers can use information stored on social media sites to progress
user experience with their brand.
 BIBLIOGRAPHY

 https://memeburn.com
 https://en.wikipedia.org
 https://www.lyfemarketing.com
 https://www.dummies.com