PROJECT REPORT On “SOCIAL MEDIA MARKETING IN TODAY’S BUSINESS” Submitted to the Uttaranchal University in partial fullfillment of the requirements for the award of the Degree of B.Com (Honours) Submitted by Student Name: KUSHAL SINGH TOMAR (Enrollment No.: 15221200074) ‘Under the Guidance of Dr.Sidheswar Patra, Asst. Professor UTTARANCHAL UNIVERSITY (Batch: 2015-2018) UTTARANCHAL INSTITUTE OF MANAGEMENT UTTARANCHAL UNIVERSITY, DEHRADUNUttaranchal Institute of Management wy y UTTARANCHAL UNIVERSITY ATI DECLARATIO’ I, Kushal Singh Tomar hereby declare that the Dissertation, entitled “Social Media Marketing In Today’s Business”, submitted to the Uttaranchal University, Dehradun in pa he requirements for the award of the Degree of B.Com, (Honours) isa record of original research work undergone by me under the supervision and guidance ial fulfillment o of Dr, Sidheswar Patra , Uttaranchal Institute of Management, Uttaranchal University, and it has not formed the basis for the award of any Degree/Fellowship or other similar title to any candidate of any University/Institution. Date:23-04-2018 Signature of the Student This is to certify that the statement made by the candidate is true to the best of my knowledge and belief. Signature of Guide Date: Dr. Sidheswar Patra Assistant Professor Countersigned DeanEXECUTIVE SUMMARY Intreductio Social media has gained importance and acceptance at a very past pace. It has become an avenue to share one’s personal and professional life. The usage of social media as ‘a marketing tool is already implemented by many businesses. This reports analysed how effectively social media be used as a matketing tool. The comparison of social media verstis traditional media for marketing was studied and advantages and disadvantages of both are compiled, This report also analysed how small business start-ups can benefit from the ever growing social media industry. Method: This report used journals, magazine articles, newspaper articles, business reviews, online survey and so on from the, Further official social media pages of various companies on Facebook, Twitter and Linkedin were analysed to generate statistics. Result: Social media presence is definitely an advantage for all kinds of businesses. Social Media marketing has wider market appeal and advertisements. With a huge number of audiences and high customisabil relatively cheaper than traditional y of social media <( content, social media marketing emerges as an exciting and effective tool for for req marketing.ACKNOWLEDGEMENT | express my profound gratitude and indebtedness to DR. SIDHESWAR PATRA, assistant professor, Uttaranchal institute of management, Dehradun for his exemplary guidance, valuable feedback and constant encouragement throughout the duration of the report. His valuable suggestion were of immense help throughout my project work. His pereeption criticism kept me working to make this report in a much better way, Working under him was an extremely knowledgeable experience for me | would also like to give my sincere gratitude 1 my friends and colleagues who help me in collecting information and preparing this report DATE — 23/04/2018 KUSHAL SINGH TOMARTTLE "AGE NO. itle Page [Certificate of Originality (Duly Signed) Executive Summary i) \Acknowledgement (ii) [Table of Contents it) Chapter 1: Introduction 6 Chapter 2: Rationale of the Study is hapter 3: Literature Review 4 (Chapter 4: Objectives and Research Methodology 1 Chapter § Daia Analysis and Interpretation 5 Chapter 6: Conclusion 8 References 0CHAPTER -I INTRODUCTIONCHAPTER — 1 INTRODUCTON What is the meaning of Social Media Marketing? The meaning of the term ‘social media’ can be derived from two words which constitute it Media generally refers to advertising and the communication of ideas or information through publications/channels. Social implies the interaction of individuals within a group or community, Taken together, social media simply refers 0 communication/publication platforms which are generated and sustained by the interpersonal interaction of individuals through the specific medium or tool. Wikipedia has a general definition of the term: Social Media is the democratization of information, transforming people from content readers into content publishers. It is the sbifl from a broadeast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonstes because it appears to come from a trusted, third-party source, as opposed to the brand or company itself [citation needed) Hence, is form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media, Social media marketing is anew marketing strategy which almost every business is adopting to reach their consumers on the virtual networks. If you have an idea and you want it to reach millions, at a very little cost, then social media is the only way-out, Entertainment companies were the first to adopt the social media as a promotional tool, Weinberg (2009) has defined social media marketing as the process that empowers individuals t promote heir websites, products, or services through online social channels and tap into a much larger community that may not have been available via traditional channels. So if we keep it simple, social media marketing is the process where organizations use social media websites to build rush on their company official websites. It does not stop here but organizations also inform the potential customers of happenings in the organization, launch 7of the new model or product and latest news about the organization through social media applications. Gordhamer (2009) has related: social media marketing 10 the relationship marketing where firms need to shift from “trying to sell” to “making connections” with the mers, This explanations of social media mark takes us to the other side of marketing, Where building relations with the potential consumers is the key to repeated purchases and enhanced brand loyalty. Social Media is an innovative too! that organizations use for creating a very strong public relation with the customers on the virtual networks (Jan & Khan, 2014). Maintaining public relations through social media has become easy because large number of potential consumers are available on the virtual networks. And making connection with consumers using social media is only some clicks away. Today's customers are more powerful and busy; therefore, companies should be reachable and available in every social media communication channel such as Face book, Twitter, Blogs, Forums at any time (Gordhamer,2009), Exploiting the opportunities provided by the social media communication channels is important for every organization. 3:1 Dimension of the Social media marketing (Asa’ad,& Anas, 2014) There are five dimension of the social media marketing, which means these five things are required to create connections with consumers oF to building traftie to compariy websites, . 3.1.1 Online Communities: A company or business can use the social media to build a commiinity around its productsvbusiness, Vibrant communities ereate loyalty and encourage discussions, which can contribute towards business development and improvement. (Taprial, & Kanwar, 2012), ‘3.1.2 Interaction: A Facebook page or Twitter account can notify all its followers of specific subject quickly and simultaneously (Berselli, Burger, & Close, 2012). Social networking sites enable greater interaction with the online commu y through broadcasting up-to-date, consumer relevant information. (Fischer, & Reuber, 2011) 3.1.3 Sharing of Content: The sharing dimension is about the extent to which an individual ex-changes, distributes and receives content in a social media setting, (Babac, 2011) 4 Accessibility: The social media is easily accessible and takes mininnal oF no costs to use. Social media is easy to tse and does not require any spi (Taprial, & Kanwar, 2012) skills, knowledge to use.2.1.5 Credibility: Ibis all aborut delivering your message clearly to the people, establishing credibility for what you say or do, connecting emotionally with your target audience, motivating the buyer and generating loyal customers. The social media provides a very good platform for all businesses (big or small) to network and reach out to their target audience, connect with thein directly and generate trust by listenitig to what they have to say, (Taprial, & Kanwar, 2012). ‘The meaning of the term “social media”.can be derived trom two words whieh constitute it, Media generally refers to advertising and the communication of ideas or information through publications/channels, Social implies the interaction of individuals within a group or community, Taken together, sovial media simply refers to communication/publication platforms which are generated and sustained by the interpersonal interaction of individuals through the specific medium or tool, Wikipedia has a genoral definition of the term: Social Media is the democratization of information, trinsforming people fom contest readers into content publishers, I is the shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers. Social media uses the “wisdom of erowds" to connect information in a collaborative manner. Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podeasts, pictures, and video. Social media are media for soci accessible and scalable communication techniques, Social media is the use of web-based nteraction, using highly and mobile technologies to turn: communi and Micra ‘a group of Intemet-based applications that build on the ideological and technological foundations of Web 2.0, whieh allows the ion into interactive dialogue, Andreas Kaplan Haentein also define social media creation and exchange of user generated content.” Businesses also refer to social media as consumer generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for the cocreation of value. As one Cairo activist suecinetly put it, "*We use Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world." However, there is some debate about the extent to which social media facilitate this kind of change.Social Media Ma: ing in India An Overview India has 95 million active internet users. Social Media is really picking up new heights in India, According to the 2010 Regus Global Survey of business sovial networking, India tops the usage of social networking by business — it has the highest activity index, 127, far more than the US°97, and 52% of the Indian respondent companies said that they had acquired new customers using social networks while 35% American companies managed that. Many companies are coming big way for Social Media Optimization for their Product or Services nowadays. During Election 2014 Social Media was used for Influence Indian Voters. Social Media Marketing in India is being undertaken by all e-Retailing & e-commetce organi: India, Channel V, Clear Trip, Tata Photon, Axe deodorants, Microsoft, Naukri, Shadi, and many more. Besides, numerous Indian celebrities are also using SMM platform to promote Media Marketing is also boosting public relations business. Several PR agencies in India are tions and many brands like Tata Docomo, MTV their movies, music and events via Twitter, Facebook and personalized blogs. Soci: undertaking brand building exercises for corporate organizations, brands and celebrities. However, to the delight of many among us, the biggest gainers from SMM till date have been the organizations from the Not-for Profit sector. Several Campaigns like “Bell Bajao* and “Jango Re” have been quite successful on 12 Social Networking Sites. These campaigns have been spreading the word about their cause through blogs, Twitter and Facebook 10Nature of Industry, “E-Commerce Industry" E-Commerce indusiry isa fastest growing industry in all over the world and India too. It includes E-Retailing, Social Media, E-Business and information Technology. Ina fact Only Less than 25 % of Indian are using internet properly, out of it only 12-13% Indians are using Iiternct for E-buying or online ordering and these users are basically from Tier 1 cities and Tier 2 cities. Reach of E Commerce industry are still very saturated in ‘These Tier | & 2 cities, but i is looking to expand its reach and business in to the tier 3 cities and rural area very soon and very fast. By the Believer and market predication at the end of 2020 reach of E-Commerce industry will be in every area. And no. of internet E-buying. users are expected lo increase by 12.% 10.25% o more very soon, Even some initial decision and plans has been introduced also in India by the Government of India as “Digital India” ‘andl it will be very much helpful for the E-Commerce industry and Other Social media or E- Business based companies, Social Media Marketing is the new mantra for E-Commerce industry since carly last year, Marketers are taking note of many different social media opportunities and beginning to implement new social initiatives at a higher rate than ever before. Social media marketing and the businesses that utilize it have become more sophisticated. So according to the prediction and by seeing the growth instantly in this area we ean say easily that the future Indian industry will be going to in Ecommerce Dominating industry and it’s very necessary to have good hand on it, Even when we talk about the competition in this E-commerce industry is now very high and market giants are there already to perform and still dominating. Customization, printing and personalization industry is also going to nourish and grow very Well in future and still itis performing outstandingly. Ecommerce industry is very impactful b than any traditional market place or platform. It's a platfarm to perform with Innovation, iness because it has limit yeyond and above. It's limitless and frequent & efficient rather Digitalization, Customization and personalization. It is helpful to increase high customer reach, Visibility, Awareness, updating, and easily communication and more importantly more optional and cheaper than any traditional market. E-Commerce has been invented and 1developed as the Social media platform basis and social media is its soul. Every successful E-commerce industry requires a very good Social media promotional & marketing activities by Facebook, LinkedIn, Twitter, You tube, Google AdWords, Google AdSense and it require analysis also which is possible in most efficient way by Google Analytics, Clicky and Alexa tools, Historical Contour of the Industry- In Earlier day E-Commeree industry was totally based on online services and Online Buying and séHling. Now the scenario has been changed and it is net in the limited in O1 services buying and selling but als in Online transaction, Online Customization, Online Personalization, Online Ordering, E-Business, E-retailing, Customer satisfaction ete. If we tarted in USA in the early 1990's and came to India by 1996, in very initia! level but became dominated ani established properly by 2004-05 properly. talk about its beginning, Now this generation is going to ereate 50 matty milestone in different areas of E-Commerce by using Social Media Marketing as Business tool to increase revenue, increase reach of customers. increase visibility, spreading awareness and mest iniportantly providing the best services and solution practices. E-Commerce industry is now not only expanding its value and usability in terms of generating profit but also satisfying customer base and utilizing youth power & economy as an drea of growth and expansion, Social Media Marketing is the new mantra far E-Commerce industry since carly last year, Marketers are tsking note of many different social media opportunities and beginning to implement ttew social initiatives at a higher rate than ever before, Soetal media marketing and the businesses that utilize it have become more sophisticated, Implications in E-Commerce industries & Social Media Tf we talk about the previous feature of E-Commerce industry it was wot that much trustworthy in the point of personal informational security and payment gateway, & acebiinting detail, But now it has been improved at the optinial level arid has ereated its Fr]trustworthiness in terms of informational security, payment gateway and accounting privacy, also it is creating awareness about the product and services. The coming generation is going to depends upon the E-commerce industries because of its utility and the generation going to adopt it completely as modem marketing era or Modem Market place, Even Social Media Marketing Is not lintited only in Facebook and Google, and has diversify with Linked In, WhatsApp, Twitter and YouTube, Pinterest and various blogging and applications. Mobile Marketing is the most innovative Invention in this area, highly predicted and most profitable with lower investment with high eanversion tool for Marketers, Social media as a Marketing tool:~ By using Social media marketing as a marketing tool, anyone can gain information, education, news, etc., by electronic media and print media. Social media are distinet from industrial or traditional media, such as newspapers, television, and film. They are relatively inexpensive and accessible to enable anyone (even private individuals) to publish or access: information, compared to industrial media, which generally require significant resources to formation. shared by both social media and industrial media is the capability to reach small or large audiences; for example, either a blog post or a television show may reach the properties that help describe the differences between social media and industrial media are: zero people or millions of people and also useful to generate revenue. Same 1. Reach both industrial and social media technologies provide scale and are capable of reaching a global audience, Industrial media, however, typically use a centralized framework for organization, production, and dissemination, whereas social media are by their very nature more decentralized, less hierarchical, and distinguished by multiple points of production and utility. 2. Accessibility - the means of production for industrial media are typically government and/or privately owned; social media tools are generally available to the public at little or no cost. 13es 3. Usability - industrial media production typieillly requires specialized skills and training, Conversely, most social media production does mot require spec ized skills and training, or requires only modest reinterpretation of existing skills; in theory, anyone with aecess can operate the means of social media produetion. 4, Profitability — social media is a source of promotion but also it is using as a source of income and get profit by selling and buying through social media sources. Social media has become the biggest source of platform to perform and eam profit in a very effective manner, 5. Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article} whereas social media can be altered almost instantaneously by comments or editing. 6. Size: Facebook has over 250 million users globally. Qn an average, 70-100 vets happen by the second. An average user on Facebook has 120 friends, This is the kind of enormity Social networking sites espouse and with this comes the license ty commutiicate powerfully, But when such large numbers are involved, there is a danger of something going wrong and when it does, it happens in a big way. An expert should be hired co do what is best for business. 7. Boost website traffic: Social media is probably the fastest and easiest means of redirecting traffic to company's website. By simply placing their website URL in their profile, the company can have all their profile visitors check out their website and a percentage of traffic is sure to get converted in course of time. This is the virtual way version of “word-of mouth”, 8. Braiding: Buying a candy may have been impulsive all your life, but iP it is discussed ona social networking site, there is likely to get brand conscious even candy. Social media isa smart way to build brands. Social media platforms are known to be one of the most powerful and fast means of branding, Some of the big brands like Coke. Ford, Dell, IBM, Burger King are some of the well-known brands have powerfully used social media platforms to endotse themselves Community media constitute an interesting hybrid of industrial and social media. Though community-owned, some commitinity radios, TV sind newspapers are ruin by professionals and some by amateurs, They use both social and industrial media frameworks, In his 2006 book, The Wealth of Networks: How Social Production Transforms Markets and Freedom, ‘Yoohai Benkler analyzed many of these distinctions and their implications in terms of both 14econdiics and political liberty. However, Beniklér, like many academics, ‘uses the neologism network economy or "network information economy” to slescribe the underlying, economic, social, and technological characteristics of what has come to be known as "social media" Andlrew Keen oitivizes social media in his book The Cult of the Amateur, wiiting, "OuLof this anarchy, it suddenly became clear that what was governing the infinite monkeys now inputting away on the Internet was the law of digital Darwinism, the survival of the loudest and most opinionated Under these rules, the only way to intellectually prevail is by infinite filibustering." Tim Berners-Lee contends that the daniger of social networking sites is that most are silos and do not allow users to;port dita from one site to another. He also cautions against social networks that grow too big and become « monopoly as this tends to limit innovation, ‘There are various statistics that account for social media usage and effectivencss for individuals worldwide, Some of the most recent statisti¢s are as follows: ‘Social networking now accounts for 22% of all tine spent online in the US, A total of 234 million peopte age 13 and older in the India used mobile devices in December 2012-13, Most time spent on Facebook by all the age groups. ‘Twitter processed more than ohe billion tweets in December 2012-13 and averages almost 40 million tweets per day. ‘Over 45% of Indian intemet page views ocourred at one of the top sacial networking sites in October 2013, up trom 13.8% a year before. Australia has some of the highest social media usage statistics in the world, In terms of Facebook use Australia ranks highest with almost liotirs per month fiom over 9 millian users. ‘The number of social media users age 65 and older grew 100 percent throughout 2010, so that one in four people in that age group are now part ofa social networking site. Major customers /or consumers in this industry- At the heart of any Business are Customers, and Social networking represents. an ‘opportunity to build even more mutually rewarding and candid relationships with those Customets, But for organizations to realize tahigible business benefits, they ited to find better ways to plan, manage, anid micasure their social networking efforts. 15Major Customers and Consumers are from the wen age {rotips. As we know that B= commeree, Social media and printing industry became familiar nfter 2000, so that age group between 13-20 years are more interactive and comfortable with it, Also the age group between the 20-35 years are also known as modem generation youth of India and world and they dre the most potential buyers for the E-Commctce industry. Most number of user are from the age group of 13-20 years by 35% than from 20-30 years age group users are 31%, age group between 30-40 years users are by 25% and then rest of the user group from 40-65 are there, So we can say that age group af more than 40) years are not so much bothering from E-Commerce industry but when we talk about the conversion rate on the same age group is higher thi others even marketers are Lookitig at as potenti consumers for these industries. Most of the E-Commerce users are coming from home users by 62%, than from office by 28% at last from school and colleges by 10-15% only. * On the basis of the report generated from sales foree, most of the time users of intemet are Use social inedia sites and spent about 7:9 hours weekly on social media sites like facebook, Linkedin, Twitter, you tbe etc. so that conversion and market penetration can come through social media marketing promotion, and yes it’s all true that E-Commerce and online digital printing organizations and industries are generating revenue through Social media and Social media marketing is working as-a bridged between the industrialist, or vendors and the consumers. Social Media, Marketing, and “Social authority”: ‘One of the key components insuccessful social media marketing implementation is building “social authority". Social authority is developed when an individual or organization establishes themselves as an “expert” in their given field or area, thereby becoming an influencer in that field orarea, It is through this process of "building social authority" that social media becomes effective, ‘That is why one of the foundational concepts in social media has become that you cannot completely control your message through social media but rather you ean simply begit to participate in the "eonversation” in the hopes that you can become a relevant influence in that conversation. However, this conversation participation must be cleverly executed because while people are resistant to marketing in general, they are even more resistant to direct or overt marketing through sacial media platforms. This may seem counter-intuitive but is the main 16reason building social authority with credibility is so important, A marketer can generally nol expect people to-be receptive to a marketing message in-and of itself. In the Edleman ‘Trust Barometer report in 2008, the majority (58%) of the respondents reported they most trusted company or product information cor ing from “people like me" inferred 0 be information from someone they trusted, In the 2010 Trust Report, the majority switehed to 64% preferring their information from industry experts and acader . According to Inc. Technology's Brent Leary, "This loss of trust, and the accompanying turn towards experts and authorities, seems to he coinciding with the rise of social media and networks." Thus, using social media as.a form of marketing has taken on. whole new challenges. As the 2010 Trust Study indicates, it is most effective if marketing efforts through social media revolve around the genuine building of authority. Someone performing a “marketing” role within 8 company must honestly convince people of their genuire intentions, knowledge, ‘and expertise ina specific area or industry through providing valuable and accurate information on an ongoing basis without @ marketing angle overtly associated, If this can be dane, trust with, and of, the recipient af that information — and that message itself — begins to develop naturally. This person or organization becomes a thought leader and value provider ~ setting themselves up as a trusted "advisor" instead of marketer. “Top of mind awareness" develops and the consurner naturally begins to gravitate to the products and/or offerings of the authority/influencer. OF course, there are many ways authority can be created ~ and influence can be accomplished — including: participation in Wikipedia which actually verifies user-generated content and information more than most peoplé may realize; providing valuable content through social networks on platforms such as Paéebook and Twitter; article writing ind distribution through sites such as Ezine Articles and Seribd; and providing: fact-based answers on "social question and answer sites" such as EHow and Yahoo! Answers. As a result of social media ~ and the direct or indirect influence of social media marketers — today, consumers are as likely — or more likely — to make buying decisions based on what they read atid see in platfornis we call "sacial" but only if presented by someone they have come to trust, Additionally, reports have shown organizations have been able to bring back dissatisfied customers and stakeholders through sovial media charinels. This is why a puiposefil and carefully designed social media stvategy has become ai integral part of any complete and directed marketing plan but must also be designed using newer “authority building” techniques. v7Marketing has always been a crucial part of a business. Good companies have become great on the sheer basis of effective marketing strategies. In the era of huge competition, organizations are going great length to advertise and promote their products and earn valuable customer loyalty. The concept of marketing has kept evolving with the passage of time, Companies are forced to adopt new changes in their marketing strategies to remain relevant. If there is one factor that has really affected the way marketing plans are being defined then it must be technology. 18CHAPTER-2 RATIONAL STUDY OF SOCIAL MEDIA MARKETING IN TODAY’S BUSINESSWhy Is Social Media MARKETING Important TO BUSINESS? Why is social media marketing important to businesses? Because your brand doesn't really exist online if you're not represented across all social channels — and regularly interacting with your followers, journalists who cover your industry, thought leaders and tastemakers, ete, Here’s one very important reason you may not have considered — it’s fun! Hosting ‘Twitter chat to celebrate a new product launch, getting: your geek an while you A/B test Facebook ads, or sharing pop-culture polls for your followers to weigh in on — these are all activities that build brand awareness, boost web traffic and lead to loyal customers. But unlike many traditional marketing tacties with the same goals, these tasks are actually fun in addition to driving real value for your company. It's 2017 and social media is growing at warp speed. With more and more people joining social media sites and using them regularly/efficiently, the social media industry is bound to become bigger in the coming years. It's booming like never. Yes, the social media wave isn’t ending anytime soon, And your business should take advantage of it if you want it to survive. With such amazing growth, every business today feeds (o leverage proper social media channels in the best possible way. Not because it’s the “in thing”, and not because it sounds simple, but because their target audience is hanging around the popular social networks. And they're engaging with their favorite brands and connecting with them on different levels, By giving your business brand the social media touch, you not only generate more business but also connect with your customers better and serve them on a higher level. It actually makes your online marketing easier. According an info graphic published by Ambassador, 71% of consumers are more likely to recommend a brand to others if they have a positive experience with it an social media, Here are some more social media statistics that prove beyond doubt that your business needs to leverage sites like Facebook, Twitter and LinkedIn to keep up with the competition. + The number of social media-using adults has gone from 7% in 2005 to 69% just ten yeas la + Social media use on mobile devices is seeing a 30% growth every year + 2million business today use Facebook advertising for promoting their products and services. 20GROWTH OF SOCIAL MEDIA USERS €| etedelel le THT Tee Let’s now look into the importance of social media in business by analyzing its advantages. #1: Leverage Social Advertising Social media advertising may be the new kid on the block, but it’s growing fiaster than imagined, Take Facebook Ads for example, Even though the social network launched ads n 2005, it managed to reach 9, 16B in ad revenue in the first quarter in 2017, This just goes on to show that social advertising is here to stay — fora long, long time. 2Sacial display and native advertising spending in the United States from 2012 to 2017, by type (in billion U.S. dollars) Display Ml Notive source: ‘daivora! mformavan cc As more and more businesses successfully experiment with digital advertising, they're ing that taking the social media advertising route makes total sense. Here’s why: «Lower ad costs: When compared to traditional advertising methods such as print media, TV and radio advertising, social ads are not only dependable, but also cheaper. What's more, you're allowed to engage on various social media channels for free before scaling with paid ads. You're free to grow on your own, al your own pace. + Targeted reach: Traditional advertising doesn’t give you the luxury to reach out to your target audience the way social media ads do. It simply doesn't work that way. When you're doing offline advertising, you're taking the blind, shotgun approach where your returns are dismal even if you're making big investments, Using sovial media ads you reach out to targeted prospects, increase your conversions and ultimately get a higher return on investment. + Real-time performance analysis: Knowing if your ad is working or not is integral in order to improve it. When you're doing any type offline advertising, you're unable toanalyze the performance of your ad campaign. Which cripples massively cripples your efforts. Social media ads on the other hand allow you to constantly keep track of how well (or how bad) your ad is performing. You're able to change your ad on the fly and instantaneously sce the results, 22important for businesses of all types to understand that social media ads are only getting bigger and smarter. Social media advertising is where the fature isheaded. li’s the new wave. The question is, are you a part of it? #2: Boost Brand Awareness Social media proves to be a powerful tool when it comes to growing your brand awareness, There arc businesses who dismiss it as a way to build a brand, bul by doing that, they're leaving an open ground for competitors. On the other hand, many reputable chief marketing officers agree that social media has a definite impact on brand awareness. CMOs ARE CONFIDENT THAT SOCIAL IMPACTS AWARENESS AND LOYALTY (CMOs ARE ATLEAST SOMEWHAT CONFIDENT THAT SOCIAL EFFORTS, HAVE AMEASUREABLE IMPACT OW... ‘on how you can do so. L. Find Your Audience: Before you start focusing on a particular social platform, find out whether your target audience ison it. You can do this by searching for relevant conversations about your product or industry. For example, a B2B company may find their audience on LinkedIn rather than Facebook, Don’t just assume or follow other brands. Use Visuals: Once you know where your target audience is, it’s tine to grab their attention by using eye-catching visuals with your content. Images and videos play a big cole in helping you geow your brand awareness on social media channels, Because they not only increase engagement but also boost social shares. 3. Create Conversations: Social media is all about building conversations, If you use these social platforms for one-way communication, you'll only grab so much 23attention, Instead, talk and listen. Get involved. Showcase your personality by conversing, tagging and ment 4. Measure Your Efforts: Don't just aim in the dark. Use the tracking tools provided by the platforms (eg: Facebook Page Insights) along with other external tools such as URL shorteners, Google Analytics, ete. to measure your social media activity. Use the insights you gain to understand what's working so that you can optimize your efforts and build a stronger brand with social m Build Authority: If you want a higher engagement rate along with better brand awareness, then work on building your authority by sharing real value, Along with borrowed content, your content you post should also have something original, as it ‘adds to your credibility. Remember, every single step that you take to increase brand awareness with social media will impact the overall growth of your business in the long run, #3: Increase Inbound Traffic Inbound marketing is one of the most effective ways to generate targeted traffic to your website. I's the kind of traffic that actually converts because it’s super relevant, However, if you leave you ignore the importance of social media in business, you will be limited to your inner circle of customers or the people that are already familiar with your market or brand. By putting in more effort in social media promotion, you create a whole new channel to draw in laser targeted inbound traffic and get more inbound links. f off Inbound Linking _§ In) id x= W Search TrafficFor example, having an active blog makes it easy for you to connect with your audience with the help of fresh content. But by having them share this content (on the right time) on ‘Twitter or Facebook increases your reach 10X. You're suddenly reaching out to a bigger ‘audience that may like plus share your content, follow your brand and ultimately become a customer. larly, people that are already actively searching for keywords related to your product of service are a smaller percentage than those who aren't, Social media helps you connect to this larger, untapped segment of the market, To help you understand, here's the amount of referral traffic social media management platform Buffer generates by creating and sharing quality content on some of the biggest social media networks: Sei ath ‘semions Be smn Common tet: Season 4m Twtae nme eK, : 2m Facebook sare 200% 3. mLnaesin nae are A Paral sam asm y 5m Googles = sam 2am a 6m Suumtieupon 1am ost —_ 2 m Scop AaB oem 2. Pocket » tam ore 9, mss > cua 40, Hach awe moat By using social media, you diversify your marketing efforts in more than one way. You don’t reach out to just one type of erowd, but connect to a versatile customer base. Which is erucial to for your brand to make a mark in your niche. For instance, serious professionals may find your website via Linkedin while the younger crowd or the millennials may find you on Instagram. Each piece of social media content that you create is a new door for new customers to enter. It’s a different opportunity for you to. connect. Ultimately, it boils down to ereating enough high quality content that you can post on social media sites, and in the process attract high-converting inbound traffic. #4: Improve Search Engine Optimization Every seasoned social media marketer knows that there is some connection between social media and search engine optimization, While Google has elearly stated that it does take “social signals” into consideration When ranking a page, there’s more to it, 25Here's how understanding the importance of social media in business and working 6n itcan help improve your SEO. Higher Chances to be Found via Web Search According to Matt Cutts, the former spam head of Google, social shares have no impact on your website's ranking. But, it’s a fact that Social media properties do dominate the front of the search engine resull pages for brand names, Which means, social media profiles indeed have the power to-rank in the top 10 results, Social media profiles are a great way to connect to your prospects and customers, They work as a doorway to your business website because they show your human side. They not only inform the searcher about your business, but also help them become apart of your conversations.By optimizing your social profiles and by keeping them fresh with the right content, you create a stronger presence on the web. You get more exposure. And you have multiple channels to draw people towards your business. Ability to Reach Mare People Via Social Media SearehPeople are no longer dependent on Google search when they need to connect to something or someone. Today, search is not limited to the mighty web search engines. It has moved beyond, Which is why social media platforms such as Facebook and Twitler are the new search engines, Social Media Search Last year, Facebook reported seeing “2 billionsearches per day.” Compare that to Google's claim of “3.5 billion searches per day”. There is massive amounts of content being created and shared on the social web, 26 Sowon: ButterThis content can easily be discovered by users with the help of keyword search, hhashtags, etc. When people scarch for the type of content you're publishing on your social media page, you may win new fans that want to follow, connect and do business with you It’s just not about the content, but also about the content producer, which is you. ‘When people see great content being created and shared, they're curious about who's behind it, This may lead them to look you up on Linked! and learn more about your business. Being a business it's important that you take the necessary steps to stand out from other competing social media profiles and avoid have duplicate accounts, media world is evolving and is so is the SEO arena, And there are high chances signals may start having affect on your rankings, So why not be prepared by building your social media presence with valuable content? #5: Increase Conversion Rates Social media is great for capturing targeted leads for your business, but it daesn’t stop there. Getting. quality leads is only one part of the equation. The other part is converting those into sales Can social media help you increase your conversion rates? Docs it have the *x’ factor when it comes to giving you the ground to achieve more sales? ‘The answer is a resounding yes, but only, if you de it the right way. Here are some ways you ean use social media for better conversion Fates, 1, Use It for Social Proof According 10 Wikipedia, “Social proof, also known as informational social influence, is 4 psychologieal phenomenon where people assume the actions of others reflect correct behavior for a given situation.” In simple terms, people do what others do. They like to believe what the majority likes to beli ‘The reason why social proof warks is beeause it gives a sense of assurance to your prospects and lets them know about the benefits of your product, without any selling. Social media is brimming with activity that can be used for social proof! If someone commented on your Facebook post praising your company. use it. When someone tweets you about how your product changed their life, use it. When someone posts a happy Instagram picture of them enjoying your service, use it. Look at how KWFinder smartly embeds tweets from their customers on their site as social proof: 1. Use it for User-Generated Content Creating quality content for social media is crucial. But what better way ta ¢reate this content than have your loyal fians do it for you, People that follow you on social media may mention you in a positive note, Which you can use to feature them on your social profile. The UGC acts likea social proof that indireetly helps you increase conversions. Also, this doesn't need to happen by chance. In fact, you can engineer it by asking people to share specific content fora chance to get featured to a wide audience. Given that you have adecent Eyaudience size, most social media users would be thrilled to have such an opportunity. You need to get creative in your approach and ask people. When Belkin did the launch for their Lego iPhone cases, they tapped into the power of their social community. They asked customers to personalize their cases in their own unique way and share the pictures on Instagram, AS you eam see, a ton of customers Were exeited enough to share their personalized eases With the right hashtags, This helped Belkin gain targeted exposure and higher conversions atzera-cost, There are many ways that social media can impact conversions and help you increase sales. But for that, you need first ta understand the importance of social media in business and take the necessary steps, We at Lyfe Marketing are committed to helping you do just that Check out our pricing page to see how we can work together to help you get better conversions. 6: Satisfy Your Customers Losing a customer is hard, and gaining a new one is harder, But retaining an existing customer is 10 times easier. Which is why customer satisfaction should be your topmost priority. Download Now By using social media to conneet with your customers, you have the opportunity monitor what they want, the problems they're facing and how you could serve them, In order to truly satisfy your customers and make their life easier, you need to offer them customer service that is more personalized and effective, And social media helps you do just that. Customers these days know that social media is a lot more approachable and friendly than a call center executive, thousands of miles away, who has a hard time resolving your problem. In other words, customers want superior service without the hassle, ‘customer satisfaction with social media includes: + Monitoring conversations to see if your customers are talking about your brand and in what context, + Broadcasting important messages, announcements and offers to customers via a social media platform such as Twitter, 28© Offering prompt customer service to customers who are facing genuine problems or need some help —swith =the product’ »=—or-~—service 42% of consumers complaining in social media expect a 60 minute response time. * Holding regular question & answer sessions with customers to understand their coneems, get real feedback and see how things can be improved. © Connect and build a relationship with power users or customer advocates so that they can help serve other customers, Regardless of what social media platform you're using to help your customers, it's important to speak their language. give them personalized service and respond to them without much delay. #7; Enhance Brand Li ty A lot of businesses are stuck on their follower count, which is nothing but a vanity number. It-doesn’t serve a teal purpose if the followers aren't loyal to. your brand, There's: a difference between a random follower and loyal one, beeause the latter adds real value, If you want to get the most out of your social media marketing efforts, it’s crucial that you focus on inereasing brand loyalty. Having a loyal following means better engagement and better conversations, Ask any loyal social media follower about their trusted brand, and they will speak positive about it without the need to push. Which leads to natural word of mouth marketing. You can enhance brand loyalty on social media by: 1, Having a Solid Social Media Strategy: Social media platforms are evolving, and ach has its. own personality, Facebook is nat Twitter, and Twitter is definitely not Linkedin, Which means, you can’t take the same old, outdated marketing and advertising methods and apply them to social media. You need to formulate a socis media strategy that clearly aligns your goals with other areas such as conten marketing, search engine optimization, ete. This should give you a fair idea of what type of value you can create for your loyal social media followers, IF Il allow you to not anly retain them but also help them spread the word, 2. Sharing Value-Oriented Content There's a reason why your followers are loyal to you. They're looking for value, whieh you will have to deliver at all times by sharing quality content, For example, sharing a detailed case study is much better than a 500 word article, The more usefial and relevant the content you post, the better. Plan how and what type of content you would like to share with your following. By spending time on strategizing your content creation, your content will fetch you a higher ROL 29when you share it, So dén’t rush, See what sets your content apart from others, For example, visual content gets more shares than regular social media content, Which means you're free to use photos, videos, ete. as long as they add some value. 3. Being Consistent: Your brand has a personality, and certain aspects that are unique toil, By identifying these personality traits and by bringing them oul, it gets easier to coiinect to your target audience, Your aim should be to be consistent in your approach and maintain the same voice throughout your interactions, The content that you create/share along with how you converse with others should reflect your bbrand’s personality. 4. Responding to Queries: You may not be a celebrity for your social media followers, but they do look up to you for answers. So when they approach you with relevant query, you should get back to them with the right answers. This way they will know that you ate the teal deal, And that your business wetuallly cares about others. But don’t it your answering adventures to your loyal followers. Go out there and hnunt for questions that have partial answers or no answers. You can search using targeted keywords and look for questions that iteed a response. By answering these questions, you establish yourself as an expert or an authority, 5, Show the Human Side While it's okay to automate your social media posting with tool like Buffer, it’s not-so- okay to keep doing it. Personally interacting with other people and humanizing your brand will go a long way, It will keep your followers/fans keeping coming back for more, A lot of businesses try to present themselves as big corporations, which is a mistake, People need people, not auto bots, Which is why you need (9 connect to them on a more personal level and engage in real conversations. Even if it’s just for the sake of interacting.Statement of the problem World-wide, large numbers of individuals are present an social networking sites and marketers have begun to realize that these sites can turn aut to be an important tool for marketing. Out of 2.5 billion active internet users globally, 1.8 billion are the members of one or more social networking sites (Business World, 2024). The researcher as well as research supervisor were of the view in the year 2009-10 itself that the presence of people on social networking sites is going to be bigger and better and it would be a great idea to find out whether these sites can be used as successful marketing platform and also assess what kind of roadblocks might be faced in the process. After detailed deliberations the precise problem that was chosen is “Opportunities and challenges for business in marketing through sacial networking sites.” This research endeavor would help in fathoming aut the opportunities and challenges confronting the marketers through social networking sites and help in making specific recommendaticns to design effective marketing strategies. 31Significance of the study An increasing number of people are joining social networking sites as the new media for social connectivity, entertainment, networking, news, information, etc. People are shifting from traditional media like television, newspapers, magazines etc. to new age media, Virtual world is the new ‘place’ where the target customers of the marketers are present and are spending a lot of time, The experts have identified these new emerging platforms and recommend the same to be used by the organizations to achieve their respective marketing objectives and concomitantly, marketing {s also undergoing a paradigm shift in its elements adapting to the new technology and making it a significant element of their marketing communication strategy. This study is primarily focused on finding out the opportunities available to the marketers as well as the challenges facing them while marketing through soeial networking sit Atthe end of the report, the findings have clearly stated how prudent it would be forthe marketers to be present where the customers are, Sineea very less number of empirical work has been undertaken in India in this emerging area, this study is likely to contribute a lot to the marketers, academicians, researchers and stakeholders, [t would be in the fitness of things to mention here that every camest research effort in the ficld of marketing ultimately benefits the whole society and nat merely customers or marketers or both, RObjectives of the study It is truly said that “A study without objectives is like a tree without roots”. In any urea of research, the first and the foremost task isto decide and define the objectives of the research i.e. the reason why the research study should be conducted. A research study may have many objectives, but all these objectives revolve around one major objective, which is the focus of the study. In this study, the prime objective is to identify the opportunities and challenges of the marketing through the social networking sites. This study is based an studying the emergence of social networking sites as an efficient marketing tool, In order to pursue the afore-mentioned prime objective, some allied objectives have also been identified whieh are as follows:- i. To figure out the profile of users of social networking sites ii, To study the trends and shifts in the marketing practices from traditional marketing to online marketing. iii, To find owt the opportunities available to the marketers in marketing through social networking sites, iv. To study the challenges ficed by the marketers adopting social networking sites as their marketing tool. ¥. To study the scope of social networking sites to be used as a marketing tool. 33CHAPTER-3 LITERATURE REVIEWSocial network sites (SNSs) such as My Space, Facebook, and Youtube have attracted millions of users, many of whom have integrated these sites into their daily practices. There are hundreds of SNSs, with vatious technological affordances, supporting a wide range of interests and pr ‘ices, However, the impact of SNSs is increasingly pervasive, with activities ranging from economic and marketing to social and educational, Among the wide impacts of social network sites, they are, anecdotally, becoming increasingly important in today's businesses, Thus, the purpase of this study is to present a literature review of and classification scheine for research works in business impacts of SNSs, with the aim of clarifying the ways SNSs impact businesses. The review covers 2 journal articles published from 2000 to 2011 and a few months of 2012. The 28 articles classified SNS applications in businesses into six distinct categories: the “marketing and advertising,” “knowledge ‘relationship management,” model.” The findings reveal that “marketing and advertising” were the most frequently “e-commerce,” and “economic category has been considered in the literature. This review provides a source for discovering business impacts of social network sites and will help to simulate further interest in the aren, 35,‘Mohammad Furqan Khan 1, Dr, Anisa Research Scholar, School of Business Studies , Islamic University of Sei nce and Technology, Awantipora, J&K. Assistant Professor, School Of Business Studies, Islamic University of Science and Technology, Awantipora, J&K. Social media and social media marketing are sometimes used interchangeably, but two indeed are different. The purpose of this research paper is to revisit the literature on both, concepts and correlates them in technical terminologies. We have studied the literature available on Social media first and identified the basic functionalities of it, Then the literature available on social media marketing helped us in identifying its dimensions. In conclusion section of the research paper we have correlated the two concepts and redefined social media marketing in technical terms.Helena Alves (University of Beira Interior and NECE) Cristina Fernandes Polytechnic Institute of Castelo Branco and NEC Mario Raposo University of Beira Interior and NECE ‘This study carries out content analysis and systemizes articles on social media marketing in the Web of Science database. Forty-four studies were analyzed in accordance with a vari mt on the systematic review approach. assessment. The results demonstrate how most of the studies analyzed focus on the consitmer perspective in terms of usage, share, and irifluence of social media on consumer decisions, and perceptions. The studies focusing on the firm's perspective centered not only on the usage of social media, but also on their implementation, optimization, and measurement of results. The majority of studies are quantitative and published in recent years. Thi defined tuudy not only reached certain conclusions for both theory and practice, but also fue lines of rescarch according to the gaps detected by the study’s results. ©2016 Wiley Periodicals, Ine 7* Assistant Professor & Head, Department of Commerce & Management Dr. C. V, Raman University, Kargi Road, Kota, B pur, C.G., India, ** Associate Professor & Head, Department of Management, Chouksey Engineering College, Lal Khadan , Bilaspur, C.G., India. ‘***Assistant Professor, Department of Commerce & Management, Dr, C. V, Raman University, Kargi Road, Kota, Bilaspur, C.G., India. Today, we are in 21st century and people do not find time to come & interact with each other, Social media helps in connecting themselves with social networking sites through ke which now people can stay far and yet remain connected. Apart from this medi Facebook create a loyal connection between product and individual which leads to large advertising opportunities. Similarly, other social media like Blogs create a platform to post comment on any event which needs to be publicized also can be utilized as a promotional technique for customer's adoption as well as for promotions, Now users are acquiring followers & subscribers and directing them to your social networking page. These media has a competitive edge over other popular public media like Television because there is a time gap between social event occurrence and the time it is being broadcasted. This search paper emphasizes on the strategies which can take this viral marketing mode beyond the normal social media at present. As a result it can also help in building yout community strong enough to make your marketing effective & initiative buying, 38Ms. Sisira Neti Asst, Professor Department of Business Management PG Centre, Lal Bahadur College Warangal. Social Media, today, i améng the “best opportunities available" to a brand for connecting with prospective consumers: Social media is the medium to socialize, These new media win the trust of consumers by connecting with them at a deeper level. Social media marketing is the new mantra for several brands since catly last year, Marketers are taking note of many differeht social media opportunities and beginning to inyplement new social initiatives at a higher rate than ever before. Soci media marketing and the businesses that utilize it have become more sophisticated. One cannot afford to have no presenee on the social channels ifthe competitor és making waves with its products and services. The exploston of social media phenomenon is as mind boggling as that and the pace at which it is growin maddening. Global companies have ‘recognized social media iarketing as @ potential marketing platform, utilized them with innovations to power their advertising campaign with social media marketing. This paper discusses about the concepts of social media and social media marketing and other aspects like the growth and benefits, role and relevance of social media in marketing, social media marketing strategies, tt dlso presents an overview on social media marketing in India 39.SUMMARY OF THE LITERATURE REVIEW This literature review has been studied until tells the socis || media marketing is a platform to reach our customer with the minimum constraints and made a direct link between markélers to customers. Social media marketing is a new concept from business point of viow, it is a chance for marketer to grab the opportunity of social media marketing for promoting their product and target their customers. Today people don"t have time to go for shopping or time to analysis which product is good or bad. In the other hand technology is increasing rapidly and people is connecting day by day in social media marketing, internet is available everywhere now , Marketer find this opportunity to create a new marketing. concept and it's create a apportunity for business to invest their money in social media marketing so people easily able to know which brand is promoting which product, Role of social media marketing increasing in the world and it's providing benefits to all Over the world. Bur there is always nwo. like the their information easily , another one the services they are providing could be better in future of everything here some they can bring improvement some area acy of the customer should be encrypted in high level security sono one can get time, 40CHAPTER — 4RESEARCH OBJECTIVE & METHODOLOGY RESEARCH OBJECTIVE: aCHAPTER — 4 RESEARCH OBJECTIVE & METHODOLOGY RESEARCH OBJECTIVE: ‘This study will try to analyze the potential of social media as a marketing {ool in countries with the following objectives: To identify the role of Social Media Marketing in business + To find out that how Social Media is contributing in E-Commence industrial growth in terms of Profit, Promotion, Profit, Reach, Visibility & Network building “ To identify the potential of Social Media Marketing in India To recommend the ways by which company can effectively use the Social Media for Marketing their products RESEARCH METHODOLOGY: ‘rst | will review the existing literature concerned with potential of social media as a marketing tool in business. Once I am through with the subject I will have a better understanding of it, A thorough research will be conducted among the executives in the company. The secondary data collection method was used in this research. Secondary Data; The secondary data will be collected through Internet contents, News Paper, Sales foree repart, Blogs on social sales force, Research papers and PDF, Books, Journals ete. Sample design ‘The sample design includes the information about the sample i.e. the respondents who the researcher assumed (0 be the true representative of the universe. In ease of this research study, the sample units were the people, with different demographic profiles, who visit and are the members of one or more social networking sites like fheebook, Tweeter, Orkut, Linkedin, ete. The sample size for this research study was 410 respondents. Although the researcher approached more than 2000 individuals out of which almost 500 qualified to be the target respondents, The copies of questionnaire were distributed to $00 respondents who were the members of at least one social networking site. Afler going through and sereening the filled-up questionnaires, as many as 410 were found to be complete in all respeets and hence fit for analysis. The sample area for this study was National Capital Region. The respondents were selected on the basis of simple random sampling technique. Every effort a2‘wats made to énstire that the sample is true representative of the universe. All the respondents Were approached in-person for the collection of data, QUESTIONNAIRE QI. From how many periods you have been working in the E-Commerce sector? ‘Ans.45% respondents replied that they are Working in the advertising sector from | to less than 2 years but 20% respondents replied that they are working in the advertising sector from less than 1 year. Q2. Do you use social media modes for marketing? Ans. 65-75% respondénts replied yes that they are usiig social media modes for marketing. Q3. In the following which social site ate you currently tsiiig for marketing? Ans, 57% respondents replied that they are currently using Facebook for udvertising but 20% respondents reptied that they are currently using My Space (Google) for advertising. Q4, lh the following Which social site ate you currently using for marketing? Ans, 49% respondents are agreeing with this statement also 30% respondents are Strongly agreed with this statement, Most interesting part is only 10-15% people arc not agree from this statement. QS, ‘Social wedia is mare effective in case of increasing the sales level’ are you apres with this statement? 50% respondents are agreeing with this statement but 12% respondents are neutral with thi ‘Statement, (26, “Social media works to turn users into profits’ are you agree with this statement? ‘Ans. 24% respondents are strongly agreeing with this statement but 48% respondents dare agreed with this statement 43Q7. ‘Social media has a great potential in case of reaching Huge base-of customers are you ‘agree with this statement? Ans, 44% respondents are agreeing, with this statement but 32% respondents are strongly agreed with this statement QS. ‘A business can improve their competitiveness through social media’ are you agree with this statement? Ans, 48% respondents are agreeing with: this staternent but 28% respondents are strongly agreed with this statement, (Q9, “Social media is the easiest way of marketing a product through online” ate you agree with this statement? Ans. 53% respondents are agreeing with this statement but 23% respondents are strongly agreed with this statement, QUO. "Are you ible to measure the return on investment (ROI) for your social media activities.” Only about one in three (37%) agreed they are able to measure their social activities. However, this was an improvement fom 2013-14, where only 26% indicated they could measure ROI, So certainly itincreased by 35%.CHAPTER -5 DATA ANALYSIS AND INTERPRETATION 45CHAPTER -5 DATA ANALYSIS AND INTERPRETATION Aseonsumers continue to perform more and more of their activities online, social networking lechniques, to include email marketing, have assumed an inereasingly important rote in their through email, Facebook, google AdWords & AdSense is useful for E-commerce industrial growth and sovial media used as a marketing through their ts but also daily lives. The sheer volume of using campai ‘To manage this inerease in online activity, consumers are mo social media engine more quickly, looking net only for the inforimation and be: for new updates, profit, quality and casily available in services. they need and want, Additionally, up to 25% of the Indian population is accessing their soi | networking sites with hand-held devices, not only for shopping or services but also for new updates on it So how do E-Commerce marketers break through the clutter to efficiently and effectively improve results? The key to success in this complex environment is using relevance-enhancing tacties, Here ‘are 12 proven tactics that can help any marketer advance the rélevance of their social media marketing messages and improve results. You will iearn how to Benefit from the impact that short-burst and attractive communications are having. on our society. Understand and use subscriber behavidr and engagement as the primary tool for deci ing fiutire social media campaign messaging and offers, results on the basic of CTR, bounce rate, By analyzing the campi Likes, impressions, spend & earnings also by the queries & feedbacks. Use Social media analyzing tools which is available for free, Leverage the relationship that engagement and releviney have on your sender reputation aid message delivery. Use visitor Website behavior and analytics to imprave message relevancy, Test to better contro! the impact of messaging on future success. Develop content and subject lines that are more effective. Apply social networking techniques to-improve your company's relevance with social media subscribers, Drive subseriber acquisit ion and optimize search,Implement best practices in creative design to be relevant on the small screens of mobile and desktop de es. Implement segmentation tactics that drive both top and bottom Ii These 12 tect 1 results ;niques.can be implemented by entry level and advanced marketers Who Want to improve social media marketing results by ereating greater engagement through relevance. a7‘CHAPTER - 6 CONCLUSION & IMPLICATIONS 48CHAPTER — 6 CONCLUSION & IMPLICATION At the heart of any Business are Customiets, and Social networkitig represents an ‘opportunity to build even more mutually rewarding and-candid relationships with those Customers. But for organizations to realize tangible business benefits, they need to find better ways to plan, manage, and measure their social networking efforts. Social media deals with engaging the customers & vendors and maintiining a bridge between these two. With the advent of internet and ongoing changes in Consumer Behaviour, last decade has wimessed revolutionary growth in E-Commerce and E Business in India because of Significant use of Social media marketing tools. Social marketing uses the benefits and of doing Social good to secure and maintain customer engagement. In social marketing the distinguishing feature is therefore its "primary focus ‘on social good. and it marketing is social marketing, Increasingly, social marketing is = social sciences ani social policy, and a"marketing parent” not a secondary outcome. Not all public sector and not-for-profit being described as having "two parents"—a "social parent" -ommercial and public sector marketing approaches, Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organization: aims, This can be very important, but should not be confitsed with social marketing where the focus is on achieving specific behavioral goals with specific audiences in relation (0 different topics relevant to social good (e.g: health, sustainability, recycling, etc.) There is no-escaping social media these days, either for individuals or for businesses. ‘Today, it is impossible to separate social media from the online world. The social media conversation is no longer considered a Web 2.0 fail -- it is!taking place in homes, small businesses and corporate hoardrooms, and extending its reach into the nonprofit, education and health sectors. Prom feeling excitement, novelty, bewilderment, and overwhelmed, a growing number of peapte now speak of social media as simply another channel or tactic. Blogging can have a very positive effect on your Company's branding growth. As per the Hubspot report, Customers with blogs gathered 68% more leads than customers without blogs. It is imperative to understand that today, social media have exponential potential. They are part of an ever growing online network of people who discuss, comment, participate, share and create, Whether you are an individu, a startup, small business or a large corporation, an online Presence and an ongoing conversation with your constituents is 2 baseline requirement — and eTwill take time and expertise. Companies aire diverting resources and rethinking their traditional ‘outreach strategies, And as the social media wave dissipates into the vast ocean of connected experiences, the term itself will become an entry in dictionaries and encyclopedias and we will embark on a new era of knowledge, accessibility and experiences unbound by distance. time or physical walls, It is high tinte that every business adopts social media and takes it seriously. BIBLOGRAPHY © A Literature Review an the Business... (PDF Dawntoad Available), Available from: hups://www researchgate nev/publication/236152792_A_Literature Review onthe Business_Impacts_of_ Social Network Sites [accessed Apr 15 2018] © Soeial Media Marketing: A Literature... (PDF Download Available). 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