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CHAPTER -1

INTRODUCTION:
Social media is an attentive piece of new age society. The best way to define the social media is
to separate from newspapers and audio visual medium of radio or television. There are many
types of social Medias including blogs, micro-blogs, wikis, social networking sites, photo-
sharing sites, video sharing sites and podcasts etc.

Social Medias square measure platform of social interaction, communication, and marketing is
growing .Increasing number of business in various industries have already integrated social
media applications into their marketing programs. Higher education institutions show increased
interest in the potential of marketing tool. Particularly necessary is that the potential of those
tools to achieve and attract future students.

Social Medias square measure interactive laptop mediate technologies that facilitate the creation
and sharing of data, ideas, career interests and other forms of expression via virtual
communications and networks. Social media allows to communicate with friends and family,
learning new things, develop our interests and entertainment. Social medias are advancing
rapidly offering new and significant approaches to around the globe .presently social media is
developing into an indispensable part of our daily live. Social media comprises different client
driven channels [e.g.; Facebook, twitter, YouTube].these channels speak for a stark distinct from
the publicist driven push model.as the main holder of the client relationship in the firm, the
advertising division is in charge of dealing with these social media channels.

IMPORTANCE OF THE TOPIC:

Social media is a source of communication which is most powerful and the best way to increase
the conversion of the business. If we use social media platforms such as (Facebook, twitter,
Instagram, etc.)We can strive the business in the right way.

These days of social media is a part of everyone’s life and in India itself 50 to 70 % of people are
using social media platforms to engage for the business to promote their product and get a huge
conversion.
Social media is quickly becoming a one if the most important aspect of the marketing, which is
provides incredible benefits that are help to reach the millions of customers worldwide. If we are
not applying this profitable source, we missing out an incredible marketing opportunity, as
makes it easy to spread the word about our product and mission.

There are some reasons why the social media is important.

1. Social media improved brand awareness:

Social media is Social media is a source of communication which is most powerful and the best
way to increase the conversion of the business. If we use social media platforms such as
(Facebook, twitter, Instagram, etc.)We can strive the business in the right way. These days of
social media is a part of everyone’s life and in India itself 50 to 70 % of people are using social
media platforms to engage for the business to push their product and obtain a large conversion.
Social media is quickly turning into a life the foremost necessary side of the selling, which is
provides incredible benefits that are help to reach the millions of customers worldwide. If we
have a tendency to be applying this profitable supply, we missing out an incredible marketing
opportunity, as makes it easy to spread the word about our product and mission.

2. Helps in healthier customer satisfaction:

Social media plays a vital role in the networking and communication platform. With the help of
these platforms, creating a voice for our company is important in improving the overall brand
image. Customers were appreciate the fact that when the posts comments on our page, they
receive a modified replay rather than a computerized messasge.a brand that values its customers,
takes the time to compose a private message, which is perceived naturally in a positive light.

3. Provides a marketplace awareness:

Social media is one in every of the simplest ways that to seek out the wants and needs our
customers rather than directly communication with marketplace awareness.it is additionally
thought-about because the most beneficial advantage of the social media.by observing the
activities on our profile, we can see the customers interest and opinions that not to know if we
did not have a social media presence.as a complementary Research tool, social media can help us
to get information and a better understanding of our industry. We can use the additional tools to
examine other demographics of consumers.

4. Increased the traffic on our websites:

One of the positive of social media is the ability to boost our websites traffic.it is a great
opportunity to direct traffic from our social profile to websites.

Platforms like Facebook and twitter allow to share links to our blog and websites. If we want to
direct traffic to relevant pages. This is the huge benefit to a business because it helps to build
more brand recognition with audience.

5. It helps in cost effective:

The biggest perks of using social media marketing is that is cost effective .when we trying to
know about which method is fit into our budget, it can be a daunting task. We want to get the
most exposure but don’t always have the budget for every method.

It is completely free to set up a social media profile on a different social sites. This is a great
benefit of social media for business. We can reach dozen of leads without having to pay anything
to run our campaign.

6. It helps to build a community:

Social media networks were designed with the purpose of connecting people together and
building communities. This is an awesome perk of social media marketing because it allows to
create the ambassadors for our brand. If the people were enjoy a part of our community, they’re
more likely to tell others about your business. When we build a strong community, people will
recommend our brand to other people.by building a community we will help to our business
continue to grow and obtain new leads through social media, that’s another excellent social
media benefit for businesses.

7. It helps to increase the customer service skills:

Social media is the ability to show case of our customer service skills. Customer service is a
crucial part of your business’s success. If people invest in our products and services, they want to
feel valued and confident that we help them with any questions, concerns and complaints. Many
people use social media to express their concerns or complaints about a company and their
products and services. When these instances happen, it’s an opportunity to address the issues.
Social media offers a great benefits like showing customer service skills that help to grow up the
business.

STATEMENT OF THE PROBLEM:

Social media marketing is one of the most effective ways to raise brand awareness and attracts
people towards company.it can help to create a solid community, grow our business and enjoy
success.at the same time, there is also a certain problems that need to be taken into account and
obstacles that might implement the achievement of our social media marketing goals.it falls into
many categories and come with very distinct possible solutions.

 Failure to understand the social media.


Social media was failure with the following reasons:
1. Not understanding the audience.
Depending on the industry as well as the product and service they offer every business
will only attract a particular segment of the population.
2. Focusing on the wrong platforms.
Focusing of our attention and resources on a platform that doesn’t suits to our needs that
are leads to our entire social media strategy into fail.
3. Ignoring the analytics.
This may be strongly links to the above. The various analytics tools can help marketers
make more informed decisions.
 Inconsistent with contribution of networks.
This can be tells how the social networking has quickly matured to become relevant to all
groups and consumers. The paper explains the fundamentals of social networking, which
are traces its origin and it explains the reasons for its rise to prominence. The social
media paper considers how this application is likely to develop and concludes by
detailing the way of marketers should be react.
 It has no any direct contact or relationship with customers.
Social media has no customer relationship directly. There are some ways social media
takes customer relationships.
1. Easy for the people to share their story.
People were love to talk about themselves when the businesses are able to find a way to
play a part in that positive lift when they win.
2. Make it about the customer, not about the product.
Instead of heavily pushing of the traditional financing offers they were thought about the
customers and what they were looking for.
3. Break through barriers.
If a heavily regulated companies can break down barriers and use social media to
connect with the customers on incredibly human level.
 It is not impacting on illiterate peoples.
Social media can really overcome with the problems of illiteracy. Illiteracy can be
tackled through several routes which includes the provisions of free education in schools
by the governments, offering scholarships and grants to reduce the financial burdens.
 Social media is not connected to its non-users.
Social media is not connected to its non-using customers. Social media is originated as a
way to interact with friends and family but it was later adopted by business which wanted
to make advantage of a popular new communication method to reach out to customers. It
is ability to connect and share with many people simultaneously.

NEED AND RELEVANCE OF THE STUDY:

Social media help us to connect with our customers, increase awareness about a particular brand
and boost and boost our lead sales. With more than three billion people around the world who
were using the social media every month, it has no passing trend.

 To increase the brand awareness.


Social media is one of the most stress free and profitable digital marketing platforms
those can be used to increased our business visibility. By applying a social media
strategy, it will help significantly increase our brand recognition.
 It helps to establish more partnerships.
Social media helps to connect us easier than ever before .it builds a quality relationships
becomes a lot easier with the streamlined communication we get from social media with
key influencers.
 Social media is key to customer service.
The quick customer response isn’t optional anymore. If there’s a problem with our
product or service, at that time our customers are expect to solve in a right way.
 It helps to increase website sale conversion rates.
A good conversion rate is the foundation of the high sales volume. Some of the ways to
increase the sales conversion rates.
1. Set up sales funnel.
The conversions is that we are asking for the sales too fast.
2. Communicate the value.
A common mistake that marketers were made is that they were do not provide enough
information about a product they sell.
3. Address the objections.
Whenever the customers read our offers they will be friction. They will have some
conscious objections to what we are saying and talking about offers.
4. Offer proof.
Whatever they claim they need to back it up with a proof. The people are want to see the
evidences.
 To know the Increase visibility in google.
Social media is a crucial part of our marketing strategy.it can help to generate the
products and by having users to share the contents. Here some of the tips to increase the
content visibility.
1. Interact with followers.
Social media is allows to for two-way communication with the customers.
2. Appeal to emotion.
It is preferably will want to portray the positive emotions to tie with their brands.
3. Just ask.
Another great way to increase the social media presence to ask our current users to
follow the platforms.
 It helps to increase the customer retention referrals.
Social media is more than just a platform to attract new customers and products.
The following some points were help to retain customers.
1. Keep in touch of customers.
2. Ask for feedback
3. Respond to reviews
4. Share in successes.
CHAPTER -2

METHODOLOGY OF THE RESEARCH


OBJECTIVES OF THE STUDY

“A study without objectives is likes a tree without roots”.in any area of research the first and
for most task is to decide and define the objectives of research. Social media is need to know
something which is useful to our business. The social media marketing objectives can help to
make our business success but these are help to know where we stand in current situation.
1. To study about the development of brand awareness.
2. To explore customer feedback towards product.
3. Helps to enhance the public relations.
4. Helps in research and development.
5. Build community of advocates.

METHODOLOGY OF RESEARCH:
Research are often a formalized curiosity creating with a purpose. Research methodology is
that the specific procedures or techniques used to identity, select, process, and analyze
information about few topic.
The qualitative research has been adopted for the study in which the content analysis has
been done on the strategies involves by social Medias.
Content analysis is the study of recorded human communication such as diary entries, books,
newspapers, videos, text messages, tweets and Facebook updates etc.
Other than this the data collected from secondary data is also analyzed and various
conclusion factors that have been derived from social media marketing.
SOURCES OF DATA COLLECTION:
Data is a fact of an event. It is the base for every research work.
 Primary data:
It is the data which will be collected for the first time. The methods adopted for the collecting
of primary data is personal interview method and observations.
 Secondary data:
It is the data which is already collected from websites, internet and published books.
LIMITATIONS:
 Exposure to competitors:
Social media enables to study our competitor’s strategy, however they can still study
the business methods through social media platform. This inputs to our business at
the risk of being output.
 Needs qualified personnel:
Social media is order to focus on the core business issues, it will have to employ a qualified
personnel to manage our accounts and it have the traffic under control. This implies that to
invest both in an apparatus and salary for a quality outcome.
 Slow returns on investments:
Social media is one which cannot expect the returns in a slow range. For the companies it
looking for the quick results and implementing the traditional methods like word would be
appropriate.
 Tarnish brand name:
The event that a negative information, it finds its way into social media platform, the public
will have the chance to express their dissatisfaction. Social media will tarnish our product
name and deter the potential customers from establishing the relationships and with the
brand.
 Time consuming:
People may be deliberately ignore our page because they may be interested in other sites.to
get appreciate and share our posts it may take time. For this reason the resources were in the
terms of money and time must be allocated to ensure the frequent publishing.
CHAPTER 3

SWOC ANALYSIS:
SWOC

A strength, weakness, opportunity, and challenges (SWOC) analysis is a framework that has
been traditionally had been used by the business world to take a critical look with the
contributions of internal and external factors. It providing, harming, a threat to succession of
every business.

With the applying of this framework to social media strategy to better stay relevant and desirable
to target the audience in an easy way. Before starting however we should have our goals and
objectives for each social media outlets.Ex: Facebook, twitter, Instagram, YouTube, etc.

STRENGTHS:

If a company is new with social media marketing activities that list may be smaller. When it
continue to doing various activities and keep in touch with fans in a social media networks more.
It will make many examples which are common for any social media marketer.

List for new social media marketers:

 Having major profiles in social media networks.


 High quality of product offers.
 Correct resolution of images.
 Attractive business profile.
 Reasonable budget for social media marketing.
 Approved Facebook page for business.

In addition to strengths above expert marketers can add:

 Amount of fans on Facebook page.


 Followers on twitter.
 Brand image and reputation in social networks.
 Opinions, comments, shares, and likes on various networks.

WEAKNESS:

It is a one of the most common and aggravating interview question. We should describe every
weak area, flaw and drawback of social media marketing campaign. For the beginners the list of
weakness is pretty long and that area should focus and work about to remove the disadvantages
and turn them into strengths.

Below is the list of possible weakness.

 Insufficient budget for advertising.


 Lack of shares, likes and comments.
 Negative comments without taking action.
 Inactivity in social media networks.
 None targeted fans on social media networks.
 No profile views.

OPPORTUNITIES:

It is an important to know our opportunities for possible growth. Social media marketers were
often failed for not noticing the opportunities on their field. They were focusing on their
companies and forget to engage with prospect who are not very active. We search for all possible
ways to avoid the mistake which can depreciate social media campaign efforts. It is vital to write
a list of all opportunities, so that if happen, we can use in social media campaign.

A list of common opportunities can we use in social media campaign.

 Absence of competitors.
 Creating groups with more focused prospectus.
 Connecting our social company page with our website.
 Variety of related digital products that we can offer.
 Striking the news we can use to start a discussion.

CHALLENGES:
There are various challenges for any business, as well as for any marketing field. Threats are the
external factors therefore can’t be influenced by the marketer. It is to define the possible threats
to our campaign inside of niche. However we can modify the strategies to change them into
opportunities.

Some of the usual threats of social media campaign:

1. Lot of competitors.

2. Negative response made by competitors.

3. Aggressive followers in writing bad comments.

4. Advertisement with similar products.

5. Powerful influence of big companies in our niche on social media.


CHAPTER -4

OUTCOME OF THE STUDY


Social media is quickly turning into one among the foremost necessary aspects of digital
promoting, that provides unbelievable advantages that helps to achieve various customers
worldwide. If we are not applying this profitable source, we missing out an incredible marketing
opportunity, as it makes it easy to spread the word about a product and mission.

Social media is one of the most stress free and profitable marketing platforms that can be used to
increase the businesses visibility. To get started, produce social media profile for the business
and begin networking with others by applying a social media strategy it will facilitate in
considerably increase the complete recognition. By disbursement solely a couple of hours per
week, over ninety one marketers climbed that there social promoting efforts greatly inflated their
complete visibility and heightened user experience’

Social media is a networking and communication platform. Creating a voice for your company
through these platforms is vital in humanizing your company. Customers appreciate knowing
that once they post comments on your pages, they'll receive a customized response instead of an
automatic message. Being able to acknowledge every comment shows that you simply square
measure attentive of your visitors' desires and aim to supply the simplest expertise.

Social media promoting is probably the foremost cost-effective a part of an advertising strategy.
Signing up and making a profile is free for nearly all social networking platforms, and any paid
promotions you choose to speculate in square measure a comparatively low price compared to
other marketing tactics. Being efficient is such a plus as a result of you'll be able to see a bigger
come back on investment and retain an even bigger allow different promoting and business
expenses. If you choose to use paid advertising on social media, always start small to see what
you should expect. As you become better-off, fine tune your strategy and take a look at
increasing your budget. Just by spending a small amount of time and money you can
significantly increase your conversion rates and eventually get return on investment on the
money you initially invested.
CHAPTER -5

LEARNING EXPERIENCE, SUGGESTIONS AND CONCLUSIONS


EXPERIENCE:

People have ask all the time to how to get an experience with working in social media. While
there are variety of answers that I thought up five ways that we suggest gaining such experience.

There are five ways to suggest in gaining such experience.

1. Set up our own accounts:

While we hope that this would be given, we surprised at how many students were work in social
media but they don’t have a personal twitter account. Therefore one of the best ways can
increase our knowledge of social media channels is to leverage for them. Will you learn how to
use each channel and discover the unique features of each but we can position our own channels
to make our self for job. Coming from someone who has hired and recruited the social media
interns and managers, having an impressive and professional online presence is important.

2. Offer to manage accounts for a small business:

This is actually how we started to getting experience in social media. It family member or friend
who as a small business and volunteer to manage their social media presence. Don’t expect to be
paid, just do our best practice developing strategy, maintaining their accounts, and measuring of
results. If we can’t find an opportunity, try to create one. Get involved with a student
organization campus, which is struggling with their social media and help. Once we do this make
sure to showcase our experience on linked in and get a recommendation from whoever we
worked with.

3. Looking for social media internship:

Social media turning into a lot of and a lot of prestigious within the business world, thousands of
companies are jumping on the bandwagon to speak and seeking help with the social media.
Larger firms are most frequently already within the game and looking out for seasoned social
media professionals, but small businesses just need some help. Many of the smaller internships
are unpaid, there are many where we can work remotely and require minimum hours per week.

4. Take advantage of unique opportunities:

Beside a traditional internship, there are other unique opportunities that are popping all over the
web. Such opportunity is the hoot suite campus ambassador program. Once accept this program
we assume a role on our campus in which we help to promote the many users and functions of
social media. Not only do you gain invaluable experience but also get to add a well-known and
reputable company to our network and resume.

5.Follow social media for students:

This might sound like a clear plug however we've worked onerous to incorporate many
beneficial resources, tips, and interviews on this site to help students of social media learn How
to develop their knowledge and skills.

LEARNING:

It is no secret that social media is in the middle of most people’s lives. Social media influences
however we have a tendency to live, how we work, and now more than ever, how we learn.
According to this study a lot of and a lot of lecturers and professors are incorporating social
media into their lecture rooms to interact students and support their lecture rooms to interact
students and support their educational development.

In a short social media is a shaping and influencing how students learn and interact today.

SUGGESTIONS:

The following are the suggestions of the study:

 Facebook is having exiting personality element to it but this representation is not very
strong. Facebook needs to work on strengthening of this exiting element of personality
with its brand for long term relationship with exiting users.
 Low cost promotions on social networking sites offers a great motivation to marketers to
use this medium, but every bit of communication by marketers related to products needs
to diligently screen.

 People on social media tend to give suggestions to others even for those brands which
they have not used personally.

 Brand engagement in the form of large number of people following the brand on social
networking sites, leads to an impression of a quality brand.

 Professional ties that a person is having in social networks is deemed to be important.

 As a sharing of information among the connections over social networking is a variable


motivating people to use the network site.

 Most important factor which motivate people to use networking sites is related to need
for information exchange.

CONCLUSION

Social media is really a convenient and important communicate network for all the people
nowadays. We can use it to understand friends and keep contact with friends that came from
completely different countries. We can also share our ideas so quickly so that all the things could
develop fast because people could tell us their ideas and we improved immediately. We could
also learn new things on social media by watching or readings the things that people shared into
the social media. People could also sell the things on social media freely which could reduce the
expenditure of advertisements.

There are more advantages for using social media however, there is an always advantages and
disadvantages for a thing. As social media is too convenient for people almost of them don’t
even have to speak out to communicate with people. No longer will people lost their
communication skills. The more serious problem is many people utilized the power of social
media is also same as the one in real life.
Social media modified our life such a lot .our life became additional convenient as a result of
social media could be a terribly great tool for North American country in twenty first century, it
may facilitate North American country to Improve our life. However we have to aware of how
we use them. If we could use the social media smartly, having social media will become a good
change for everyone.

BIBLIOGRAPHY

BOOK REFERENCE

 Arora, K. (2014), “Ramdev all set to host social media shivir”, The Times of India, July
20, p.3.
 Abu, B. et al. (2012), “Effectiveness of social media as a marketing tool: an empirical
study”, International Journal of Marketing, Financial Services & Management Research,
Vol. 1 No. 11, pp. 78-87.
 Acar, A. and Polonsky, M. (2007), “Online social networks and insights into marketing
communications”, Journal of Internet Commerce, Vol. 6 No.4, pp. 55-72.

WEBSITES

https://en.wikipedia.org/wiki/Social_media_marketing

https://searchengineland.com/guide/what-is-social-media-marketing

http://www.socialsamosa.com/2012/08/why-should-you-study-social-media/

THEORIES
 Theories of Social Networking Sites Research Papers
 Media Theories and the Facebook Influence Model

ARTICLES
 Journal of Digital & Social Media Marketing | Henry Stewart
 Social Media as a Marketing Tool - Indian Journal of Marketing
SOURCES
 Social Media Marketing Resources - Heidi Cohen
 Social Media Marketing for Businesses | Word Stream

NEWSPAPER

 The times of India


 The Deccan herald
 The Hindu

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