A PROJECT REPORT

ON
Social Media Marketing In India

Submitted in partial fulfilment for the Fulfillment of

Master of Business Administration (MBA)

UNDER THE GUIDANCE OF:-

DR. Sanjay Nandal
(ASSISTANT PROFESSOR)

SUBMITTED BY:-
CHIRAG
817

INSTITUTE OF MANAGENMENT STUDIES AND RESEARCH

MDU, ROHTAK
 PREFACE

The successful completion of this project was a unique experience

for us and we achieved a better knowledge about Social media
marketing in India. The experience which we got by doing this
project was essential to our future. The information in this project
being submitted by us contains detailed analysis of the research
undertaken by us. The research provides an opportunity to us to
devote our skills, knowledge and competencies during our
knowledge gathering sessions of marketing management.

The research is on the topic ―Social Media Marketing in India.

ACKNOWLEDGEMENT
Knowledge is an experience gained in life, it is the choicest
possession,
which should not be shelved but should be happily shared with
others. It is the supreme art of the teacher to awaken joy in creative
expression and knowledge.

The success of any project is the result of hard work & endeavour of
not one but many people and this project is no different. I take this
as a prospect to a vow that it was an achievement to have succeeded
in my final project, which would not have been possible without the
guidance of, Dr Sanjay Nandal (Assistant Professor, IMSAR, MDU,
Rohtak)
 DECLARATION

I undersigned CHIRAG student of MBA 10TH SEMESTER declare that I

have done the project on “SOCIAL MEDIA MARKITING IN INDIA” has
been personally done by me under the guidance of Dr Sanjay Nandal
(Assistant Professor) in partial fulfilment of 5 YEAR INTEGRATED MBA
Program during academic year 2014-19. All the data represented in
this project is true & correct to the best of my knowledge & belief.
I also declare that this project report is my own preparation and not
copied from anywhere else.

Date : 6 May, 2019

Signature : Chirag

Table of Contents 
CHAPTER 1
EXECUTIVE SUMMARY

CHAPTER2
INTRODUCTION
2.1 METHODS OF SOCIAL MEDIA MARKITING
2.2. INDIAN MARKET
2.3. SOCIAL NETWORK FACTS AND STATISTICS INDIA

CHAPTER-3
3.1 SWOT ANALYSIS
3.2 Data Collection Procedures
Research Design
Survey
3.3 Sampling Techniques
3.4 Content analysis RE REVIEW

CHAPTER-4
4.1 OBJECTIVE
LITERATURE REVIEW
RESEARCH METHODOLOGY
CHAPTER 4
DATA ANALYSIS
4.1 DEMOGRAPHICS PROFILE
4.2 HYPOTHESIS TESTING
4.2.1 HYPOTHESIS
14.2.2 HYPOTHESIS 2
CHAPTER-5
FINDINGS
CHAPTER -6
RECOMMENDATIONS
CONCLUSION
SCOPE FOR FUTURE RESEARCH
REFERENCES
ANNEXURE
 Chapter-
1

Executive Summary
 EXECUTIVE SUMMARY

Social media marketing refers to the process of gaining website

traffic or attention through social media sites. Indian marketers are
moving at a fast speed to tap the new normal opportunity. Social
media has gone mainstream. And for businesses it represents an
unprecedented marketing opportunity that transcends traditional
middlemen and connects companies directly with customers.
Customer acquisitions remain to be the prime goal of Indian
marketers. According to leading marketers of India, the top three
online investment channels for 2019 are Social media, Email
marketing and Search marketing. 90% of the top marketers said that
it is extremely important to integrate email marketing and social
media. This is why nearly every business on the planet is exploring
social media marketing initiatives The focus of marketers is shifting
from ‘sending the message out’ to ‘start engaging with customers’. In
this context, the role of a marketer is changing from ‘batch and blast’
processing to creating ‘listening posts’ and ‘dialogue hubs’ in
customer communities. A shift from isolated pure play traditional
platforms to an integrated multi-channel approach is helping the
marketers address the challenge of new consumer’s expectations
across many devices and channels. Indian marketers are leveraging
the power of various communication channels and technologies- be
it Email, SMS or Social Media in their portfolio. Here we will see the
main trend of Social media marketing in India, The scope of it, The
future and will undergo are search to follow the Customer
perception About Social media for Brand management. Mobile is
growing and continues to be an important channel for brands as well
as consumers. 72% of the brands have a mobile app and a mobile-
friendly website.

Quick summary of our primary findings:

Marketers place high value on social media: A significant 90% of

marketers indicate that social media is important for their business.

1. Measurement and integration are top areas marketers want to

master: One third of all social media marketers want to know
how to monitor and measure the Return on Investment (ROI) of
social media and integrate their social media activities.
2. Facebook and Twitter are the most popular social media
platforms for brands to be present on, followed by YouTube
and LinkedIn.
3. Almost all the brands have their own website; a considerable

number of brands also have a mobile website and a mobile

app. There is a significant overlap among brands that have apps

with those that have a mobile-friendly website, which indicates

that these brands are looking at mobile as a separate

engagement channel.
4. Despite the focus on social media, surprisingly, brands still

considered website as the most effective platform for customer

engagement, followed by Facebook, mobile sites, Twitter and

mobile apps.

5. Brands are advertising on web, social and mobile, and driving

traffic across channels by cross-linking various platforms to

attract users to their digital touch points.

6. Brands are also looking to create compelling content such as

storytelling, contests and “creating strong content capsules

where brand and brand purposes are effectively interspersed”

to drive users to digital and social media channels.

7. This also includes publishing content that includes industry

trends and other points of interest to their users, as opposed to

only product and service-related information.

8. Instagram has gained immense popularity and is preferred by

brands and consumers alike. 60% of the brands we surveyed

leverage Instagram as a crucial social media tool.

9. Report indicates that businesses are using 360° integrated

campaigns/omni-channel approaches to marketing, indicating

that digital and social media marketing is being integrated with

traditional marketing strategies to engage with customers

through multiple touch points.

10. The number of brands spending 16% or more of their

marketing budgets on social media has increased over the last

few years. Moreover, for the first time in three years we are

seeing some brands specify that they spent more than 31% on

social media.

11. The top-three challenges faced for marketing a brand on

social media were — sustaining or increasing engagement

rates, content creation and measuring effectiveness. These

were same in the last edition, though percentages varied

marginally.

12. The top challenges to attract users to digital touch points

relate to effectively defining the target group/audience and the

lack of dedicated budgets for these channels/advertising.

13. While brands usually integrate their social media with

their web or mobile commerce initiatives through cross-

linkages between platforms, surprisingly, not all businesses link

their website or app to their social media channels.

14. Despite the statistics that show referrals from peers being

considered trustworthy, 16% of brands still do not allow word-

of-mouth (WOM) referrals through social sharing, which means

they are not leveraging the benefits of using their user base for

WOM marketing.

15. To gain customer feedback, 88% of respondents conduct

social listening; however, only 56% brands use a listening tool

(the most common being Radian6, followed by Meltwater and

Sysomos).

16. While 60% of brands still rely on traditional channels such

as call centers and email for Customer Servicing, 60% brands

are also providing Customer Servicing on social media.

 Chapter-
2
Introduction
 INDUSTRY OVERVIEW

Social media marketing

Social media marketing is the use of social media platforms and websites to
promote a product or service. Although the terms e-marketing and digital
marketing are still the dominant terms in academia, social media marketing is
becoming more popular both amongst practitioners and researchers. Most
social media platforms have their own built-in data analytics tools, which
enable companies to track the progress, success, and engagement of ad
campaigns. Companies address 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 the implementation of a
marketing campaign, governance, setting the scope (e.g. more active or passive
use) and the establishment of a firm's desired social media "culture" and
"tone". To use social media effectively, firms should learn to allow customers
and Internet users to post user-generated content (e.g., online comments,
product reviews, etc.), also known as "earned media", rather than use
marketer-prepared advertising copy. While social media marketing is often
associated with companies, as of 2018, a range of not-for-profit
organizations and government organizations are engaging in social media
marketing of their programs or services.

Social media marketing tools

Besides research, various companies provide specialized platforms and tools
for social media marketing:

• Social media measurement

• Social network aggregation
• Social bookmarking
• Social analytics
• Automation
• Social media
• Blog marketing
• Validation
 Different Methods of Social Network Marketing
Social network marketing is popularly called as Internet marketing. To day you
can find many ways for internet marketing. Many people who enter this online
marketing are less worried because of its guaranteed success. If you see in
Internet totally all types of products has been marketed online without much
effort. Internet attracts many business people to promote their business
online. Social network marketing is grown to such a height that today many
people can't earn without it. Some of the most recognized network marketing
tools are Facebook, Myspace, YouTube, Twitter and LinkedIn. Twitter became
regular place for people who have newly entered the field of social network
marketing.

1. Blogging: When you start Blogging or posting your data about any
product, you can see less response from clients. Later it will become big
business via blog. Websites and blogs are most powerful tools for social
network marketing when matched with other networking tools. Blog is
an amazing tool which provides many other facilities in addition to just
marketing your business. It also helps you to communicate with other
clients in case if you have any problems.

2. Personal website or blog: It is important to have private website if you

are a freelancer. Your website will help your clients to know about you
and it will make them clear that you are a serious freelance marketer
and help to make huge revenue via online marketing.

3. Article selling: It is also best and cheap internet marketing method. It is

a mode of advertising our trade just by writing articles and attracting
endless number of users across world. We usually sell our articles to
different article database websites and article directories. Today it
provided free business to many advertisers and publishers and they are
really benefited through their articles.

4. Email sending: Electronic mail sending is the best way to marketing.

Collect list of email addresses through portfolio websites and email
about your business to all internet users. Your Email should be attractive
in such away that your recipient will be impressed to get back to you.
 5. Use social networking websites: Social networking websites like Twitter,
Facebook can be used to promote your sales. These provide best
platform for all who are thinking of online marketing.

6. Video promotion: Use several video distribution websites for your

marketing. These websites uploads your service to the whole world. All
that you need to do is film a video about marketing and send it to video
uploading sites like You Tube. It seems it is the easiest way of marketing
than any other modes since many people will be interested in view
videos rather than word form of advertisement.
7. Press Release or media release: It attracts several public clients and
increases relationship among them.
8. Search Engine Optimization: It improves the traffic to your website by
providing quality web content. It uses RSS feeds and many SEO
techniques.

Social networking websites and blogs

Social networking websites allow individuals to interact with one another and
build relationships. When products or companies join those sites, people can
interact with the product or company. That interaction feels personal to users
because of their previous experiences with social networking site interaction
Social networking sites and blogs allow individual followers to ‘retweet’
or ‘repost’ comments made by the product being promoted. By repeating the
message, all of the user‘s connections are able to see the message, therefore
reaching more people. Social networking sites act as word of mouth. Because
the information about the product is being put out there and is getting
repeated, more traffic is brought to the product/company. Through social
networking sites, products/companies can have conversations and interactions
with individual followers. This personal interaction can install a feeling
of loyalty into followers and potential customers. Also, by choosing whom to
follow on these sites, products can reach a very narrow target audience.
Engagement
In the context of the social web, engagement means that customers and
stakeholders are participants rather than viewers. Social media in business
allows anyone and everyone to express and share an opinion or idea
somewhere along the business‘s path to market. Each participating
customer becomes part of the marketing department, as other customers read
their comments or reviews. The engagement process is then fundamental to
successful social media marketing.

Example-2008 Presidential Election

The 2008 presidential campaign had a huge presence on social networking
sites. Barack Obama, a Democratic candidate for US President, used Twitter
and Facebook to differentiate his campaign. His social networking site profile
pages were constantly being updated and interacting with followers.

Kony 2012
A short film released on March 5, 2012, by humanitarian group Invisible
Children, Inc. This 29 minute video aimed at making Joseph Kony , an
International Criminal Court fugitive, famous worldwide in order to have
support for his arrest by December 2012; the time when the campaign ends.
The video went viral within the first six days after its launch, reaching
100million views on both YouTube and Vimeo.

Narendra Modi 2019

The 2019 prime minister campaign had a huge presence on social networking
sites. Narendra Modi , a BJP candidate for India Prime Minister, used Twitter
and Facebook to differentiate his campaign. His social networking site profile
pages were constantly being updated and interacting with followers.

Implications on traditional advertising Minimizing use

Traditional advertising techniques include print and television advertising. The
Internet had already overtaken television as the largest advertising market.
Websites often include banner or pop-up ads. Social networking sites don‘t
always have ads. In exchange, products have entire pages and are able to
interact with users. Television commercials often end with a spokesperson
asking viewers to check out the product website for more information. Print
ads are also starting to include barcodes on them. These barcodes can be
scanned by cell phones and computers, sending viewers to the product
website. Advertising is beginning to move viewers from the traditional outlets
to the electronic ones.

Leaks

Internet and social networking leaks are one of the issues facing traditional
advertising. Video and print ads are often leaked to the world via the Internet
earlier than they are scheduled to premiere. Social networking sites allow
those leaks to go viral, and be seen by many users more quickly. Time
difference is also a problem facing traditional advertisers. When social events
occur and are broadcast on television, there is often a time delay between
airings on the east coast and west coast of the United States. Social networking
sites have become a hub of comment and interaction concerning the event.
This allows individuals watching the event on the west coast(time-delayed) to
know the outcome before it airs.

Social media marketing mishaps

Social media marketing provides organizations with a way to connect with

their customers. However, organizations must protect their information as well
as closely watch comments and concerns on the social media they use. A flash
poll done on 1225 IT executives from 33 countries revealed that social media
mishaps caused organizations a combined $4.3 million in
damages in 2010.The top three social media incidents an organization faced
during the previous year included employees sharing too much information in
public forums, loss or exposure of confidential information, and increased
exposure to litigation An example of a social media mishap includes designer
Kenneth Cole's Twitter mishap in 2011. When Kenneth Cole tweeted, "Millions
are in uproar in #Cairo. Rumour is they heard our new spring collection is now
available online at [Kenneth Cole's website]".This reference to the 2011
Egyptian Revolution drew objection from the public.

General Social Networking Statistics

 62% of adults worldwide now use social media

 Social networking is most popular online activity, with 22% of time

online spent on channels like Facebook, Twitter and Pinterest
 
 65% of the world‘s top companies have an active 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 an improvement in sales due to social
campaigns

 72% of marketers who have worked 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 improved website traffic due to
social media campaigns and 79% are generating more quality leads.

 The average time spent 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%)

 LinkedIn is 4X better for B2B lead generation than Facebook and Twitter

 Only 10% of marketers are actively 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 corporate Facebook

account, 83% have an active corporate Twitter account

 67% of customers are somewhat likely to purchase from a brand that

they follow or like

INDIAN MARKET
 
 India‘s Internet economy is expected to reach USD 250 billion, by 2020,
as the country‘s growth rate in this segment is far ahead of many of
the developing nations, reported by BCG.
 
 According to BCG, the India Internet economy contributed to 10 trillion
rupees to the overall economy in 2018, 4.1% of the country‘s GDP, &
could triple in 4 years‘ time.

 
 More than 420 million Internet users who form 86% of the total Internet
audience, visited social networking sites in June 2018
 
 The total Indian social networking audience grew 45 percent in the past
year, more than tripling the rate of growth of the total Internet audience
in India
 
 India now ranks as the seventh largest market worldwide for social
networking India is adding Internet users at the rate of almost 5-7million
a month, and at the current pace it will surpass the US, which has about
245 million users, in less than two years.
  Active user base per month in India is close to 30 Million marks which is
still a pretty large market but not as big as portrayed by some
consultants.
 
 India has close to 10 million online shoppers and is growing at an
estimated 30%
 
 India e-tailing market in 2017 was about $600 million and expected to
touch $9 Billion by 2020 and $70 Billion by 2022 esti. the country the
third-largest Internet market in the world after China and the United
States.

 There are more Internet users in towns with a population of less than 5
lakh than in the top eight metros put together.
 
 About 2 billion people worldwide access the Internet and 25% of them
are from China. India contributes about 6% to the world's Net
population and the US 12.5%.
 
 The survey found that more than 75% of Internet usage is among school-
and college-going students and those who have recently graduated
 
 Mumbai has the highest number of Internet users (16.6 million) followed
by Delhi/NCR (12.15 million), Kolkata (6.27 million), Bangalore (6 million)
and Chennai (5.58 million).

 The percentage of countries using social media in top 5 markets is:

 
1. China: 82%

2. USA: 71%

3. India: 70%

4. Brazil: 68%

5. Canada: 51%
Emarketer estimates advertisers will spend $3.63 billion in the US and over $4
billion more in the rest of the world on social networking sites this year. And
that‘s just paid ad spending.
When the Association of National Advertisers (ANA) surveyed US marketers
this year, 90% said they were using social networks for their efforts about even
with last year, at 89%. While this percentage has risen dramatically since 2007,
when just 20% of marketers used social media, growth has plateaued and
shifted to other new digital media platforms instead .

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 Millions MAUs access Facebook via Mobile Phones and 73 Million
users are active 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 segment.
5. A users revisits 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 most 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 most 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 only social network to cross 150 Million Users.
13. Most of the active Facebook Users like to keep their stories and posts to
“Only Friends”.

Twitter Facts and Stats From India

1. Twitter, the microblogging 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 totalling
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, comparatively, is the fastest growing professional network in
India.
3. Currently, LinkedIn is the most frequently used social network for
recruiting, 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 acquired 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 distribution 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.

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 2018, 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
2018 and 2020.
3. E-Commerce in India is currently at 2 Lakh Crores and is predicted to
grow 5 Lakh Crores in 2019.
4. 77% of online users buy products exclusively on Social Media.
5. 43.8% of Indian Internet Users has purchased at least one product online
and by 2021 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 recommendation
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. SnapChat, 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.
WeChat has a 26 per cent share in the market.

Content Marketing Facts

1. 42% of B2B marketers are active at content marketing and call it

effective.
2. 93% of B2B marketers are using content marketing over traditional
marketing.
3. 60% of marketers create one piece of content at least every day.
4. 78 % of consumers understand that a organization offering custom
content are interested in building good relationship.
5. Content Marketing is 3 times more effective and cost 62% less than
traditional marketing.
6. 78% of CMOs agree that custom Content is the future of marketing.
7. Most effective B2B marketers are spending 39% of their marketing
budget on content marketing.
8. 73% of organization hires content strategist to take care of content
marketing.
9. Branded content are considered 72% more effective than magazine
advertisements
10.64% of B2B marketers outsource content job.

Video Marketing Fact

1. Adding Video while sending email can increase 200-300% of click-

through rate
2. Video on a landing page could increase 80% of conversion rate.
3. A full page ad with video can augment user engagement by 20%.
4. A real estate ad with video receives 403% more inquiries than a listing
without video.
5. 64% of users decide to buy a product after watching video
6. 96% of B2B marketers use video somehow in their marketing campaign,
which reports 73% of positive response on ROI.
 SWOT Analysis: Social Media
Strengths:
Large market reach or penetration and it‘s Very useful if you are setting up a
digital engagement strategy (to new people, young people).Social media builds
a conversation and converse with others and build close networking bonds
which share quick information exchange. It lets you follow and connect with
people/groups that interest you but are not necessarily
yourfriends (as with Facebook). Authors, celebrities, co-workers, colleges,
organizations etc. The campaigns are generally Cost-effective in the sense most
of the platforms are free.

They just demand time, there is a Human factor: Your brand becomes more
HUMAN .Media exposure can be another strength of this. While Twitter is in a
strong market position in micro-messaging. Facebook is the only real
competitor here and they attract users for different reasons. It helps to build
strong, long term relationships through online social networking, at a faster
pace than just relying on traditional face-to-face networking and Gets tons of
publicity. The industry has developers creating hundreds of applications
around its API. It is totally RSS-enabled.

Weaknesses:
Tough to train or convince management team/group members on social media
principles as
A lot of ―Why Bother‖ from most mainstream (i.e. Facebook users) people are there.
The industry has low retention rate. Only40%.Lacks tools or resources to
track and monitor social media campaign results. There is concern about
information leakage, liability, security, and management also.

Effort vs results: Even if it is more measurable than other channels, it is difficult

(especially for small business operations) to balance the effort put on social
media against the results obtained

Consistency: Engaging with your audience at a direct level means more efforts
in terms of keeping a consistent message/ corporate image
Making up for mistakes: The time-frame to correct errors that affect your
audience is less. Because you are heavily exposed, your company has to take
action more promptly than if you weren‘t (especially if people are having
conversations about your brand, you will have to engage and clarify)

Blocked at many work sites: management sees it drops productivity; hurts

bottom line.

Opportunities:

Creating/joining online presence on sites where the company currently doesn‘t

exist,
Great opportunity for individuals and organizations to connect and exchange
information. It opens a new target or niche markets that are untapped:
students, the public.

Partnerships with other groups, organizations, schools, government, etc.

Penetration into a new geographical market quickly.

Recruitment of interested new members, students, and public support and

allows you to build short and long term relationships with prospects. It
humanizes the ‘brand’ and makes the recruitment process more personal.

Can gain deep insights into real-time trends, news, and all of us be the pulse of
the internet‖ as said by Founder Biz Stone.

 Integration into real- time games, media, and apps. We‘ve barely scratched
the surface so far on what‘s possible. Twitter as real time infrastructure.

 It may become the dominant way for businesses to communicate with their
customers as quick delivery, branding opportunities, and enhanced marketing
opportunities are there.
Being present where stuff happens: People research for info/products/services
online and value more the opinion of other individuals than whatever a
company may say about their own offer. If your company is present in an
interactive environment like social media, the opportunities for engagement,
conversion and most importantly clarification of doubts regarding your brand,
are countless.

0Developing a following/ audience those auto-nurtures itself: Your efforts in

Social media, together with the effort of your following may mean that your
audience becomes your best sales people.

Talent coming your way effortless: Because of the possibilities of exposure that
Social Media allows for, interacting here may mean that future talent (in the
shape of employees, partners or, you-name-it) will come your way through the
power of connecting online!

Reach out to certain groups that traditional media didn‘t allow you to: Because
Social media is for everyone, sooner or later you‘ll come across people you
never thought of as your client. This opens the doors to building new
relationships but also to valuable feedback that can help you develop your
products or services more intelligently.

Threats:

Competitor is going after the same space or same audience with similar
campaign and the question also arises whether the current campaign
sustainable, can it continue? There can be threat of Attitudes on privacy: while
lately it seems everyone is willing to share the most intimate as well as
mundane details of their life there could easily be a backlash against this trend.
We‘ve all heard of a few embarrassing stories about over-sharing online, and a
few high-profile examples might make people rethink their habits. Micro-
messaging may just be a fad. There‘s nothing inherently awesome about 140
characters. It got too much publicity in a short time. May get burned out and
getting dangerously spammy/porn spammy .The market doesn‘t have solid
revenue model (future advertisements?)
Other social networking sites (MySpace, Tagged, Friend feed, identi.ca,others)
may grow and steal market share and Acquisition by a bigger player (Google)
may disappoint early adopters and loyal users.

Analysis of social networking sites: A study on effective communication

strategy in developing brand communication

Internet is the emerging information technology with the credibility

of immediacy and fastness, thus, it brings globalization in every aspects
of communication. Communication through internet is more specified, with
effective interactive strategy among its users. In recent days, internet
advertising has taken new forms which have more advantages over the
traditional mediums like print media, television and radio. Marketing
communication is becoming precise, personal, interesting, interactive and
social. Different strategies of communication are followed in various social
networking sites like Face book, Twitter and Instagram. They not only create
impact over the audience but also make them interact with the marketing
statistics created. People get attached to brand communication in social
networking sites than usual banner and pop up ads. These networking sites
bring more interactive communication with advertising. Social networking sites
will become the primary arena for highly targeted marketing and advertising.
Therefore, it is necessary to study the effectiveness of brand communication
strategy followed in social networking sites which are mainly accessed by
Indian users. This research attempts to find the effectiveness of brand
communication strategy in promoting and advertising their brand in social
networking sites. The effectiveness is determined with the help of survey from
people who use these sites, and the content of three social networking sites is
analysed.

INTRODUCTION

In its current form, internet is primarily a source of communication,

information and entertainment, but increasingly, it also acts as a vehicle for
commercial transactions. Since the explosion of the web as a business
medium, one of its primary uses has been for marketing. Soon, the web could
become a critical distribution channel for the majority of successful
enterprises. One among them is marketing and spreading brand
communication through Social networking sites (Thompson, 2002).

Social networking websites are online communities of people who share

interests and activities or who are interested in exploring the interests and
activities of others. They typically provide a variety of ways for users to
interact, through chat, messaging, email, video, voice chat, file-sharing,
blogging and discussion groups. As World Wide Web grew in popularity, social
networking moved to web-based applications. In 2002, social networking era
really started. In 2006, anyone with an email address could sign up in social
networking sites (Zarrella, 2010).Now advertisers target more over to these
media due to high rush in varsity of audiences. So they hire this as the ideal
platform to communicate their brand and create an effective brand identity
through highly effective and interactive communication strategy. Most of the
advertisers present their ads in interactive form so that people tend more to
check them and gain a little knowledge about the product. There are various
forms of brand communication available in social networking sites. The
effective way of brand communication present in these networking sites would
be the main aim of the study.

Social media

Social media advertising is a paid form of brand, service or business promotion

and requires a proper and planned communicative message and budget.
Advertising is customer centric in nature. Customers play an important role in
any major or minor communication because they are the one who are going to
decide the fate of the advertising communication. Some benefits of
social network advertising include:

1. Popularizing your brand, idea or service to the target group.

2. Informing target audience about your brand or service‘s presence in the

market.

3. Encouraging healthy competition in the market.

 4. Providing social benefits for the brand.

5. Making the audience to interact and keep them intact with the brand.
.

Advertising in internet provides a major contribution to brand competition in

the market. Advertising here not only provides information about a product or
service but also promotes innovation. Besides it also facilitates consumer
satisfaction. Big and small companies, individuals of all walks of life, major and
minor events, concepts, etc., nowadays lay their base on social network
advertising to get recognized in the market (Zarrella, 2010).With over 200
million active users, Face book, Twitter and Instagram have become a personal,
product and corporate branding hub in India. Every brand that exists on social
networking sites has the same core features and benefits, such as the ability to
create a page, share resources, add multimedia and much more (Eric, 2008).
The effective brand communication strategies are analysed to find the impact
among the users.

Social networking sites

A social networking site creates network communication among the user
community. Though social networking site serves for communication purposes
among special interest groups, the marketing strategy has also entered this
medium for its reach. People get exposed to various kinds of brand
communication through this media. They tend to interact with the brand and
also get awareness about the brand and its service in an interesting way
(Nicole, 2007). Hence, there is a need to study the effective way
of communication in branding the product in social networking sites and
analyse its reach among the people and their perceptions in this research. In
recent trend of marketing in social networking sites, various brand
communications are widely used to attract targeted leads. So, this study would
help to know the effectiveness of communication and strategy done through
social networking sites which make the target audience to participate in this
kind of advertising. This is mainly studied on networking sites which are
popular among Indian users were Facebook, Twitter. This study would help the
advertisers to understand the effective communication strategy to
communicate their brand among the users.
Objectives of the study

1. To analyse the effective communication strategy through social networking

sites.

2. To study the effectiveness of brand communication through social

networking sites from its users and communicators.

3. To find the impact of interaction through these communication among

Indian users (with reference to Facebook, Twitter).

LITERATURE REVIEW
Scott (2009) states the reasons for brand promoters preferring online web for
marketing is that the tools, techniques and content are constantly evolving.
The buyers reward creativity by responding 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 niche. Shih (2009) says that there are hundreds of millions of active users
across sites like Facebook, Hi5 and MySpace. 2.6 billion min are spent on
Facebook each day. These websites are enabling brands to engage the right
people in the right conversation at right time. Marketing the brands through
social media is becoming precise, 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 inclined to involve.

236 J. Media Commun. 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 appealing, a value high enough to encourage them to participate.
Borges (2009) finds that today's buyers want to be engaged differently than in
years past and many traditional marketing tactics simply do not work anymore.
Social media marketing is a revolutionary 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 traced to the
1980s bulletin board systems (BBS). These systems allowed 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 grew higher and popular
among the internet user.

Lacy and Hernandez (2009) says Twitter gives the ability to share nearly140-
characters thoughts in a split second, where user can easily 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 consider with news sharing and stories about the industry that they serve.

The rules of marketing had to change and the web has proved a catalyst in
bringing the changes forward and amplifying their scale. The sudden
emergence of the Web 2.0 marketing techniques demand additional
approaches, while most marketers are still wrestling with the first generation,
savvy brands are exploring the landscape that social media and social networks
create for marketers. These techniques are allowing much deeper drivers in
social change to be unleashed, 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
trigger a rebuild of the entire marketing mix through different strategies.
Relationship marketing for the Face book generation demands both thinking
and acting differently .
Stroud (2015) says that the ability of social networking sites to generate these
huge volumes of web traffic is proof of their huge popularity. Google,

Yahoo and News International have bought themselves a presence in the social
networking arena. The detailed rationale for these acquisitions differs but all
have a common theme of wanting access to the enormous audiences.

Ricadela says, Coca-Cola has been running 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's YouTube.

Smith (2012) says that Face book is becoming one of the great internet
communications of people time now days. Whereas many companies have
tried to emulate Facebook‘s
success or challenge it in one geography or another, Face book has proven that
the core asset on which all of its services are built - the social graph - is much
more defensible and powerful than many others once anticipated.

Visitors to social networking sites are significantly more likely than average to
visit leisure-oriented retail site categories, such as music, jewellery/luxury
goods/ accessories, consumer electronics and apparel. Heavy social networking
visitors are defined as the top 20% of visitors based on time spent on social
networking sites. People typically 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 venue for those
conversations to occur. Social media advertising is ideal for promoting brand
recognition, although click-through rates are not so strong. Still, there is no
doubt that advertising via social media sites is an effective way to increase
your overall revenue stream (Brinlee, 2009).

RESEARCH METHODOLOGY
To analyse and find the effectiveness of communication strategy in developing
brand, communication through social networking sites was done with the
survey method and content analysis in the research.
Methods of data collection
The survey method helped to identify the reach of the brand among its target
audience, ways of impact, usage of these social networking sites and access to
these form of communication. And the content analysis is another method
used to analyse the communication strategy of different social networking
sites with certain parameters among top three Indian social networking sites
which are tabulated with results.

Research design
This research study adopted survey and content analysis in order to find the
effectiveness and the impact of communication in branding any product or the
service among the target market through social networking sites like Facebook,
Twitter.

Survey
Survey was conducted randomly among Facebook, Twitter user community, by
sending questionnaire through online to collect the individual opinion from the
respondents.

Sampling
Non probability sampling technique is used to collect the opinion from the
online respondents. The total population is social networking user community,
but to collect the effective data the sampling is constrained to the target
population like young adults, graduates within the age of 16 years to 30 years.
The sampling size is 50.

Content analysis
In content analysis, the following three popular social networking sites were
selected to find the effective brand communication among its users (Facebook,
Twitter).
Parameters and units of analysis
1. Target group: category of audience visiting these sites.

2. Types of advertisements: what are the types of brand communication

followed by them?

3. Ads placement: how do these sites place their ad in their pages?

4. Communication strategy: kinds of brand promotion used by them.

5. Visual appealing factors: regarding the appearance of these sites.

6. User Interaction: kinds of participation with the brand.

7. Accessibility: how legibly they present themselves.

8. User interest: the forms of expectations from users in these sites.

9. Customization: the factors that the users could create by themselves.

RESULTS AND DISCUSSION

Usage of internet by the user
It has been found 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 accessing internet more than 3 h a day. It
is understood that the new media and its technology is an emerging trend in
communication which attracts almost all the people, if they have knowledge of
computers. So this digital media has more snatchers toward sits
communication and internet is becoming 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 clueless. Although the
concept of computer-based communities dates back to the early days
of computer networks, only some years after the advent of the internet online
social networks have met public and commercial in a successive manner. At
the most basic level, an online social network is an internet community where
individuals interact, often through profiles that represent their selves to others
(Donath and Boyd, 2004). Social networks have grown rapidly, and some like
Facebook, twitter, have achieved the mass market and penetrated in a few
months since their inception, such applications have infringed their users in
different strategy to interact with more people.

Number of profiles in social networking sites

The study found that all the respondents that is, 100% of respondents have
profiles on Facebook. And also, 88% respondents of the same group have
profiles, 62% respondents have connected to twitter and 37% of users have
account on other social networking sites. The users can create many accounts
in different social networking site. Facebook is useful for communication,
self- promotion, to know about friend’s community and to find the missed out
school and college mates.

The peers use the Facebook and Twitter for the same reasons to share the
information and communication. Due to this reasons, Facebook and Twitter
were more popular among the internet users of youth population
comparatively with other social networking sites.

Ads in different social networking sites

From the earlier mentioned, it is found that 45% of the users find Facebook as
a well communicated social networking sites, which promotes more brands
and advertisements, gives information about product and service which is
useful for the young user community in an interactive way to learn more about
the particular brands, 12% user suggests Twitter, please follow one pattern all
here small words has effective communication of advertisements. 28% of users
find as the second option in communicating brand advertisements

Exposure of different kinds of ads from the data, it is found that 32% of
respondents have come across web banner ads in these social networking sites
like Facebook, Twitter.

Whereas 8% cut across pop up ads and flash ads in various web sites and 31%
of users found video ads in YouTube and in other sites. Google, Yahoo and
News International have bought themselves a presence in the social
networking arena with different communication strategy to have innovative
appearance in content and display. The detailed rationale for these
acquisitions differs, but all have a common theme of essential access to the
enormous audiences of these sites Communication creates trust on ads.
From the survey data, it is understood that 38% of user agreed and satisfied
with ads appearing in social networking sites, whereas 11% of the user
disagreed and unsatisfied with certain communication of information. Only51%
of the respondents found it neutral. The web has proved a catalyst in bringing
the changes forward and amplifying their scale in creating trustworthiness.

Accessibility of ads

Only 8% of the total samples say that they have never accessed or shown
interest to the ads displayed in social networking sites, while browsing internet
for other communication purposes. And 36% of the respondents use to access
often and were interested to listen to the advertisements of various brands,
35% user says they listen to the brand communication and also link to the
brand sites to gather more information and 21% of the user access according
to the way of communication it appears, because sometimes the brand
promotion could be in the form of display ads, interactive feedback forms or as
interactive games, accessing of advertisements information differs sometimes
according to the format of brand communication . Today's customers want to
be engaged differently than in years past and many traditional marketing
tactics simply do not work anymore. Social media marketing is a revolutionary
way to build solid relationships with customers long before first contact with
fun, attractive messages and interactions.

Brand communication that attracts the users

Games, quiz and updates of latest information are the kind of interactive
communication messages that attracts 28% of users. 26% of users are
attracted to fan pages and posts. 20% of users are pulled their interests
towards flash ads, 14% of users listened to video ads and remaining 12%
of users are interested to traditional banner ads.
Most of the social networking websites are enabling brands to engage the right
people in the right conversation at right time (Shih, 2009). Nowadays
communication on branding in social networking sites is more personal,
contentious, fascinating and influencing among the user community.
Impact of communication According to the respondents, 67% of user agreed
that the communication strategy used in brand communication creates impact
on certain brands effectively and also which could helps them to recall the
same often and interactively. 24% of users said that it partially creates impact
and traffic of communication, which result to confusion in users mind.
The remaining respondents almost 9%, says that it does not create much
impact on ads but still effective for other communication purpose like sharing
and chatting information.

Content analysis

The two social networking sites Facebook, Twitter and instagram were chosen
to analyse the units of parameters and the presentations of data.

Results of the analysis

 As seen earlier, the various brand communication factors involve in these
kinds of social media advertising and day by day competition among the
brands increase. So, to survive brands, the communicators come up with more
and more innovative, interactive and interesting kinds of brand communication
messages which make the users to access them and develop closeness with
the different brand communication strategy with attractive name and its
service.

1. The finding of the study states that the audiences respond more to

interactive marketing than the traditional ads followed in internet advertising.

2. Almost everyone is communicated through social networking sites.

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

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

5. Social networking sites will become the primary arena for highly targeted
marketing and advertising. Social networking sites present an unmatched
opportunity to build brand.

6. Users of Facebook and twitter are of same age group and category. In

twitter, people do not show much interest because it‘s just like a micro
-blogging site.

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

twitter.

Parameters for content analysis

Facebook
Twitter
Instagram
1. Target Group

Nearly 54% lie in the age group 16 – 30. Graduates and students of all age
16% stay updated with news, 22% for stay in touch with friends and to
update status. Graduates > 16 yrs53% < 25 years, 32% between 25 - 34
years. Graduates, students of all ages

2. Types of Advertisements comm.

Poll engagement ads, Video engagement ads, Banded gift engagement ads,

Event and hybrid engagement ads, Fan pages
No advertisements but regular brand follow ups and updates.
Banner ads, Ad optimization using ad trackers

3. Ad placements
Generally placed right hand side corner and in wall posts, Right hand side
top.

4. Communication strategy
Brand promotion, to sell, users to interact, brand identity, sharing, fan and
follow ups. Managing online reputation.
Regular feeds from brands and retain the brand identity with users
Using ad tracker, particular groups are selected and ads are hosted, themes
and fan pages are one among the form.

5. User interaction
Through fan pages, posts, events and games.
 To retweet and reply. Share messages among brand followers
Through fan pages and click ads.

6. Visual appealing factors

No themes, but visually appealing with cool colours like blue and white
Can customize the page and can ad own contents .Usually the designs are
standard
Themes available. Usually colourful

7. Accessibility
Clean and clear. Ads and content gets loaded fast. Friendly user interface
Easy loading and no time out
Same as Facebook, but contents get loaded slower than other two.

8. User interest
Expect brand to be communicated through games, fan pages and events
Regular updates from following brands
Usually banner ads and optimization ads. So no expectations
9. Customization
People can create their own ad and upload, sell products through market
place option

Can create own fan pages and send posts to users and can also create their
own ads. Sites have their own space in their web pages for promoting ads.

Communication strategy and user interaction are unique among each site.
Facebook promote and allows user interaction, Twitter regularly feed posts
regarding the brand and promote through click ads and promotional brand
pages.

Facebook and Instagram follows a default backdrop and text whereas twitter
can be customized. Accessibility is more in Face book than others. Twitter
show importance only for text.

Users expect brand communication than brand marketing in these sites.

People can create their own ads in Facebook.

CONCLUSION
Communication about the product or service provides a major contribution to
brand competition in the market. It not only provides information about a
product or service but also promotes creative innovation. Besides advertising,
it also facilitates consumer satisfaction. The hidden fact is that no brand can
progress without effective communication strategy to attract their customers
or users.

Big and small variety of brands nowadays laid 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 corporate branding hub in India nowadays in digital era. Every brand that
exists on social networking sites has the same core features and benefits, such
as the ability to create a page, share resources, add 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 heavy
commercial contents, entertainment and social gathering. So, product or
service communicators throng their ads in these areas with more and more
interactive and with fascinating factors so that their brand identity is
developed among the right choice of focused audience. Advertisers and brands
uses social networking sites as the major resource for their promotion and
developing brand identity among the focused market.

SUGGESTIONS
Communication should be more preferred than advertising: people do not
prefer buying products through social networking sites. So, if the brand is
communicated well and remembered by the audience, then it is a greatest
success to the company for their promotion through social media. Promotional
way of advertising is best: the usual 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 delivering
specified information. Adding more multimedia elements to have more
interactive factors in fan pages and group would benefit the brand user.

REFERENCES
 http://www.ey.com/in/en/services/advisory/ey-social-media-marketing-
india-trends-study-2016
 https://en.wikipedia.org/wiki/Social_media_marketing
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followed-delhi-kolkatta/
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companies-active-on-facebook-and-
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 QUESTIONNAIRE
Dear Sir/Madam

Name:
……………………………………………………………….………………
 
Contact No: ……………………………………………………..
 
City: …………………………………………………………State:………………………………………………..

PART-A

1. Age

2. Educational Qualification

3. Marital Status

4. Occupation
PART-B

5. How often do you use internet?

 Once a week

 1 or 2 hrs. a day

 10 to 12 hrs. a day

 More than 12 hrs.

6. Are you aware of social networking site?

 Yes
 No

7. How often do you log in those networking site?

 Daily

 2 to 3 times a day

 Once a week

 More than 3 times a day

8. How many SNS profile do you have? Mention the number here and tick
the options…………

 Instagram

 Facebook

 Twitter

 Others

9. In which SNS do you find ads communicated well?

 Facebook

 Twitter

 Instagram

 Others

10. What kinds of ads have you come across in these sites?

 Web banner

 Pop ups

 Flash ads

 Video ads

 Others
11.Do you agree ads appearing in SNS?

 Strongly Agree

 Agree

 Neutral

 Disagree

 Strongly Disagree

12.Have you ever accessed these ads coming on your way?

 Often

 Sometimes

 Never

 Depending on ads

13.What kinds of Brand communication attract you in SNS?

 Interactive Flash ads

 Banner ads

 Games, quiz, updates

 Video ads

14.Did these kinds of ads made an impact over you?

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree
Is Social media marketing effective?
The rise of Social networking AD spending-
 The Social Media Effect-