INTRODUCTION

When it comes to marketing your products, brand and services, you have to be as
innovative as possible to remain on top of your game; given the amount of competition
that exists out there, you have to be the best to make it big.

If you settle for something mediocre or choose a beaten path, then you and your company
will probably go unnoticed. Ask any marketing expert about it and they will point to how
it all boils down to making smart choices with your marketing strategies and trying to
beat out the competition by being as innovative as possible.

It is of course easier said than done and you have to put in the effort to make all the right
choices for your company. Given the plethora of options out there, it is obvious that you
will need a little help; especially if you are your company’s own PR manager.

One of the best, and most preferred, ways to advertise your products, and reach out to
millions of customers Worldwide, is by making use of Social Media. As you know, the
Internet plays host to billions of people worldwide and you can easily reach out to many
of them just by tapping into the different social media avenues.

Social media has exploded as a category of online discussion where people create
content, share it, bookmark it and network at vast rate. Examples include Facebook,
Instagram, Twitter, LinkedIn, Reddit, Pinterest and Google+.

Due to its ease way of use, speed and reach, social media became the trendsetter in topics
that range from environment, politics, and technology to entertainment industry. The viral
quality of social media makes it an appealing tool for businesses to market products and
services. Marketers are beginning to understand the use of social media as a component
in their marketing strategies and campaigns to reach out to customers.

Promotions, marketing intelligence, sentiment research, public relations, marketing

communications, and product and customer management are sub-disciplines of marketing
that may use social media Each social media platform (such as blogs, online discussion
forums, and online communities) has an effect on marketing performance (e.g., sales), so
it is vital to understand their relative importance and their Interrelatedness.
Much as you might wish it were otherwise, you must now stay up to date with rapidly
changing options in the social media universe. As a marketer, you have no choice when
more than 75 percent of Internet users visit blogs and social media and when your
position in search engine results may depend on the regency and frequency of social
media updates. Social media marketing is an essential component of online marketing.

The statistics are astounding: Facebook has more than 1.18 billion daily active users as of
the third quarter of 2023; more than 2.7 million blog posts are published every day; more
than 300 million tweets were sent per day on average in 2023; and nearly 5 billion hours
of video are viewed each month on YouTube. New company names and bewildering new
vocabulary terms continue to flood the online world: Periscope, Snapchat, pinning,
location tagging, and sentiment monitoring.

THE INTERNET EVOLUTION AND HOW IT RELATES TO SOCIAL MEDIA

MARKETING

Individuals are forever searching for information, and search engine optimizers help
organise content on a web page so that their clients websites rank higher than their
competitions. Search engine optimization typically involves the analysis of elements on a
particular web page and enhances them, using available search engines algorithmic
knowledge for heightened visibility in search engine results.

Search engine optimization is a part of a larger picture, search engine marketing, which
encompasses variety of other tactics for heightened awareness in the search engines.
Before Social media marketing made its foray into the marketing arena, search engine
marketing integrated these major components:

 Search engine optimization, which focused on a page factors, including title tags,
Meta tags, keyword research and other techniques.

 Link building, an offsite promotional tactic to build quality links from other
websites to improve rankings.

 Pay-per click, a model that allowed individual to bid on clicks and to pay for
higher rankings. In this model search engine user saw “sponsored” listings
alongside regular organic results. It was typically much easier for businesses to
achieve high ranking in this area: the more money invested in the campaign, the
more visibility to casual surfer.
Where We Are Now

Until recently, the Internet was largely an informational medium. However, in the last
couple of years, the Internet has become increasingly social. We are now looking at
websites, habits, and behaviors of our peers in order to make well-informed and educated
decisions about our next move, be it a buying decision or another endorsed article to read
late at night. Websites such as Instagram and Facebook have emerged to make
communication between peers fast and easy. That’s only the tip of the iceberg, though.
Social websites have been built to unify individuals with similar interests: social news
sites that are governed by the “wisdom of crowds,” social bookmarking sites that allow
individuals to discover websites that a large number of people have already discovered,
and niche social networks that unify individuals under a common interest. As such, a new
discipline, social media optimization, also called social media marketing, has evolved.

WHAT IS SOCIAL MEDIA?

Social media refers to various platforms that are available on the Internet, which provide
users the chance to create their profiles and share and promote content.

These social media platforms are all designed to help people and companies establish a
social presence and let others know about their products and services. The popularity of
social media, as a marketing tool, rose in the last decade as more and more companies
realized its true potential and began using it to their advantage.

They understood that it is possible for them to reach out to millions of people, worldwide,
and increase their customer base by several folds.

Social media is now part of every company’s marketing strategy. Right from a small
stone in Japan to a multi-million dollar company in the US, everybody is using the power
of the Internet to get noticed and improve their product’s sales.

The term social media refers to a computer-based technology that facilitates the sharing
of ideas, thoughts, and information through virtual networks and communities. Social
media is internet-based and gives users quick electronic communication of content, such
as personal information, documents, videos, and photos.

Users engage with social media via a computer, tablet, or smartphone via web-based
software or applications. While social media is ubiquitous in America and Europe, Asian
countries like Indonesia lead the list of social media usage. More than 4.5 billion people
use social media, as of October 2023.
UNDERSTANDING SOCIAL MEDIA

Social media originated as a way to interact with friends and family but was later adopted
by businesses that wanted to take advantage of a popular new communication method to
reach out to customers. The power of social media is the ability to connect and share
information with anyone on Earth or with many people simultaneously.

There are more than 3.8 billion social media users around the world. Social media is an
ever-changing and ever-evolving field, with new apps such as TikTok and Clubhouse
coming out seemingly every year, joining the ranks of established social networks like
Facebook, YouTube, Twitter, and Instagram. By 2023, the number of social media users
in the United States is forecast to increase to approximately 257 million.

According to the Pew Research Centre, social media users tend to be younger. Nearly
90% of people between the ages of 18 and 29 used at least one form of social media.
Further, these users tend to be better educated and relatively wealthy, or earning over
$75,000 per year.

TYPES OF SOCIAL MEDIA

Social media may take the form of a variety of tech-enabled activities. These activities
include photo sharing, blogging, social gaming, social networks, video sharing, business
networks, virtual worlds, reviews, and much more. Even governments and politicians
utilize social media to engage with constituents and voters.

For individuals, social media is used to keep in touch with friends and extended family.
Some people will use various social media applications to network career opportunities,
find people across the globe with like-minded interests, and share their thoughts, feelings,
insights, and emotions. Those who engage in these activities are part of a virtual social
network.

For businesses, social media is an indispensable tool. Companies use the platform to find
and engage with customers, drive sales through advertising and promotion, gauge
consumer trends, and offer customer service or support.

Social media's role in helping businesses is significant. It facilitates communication with

customers, enabling the melding of social interactions on e-commerce sites. Its ability to
collect information helps focus on marketing efforts and market research. It helps in
promoting products and services, as it enables the distribution of targeted, timely, and
exclusive sales and coupons to would-be customers. Further, social media can help in
building customer relationships through loyalty programs linked to social media.
Facebook is the largest social media platform in the world, with a clear advantage over
other social media, though it has similar audiences to others like Twitter and Instagram.
WHAT IS SOCIAL MEDIA MARKETING?

Social media marketing (also known as digital marketing and e-marketing) is the use of
social media. The platforms on which users build social networks and share information
—to build a company's brand, increase sales, and drive website traffic. In addition to
providing companies with a way to engage with existing customers and reach new ones,
social media marketing has purpose-built data analytics that allow marketers to track the
success of their efforts and identify even more ways to engage.

With over 80% of consumers reporting that social media especially influencer content
significantly impacts buying decisions, marketers across industries are driving the
evolution of social media marketing from a stand-alone tool to a multipronged source of
marketing intelligence on an increasingly important—and growing—audience.

Within 18 years, from 2004 (when MySpace became the first social media site to reach
one million users) to 2022, the dramatic growth of interactive digital channels took social
media to levels that challenge even the reach of television and radio.

By Q1 of 2022, there were 4.6 billion social media users globally—over 58% of the
world’s population an increase of over 10% in one year alone.

As the use of social media trends upward, marketers are perfecting strategies to capture
the significant competitive advantage that engagement with this key audience can deliver
even more rapidly and more effectively than traditional marketing.

DIFFERENT METHODS OF SOCIAL MEDIA MARKETING

Some of the most networking marketing tools are Facebook, Myspace 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 data about any product, you
can see less response from clients. Later it will become big businesses via blog.
Websites and blog are most powerful tools for social networking marketing.
When matched with other networking tools. Blog is an amazing tools 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. WEB DESIGN: 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
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 the world.

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 a way that your recipient will be
impressed to get back to you.

5. USE SOCIAL NETWORKING WEBSITES: Social networking websites like

Facebook, Twitter, and Instagram can be used to promote your sales. These are best
platforms for all those planning internet marketing.

6. VIDEO PROMOTION: Use several video distribution websites for your marketing.
These websites uploads your services to the whole world. All you need to do is film a
video uploading sites like YOUTUBE. 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.

1.6 DIGITAL MARKETING AND INTERNET MARKETING

The fields of marketing and advertising have changed over the years and it is clear that
they have always taken advantage of the existing technologies. In the past, when the
concept of the internet was still unimaginable to many, most. Business capitalized on
traditional channels of marketing such as television, radio, print, and billboard ads. Yes,
they are still used by many companies today and if used effectively, they can give big
income returns to your business.
When the internet was born, it transformed the world into a global village. People in
different time zones can now communicate in a click or press of a button. The internet
has become so diverse that even things from your imagination can be found in some
corners of World Wide Web. Today, there are two billion internet users; thus, it gave way
to the conception of new breeds of marketers and advertisers.

What is Digital Marketing?

Digital marketing refers to the use of electronic devices such as computers, tablets,
Smartphones and digital billboards among others to interact with consumers. It can also
be defined as promotion of brands, products or services using different form of digital
media to reach and engage customers in a timely, relevant and cost effective way.
Compared to traditional form of marketing digital marketing is less expensive and you
can have instant access to tangible feedbacks and reports about who saw or heard the ad,
and took action. With digital marketing you can see how a campaign performs in real
time, what is being viewed, how often, duration, and even statistics such as sales
conversations.

How is it different from Social Media Marketing?

The Internet plays a significant role in digital marketing which is why people tend to
assume that is it synonymous with social media marketing. Nevertheless, they are
somewhat different in the sense that Social media marketing is just one of the categories
of digital marketing.

WHY IS SOCIAL MEDIA MARKETING SO POWERFUL?

The power of social media marketing (SMM) is driven by the unparalleled capacity of
social media in three core marketing areas: connection, interaction, and customer data.

Connection: Not only does social media enable businesses to connect with customers in
ways that were previously impossible, but there is also an extraordinary range of avenues
to connect with target audiences—from content platforms (like YouTube) and social sites
(like Facebook) to microblogging services (likeTwitter).

Interaction: The dynamic nature of the interaction on social media whether direct
communication or passive “liking” enables businesses to leverage free advertising
opportunities from eWOM (electronic word-of-mouth) recommendations between
existing and potential customers. Not only is the positive contagion effect from eWOM a
valuable driver of consumer decisions, but the fact that these interactions happen on the
social network makes them measurable. For example, businesses can measure their
“social equity” a term for the return on investment (ROI) from their social media
marketing (SMM) campaigns.

Customer Data: A well-designed social media marketing (SMM) plan delivers another
invaluable resource to boost marketing outcomes: customer data. Rather than being
overwhelmed by the 3Vs of big data (volume, variety, and velocity), SMM tools have the
capacity not only to extract customer data but also to turn this gold into actionable market
analysis or even to use the data to crowd source new strategies.
UNDERSTANDING HOW SOCIAL MEDIA MARKETING WORKS.

Many people, particularly small businesses and upcoming businesses seem to shy away
from social media marketing. The reason being that it social media marketing is such a
vast area and it is really difficult to know where they can start from, the area that should
be targeted by them and their potential audience. In order to become successful b making
use of social media marketing you really need to get yourself better acquainted with the
complex hierarchy that exists and the workings of these platforms.

Like it is the case with any online marketing strategy, even in the case of social media
marketing it will all have to start with you and your website. Your website will act as the
foundation, the base on which the base on which you can start building your campaign.
Blogs have been gaining a lot of publicity, if your website has one then that’s good and if
it doesn’t then perhaps it’s time that you have added one. Blogs will enable you to
provide regular steams of content that will help you grab and then hold on to the attention
of your audience and in order to increase the number of people who are subscribing to
your website, increase the number of followers you have got on any social media
platforms and for also giving your business a sound online presence, a blog will really
come in handy.

You probably would have come across the term RSS feeds and you might have even used
them. If you haven’t done so, then you probably should. RSS stands for Really Short
Simple Syndication. RSS is really a great tool that can help you sort your content out in a
way that provides you with the option of personalization. The benefit of personalization
is that you can sort your content according to different sectors and areas of interest of
your audience. People can always subscribe to your website and they can always agree to
receive the RSS feed that will let them view the content as well as let them know of any
updates. When you can personalize the information available you can filter it depending
upon the requirements of your target audience.

Then there is the option of bookmarking as well as social sharing. This can be thought of
as the process that lets you tag people and also keys you share certain elements of the
content you have got on various social networking sites such as Facebook, Twitter and
even Google+ or even on social bookmark sites such as Delicious, Digg or even Stumble
Upon. If you really want this to work, then you will have to ensure that the content that
you are wanting to post is of high quality and is relevant to the audience. It really won't
work if you are just sharing silly memes or GIFs. If your audience doesn't think the
content that you are posting is relevant then it is highly likely that they will stop
following you. Social search tools will also be really helpful. Google Places, Foursquare,
Yelp and even Bing Places are some of the popular directories that are available online
and you can get yourself listed on these sites. So that when anyone is searching for your
name then your listed address would come up on the search. This will help you draw
more attention to yourself and will help you in strengthening your online presence which
is really crucial for your business. Social search tools are highly recommended by me and
this will help in acting as a catalyst for improving the publicity for your business.
SMM Action Plan: The more targeted your social media marketing (SMM) strategy is,
the more effective it will be. Hoot suite, a leading software provider in the social media
management space, recommends the following action plan to build an SMM campaign
that has an execution framework as well as performance metrics

 Align SMM goals to clear business objectives.

 Learn your target customer (age, location, income, job title, industry, interests)

 Conduct a competitive analysis on your competition (successes and failures)

 Audit your current SMM (successes and failures)

 Create a calendar for SMM content delivery

 Create best-in-class content

 Track performance and adjust SMM strategy as needed.

Customer Relationship Management (CRM): Compared to traditional marketing,

social media marketing has several distinct advantages, including the fact that SMM has
two kinds of interaction that enable targeted customer relationship management (CRM)
tools: both customer-to-customer and firm-to-customer.

In other words, while traditional marketing tracks customer value primarily by capturing
purchase activity, SMM can track customer value both directly (through purchases) and
indirectly (through product referrals).

Shareable Content: Businesses can also convert the amplified interconnectedness of

SMM into the creation of "sticky" content, the marketing term for attractive content that
engages customers at first glance, gets them to purchase products, and then makes them
want to share the content. This kind of word-of mouth advertising not only reaches an
otherwise inaccessible audience, but also carries the implicit endorsement of someone the
recipient knows and trusts. Which makes the creation of shareable content one of the
most important ways that social media marketing drives growth.

Earned Media: Social media marketing (SMM) is also the most efficient way for a
business to reap the benefits of another kind of earned media (a term for brand exposure
from any method other than paid advertising): customer-created product reviews and
recommendations.
Viral Marketing: Another SMM strategy that relies on the audience to generate the
message is viral marketing, a sales technique that attempts to trigger the rapid spread of
word-of-mouth product information. Once a marketing message is being shared with the
general public far beyond the original target audience, it is considered viral—a very
simple and inexpensive way to promote sales.

Customer Segmentation: Because customer segmentation is much more refined on

social media marketing (SMM) than on traditional marketing channels, companies can
ensure they focus their marketing resources on their exact target audiences.

Tracking Metrics: According to Sprout Social, the most important social media
marketing (SMM) metrics to track are focused on the customer: engagement (likes,
comments, shares, clicks); impressions (how many times a post shows up); reach/virility
(how many unique views an SMM post has); share of voice (how far a brand reaches in
the online sphere); referrals (how a user lands on a site); and conversions (when a user
makes a purchase on a site). However, another very important metric is focused on the
business: response rate/time (how often and how fast the business responds to customer
messages).

WHY SET SOCIAL MEDIA MARKETING GOALS?

Business owners and entrepreneurs can use social platforms to target audiences in real-
time. Mounting marketing campaigns on social media profiles—with the help of digital
marketing tools—can help draw in new users and build engagement with current
followers in a very personalized way. In the world of contemporary marketing, setting
social media goals is another way of saying you’re setting specific business goals and
targets.

One of the most common mistakes small to medium businesses (SME’s) make when it
comes to social media marketing, is failing to set specific social media goals. A key part
of using social media to build your brand is setting targeted goals and developing your
social media strategy with a clear direction. Winging it with non-targeted content is often
going to be a waste of time and money. Taking the time to identify a clear goal will help
you get the most out of social media. Below are five of the most common social media
goals for businesses:
1- Build brand awareness:
With over 2.7 billion people now using social media, this channel has become one of the
best places to promote your brand and make a name for yourself. As such, if you want to
build your reputation and get attention on social media, then brand awareness should be
your social media goal. Yet developing content that can cut through all the clutter and
connect with your audience is an ongoing challenge. To build brand awareness, your
content needs to be high quality and valuable enough for people to want to share it with
others. Providing tips or information that is useful or enjoyed by your audience is the key
to building brand awareness on social media. Competitions can also be effective, as
people love to win something for nothing. The best way to
measure your brand awareness is to look at the reach, followers, shares and mentions of
your posts on social media. Although they are separate social media goals, brand
awareness ultimately works hand-in-hand with engagement, if you want people to see
your brand, then you need to create engaging content.

2- Increase engagement:
Building engagement is a very important social media goal as it encourages brand
building, generates referrals, and determines how your content is prioritised and how
many people you will reach. On social media, the engagement of your audience is
measured by how many likes, shares and comments they make on your posts. In other
words, engagement provides an insight into how effectively your content is capturing the
interest of your audience. If your goal to increase engagement, you should design a
strategy to produce content that provides maximum value to your customers. For example
if you run a real estate agency, you could post or share an article on “5 tips to increase the
sale price of your home”. In this example, the content is providing an informative
checklist to help the agency’s target audience.
3- Lead generation: In many cases, boosting engagement isn’t enough and you might
choose to make lead generation the primary social media goal for your business. Lead
generation is where you reach out to, and entice new customers to enter your sales funnel.
If this is your goal, all your efforts on social media are used to prime them for a sale or
conversion. In order to achieve this you need to run customer journey and nurture
campaigns to persuade them to do business with you. With a lead generation campaign
you’re playing the long game, and nurturing your prospects. The best metrics for
assessing your progress are subscriptions, downloads, clicks and conversions.

4- Drive traffic to your website: When it comes to online presence, your website is your
HQ. As such, driving traffic to your website is another common social media goal for
SME’s. The more prospects you get onto your website, the more you expose them to your
brand proposition and targeted content like blogs or newsletters. As a bonus, driving
traffic to your site will also improve your search engine ranking. If driving website traffic
is your goal on social media, you need to make your page easy to find. Including call-to-
actions (CTA’s) in every post you make will help to boost your click-through rates and
drive traffic to your site. To measure this goal you need to use Google Analytics. Google
Analytics will help you to determine which social media platforms your customers are
coming from (traffic per channel), the quality of the customers being sent and the quality
of content on your site (bounce rates), and which messaging resonates the most with your
customers (clicks). Reviewing this information will help you determine areas for
improvement so you can refine your strategy accordingly.

5- Provide customer service: Finally, if you’re looking to provide a higher standard of

service for your customers, setting customer service as your social media goal could work
for your business. Providing full customer support on social media can greatly enhance
the experience of your customers and increase your overall revenue. The best way to
achieve this goal is to respond to customer enquiries quickly and listen to what your
customer’s are saying to see where you can exceed their expectations. In order to
measure your standard of customer service you want to look at your response time and
minimise it as much as possible. Likewise, it’s a good idea to keep track of how many
queries you receive and their accompanying conversion rate. You can track these
manually or use one of the many social listening tools available for businesses.
It’s always good to be smart, but when it comes to social media it’s even better to be
SMART. Jokes aside, SMART is a goal-setting acronym that makes it easier to meet
intended targets. SMART stands for:

S — Specific

M — Measurable

A — Attainable

R — Relevant

T — Time-bound

If your goals meet SMART criteria, you’re more likely to see success. And when it
comes to social media, SMART goals are essential to help brands master this medium.

Why? Because social media is constantly changing. From what consumers want to how
they interact with brands to what they’re saying online, social media is never static.
SMART goals give companies the ability to better manage the ever-evolving nature of
social media discourse and the interaction between marketing
impressions and overall reach.
NEED OF SOCIAL MEDIA MARKETING

Social Media is the current big buzzword in the world of Internet marketing, and with
good reason. It is already such a big part of the Internet culture. It is here to stay and
should be ignored by marketer, or indeed anybody, at their peril. It is important to
understand WHY people use this website, as there is a broad
demographic on these sites. Some people use them for business purposes, to network and
new deals. Then there are others who use social networking sites for purely personal
reasons and are totally obvious to the fact that there is business presence in the social
networking environment at all.

IT IS NEEDED:

1. To know the opinion of people for social networking sites, how do they use it, what are
the sites they use and how these sites help them in socialising?

2. Formulate and implement marketing strategies for branding, promoting and

communicating the information to the customers.

3. What are the attractive forms of advertisements and improve the quality of
advertisement?

4. Are we reaching the right audience, and if so, are we reaching them effectively.

LITERATURE REVIEW
 Michael Stelzner (2022) published a report entitled most used social media
platforms for B2B VS. B2C. Current and future organic social plans. In
academia: “Social Media Marketing Industry report.” The report discussed
that, even when Facebook is declining year over year, but still maintains
dominance. It also discussed despite the slow adoption, 47% marketer want to
learn moreabout using TikTok for their business.

 According to Liu et al. (2021) marketing campaigns for luxury brands consists of
main factors such as customization, reputation, trendiness, interaction, and
entertainment which significantly impact customers purchase intentions and brand
equity.

 Parsons and Lepkowska- white (2018) said Activities that involve community
marketing accrue from interactions between events and the mental states of
individuals, whereas products are external factors for users.

 Kaplan and Haenlein (2010) define social media as “a group of Internet based
applications that build on the ideological and technological foundations of Web
2.0, and allow the creation and exchange of user generated content.”

 Sinclaire and Vogus (2011) cite O’Reilly’s (2005) definition: “social media is a
broad term that describes software tools that create user generated content that can
be shared.” However, there are some basic features necessary for a website to
meet the requirements as a social network website: the site must contain user
profiles, content, and a method that permits users to connect with each other and
post comments on each other’s pages, and join virtual groups based on common
interests such as fashion or politics.

 Social media usage is one of the most popular online activities. In 2020, over 3.6
billion people were using social media worldwide, a number projected to increase
to almost 4.41 billion in 2025 (Clement, 2020).
 Social media is often compared to social networking. According to Scott (2015),
Social media “is the superset of how we refer to the different media that people
use to socially connect online,” whereas social networking “is a subset of social
media which refers to how individuals interact on websites such as Facebook,
Twitter, LinkedIn, or similar.” Networking happens within social media when
connections are made between user profiles.

 The proper use of social media can help organizations strengthen relationships
with stakeholders, build brand trust, identify new opportunities and foster
communication (Ho, 2014). In addition, organizations can improve trust and
commitment through active participation in their online communities (Kang,
Tang & Fiore, 2014). Social media can be used in a way to foster a positive
return on investment, but the right content has to be shared to engage an audience.

 Li and Xie (2020) follow the industry standard of categorizing social media
engagement in two broad types, direct response and sharing. Direct response to
original posts includes likes and comments, and sharing of original posts allows
the audience to recommend content to their followers. This study focuses on the
direct response category, since Instagram does not publicly display the amount of
post shares.

 Gordhamer (2009) has related social media marketing to the relationship

marketing where firms need to shift from “trying to sell” to “making connections”
with the consumers. This explanations of social media marketing 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 tool that organizations use for creating a very strong public relation
with the customers on the virtual networks.

 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. Exploiting the opportunities
provided by the social media communication channels is important for every
organizations.
 Dimension of the Social media marketing:

There are five dimension of the social media marketing, which means these five
things are required to create connections with consumers or to building traffic to
company websites.

Online Communities: A company or business can use the social media to build a
community around its products/business. Vibrant communities create loyalty and
encourage discussions, which can contribute towards business development and
improvement.

Interaction: A Facebook page or Twitter account can notify all its followers of
specific subject quickly and simultaneously. Social networking sites enable greater
interaction with the online community through broadcasting up-to-date, consumer
relevant information.

Sharing of Content: The sharing dimension is about the extent to which an

individual exchanges, distributes and receives content in a social media setting.
Accessibility: The social media is easily accessible and takes minimal or no costs to
use. Social media is easy to use and does not require any special skills, knowledge to
use.

Credibility: It is all about 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 (big or small) to
network and reach out to their target audience, connect with them directly and
generate trust by listening to what they have to say.

This finally leads us to redefine the Social media marketing on the basis of functional
block of the social media websites. “Social media marketing is a process where seven
functional blocks (identity, conversation, sharing, presence, relationship, reputation
and groups) of a social media website are utilized for promotion of a brand,
organization, political party, a personality, an idea or an event.”
 RESEARCH METHODOLOGY

Title of the study: A study on Campaigns on Social Media Marketing.

Research Methodology:

A research methodology is an outline of how a given piece of

research is carried out. It defines the techniques or procedures that are used to identify
and analyse information regarding a specific research topic. The research methodology,
therefore, has to do with how a researcher designs their study in a way that allows them
to obtain valid and reliable results and meet their research objectives.
Research as a process involves defining of problems, formulating the
hypothesis, organizing and evaluating the data and deriving inference and conclusion
after careful testing. The current study has also been initiated with the basic objective the
need of Social Media Marketing.

DEFINITION OF RESEARCH DESIGN

According to Green and Tull:

"A research design is the specification of methods and procedures for acquiring the
information needed. It is the over-all operational pattern or framework of the project that
stipulates what information is to be collected from which sources by what procedures".
A research design is a market plan or model for conduction a formal investigation.
It is a specification of methods and procedures for acquiring the information needed for
solving of any problem.

Research design is the strategy for a study and the plan by which the strategy is to be
carried out. It specifies the methods and procedures for the collection, measurement and
analysis of data. Unfortunately, there is no simple classification of research designs that
covers the variation found in practice.
 OBJECTIVES

 To find out the awareness of social media marketing.

 To find effective brand communication for social media promotion.

 To study key trends in social media marketing.

 To find five most effective strategy of social media marketing.

 To find out the most effective Social Media used for advertisement.

 To find out reasons for using Social Media Marketing for promoting products and
services.

 To study how social media marketing is helping brands and small businesses to promote
their product and services through social media.

HYPOTHESIS OF THE STUDY

“An idea or explanation for something that is based on known facts but has
not yet been proved.”

 It is a statement that provides an explanation for why or how something works,

based on facts (or some reasonable assumptions), but that has not yet been
specifically tested.

 Null hypothesis (H0) is a type of statistical hypothesis that proposes that no

statistical significance exists in a set of given observations.

 An alternative hypothesis (H1) is an opposing theory to the null hypothesis.

The project is designed to test the following hypothesis:

 Hypothesis 1

H0 = Social Media Marketing is not an effective tool to increase sales of product

and services.
H1 = Social Media Marketing is an effective tool to increase sales of product and
services.

 Hypothesis 2

H0 = Social Media is not an effective way of marketing,

H1 = Social Media is an effective way of marketing.

 Hypothesis 3

H0 = Social Media Marketing is not able to reach more audience.

H1 = Social Media Marketing is able to reach larger audience.

 Hypothesis 4

H0 = Social Media Marketing can’t fool consumers with false advertisement.

H1 = Social Media Marketing can fool consumers with false advertisement.

 Hypothesis 5

H0 = with the help of social media marketing, company is not able to provide better
customer service.
H1 = with the help of social media marketing companies are able to provide
better customer services.

SCOPE OF THE STUDY

 There is a huge scope to study Social Media Marketing, as the new era of smart
phones allows each and every one to utilize various apps and social media
platforms.

 This project covers about the awareness of social media marketing and how it will
benefit business but one can also study different strategies involved in social
media marketing and how to increase sales of the company.

 More organizations will adopt different methods and strategies to attract

customers through social media marketing.

 There are various Social Media tools like:\

 a) Buffer- use their free plan to auto post into 10 different channels
b) Hoot suit- use their free plan to auto post into 2 social accounts, and 5
scheduled posts and give access to one user.

c) Canva- Use canva to design quality creative.

d) Designer- It is an easy design tool with free plans.

Therefore, one can study all this deeply.

LIMITATIONS OF THE STUDY

 The sample size is small which only comprises of 50 respondents.

 Social Media Marketing is a vast topic, time duration was only 60 days, and
therefore there was a time constraint

 The majority of the respondents belonged to Generation Z which is age between

18-30 years, therefore couldn’t take into considerations of other age groups well.

 Had to request respondents to submit the responses on time, they hardly replied
on time.

 Lack of interest and busy life of respondents may have influenced the response.

SIGNIFICANCE OF THE STUDY

 The Social Media Marketing is a key to business growth in the latest time.

 The significance of the study is due to the huge impact of Social Media Marketing
on businesses, influencers as it creates brand awareness.

 Significantly, Social Media Marketing is trending source under Digital Marketing,

and there is wide scope to bring awareness about this field of marketing.

 Social Media’s power is commendable as you can reach a large number of people
within seconds of posting an ad, it is cost effective and inexpensive source of
marketing compared to traditional style of marketing.
 SELECTION OF THE PROBLEM

 This study will help us to know, whether people will opt for Social Media
Marketing for their promotions of products and services or they will choose the
traditional way of marketing.

 This study provides reasons for growth and development in entire social media,
Internet and digital marketing field.

 It would provide reasons for why would marketers use Social Media as one of
their main source of medium for marketing purposes.

SAMPLE SIZE

 There are 50 respondents, hence the sample size is 50.

PRIMARY DATA:

To gain fresh practical insight into Social Media Marketing and keeping in mind
the objective of the research study, the primary data has been collected through
preparing questionnaire and conducting surveys. Further the analysis has been
done based on the response of the respondents.
The questionnaire used for the surveys have been attached separately in the
annexure.

Method of primary data collection:

The questionnaire was used to collect information from various sources.

A structured questionnaire was prepared and administered to various categories
of respondents. The questionnaire was designed keeping in mind the type of
information required for research study and the ability of the questions to
generate required data.

SECONDARY DATA:

The secondary data for understanding the concept of Social Media Marketing as
well as to review the previous research undertaken in this area, has been gathered
from various sources such as Books, Journals Magazines, research reports of
previously conducted studies in this direction as well as the web.
 DATA ANALYSIS AND INTERPRETATION

 There are 50 respondents; hence the sample size is 50.

 PRIMARY DATA: To gain fresh practical insight into Social Media

Marketing and keeping in mind the objective of the research study, the
primary data has been collected through preparing questionnaire and
conducting surveys. Further the analysis has been done based on the response
of the respondents.

 The questionnaire used for the surveys have been attached separately in the
annexure.

 SECONDARY DATA: The secondary data for understanding the concept of

Social Media Marketing as well as to review the previous research undertaken
in this area, has been gathered from various sources such as Books, Journals
Magazines, research reports of previously conducted studies in this direction
as well as the web.

 Data collection tool:

RESEARCH DESIGN:

 In research design a descriptive research has been used.

 The research study adopted survey and content analysis in order to find the
effectiveness and the impact of communication in branding any product or
services among the target market through social networking sites like Facebook,
twitter and Instagram.

SURVEY:

 Survey was conducted randomly among Facebook, Twitter and Instagram user
community, by sending questionnaire through online to collect the individual
opinion from the respondents.
Demographic characteristics of the study participants.

SR. NO. GENDER NO.OF PERCENTAGE

RESPONDENT
1 MALE 25 50%
2 FEMALE 25 50%
TOTAL 50 100%

Figure 1:

Gender Interpretation:

50% of the study participants were male, while 50% of the study participants were
female, as shown in Figure 1 Above. This shows there was a gender balance and, thus,
this will be separated in the further analysis because there is no significant difference.
Q (2). No. of respondents in terms of their age.

SR. NO. AGE GROUP NO.OF PERCENTAGE

RESPONDENT
1 BELOW 25 8 16%
2 25-30 18 36%
3 ABOVE 30 24 48%
TOTAL 50 100%

Figure 2:

Interpretation:
From the above figure we can understand that, the majority of respondents that is 48%
are above 30 years, whereas 36% are between the age group 25-30 and 16% are below 25
years of age. So, it is concluded that majority of respondents are above 30 years.
Q (3). How often you use Internet?

SR. NO. USE OF NO.OF PERCENTAGE

INTERNET RESPONDENT
1 Once a week 1 14%
2 2-3 days a week 4 8%
3 1-2 hours a day 18 36%
4 More than 3 hours a 20 40%
day
5 Other 7 14%
TOTAL 50 100%

Figure 3:

Interpretation:

From the above figure, we can understand that, the majority of the respondents that is
40% are using Internet more than 3 hours a day, followed by 36% of respondents using at
least 2-3 hours of internet in a day, whereas 14% of respondents are probably using more
than 5 hours or less or not using at all, hence comes under other category. Some
respondents that is 8% of them use internet 2-3 days a week whereas, only 2% of
respondents use internet once a week.
Therefore it is concluded that, majority of the respondents use Internet more than 3 hours
a day at least.
Q (4) Are you aware of Social Networking sites?

PARTICULARS RESPONDANTS
YES 49
NO 1
TOTAL 50

Figure 4:

Interpretation:

It is clearly interpreted that 99% of the respondents are aware of the social networking
sites.
Q (5). Which of these social online communities you hold a personal account?

PARTICULARS RESPONDENTS

FACEBOOK 25
TWITTER 02
LINKEIND 10
INSTAGRAM 08
YOUTUBE 03
NONE 00
OTHER 02
TOTAL 50

Figure 5:

Interpretation:

The bar chart shows that there are maximum number of respondents having personal
account on Facebook, Which states Facebook is a most effective tool for social media
marketing. The analysis shows there are people on Linkeind as well which can also be
used as a tool.
Q (6) How many hours you use Social Media in a day?

SR. NO. USE OF SOCIAL NO.OF PERCENTAGE

MEDIA RESPONDENT
1 2-3 days a week 5 10%
2 1-3 hours a day 35 20%
3 More than 5 hours a 10 70%
day

Figure 6:

Interpretation:

It is interpreted that 70% of the respondents use their Social media platforms 1-3 hours
on a daily basis, This concludes that there is a lot of scope for social media marketing as
majority of the people use social networking sites and businesses can make gains through
marketing on these social networking sites.
Q (7). On which of these online communities do you prefer promoting your business
(if any) for your business?

SR.NO BUSUNESS NO.OF PERCENTAGE %

PROMOTION RESPONDANT
1 Facebook 27 54
2 Twitter 3 6
3 Linkedin 2 4
4 Instagram 5 10
5 YouTube 2 4
6 WhatsApp 10 20
7 none 1 2
Total 50 100

Figure 7:

Interpretation:
It is interpreted that 54% of people prefer using Facebook to promote their brand or
business in social media marketing and then comes Whatsapp which comprises of 20% of
people, and Instagram which is 10% of the respondents. Therefore it is concluded that
Facebook still remains the dominance Social media marketing method among people and
their businesses.
Q (8). Percentage of respondents checking social media marketed advertisement.

PARTICULAR CHECKING SOCIAL MEDIA

MARKETING ADVERTISEMNT

YES 60%

NO 40%

TOTAL 100%

Figure 8:

Analysis and interpretation:

From the data collected, all the respondents are aware of social media marketing, while
only 60% of the respondents check the social media advertisement displayed on social
media platforms and the rest 40% do not check many of the advertisement on the social
media platforms.

So, if the Ads are such that with creativity and informative even those 40% can also be
converted and included in the 60% list.
Q (9). What are the various aspects for checking Social Media?

REASON FOR CHECKING SOCIAL PERCENTAGE

MEDIA

ENTERTAINMENT 35%

BUSINESS 18%

PURCHASING 27%

JOB VACANCY 20%

Analysis and Interpretation:

As observed from the above table, it clearly indicates that main aspects of checking social
media is entertainment purpose which comes to 35%, followed by Purchasing i.e about
27%, Jobs related ads which is nearly 20%. Finally Business, like companies posting ads
on social media and doing social media marketing, 18% respectively.

This clearly indicates that even though majority of respondents view social media for
entertainment, there are still 27% of respondents for purchasing on social media
platforms, which means there is lot of scope for companies to use social media platform
to sell their products worldwide at larger scale.
Q (10). Which of the Social Media Marketing applications have you used for your
business in the past (if any)?

PARTICULAR NO. OF RESPONDANTS

FACEBOOK 15
TWITTER PAGES 5
NONE 28
OTHER 2

Figure 9:

Interpretation:

The bar chart shows that there are maximum number of people who did not use any of
the applications for marketing that states that they were unaware of the marketing
applications. People can be told about the marketing applications by various campaigns.
Q (11). Which is the most used Social networking site by the respondents?

SR.NO BUSUNESS NO.OF

PROMOTION RESPONDANT
1 Facebook 15
2 WhatsApp 12
3 Instagram 10
4 Snapchat 2
5 Twitter 4
6 Linkedin 7
Total 50

Figure 10:

Interpretation:

The Pie chart clearly shows that Facebook and Whatsapp are the most used social
networking applications. Which states that they are effective tool for marketing.
Q (12). Are you on any of the online communities for promoting your business or
brand?

Particular No. of respondents on online community

for promoting their business

YES 15
NO 35
TOTAL 50

Figure 11:

Interpretation:

The pie chart shows that maximum people (56%) are not a member of any communities
on social networking sites to promote their business, which states people only connect
with friends probably on those applications and only 44% use it for business promotions.
Therefore there is a lot scope in studying social media marketing tools and strategies to
gain from this.
Q (13). On which Social Media applications you see the most advertisement?

SR.NO BUSUNESS NO.OF

PROMOTION RESPONDANT
1 Facebook 28
2 Twitter 2
3 Whatsapp 8
4 Instagram 7
5 Linkedin 3
6 Other 2
Total 50

Figure 12:

Interpretation:
The pie chart clearly shows that many advertisements are shown on Facebook, this could
state that many marketing companies use it as a tool for marketing. Facebook is the most
popular Social networking site.
Q (14). What kind of Ads have you come across in these social networking sites?

PARTICULAR RESPONDANT
WEB BANNER 5
POP UP 2
FLASH AD 5
VIDEO AD 20
OTHER 18

Figure 13:

Interpretation:

The pie chart shows that maximum of people came across various types of advertisement,
especially video ads and other means of advertisements.
Q (15). Is Social Media an effective way of marketing?

Particular No. of respondents

YES 15
NO 35
TOTAL 50

Figure 14:

Interpretation:

It’s clear from the response of the respondents that they believe, Social media marketing
is an effective way of marketing and promoting their brands and services.

It therefore has a huge scope in the field of marketing.

Q (16) Do you think Social Media Marketing can reach larger audience?

Particular No. of respondents

YES 49
NO 1
TOTAL 50

Figure 15:

Interpretation:

98% of respondents agree that Social Media Marketing can reach larger audience.

As, Social media is used worldwide, just imagine the audience it can reach globally.
Therefore, social media can definitely reach larger audience compared to traditional style
of marketing.
Q (17) Have you come across false advertisement through Social media?

Particular No. of respondents

YES 13
NO 37
TOTAL 50

Figure 16:

Interpretation:

Well, Internet advertisement can sometimes show something and the product and service
could be different from what is was shown online, but here from the response it is
interpreted that majority of respondents have not come across false advertisement
through social media marketing.
Q (18). With the help of social media are companies able to provide better customer
service?

Particular No. of respondents

YES 22
NO 10
MAY BE NOT 18
TOTAL 50

Figure 17:

Interpretation:

Majority of the respondents agree that companies are being able to provide better
customer service with the help of social media, however majority of them are still unsure
about it, which is 36% of the respondents believe that companies may or may not be able
to provide better customer service with the help of social media.