PROJECT REPORT

(Project Semester July-December 2019)

“STUDY OF SOCIAL MEDIA MARKETING ON VARIOUS PLATFORMS”

Submitted by

YASH SHARMA
Student ID: 18MBAN068

Logo of
Company
UNIONS APP

Under the guidance of

Faculty Internship Guide: - Dr. RASHMI SHARMA

Industry Guide: - Mr. Pranjal Jain (CEO Unions App)

Faculty of Management

JECRC UNIVERSITY, JAIPUR

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 June to July, 2019

DECLARATION

I hereby declare that the project work entitled “Digital Marketing of Unions App”
submitted by me for the partial fulfillment of the requirements for the award of degree of
Master of Business Administration is having original work conducted by me. The data
and facts provided in the report are authentic to the best of my knowledge.

I solemnly declare that the work done by me is original and no copy of it has been
submitted to any other University for the award of any other degree, diploma, and
fellowship on similar topic.

YASH SHARMA

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 ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals and organizations. I would like to extend my sincere
thanks to all of them.

I am highly indebted to Mr. Pranjal Jain for their guidance and constant supervision as well as
for providing necessary information regarding the project & also for their support in
completing the project.

I would like to express my gratitude towards my faculty guide Dr. Rashmi Sharma &
employees of Unions App for their kind co-operation and encouragement which help me in
completion of this project.

I would like to express my special gratitude and thanks to industry persons for giving me
such attention and time.

My thanks and appreciations also go to my colleague in developing the project and people
who have willingly helped me out with their abilities.

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 EXECUTIVE SUMMARY

This report provides an insight on the changing business environment with respect to the
marketing strategies adopted by the companies and how the companies are switching over
from traditional marketing techniques to the digital marketing techniques.

Social Media Marketing refers to the process of gaining website traffic or attention through
social media sites. Indian marketers are moving at a fast speed to tap the ‘new opportunity’.
Social media has gone main stream and for businesses it represents unprecedented marketing
opportunity that transcends traditional middlemen and connects company directly with
customers/clients. Social media marketing is the use of social media platforms and websites to
promote a product or service. Although the terms e-marketing and digital marketing are still
dominant in academia, social media marketing is becoming more popular for both
practitioners and researchers. Most social media platforms have built-in data analytics tools,
which enable companies to track the progress, success, and engagement of ad campaigns.
Companies address a range of stakeholders through social media marketing, including current
and potential customers, current and potential employees, journalists, bloggers, and the
general public. On a strategic level, social media marketing includes the management of a
marketing campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone." Maintaining brand
presence through social media is a new trend in India. Currently, only few MNC giants,
telecom companies and local leading firms have their brand presence in Social Media such as
Facebook and Twitter. Moreover, there are some companies that have created a separate
department for social media communication for their brands. Many leading international and
local firms have not yet incorporated brand communication through social media for their
brands, or promotion of their products in social media not because of monetary matter, but for
having inadequate awareness of the benefits of social media for brand communication. But it
is hoped that, in near future more and more firms will start this new era of marketing and
brand communication through social media. This report is intended to provide a detailed
overview of the inception of Unions App’s digital marketing in India, the process and the
growth. Through this report it will be understood the insight of Unions App target audience ,
what kind of content audience get most engaged to and what other digital marketing channel
Unions App can go for.

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 CONTENTS

S.NO TOPICS PAGE NO.

1. 1) Introduction 7-16
1.1 History of Digital Marketing
1.2 Digital Marketing in India
1.3 Digital Marketing Channels
1.4 Digital Marketing challenges and solutions
1.5 Social Media Marketing
1.6 Background of the study
1.7 Scope of the study
1.8 Statement of the problem

2. 2) About The Company 17-22

2.1 Introduction
2.2 Vision, Mission, and values of the company
2.3 Services provided by the company

3. 3) Objectives of the study 23

4. 4) Social Media Marketing 24-43

4.1 Importance of social media marketing in today’s world
4.2 Social media to business to business marketing
4.3 Importance of social media marketing
4.4 Features of Social media marketing
4.5 Types of social media network
4.6 Scope of social media marketing
4.7 Impact of social media marketing in HR
4.8 Social media for b2b market
4.9 Facebook for B2B marketing
4.10 LinkedIn for B2B marketing
4.11 Advantages and Disadvantages

5. SWOT Analysis 44

6. Findings and Discussions 45-50

6.1 Implementation of Social Media marketing
6.2 Measuring the Impact of Social Media Marketing
6.3 Social Media for small business and start ups
6.4 Comparison of Traditional with Social media marketing
7. Research Methodology 51-59

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 8. Conclusion and Recommendations 60-62

9. Bibliography 63-64

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 CHAPTER 1:- INTRODUCTION

1.1 HISTORY OF DIGITAL MARKETING

The development of digital marketing is inseparable from technology development. One of
the key points in the start of was in 1971, where Ray Tomlinson sent the very first email and
his technology set the platform to allow people to send and receive files through different
machines. However, the more recognizable period as being the start of Digital Marketing is
1990 as this was where the Archie search engine was created as an index for FTP sites. In the
1980s, the storage capacity of computer was already big enough to store huge volumes of
customer information. Companies started choosing online techniques, such as database
marketing, rather than limited list broker. This kind of databases allowed companies to track
customers' information more effectively, thus transforming the relationship between buyer
and seller. However, the manual process was not so efficient.

In the 1990s, the term Digital Marketing was first coined. With the debut of server/client
architecture and the popularity of personal computers, the Customer Relationship
Management (CRM) applications became a significant part of marketing technology. Fierce
competition forced vendors to include more service into their software, for example,
marketing, sales and service applications. Marketers were also able to own huge online
customer data by eCRM software after the Internet was born. Companies could update the
data of customer needs and obtain the priorities of their experience. This led to the first
clickable banner ad being going live in 1994, which was the "You Will" campaign
by AT&T and over the first four months of it going live, 44% of all people who saw it clicked
on the ad.

In the 2000s, with more and more Internet users and the birth of iPhone, customers started
searching products and making decisions about their needs online first, instead of consulting a
salesperson, which created a new problem for the marketing department of a company. In
addition, a survey in 2000 in the United Kingdom found that most retailers had not registered
their own domain address.  These problems made marketers find the digital ways for market
development.

In 2007, the concept of marketing automation was raised to solve the problem

above. Marketing automation helped companies segment customers, launch multichannel
marketing campaigns and provide personalized information for customers. However, the
speed of its adaptability to consumer devices was not fast enough.
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Digital marketing became more sophisticated in the 2000s and the 2010s, when the
proliferation of devices' capable of accessing digital media led to sudden growth. Statistics
produced in 2012 and 2013 showed that digital marketing was still growing. With the
development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and
Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore,
they expected a seamless user experience across different channels for searching product's
information. The change of customer behavior improved the diversification of marketing
technology.

Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web

marketing'. The term digital marketing has grown in popularity over time. In the USA online
marketing is still a popular term. In Italy, digital marketing is referred to as web
marketing. Worldwide digital marketing has become the most common term, especially after
the year 2013.

Digital media growth was estimated at 4.5 trillion online ads served annually with digital
media spend at 48% growth in 2010.  An increasing portion of advertising stems from
businesses employing Online Behavioral Advertising (OBA) to tailor advertising for internet
users, but OBA raises concern of consumer privacy and data protection.

1.2 DIGITAL MARKETING IN INDIA

The earliest examples of online connectivity were demonstrated with the introduction of
Michael Aldrich online shopping system. In the following years, the Thomson Holidays UK
was launched, and then came the IndiaMART B2B in 1996. It was ultimately in 2007 that the
launch of Flipkart, an e-commerce marketing website changed the structure of marketing in
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India. What followed was a rise in the number of people picking up mobile phones, online
shopping, at-home delivery, and internet marketing as a means to popularize the brands. And
over the years the Digital Marketing Industry has prospered into bringing a large percent of
business online with its promising ability to create a global network and flourish even the
small businesses internationally. According to the International Journal of Advanced Research
Foundation, India is undergoing a golden period of digital marketing growth ever since 2013
and the trend continues till 2020 at least. On average an Indian spends about 4-5 hours a day
scrolling through social media, emails, and browsers. The growing market of gadgets like
smartphones, laptops, tablets, etc has only increased the pace of usage and penetrated the
market to make it reach to a wider set of audience. The content on the internet influences the
lives of people big time. Display of ideas through images, videos, texts, etc has a sound
foundation into the minds of the people which translates into their living. Digital marketing is
very much about influencing the audience online with mediums of content to increase a
brand’s impact over the audience. The amount of time spent by the people on the internet
empowers digital marketers to create impactful strategies to influence consumer behavior.
The right strategy converts the audience into sales. From 69 million online shoppers in 2016
and more than 100 million in 2017, India has seen a stark rise in the internet population. Ever
since the launch of Digital India in 2015 as an initiative to improve online infrastructure and
digital empowerment, there has been mushrooming of a complete market of start-ups, services
and more than connect people globally! It has resulted in a rise of active internet users, mobile
connections, social media traffic and more.

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1.3 DIGITAL MARKETING CHANNELS:-

 Website Marketing: A website is the centerpiece of all digital marketing activities.

Alone, it is a very powerful channel, but it’s also the medium needed to execute a
variety of online marketing campaigns. A website should represent a brand, product
and services in a clear and memorable way. It should be fast, mobile friendly, and easy
to use.
 Pay-Per-Click (PPC) Advertising: PPC advertising enables you to reach internet
users on a number of digital platforms through paid ads. You can setup PPC
campaigns on Google, Bing, Linkendin, Twitter, Pinterest, or Facebook and show
your ads to people searching for terms related to your products or services. PPC
campaigns can segment users based on their demographic characteristics (age, gender
etc) or even their particular interests or location. The most popular PPC platforms are
Google Ads and Facebook.
 Content Marketing: The goal of a content marketing is to reach potential customers
through the use of content. Content is usually published on a website and then
promoted through social media, email marketing, SEO, or even PPC campaigns. The
tools of content marketing include: blogs, ebooks, online courses, infographics,
podcasts, and webinars.
 Email Marketing: Email marketing is still one of the most effective digital marketing
channels. Many people confuse email marketing with spam email messages we all
receive per day, but that’s not what email marketing is all about. Email marketing is

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 the medium to get in touch with your potential customers or the people interested in
your brand. Many digital marketers use all other digital marketing channels to add
leads to their email lists and then, through email marketing, they create customer
acquisition funnels to turn those leads into customers.
 Social Media Marketing: The primary goal of a social media marketing campaign is
brand awareness and establishing social trust but as you go deeper into social media
marketing, you can use it to get leads or even as a direct sales channel.
 Affiliate Marketing: Affiliate marketing is one of the oldest forms of marketing, and
the internet has brought new life to this old stand-by. With affiliate marketing, you
promote other people’s products, and you get a commission every time you make a
sale or introduce a lead. Many well-known companies like Amazon have affiliate
programs that pay out millions of dollars per month to websites that sell their
products.
 Video Marketing: YouTube has become the second most popular search engine and a
lot of users are turning to YouTube before they make a buying decision, to learn
something or just to relax. There are several video marketing platforms, including
Facebook Videos, Instagram, to use to run a video marketing campaign. Companies
find the most success with video by integrating it with SEO, content marketing, and
social media marketing campaigns.
 SMS Messaging: Political parties and candidates use SMS messages to send positive
information about their candidates and negative messages about their opponents.

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1.4 Digital Marketing Challenges and Solutions

1. Time

We all wish we had more time to try out different ideas, analyse our findings, find more leads
and so on. But the sad truth is that there aren’t enough hours in the day to do everything and
be everywhere. This is why prioritisation is so important

Solution: It is important to never lose sight of your end-goal. If your goal is to get more
clients, then ask your team to focus on activities that will accomplish this directly. Whatever
your goal make sure everyone is working towards it.

2. Talent

The right talent is so hard to find these days. Especially in the world of digital marketing
where technology is evolving all the time. So how can you get the right team together?

Solution: Here at KDM, we keep it simple. We look for people who are willing to learn and
that’s it. A person who is willing to learn can adapt to any new challenges and gain new skills
much faster than a person with even 10 years worth of experience.

3. Creating Content

Not everyone is blessed with creative skills or the imagination to create unique content. What
to do when time is against you and you need to create content fast?

Solution: Use tools, like Canva or Crello to create social media graphics, email headers,

templates for eBooks and so on. Both tools come with a ton of free templates that not only
look beautiful, but will do the job and save you time.

4. Scaling Content

You love creating content, but now you need to multiply it by 100. You need to create content
for your blog, social media, emails and other activities. What do you do?

Solution: An obvious solution is to re-use old content instead of creating new content every
single time. For example you can turn an old blog post into an infographic, webinar or even
break it down into more blog posts. Another way to get quicker at creating creative content is
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by using templates every time, whereby you only change the text but the design remains the
same.

5. Generating Ideas

So many people face a blank screen when it comes to generating ideas, whether these are
ideas for content marketing or ideas to improve the processes in your company.

Solution: We suggest creating an ideas bank. An idea’s bank can be in the form of a shared
spreadsheet or even a whiteboard in your office, where all your team can share ideas at
anytime. Because we all know that some of the best ideas are sparked out of nowhere or even
in the middle of the night, it is good to keep a notebook handy. If content marketing ideas are
the problem, then this post on how to search for keywords for your content marketing would
be really handy.

6. Content Quality

Now you’re creating content at the speed of lighting and your head is filled with ideas to keep
you going until the end of the year. But quality is dropping, spelling mistakes everywhere,
grammar issues at every full stop. What do you do?

Solution: Simple! Get someone else to check your work. Make sure you use someone else, so
they can give you a fresh opinion on your work and they will be able to find mistakes that you
overlooked many times.

7. Distribution

You can have all the content in the world, but what’s the point if you’re not reaching your
target audience? Do you even know who your ideal customer is?

Solution: Find out who your customer is and know every little detail about them. Where
would they live? What do they like doing? What do they hate? What motives do they have?
What pain points do they have? These are only some of the questions to ask yourself when
defining your target audience or buyer persona.

8. Consistency

As businesses grow, it becomes difficult to maintain the high standards you may have had
when you started the company. The more clients you get, you might start neglecting your
potential leads or forget to send regular emails to keep them warm.

Solution: To keep your marketing activities consistent it is ideal in today’s world to make use
of marketing automation tools. Marketing automation can help you nurture leads and connect
with prospective customers when you’re out of the office or just don’t have the time. It would
be shame to lose valuable customers.

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9. Lack of Budget

This is a global challenge for marketers everywhere, especially those who work in small
businesses. Most organisations don’t have the luxury to work with a sizable or even a flexible
budget, so they are forced to get a remarkable result from an extremely tight budget.

Solution: The best way to secure a higher budget from your senior or director is simply by
proving ROI (more on this later). You need to be able to demonstrate that for X amount you
are getting these results and if you had a higher budget you could double or triple these
current results.

10. Creating a Strategy

Many of us like working on different things and making our own work as we go along. But
you can waste so many hours working on tasks that have no or very little impact on your
business. A good strategy keeps your team aligned to the end-goal and helps them focus on
tasks that will achieve this goal quicker.

Solution: Start by creating a goal that has a time attached to it and then from this goal work
out what activities you need to do to accomplish this goal. This will give the basis of a good
marketing strategy that your own team can follow.

11. Engagement

Another common marketing challenge stated by marketers is engagement. Imagine you

created a ton of cool and well-researched content, but no one is reading it or downloading it.
This is a common challenge faced by many marketers daily and what can you do about it?

Solution: If you have a piece of content that you really want to share with everyone and you
know it’s good, then maybe try investing in paid ads. If you combine content, such as eBooks
or webinars with Facebook ads you could have the ultimate lead generation machine for your
company!

12. Lack of cross-functional support

Another sad, but common challenge is lack of support from other functions. Sales being the
main one. In theory we all know that marketing should work with sales nicely. But in reality,
the two departments in most companies are either in competition with each other or
completely distant from one another. How can you bring departments together?

Solution: Clearly outline the roles of each department in your company and make it clear that
marketing is responsible for getting the qualified leads and then passing them onto sales. It is
then the sales departments job to follow these leads and feedback to the marketing team about
what results they get. A marketing automation platform can be extremely handy in achieving
this collaboration between the two departments.

13. Overwhelmed by data

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In today’s data-driven world, every marketer knows the importance of data in marketing. The
problem is that there is too much data out there! Which data do you focus on? Which data is
important?

Solution: The answer is simple. Go back to your main goal and from there create some KPI’s
(key performance indicators) that will help you achieve this goal. These KPI’s will also help
guide your data collection process and help you to focus on only the important data sets and
not those “fluffy”, waste of time metrics.

14. Can’t prove ROI

For years and years, proving ROI has been a mega challenge for marketers. ROI is extremely
important information, as it can tell you which marketing campaign is doing well and which
isn’t. ROI is also a decent argument for budget negotiations in companies – Low ROI, means
low budget.

Solution: The easiest way to demonstrate ROI is by using a CRM or marketing automation

tool (with an attribution feature) which can establish the link between marketing activities and
actual sales. You may also want to track key marketing KPI’s weekly/monthly and see how
your sales also differ during this time to establish a trend or pattern. This will help you to see
how your marketing activities are impacting sales.

1.5 SOCIAL MEDIA MARKETING

Social media marketing is the use of social media platforms and websites to promote a
product or service. Although the terms e-marketing and digital marketing are still dominant in
academia, social media marketing is becoming more popular for both practitioners and
researchers. Most social media platforms have built-in data analytics tools, which enable
companies to track the progress, success, and engagement of ad campaigns. Companies
address a range of stakeholders through social media marketing, including current and
potential customers, current and potential employees, journalists, bloggers, and the general
public. On a strategic level, social media marketing includes the management of a marketing
campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone."

When using social media marketing, firms can allow customers and Internet users to
post user-generated content (e.g., online comments, product reviews, etc.), also known as
"earned media," rather than use marketer-prepared advertising copy.

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1.6 BACKGROUND OF THE STUDY

Over the last several years, there has been an explosion of growth in popular social media
platforms like Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest, and many others.
It's safe to say that the era of social media is just getting started, and the need for social media
in business will only become stronger over time. The whole world has seen the impact of the
expansion and adoption of social media tactics, and the rising stats speak for themselves. The
scenario is getting in the same place in India too. The numbers of people getting connected to
internet are growing day by day here. The rapid growth in online and mobile users in
Bangladesh caught the attention of the marketers and the brands. It has not been of much of
time when the digital marketing was only limited to email marketing. Today the brands seek
to stand out in the market by using social media rigorously. Unions App is one of the
company which figured out the potential customer reach through the media and acted through
India and how much Unions App is tapping into it.

1.7 SCOPE OF THE STUDY

Maintaining brand presence through social media is a new trend in India. Currently, only few
MNC giants, telecom companies and local leading firms have their brand presence in Social
Media such as Facebook and Twitter. Moreover, there are some companies that have created a
separate department for social media communication for their brands. Many leading
international and local firms have not yet incorporated brand communication through social
media for their brands, or promotion of their products in social media not because of
monetary matter, but for having inadequate awareness of the benefits of social media for
brand communication. But it is hoped that, in near future more and more firms will start this
new era of marketing and brand communication through social media. This report is intended
to provide a detailed overview of the inception of Unions App’s digital marketing in India, the
process and the growth. Through this report it will be understood the insight of Unions App
target audience , what kind of content audience get most engaged to and what other digital
marketing channel Unions App can go for.

1.8 STATEMENT OF THE PROBLEM

This study aims to find out the digital media landscape of India, how social media marketing
is affecting business operations of Unions App, the importance of real-time data driven
decision making and the prospects of social media marketing.
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 CHAPTER 2:- ABOUT THE COMPANY

2.1 INTRODUCTION

Based in Jaipur, Rajasthan, Unions App Hr Consultancy is one of the leading HR placement
and recruitment companies well-known for offering services with the main intention of
creating a bridge between the job provider and the job seeker benefitting both in the process.
Keeping in mind the need and requirement of the clients and the candidates, they are offering
various types of services such as Placement Services, Manpower Recruitment Services,
Human Resource Consultancies, Staffing Consultancies and Education Consultancy &
Admission Services. Since the incorporation of the company, they have grown to become one
of the major HR services Consultancies providers operating in all of Rajasthan.

Unions App Hr Consultancy has emerged as one of the most solid foundations for career
aspirations. They lay down the foundations for the career through a wide range of expert
services and our motive is to be the better one among the best. With our base at Jaipur in
Rajasthan, they have been efficiently offering Manpower Services, Placement Services, Data
Processing Services and Data Entry Services to the clients seeking expert guidance and
reliable advices. Our Services for Training & Development add yet another dimension to our
already vast skill set and we work with the motive of getting better with every step.

Unions App Hr Consultancy has been serving a host of industrial sectors like BPO, HR, Event
Management, IT/ITES, Education/Training, Tour & Travel, Automobile, Technical,
Academic/Teaching, Engineering and Telecom/Technology/ISP to the best of its capabilities.
The versatility, coupled with the efficiency, makes us reliable as well as popular in the
Placement Sector. The zeal of serving, and the will to succeed, sets us apart and we shine
bright like the pole star at the zenith.

Unions App Hr Consultancy have consultants who are successful professionals with years of
experience with reputed organization and our entire team is selected carefully keeping in mind
the competency and background required to serve our prestigious clients and candidates in the
most professional manner. Further theyexperts are trained to utilize multiple search methods
in sourcing:-

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  Data Bank

 Web Portal

 Head Hunting

 Through Advertisement

 Job Fair

2.2 VISION, MISSION AND VALUES OF THE COMPANY

VISION :- To put things in a nutshell, it is our dream to be a being trusted partner in Human
Resource and this is what we always strive to achieve.

MISSION: - To provide the best & most trusted HR Solutions tailor made for each client's requirement and
continuously adding value added services to our existing portfolio of services.

VALUES OF THE COMPANY:-

CLIENT FOCUSED MINDSET:

Client is the reason why we exist. It is our Clients who determine what our business is all
about. It is our clients willingness to trust us and pay for our services that keeps us in
business. We build and nurture mature and professional relationships with our clients.
Whatever we do, will always add value to our clients. We ensure that Client Satisfaction is
driven as a way of our working. Our relationships and services enable our clients to help them
serve their clients better and achieve Business Success.

 We will always be available and accessible to our clients. He/she will be able to
communicate or pick up the phone and talk to anyone, 24 by 7.

 Our consulting and services will be deployed ONLY in the best interests of our
clients. When there is an apparent conflict of interest, we will still do what is right for the
client.

 We communicate with our Clients at the optimum levels. We will never ever spring
negative surprises on our clients. We will always surprise our clients by surpassing their
expectations of good service.

 When any of our Clients are faced with any unforeseen and serious problem, Unions
App will ensure that it does whatever it takes to help our client in dealing with the

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 situation and solving the problem. Irrespective of our contractual commitment, reaching
out to customer and offering our resources will always be our first instinct.

 Clients will entrust us with work which is very important to them. They depend on us
for their success. We will regularly communicate the status of the work to our clients. We
will always confront problems and issues upfront and at the earliest, discuss all potential
problems, changes, risks and contingencies that may come up, and clearly explain our
plan to handle the situation.

 Client satisfaction does not mean listening and doing whatever the Client says blindly.
Our Clients hire us for our expertise and capability to be excellent, informed, objective
and timely advisors. We will always take the time, effort and investments to discuss and
engage with our clients, put forward our views and arrive at a better conclusion.

 We will never orient our way of working to our internal requirements e.g. misplaced
pride in technical or business capabilities leading to desires to build monuments proving
personal capabilities at cost of the clients real requirements. We will do all that leads to
real business benefits for our clients businesses.

LONG TERM RELATIONSHIPS:

We focus on building long term relationships with our stakeholders. We invest and nurture
our relationships with clients to help us provide services which in turn will help our clients
succeed. Unions App focuses on attracting and retaining high performance talent and build
relationships which spans across their tenure with the company and also afterwards. We build
mutually beneficial and stable relationships with our suppliers based on transparency and
trust. This will help Unions App and our partners to reap the benefits of association into the
long term.

 Building any Relationship is a time consuming and intensive exercise. Unions App
will always build relationships with all stakeholders for the long term and invest in
nurturing the relationship.

 Our Relationships with stakeholders are based on trust and transparency. Our
agreements with our employees will always be clear, transparent, fair and firmly
implemented. We will proactively communicate and ensure that the relationship is
maintained effectively.

 We will strive for a situation where our potential, current and past employees have
positive experience dealing with us and maintain a long term relationship.

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TEAM WORK & LEARNING:
We foster Team work helping our people learn collectively and at an accelerated pace. We
applaud team achievements and structure our incentives to promote team work. Unions App
invests in infrastructure to support knowledge management and enable our people to
generously share knowledge and succeed together.

 As a team we succeed. Working together as a team and learning collectively is

emphasized. Our culture does encourage the knowledge sharing behavior and learning
from peers.

 Internal Management processes like performance appraisals, reward & recognition

promotes team work.

 Having said that, we do encourage high quality talent and exceptional performance by
offering more challenging opportunities and accelerated career growth.

 We are always open to receive & offer positive and constructive feedback.

INTEGRITY & TRANSPARENCY:

We highly value personal and professional integrity. We strive to build a professional and
transparent organization where decision making is based on objective assessment of business
situations considering a balanced view of all stakeholders. Unions App expects high levels of
personal and professional integrity from our people at all levels.

 High Levels of personal and professional integrity is expected of people at all levels of
Unions App.

 Our agreements and dealings with all our clients, employees, associates and partners
are implemented transparently and firmly.

 We will proactively ensure that errors in transactions, even if it benefits Unions App
will be highlighted and corrected in discussion with the other We are transparent in our
business dealings with all our stakeholders and we will not shy away from sharing
information with them

 While being transparent, we will ensure that individual privacy, issues requiring
confidentiality and business confidentiality of Unions App is completely protected.

ENJOY OUR WORK:

20
Unions App will build a work environment which is open, non-hierarchical and performance
driven. People who love challenges and a performance driven culture will enjoy working with
us. We will build an environment which will ensure that all our stakeholders will enjoy being
associated with Unions App. We will come to office because we enjoy our work and care for
our clients.

 We encourage individuals who are self driven and work like their own boss. This is
not in conflict with other value a Team Work. A work like our own boss does not mean
lack of accountability to our peers, juniors and seniors.

 Our motives to come to work are much more than a work for living. We know that the
work we do makes real contribution to our clients business and society at large and we
enjoy that feeling.

 Client requirements will drive all our endeavors. There is nothing like a cutting edge
work, a lousy work, a great work or a exclusive work. Client success is our success and
we will enjoy and celebrate client success.

PASSION FOR EXCELLENCE:

We are passionate about our work and we will strive for excellence in whatever we do. Our
journey towards excellence is never ending, continuous and at high speed. We see a better
tomorrow in all our endeavors.

 All our deliverables will always reflect our customer care and will offer a feeling of
WOW!.

 In our day to day interaction of any kind, we will put our 100%

 While we recognize the importance of time constraints and inter dependencies, we will
not cut corners with an intent to push the work out of the door.

BENCHMARK BUSINESS PERFORMANCE:

Client Business requirements is our reason for being in Business. Delivering benchmark
business performance is critical for ensuring that we have the capability for delivering
excellent services to our clients. Industry benchmark business performance is a measure of the
efficiency of our operations and ensures long term viability of Unions App.

21
 Overall business performance which is benchmarked with the best of the global
organizations is not a cause but a result of the unwavering commitment to Client success,
Innovation and cutting edge operational excellence.

 We consider delivering on good all round business performance as our first

responsibility. It reinforces the trust reposed on us by our stakeholders.

 We will not chase revenues, costs or profits. These are outcomes of a well run
organization. We will concentrate on enabling Unions App to be a great organization.

2.3 SERVICES PROVIDED BY THE COMPANY

 MANPOWER RECRUITMENT

 PLACEMENT SERVICES

 HUMAN RESOURCE SOLUTIONS

 HR CONSULTANCY

 TEMPROARY RECRUITMENT

 PERMANENT RECRUITMENT

 CAMPUS RECRUITMENT

 TRAINING AND DEVELOPMENT

 OUTSOURCING RECRUITMENT

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 CHAPTER 3:- OBJECTIVES OF THE STUDY

3.1 Broad Objective

The primary objective of the study is to analyze the social media marketing tactics of Unions
App. However, the specific objectives are:-

3.2 Specific Objectives

 Understand digital media landscape of India.

 Analyze the social media marketing of Unions App.

 Find out the relationship between clients and social media presence of the brand.

 Understand the factor triggers online users.

 Find out any alternative or parallel Consultancy to social media marketing.

23
 CHAPTER 4:- SOCIAL MEDIA MARKETING

Social media has taken over the world in every sense. In the field of marketing, advertising,
brand building, promotions social media is the most sought after method adopted by
entrepreneurs’ young and old. The word social media brings to mind the most used
networking sites like Facebook, Twitter and Linked In though there are other social media
websites such as MySpace, Flicker and YouTube. Social media is widely used in various
businesses like small business, banking, retail marketing, B2B marketing, travel and tourism
marketing, financial institutions marketing and so on. This chapter aims to throw light on the
way in which social marketing can be used effectively for business development. The initial
part of this chapter will give an overview of how social media as a whole can help promote
businesses and further down the report, specific cases pertaining to a particular social
networking website used for developing a particular business unit will be examined.

4.1 IMPORTANCE OF SOCIAL MEDIA IN TODAY’S WORLD

Marie Swift (2006) suggests that placing an advertisement in the print media is not the best
solution for brand promotion. The problem with traditional mass advertising according to
Marie is that, these media appeal to a wide range of people who may not even be interested to
know who we are. On the other hand, promotions and brand building must be done with
people whom we think are potential customers for our business. This can be achieved by
channelizing a greater part of promotion and advertising budget for activities such as
networking, volunteering, hosting events and so on. Out of these methods, networking is the
best that suits the need of the time (Marie Swift, 2006). With the technological advancements
in today’s world, it is fairly easy to be connected with the outside world with the help of
social networking sites. Peer networking is an important way of advertising and this is all set
to take over the world of marketing in the near future. The biggest advantage of social media

24
marketing is that it can be used for any kind of business regardless of whether it is B2B or
B2C. Also the relative cost is much lesser as compared with traditional advertising.

4.2 SOCIAL MEDIA FOR BUSINESS TO BUSINESS

MARKETING

Michael Rodriguez et al (2012) conducted a study on the effectiveness of social media

marketing by analysing 1699 business to business clients from around 25 industries. The
study proves that social media is indeed helpful for B2B firms in generating new sales. Social
media is the best tool for finding new clients and deepening the relationship with existing
customers. The study assumed five hypotheses as follows: Social media usage creates
opportunity, social media usage helps in understanding customers, social media usage helps in
relationship management, social media usage aids in relationship sales performance and social
media usage helps in outcome based sales performance. Based on the social capital theory,
these hypotheses were tested and data obtained was analysed using the standard protocol
(Churchill 1979; Churchill and Peter 1984). The result of this analysis supported the
hypotheses that social media usage creates opportunities, social media usage helps in
relationship management and social media usage helps in relationship sales performance.
However, the hypotheses that social media usage helps increase outcome based sales
performance and social media usage helps in understanding customers were not supported.
Thus taking all these into consideration, it can be concluded that social media usage helps in
developing B2B sales. With over 955 million active users, Facebook tops the social media in
terms of usage and number of active users (Mashable website, 2013). Thus it is important to
know how Facebook can be used for B2B marketing.

4.3 IMPORTANCE OF SOCIAL MEDIA MARKETING

Build Awareness

If people don’t know about your business, they can’t become your customers. Social media
boosts your visibility among potential customers, letting you reach a wide audience by using a

25
large amount of time and effort. And it’s free to create a business profile on all the major
social networks, so you have nothing to lose.

Define what you want to get out of social media to develop a social media strategy. Do you
want new customers to discover your services? Do you hope to bring more local shoppers into
your stores? By keeping your strategy specific, you can determine which social media
channels are the best fit for your business.

Communicate Authority
Customers are increasingly savvier and more discerning about which businesses they support.
Before making a decision, they’ll do a quick search to browse your website and social media.

Will they find an empty storefront or a rich source of information? Setting up robust profiles
that you update frequently with relevant content will build your brand’s authority and make
sure you make a positive first impression through social media, showing that your business is
trustworthy, knowledgeable, and approachable.

Look for ways to demonstrate your expertise as a thought leader in your industry—like
writing pieces related to your expertise or expanding on your company’s mission. By showing
what your business offers and values, you will establish confidence in potential customers.

Show Authenticity
Customers aren’t interested in businesses that publish dry, corporate-style social media posts.

Instead, let your brand’s personality shine through in everything you share on social media.
What does your brand voice sound like? How does it represent who you are?

Practice getting your tone just right, whether it’s casual and funny or formal and friendly. Be
true to who you are, not who you think you should be. Followers want to see real people
behind your social profiles. Show them.

Encourage Engagement
Social channels evolve, constantly releasing new features, and this rapidly changing
environment can be intimidating for some business owners.

26
 But remember: you don’t have to do everything. Play with new ways to connect with your
audience, and give yourself permission to learn as you go. One day, you could post a series
of Instagram Stories to give customers a behind-the-scenes tour of your office. The next, you
could host a quick Q&A session via Facebook Live video streaming. Over time, you’ll get a
better idea of your followers’ preferences.

You can create engaging video content for social media with a simple setup—good lighting, a
smartphone, and a tripod. Also, do a test run before you go live to make sure your internet
connection or hotspot has enough speed to avoid delays and interruptions.

Provide Support 
Social platforms have successfully broken down barriers between companies and their
customers. Now, instead of calling a customer service line, many people turn to Facebook or
Twitter to solve problems or find information.

Develop your reputation as a responsive, caring brand by offering support through social
channels:

 Create a system for tracking customer comments, questions, and complaints on social
media.
 Respond as quickly as possible to questions and concerns.
 Go out of your way to be positive and helpful.
 Listen to criticism and make customers feel heard.
 Know when to resolve public conversations in private messages.

Grow Affordably
Marketing costs add up, and not every business can afford huge campaigns. But you can get a
lot of value for your dollar with social media advertising. Your business, regardless of size or
budget, has an opportunity to grow your audience and reach your objectives through ads on
social platforms like Facebook and Instagram.

When building an ad campaign, know who you’re trying to reach and what goal you want to
achieve so you don’t waste any of your budget on unhelpful advertising. Avoid overly sales
ads, and opt for content that educates or entertains (or does both at the same time).

Social media is a crucial part of your business marketing, but it doesn’t have to be stressful to
manage. Take the first step, create a profile, and start engaging with your customers.
27
4.4 FEATURES OF SOCIAL MEDIA MARKETING

Participation

Social media encourages contributions and feedback from everyone. Social media includes
delivery of ideas at the time of online conversation. It tries to bridge the gap between
companies and audience. With all the new channels of social media, people are enjoying this
process of participation.

Openness

Social media success requires honesty, transparency and authenticity. You should maintain a
trust worthy relationship with your customers in your SMM (social media marketing)
strategy. One fake or negative comment can destroy your online reputation.

Build relationships

Social media is a two-way communication channel. It requires participation from both

companies and customers. As a business owner, it is very important to make good
connections with your target audience. Online conversation through various social media
tools happen in real time with real people. You get a chance to interact with your target
audience and you can answer to their queries. Answering to their queries is a good way to
build relationship with customers.

Reliability

To make your profile reliable, you need to consistently show your online presence. Effective
social media marketer visits their targeted sites regularly. They also get involved with new
users and promote their products. They talk to their target audience on a regular basis.

Build communities

Social media sites allow you to build communities quickly, this helps you communicate more
effectively. Communities share common interests, such as a love of photography, a political

28
issue or a favorite TV show. These communities help you to know about your target audience.
You can also support other communities which you think are good for your business.

Customer service

It is very essential to take care of your customers. Social media networks are all about
helping each others. It’s about providing value to your customers, not just promotion.

Avoid spamming

Don’t give importance only to promoting your links. Also share insightful content about your
company. Do not send the same message to your community again and again, it works as a
spam and it may irritate your customers.

Social media marketing is the most powerful platform for small businesses. An effective
social media marketing campaign grows your business and brings more traffic to your
website. Social media marketing is the best marketing strategy allows you to promote your
company at the same time build relationships.

4.5 TYPES OF SOCIAL MEDIA NETWORKS

1. Social Networks: Facebook, Twitter, LinkedIn

Such types of Social Media are used to associate with individuals (and brands) on the web.
They help your business via branding, social awareness, relationship building, customer
service, lead generation, and conversion.

29
You can channelize different types of Social Media campaigns on these networks that will
help you widen your reach. Some of the benefits of these Social Marketing Networks are-

(i) They encourage individuals and businesses to interact online and share data and thoughts
for ensuring mutually productive relationships

(ii) In case you are searching for the best ways to optimize current marketing campaigns then
you will discover a variety of organic and paid ways to do this on Facebook, Twitter, and
LinkedIn sorts of social networks.

2. Media Sharing Networks: Instagram, Snapchat, YouTube

Media sharing types of Social Media are used to find and share photographs, live video, video
and other kinds of media on the web.

They are also going to help you in brand building, lead generation, targeting and so on. They
give individuals and brands a place to discover and share media so the target audiences can be
targeted and converted into a convincing and result-driven way possible.

Social networks nowadays also offer these features, however, for Media Sharing Networks,
sharing of media is their basic role.

(i) Starting with image or video on Instagram, YouTube and Snapchat types of media sharing
networks would be more beneficial for you.

(ii) To decide whether you should use these networks for your business or not, you should
consider your resources and target audiences. These channels will help you run well-planned
campaigns to generate leads and widen your audience base

30
3. Discussion Forums: Reddit, Quora, Digg

Such types of Social Media channels are used for finding, sharing and discussing different
kinds of information, opinions, and news.

They help businesses by being a top-notch resource for doing immaculate market research.
These forums are the oldest ways of running Social Media Marketing campaigns.

Before the entry of popular Social Media players like Facebook, these forums were the places
where professionals, experts and enthusiasts used to do different kinds of discussions
concerning a variety of fields.

(i) These discussion forums have a massive number of users and it ensures unprecedented
reach for your business. These are the places that provide the answers to different queries of
any domain.

(ii) In case your business needs deep customer research then these places would the most
befitting one for your business.

(iii) Along with sharing information and knowing answers, these places are very impactful in
advertising as well.

4. Bookmarking & Content Curation Networks: Pinterest, Flipboard

31
Opting for such types of Social Media will help you find out, share, discuss and save a variety
of latest content and media that are trending as well.

They are very helpful in channelizing brand awareness for your business, plus, choosing this
one to run different types of Social Media Marketing campaigns will help you generate
website traffic and customer engagement.

In case you want to run some out of the box highly creative campaigns that can not only
inform your audience and but also attract them then this one is the best fit.

(i) To run a Social Media campaign on Pinterest, you need to have a site that is bookmark-
friendly. You should optimize headlines and images for the feeds that Bookmarking and
Content creation Networks use for accessing and sharing your content.

(ii) Flipboard lets you create your own Flipboard magazine by using most engaging content
and then you can showcase that to your audiences.

5. Consumer Review Networks: Yelp, Zomato, TripAdvisor

Using Customer Review networks will help you find out, share and review different
information about a variety of products, services or brands.

When a business has positive reviews on these networks, their claims turn more credible
because reviews on these networks act as Social Proof.

For running a successful Social Media Marketing Campaigns, it is very important for today’s
businesses to have positive reviews on these sites.

In addition, resolving all the issues that your customers are posting on these Review platforms
is another thing that is going to be very important for the positive and productive outcomes
for your business.

32
(i) These networks offer a place to users for reviewing different kinds of products and
services that they have used.

(ii) Review content adds great value to any brand because it will influence more and the
number of new buyers to attempt your services.

(iii) Yelp and Zomato are the types of social media platforms that offer location-based review
services that will help you run location-based social campaigns

6. Blogging & Publishing Networks: WordPress, Tumblr, Medium

You should choose these types of Social Media networks for publishing, discovering and
commenting on articles, social media blogs and other content on the web.

Content marketing is one of the most powerful ways to target, attract, engage and convert a
target audience. It is going to be the base of successful online marketing campaigns that play
the most important role in conversion funnels of Digital Marketing campaigns.

WordPress and Blogger are the traditional blogging platforms while Tumblr (micro-blogging
service) and Medium (Social Publishing Platform) is the latest blogging and publishing
networks.

(i) These networks are must for the businesses that want to effectively use Content Marketing,
plus, you can share this content on a variety of Social Networks like Facebook, Twitter,
LinkedIn, etc.

(ii) Content that you use on these networks will also help you create a niche for your business
and audiences who are in search of information concerning that niche will for sure visit your
blog or site.

33
7. Social Shopping Networks

Want to find out all the latest trends in the marketing or crave to know the shopping tips then
such types of Social Media channels are for you.

In addition, they help you follow different brands, share interesting things and make a
purchase on these Social Shopping networks.

Businesses can use such types of Social Media Platforms for creating brand awareness,
boosting engagement and selling products on some new and effective platforms. These
channels transform e-commerce by making them more engaging via some interesting social
elements.

(i) To use these networks effectively you should create a site that integrates shopping
experience with social experience.

(ii) These networks are very result-driven for small businesses and startups as they can sell
their products without any land-based office or store.

8. Interest-Based Networks: Goodreads, Houzz, Last.fm

You can use such types of Social Media networks for connecting with other people who have
the same sorts of hobbies or interests.

You can easily find the audiences who are interested in knowing more and more about the
kinds of products and services that you offer.

This makes it one of the best networks for engaging with your audience and creating
exclusive brand awareness online. Compared to big social networks, using Interest-based
networks would help you run a more targeted campaign.

34
(i) Choosing these networks will help you focus solely on a single product or service related
to any particular subject, for instance, home décor, Digital Marketing Training, Music, Books,
etc.

(ii) These networks are the best places to engage with the audiences of a particular niche.

4.6 SCOPE OF SOCIAL MEDIA MARKETING

1. Influencer Marketing will see a Continuous Growth

Influencers are popular for their vast following on social media and possess excellent skills to
viral the content. Considering the future scope of social media marketing, it is expected
that Influencer Marketing will continue to grow. Brands would incline towards influencers
who are best in their niche having the expertise to allow their brands flourish on social media
and help them get the right ROI.

 2. Videos will continue to exist as the first choice among users

In the recent years, videos have been the top content which was shared on social media. But if
the first few seconds of a video is not interesting or engaging it is bound to get ignored by the
viewer.

It is likely that videos will continue to grow in the future along with other animated graphics
to portray the message. Thus, the videos shared on social media should be engaging and
captivating right from the start. The ‘Live’ feature is gaining popularity on many social media
platforms now, which is known for receiving 6 times greater engagement that the
regular videos. Thus the scope of videos in the future years would be powerful and amazing
both.

3. Automation and Artificial Intelligence(AI) to gain prevalence

A lot more of automation software are expected to chunk in the social media marketing world
in the future. HootSuite, Buffer, etc. are gaining popularity among the marketing world for
aiding the management of various social media accounts. Automation is powerful and holds a
great potential to integrate different media channels and create dashboards to showcase data
and metrics to its user base.

It is expected that higher-level automation tools would be gaining popularity in the coming
few years, this includes the AI tools as well.

4. Chatbots
35
Recent years have seen the emergence of chatbots in the world of Internet Marketing. They
make the one-to-one interaction interesting while simultaneously making the customer
services time-effective.

The growth of chatbots in the recent years is likely expected to increase by leaps and bounds,
where they could even have a customized voice, specific to any brand.

4.7 IMAPCT OF SOCIAL MEDIA MARKETING IN HR

1. Post job ads on LinkedIn and Facebook

Posting job advertisements can also be done on social media. Both LinkedIn and Facebook
offer the ability to create and post job ads that will be shared with relevant target groups. This
is a great way to reach potential candidates without them having to even leave their favorite
social media site. This strategy is particularly helpful for reaching passive candidates, who are
not actively seeking out new positions.

Screeshot: Example of a LinkedIn job ad

2. Share jobs in relevant groups

Groups on social media are another way to get in contact with potential applicants and to
promote your employer branding. There are numerous groups on all forms of social media, so
it's best to do a little research on your target group first and determine which groups are the
most relevant for them. Facebook and LinkedIn are probably the two most prominent
mediums to find groups. 

36
Don't forget to think strategically before sharing your information. For example, consider
reaching out to the admin of the group first to determine whether or not it's appropriate for
you to be posting jobs within the group. Skim the content previously shared in the group and
then make sure you are sharing positions that are applicable and won't be considered spam by
the group members.

3. Promote your talent pool

Building up your talent pool can be significantly easier when utilizing social media as a tool.
If you have multiple social media accounts, you should be sharing your talent pool on all
channels. Again, it's important to do this in a way that won't be considered "spammy" so
consider limiting this to once or twice a month.

Creating mini-campaigns for sharing your talent pool could be a creative way to gain some
attention in a more natural way. For example, share the day in the life of a current employee
and end the day of posts with a call-to-action to sign-up for the talent pool.

4. Share content on multiple channels

In marketing, content is king, and it's become an important part of building up a well-known

employer brand. While almost every social media has the possibility of sharing content, one
of the best options for this is Facebook. Why, you might ask? Well, with 2.23 billion active
monthly users Facebook offers the biggest reach by far.

However, there are other channels that should be considered as well. Pinterest might not be
the first social media that you think of to use in a business setting, but it is a great place for
sharing content, especially if you have a lot of visual content. Twitter and LinkedIn are also
common social media channels for sharing content.

5. Connect your social accounts to your career page and job ads

If you have social media accounts, they need to be connected to your career page and your job
advertisements. This gives potential applicants the ability to learn more about your brand
outside of your website. They will also be able to follow your company and receive updates
on all of the content you share. It's a simple addition that could help to amplify your social
presence. 

37
Screenshot: Example of social sharing icons on Talention's job advertisement

6. Create a cohesive employer brand across all accounts

It's important that you share a cohesive employer branding message across all of your social
media account. Potential candidates should be able to go from your Facebook, to your
Twitter, to your Instagram and feel like the messaging describes the same company culture.

4.8 SOCIAL MEDIA FOR BUSINESS TO BUSINESS

MARKETING

Michael Rodriguez et al (2012) conducted a study on the effectiveness of social media

marketing by analyzing 1699 business to business clients from around 25 industries. The
study proves that social media is indeed helpful for B2B firms in generating new sales. Social
media is the best tool for finding new clients and deepening the relationship with existing
customers. The study assumed five hypotheses as follows: Social media usage creates
opportunity, social media usage helps in understanding customers, social media usage helps in
relationship management, social media usage aids in relationship sales performance and social
media usage helps in outcome based sales performance. Based on the social capital theory,
these hypotheses were tested and data obtained was analysed using the standard protocol
(Churchill 1979; Churchill and Peter 1984). The result of this analysis supported the
hypotheses that social media usage creates opportunities, social media usage helps in
relationship management and social media usage helps in relationship sales performance.
However, the hypotheses that social media usage helps increase outcome based sales
performance and social media usage helps in understanding customers were not supported.
Thus taking all these into consideration, it can be concluded that social media usage helps in
developing B2B sales. With over 955 million active users, Facebook tops the social media in

38
terms of usage and number of active users (Mashable website, 2013). Thus it is important to
know how Facebook can be used for B2B marketing.

4.9 FACEBOOK FOR B2B MARKETING

Although the idea of integrating business into personal life doesn’t seem to be a right choice,
Facebook being a larger community than all countries of this world expect India and China
can help develop B2B business (Handley, 2013). For this the company must have a business
page as opposed to the normal individual profile page. The following things need to be kept in
mind while promoting business through Facebook: (1) The utmost important thing is to get as
many people to ‘like’ the official company page. Also contents must be added frequently so
that users constantly get the news of the company through the news feed on their home page.
This will keep them updated about what is going on in the company. (2) Secondly
communicate to the customers visually as opposed to text only communication. Facebook
uses an algorithm which gives more priority to videos and photos than text and increases
visibility of news item proportional to the number of people commenting or liking on it. In
simple terms, if a news item is liked and commented by a few people in the initial phase, there
is more chance that it will be seen by more people. (3) The number of times updates are added
and the time of the day when the posts are added is equally important. Choose a time which is
most likely to hit maximum number of clicks and limit the number of posts to one or two per
day. Similar to the usage of social media in B2B markets as mentioned above, social media
also aids B2C marketing. The following part of this report analyses how various B2C clients
are benefitted from social media usage.

4.10 LINKDIN FOR B2B MARKETING

Fully leveraging the resources of LinkedIn for B2B marketing takes more than time… it takes
a strategy. The B2B marketer who approaches LinkedIn as one piece of a multi-channel
strategy, sets objectives, allocates appropriate resources, insists on quality content, and
weaves all this into the organization’s marketing plan, secures a significant advantage.

The problems B2B marketers confront on LinkedIn include the lack of consistency, the failure
to successfully segment, the creation of lame content, and the perception that lead quality is
inferior to what could be cultivated elsewhere.

With more than 590 million users worldwide (December 2018) and 146 million in the U.S.
(March 2018), the opportunity for lead gen and cultivation is massive. But the very size of

39
LinkedIn can be daunting, and while most B2B marketers use LinkedIn as a content
distribution channel, the quality of this content differs dramatically.

With a few exceptions, the fundamentals of leveraging LinkedIn are the same today as they
were when the platform launched in 2002.

Best practices include…

 Taking steps beyond lead gen so the organization can articulate how it creates
value in the marketplace.

 Joining groups with your own name, not your company’s name.

 Before joining a group, not being influenced solely by its size, but also by
developing a feel for its activity level.

 Posting content that informs and educates rather than purely promotes.

 Sharing content on a regular basis.

 Explaining specific capabilities that underscore the organization’s advantages.

The Growing Importance Of LinkedIn Groups

When users post content, LinkedIn provides a a two-step process. In step two, users see
groups they currently belong to. They can easily add their post to these groups.

“This change may seem small but it’s actually huge,” says Daniel Burstein, senior director,
content and marketing with MarketingSherpa and MECLABS Institute.

“Since the dawn of Facebook, social networks have done an exceptional job at reducing
friction to increase engagement. The fact that Microsoft chose to actually add friction into
LinkedIn posting must mean that they are placing a high priority on Groups.”

Solving The Lead Quality Problem

Separating the wheat from the chaff has always been a core function of marketing and sales.
On LinkedIn, the challenges are much the same as elsewhere.

“Quality can be an issue with leads from LinkedIn,” says Burstein.

40
The platform is populated with people looking for jobs, consultants, and others working on
business development.

“If lead quality is an issue, it likely means that the messaging and offers are too broad and not
targeted enough at the type of person they’re trying to reach,” says Burstein. “It also means
the way the marketer collects information about the lead – usually a form – isn’t asking
enough qualifying information. The more you ask on the form the less leads you will get, but
also the higher quality those leads will be.”

The Overlooked Opportunity On LinkedIn

Content sharing is a statistical rarity. Roughly 3 million users share content every week, less
than 2% of monthly users.

With 3 million people attracting close to 9 billion weekly impressions, the upside for content
sharing is significant.

The B2B Marketer’s LinkedIn Strategy

The strategy should embrace more than lead gen. A marketer’s LinkedIn strategy can be
expanded, without a loss of focus, to include other aspects of value creation:

 Keeping current customers informed.

 Positioning the organization for the recruitment of future employees.

 Branding.

 Driving traffic.

Each one of these functions creates value for the organization and its stakeholders. This type
of a cohesive LinkedIn strategy provides new channels for content distribution, new ways to
articulate a value proposition, and new opportunities to create and keep customers.

4.11 ADVANTAGES AND DISADVANTAGES OF SOCIAL

MEDIA MARKETING

Disadvantages of Social Media Marketing:

41
Time Consuming
To get maximum benefit out of the social media, one has to proactively participate in it. You
have to post or tweet frequently and interact with the people. Social media is all about online
interaction with your target audience. You have to answer to the queries and convince them
about the effectiveness of your products. All this consume a lot of productive time and with
no direct tool to measure the effectiveness of social media in web marketing, one may turn his
back towards it.

Risk of negative comments

When you use social media like Twitter, Facebook and Google+ for your product promotion,
people get direct access to post their views. There is equal probability of getting both positive
and negative comments. Even your competitors can post a few highlighting the negatives.
Though you can decrease the impact of negative comments through quick response, you
cannot nullify it.

Hackers’ Threat
Recently, following a false tweet from the Twitter account of the Associated Press, the
Associated Press had to accept that their Twitter account had been hacked. The tweet that read
“Breaking: Two Explosions in the White House and Barack Obama is injured” sent a shock
wave across the world. If hackers can break into social media accounts of renowned
companies, the others’ are at risk too.

I am not against social media but I advocate the fair use of social media when it comes to web
marketing. I would only like the companies to address the loopholes of the social media so
that they can draw just benefits out of it. Remember, social media is not magic gem that can
help even a bad company with low-quality products and poor servicing to make profits.

The first and the final way to ensure the success of your business will always be to ensure
quality of the end product and offer complete customer-satisfaction.

Advantages of Social Media Marketing

Cost Effective
Most importantly, social media sites are the most cost-effective marketing tool to promote
your brand in front of existing and potential customers. It doesn’t cost anything to pin an
42
image, tweet, or post a link on Facebook.

Powerful Tool for Brand Engagement

However, if used wisely, social media can become the most powerful tool to increase brand
recognition, improve your website’s search engine rankings, boost traffic to your website and
ensure higher conversion rates.

Target Specific Audience

Social media marketing lets you target audiences more effectively. For instance, Facebook
ads are “geo-targeted” that let you choose location, gender, language, age and reach the
specific, targeted audience.

Nobody can deny the viral nature of social media. If a user likes your post, he can spread it
farther within his own network, making the post reach a larger number of audience within a
short span of time.

The benefits of social media will always outweigh the disadvantages. The mantra lies in using
the power of social media wisely and effectively.

43
 CHAPTER 5:- SWOT ANALYSIS

STRENGTH
 Right strategy for tapping the clients
 Better customer service vs. competitors.
 Products have required accreditations.
 Good place to work
 Lower response time with efficient and effective service.
.

OPPORTUNITIES
 Profit margins will be good.
 Could extend to new areas.
 New specialist applications.
 Could seek better customer deals.
 An applied research center to create opportunities for developing techniques to provide added-
value services.

WEAKNESSES
 Some gaps in range for certain sectors.
 Customer service staff needs training.
 Long time in providing certain services.

44
  Employee dissatisfaction level too high.
 Processes and systems, etc.
 No future growth strategies

THREATS
 Legislation could impact.
 Very high competition prevailing in the industry.
 Attack by major competitors
 High volume/low cost market is intensely competitive

CHAPTER 6 :- FINDINGS AND DISCUSSIONS

Usage of social media for marketing has been embraced by businesses of all kinds. It is
proved that business to business marketing and business to consumer marketing is possible
and highly effective through the usage of social media especially Facebook, Twitter and
LinkedIn. The next part of the report concentrates on how social media presence can be
increased for business firms and how is it better than or worse than traditional advertising
techniques. It also focuses on how social media usage can enhance small businesses. Merely
implementation of social media may not be useful for businesses but there should be a way to
measure the impact of using social media for marketing. Thus discussion on how to measure
the return on investment in social media will also be covered. In addition to this the general
thumb rules of using social media sites for marketing will be discussed.

6.1 IMPLEMENTATION OF SOCIAL MEDIA MARKETING

Usage of social media helps to create a feeling for the customers that they have a direct and
immediate access to the company (Rodriguez et al, 2012). It is more of a pull strategy rather
than a push strategy for business development as proposed by Lager (2009). An important
aspect of social media marketing is that the results of social media marketing will be known
only after some time of implementation. Merely setting up a page on any social networking
site such as Facebook, Twitter or LinkedIn is not enough to generate sales. The most
important part of implementation is that it should regularly and frequently be updated. Twitter
in particular which is more of real time status updates, requires frequent updating and

45
feedback to queries. At the same time, too many posts should not be posted since it will
damage the reputation of the brand and over populate the customer home page. There are
different tactics for implementing pages on different social media sites as follows:

6.1.1 IMPLEMENTING FACEBOOK

There are several things to keep in mind before plunging into the world of Facebook
marketing. Facebook is not the ideal place for marketing all kinds of businesses. A firm’s
objectives should be laid down and it should completely match with the Facebook marketing
style (Maxwell 2012). This means that Facebook marketing should completely fit with the
brand being marketed. Keeping in mind the fact that average age of people using Facebook
rose from 33 to 38 in 2011 (Maxwell 2012), a brand which caters to audience in their late
thirties can easily be marketed using Facebook. Once the brand is recognised to be good
enough for Facebook marketing, the next hurdle is to urge people to ‘like’ your page. For this
interactive and interesting content should be shared on a regular basis. The next step is to
engage the people who have liked your page by providing them unique deals through
Facebook. Having done this, integrating the company official website, other social media
pages such as Twitter and LinkedIn pages with the company’s official Facebook page is the
next important thing. These icons must be placed promptly, in a place which is visible to all
visitors easily and there should be easy navigation between these pages (Maxwell 2012).
Status updates, videos, photos, creative games and so on must be updated at steady pace of
intervals so that viewers never think that the company’s page is not maintained well. On the
other hand, do not overload the customers with too many posts. One post everyday will be
most rewarding as people won’t get bored seeing the firm’s page. There should be someone
responsible for keeping the page live and active throughout the year, every year. There are
various methods for this. The easiest is to delegate the work for the marketing department.
But another solution to decrease workload and to increase creativity of the posts is to circulate
the responsibility of posting with the various departments such as HR, Finance and accounts
department. This can be done since Facebook is very popular and does not require any
technical expertise to update posts. Another method is outsourcing and there are many
companies which outsource social media marketing. Collecting feedback from the customers
and implementing them in the business is very important since they are invaluable
suggestions from people who want your brand to grow. A legal media policy for data
protection should also be implemented so that the company’s legal side is also taken care of.

6.1.2 IMPLEMENTING TWITTER

46
As opposed to Facebook, Twitter requires more real time tweets and hence it is more
demanding. There should be a person in charge of ‘tweeting’ the relevant information at the
right time (Marketing Magazine, 2012). There are several points to be kept in mind while
tweeting:

 Consistently tweet at the peak hour of the day and respond to queries directly and
promptly. Do not tweet too many times in a day.
 Plan in advance regarding what to post and when to post. Keep the posts short and
interesting.
 Sharing unique content on Twitter, Facebook, LinkedIn and the company’s website
will urge users to follow the company’s page on all the social media websites.
 Find people who are sharing information related with your business and engage them
in your social media marketing.
 It is important to keep in mind that in order to draw attention from Facebook or
Twitter users who are already busy, engaged and entertained, the company needs to
post something even more interesting which will increase the company’s sales revenue
indirectly.
 The person who is designated to send tweets must know about the company well and
he/she must be very much aware of the business language of the firm. Either content
should be reviewed before posting or someone experienced should be given the task of
social media marketing.
 A specific amount of time at regular intervals like morning, midday and evening
should be spent for responding to twitter queries if any.
 Do not just promote the business but promote interesting content such as funny
videos, useful information and so on. All the content shared should have some
relevance with regard to the firm itself.
 Use simple language which can be understood by a common man. Take special care
not to include jargons in tweets.

Maintain a positive attitude in the tweets and do not get too personal (Gunelius , 2011)
Having studied how to implement a twitter page and a Facebook page, the next important
thing is to measure the outcome of these efforts. Hence calculating the return on investment
from social media is equally important.

6.2 MEASURING THE IMPACT OF SOCIAL MEDIA

MARKETING

47
When a CEO of a firm looks at cutting down costs, the ones most likely to get cut are the
ones whose ROI is not known. Hence, investment on social media marketing is likely to get
cut and thereby the firm will suffer bad consequences (Price 2011). Thus it is very important
to calculate the ROI for social media marketing. Follow the steps for the same. Track the
initial numbers- revenue, average customer spending, website user traffic, new customers and
so on. Make a note of the expenses related to maintaining and updating the social media page
and track the amount of revenue generated from the social media. Subtracting the expense
from the revenue and dividing it with the initial investment will yield the ROI. The challenge
here is that the expense here will be a measure of time whereas the revenue generated will be
in pounds. This time can be converted to currency by multiplying the time with the hourly
wage and adding the computer and internet cost to it. After posting regular updates on the
page for a month or so, calculate the increased revenue (Price 2011). Apart from this various
tools are available to track users who visit a page on Facebook just like Google Analytics is
used to track people visiting a website. The tools available in the market are as follows: i.
Facebook Insights: Gives data on customer interaction, ‘likes’ comments and so on in a
visually pleasing way which is easy to understand and analyse. ii. HootSite: Consists of a web
application and a mobile application which can be used by novice users as well to interpret
traffic on a webpage iii. Nutshellmail: Gives reports on social media usage as an email which
has details like comments, ‘likes’ and so on for Facebook, Twitter and LinkedIn. iv.
TweetDeck: Used to get a peripheral idea on who is using the company’s twitter page and
who is coming back. Similarly, it is important to measure the impact of using Facebook for
bank marketing. This can be done by monitoring the change in visitors’ number when a
promotion has been updated on its Facebook page and by measuring customer satisfaction
levels from time to time (Price, 2011). Since the implementation of social media and
measuring the impact of social media is done, the next question is whether social media
marketing is viable for small businesses and new start-ups. The next part of the report focuses
on viability on social media marketing for small businesses start-ups.

6.3 SOCIAL MEDIA FOR SMALL BUSINESS START-UPS

Ankeny (2011) finds out how is it possible for small business start-ups to utilize Facebook as
their marketing tool. There are numerous small business start-ups which use Facebook as an
effective tool for marketing. The biggest advantage of small business start-ups in using
Facebook for marketing is the massive expense cut. Initial phase of a company is the time
when the brand needs to be built through strong PR events. With about a billion population
and around half of them logging in everyday, there is no cheaper medium of promotion as

48
Facebook especially for small business start-ups. By encouraging people to interact on
Facebook by providing unique promotions, business opportunities and so on, people get more
acquainted with the brand itself. By providing discounts and other offers to Facebook
customers alone, the need for reviewing the page again and again becomes a necessity. Hence,
the page gets clicked many more times and thus the brand building takes place without much
hassle. When Facebook page of a new start-up company is being designed, it must be
designed in such a way that it engages more customers. Thus by increasing the amount of
time spent on the Facebook page of the company, the brand name gets more deeply engraved
into the customers mind (Ankeny 2011). The success of a small business start-up by Anna
Strahs proves that Facebook marketing works really well for new business start-ups (Ankeny,
2011). She started her own bakery which baked alternative food which was corn free, nut free
and diary free. She started a Facebook page as soon as she started the company and regularly
updated photos and videos of her progress. Facebook managed her market research, feedback
collection and promotions. While she managed to know what the customers want through
Facebook using customer feedback, she did her promotions by updating posts and photos
through Facebook. By understanding the true potential of Facebook, she invested in Facebook
advertisements as well and the response was truly rewarding. From what started as a business
to cater to the necessity of people with dietary restrictions, the company has grown far and
wide and ships its products across the United States of America. This was possible with a
mere $300 spent for advertisements. This is the true potential of social media for new start-
ups. At a time when financial resources are very limited and brand building is of high priority,
social media advertisements can eliminate the huge amount of money spent on advertisements
and at the same time create a brand image in a relatively shorter span of time Having studied
the way in which social media can be exploited for small businesses start-ups, the next
important thing is to compare and contrast between traditional advertisements and social
media promotions and conclude which is better and why.

6.4 COMPARISON OF TRADITIONAL ADVERTISING WITH

SOCIAL MEDIA ADVERTISING

Traditional advertising media includes print media, radio and visual media. In fact, only the
print media was considered to be traditional media but in this context of discussing the impact
of social media advertising and its comparison with other media advertisements, all other
existing media except the social media is considered as traditional media, at least for the sake
of this report. Though social media is gaining importance and acceptance, 45% of
advertisement revenue is still paid for advertisements in the print media Hampel (2012). This

49
figure can be debated to be a result of the inexpensive social media advertisements as
mentioned earlier. Though the investment for advertising in social media is very less, the
mass appeal is much higher and hence more returns can be expected. Hampel (2012)
identifies that “consumers are becoming increasingly resistant to traditional advertising”
(Pieters and Wedel, 2007). Precise targeting of consumers is not possible in mass media such
as print and television. Whereas by using the Internet as a source of advertisements, people
who are interested in a particular product can be drawn towards the company more easily. As
mentioned before, this is called as a pull strategy as opposed to a push strategy. Even within
the traditional media of advertising, premium print advertisements which are far more
expensive than normal advertisements are being widely used. “More prestigious perception of
an advertising stimulus converges with the advertised brand, thereby leading premium-print
advertisements to be perceived more prestigiously” (Hampel, 2012). According to Hill &
Moran (2012) the interactive nature of social media is the factor which draws a large number
of people towards it as compared to the traditional media such as TV, radio and print media.
Social media is more customisable as compared to traditional media. In social media, it is
easy to find what a consumer needs. Contrastingly, in case of traditional media, the consumer
is forced to enjoy whatever is broadcasted by someone else. Social media makes it easier to
search for relevant information thereby cutting down the time, energy and money required to
search for it. Above all man being a social animal is on the constant outlook towards
interacting with other people around him. Traditional media does not give an opportunity for
this whereas social media was actually built for this purpose in the first place. Though there
are some downsides to social media marketing such as privacy concern, legal concern and
over exposure towards public, these limitations can be overcome.

50
 CHAPTER 7:- RESEARCH METHDOLOGY

BACKGROUND

This report presents selected results from the Social Media Management Survey for the
Unions App. The survey collected perception towards the social media marketing from a
representative sample of management students studying in different departments of JECRC
University, Jaipur and employees of Unions App. Survey methods included online
questionnaire to collect student’s perception towards the social media marketing. All data
collection activities conformed to standard procedures for conducting online marketing
surveys. The sampling, survey design, and reporting methodologies are recognized by Pranjal
Jain CEO of Unions app.

SURVEY OBJECTIVE

Social media marketing survey objective was to provide consumer behavior data for Unions
App . The resulting databases will be used to update and expand the marketing activities on
social media by the organization. In order to achieve the desired results, the social media
marketing survey had the following goals:

 Collect perception of all persons towards marketing through social media.

 Collect data on which social networking site is more suitable for marketing.

51
RESPONSES
1. Do you think social media is the best method adopted by entrepreneurs in the
field of marketing, advertising, brand building, promotions?

10%

90%

Options Number of responses Percentage

Yes 18 90%

No 2 10%
52
 Social media has taken over the world in every sense. In the field of marketing, advertising,
brand building, promotions social media is the best method adopted by entrepreneurs. 90%
people agree with it but 10% of them still believe in the traditional way of marketing.

2. Which is the most effective solution for brand promotion?

25%

Print Media
Social Media

75%

Options Number of responses Percentage

Social Media 15 75%

Print Media 5 25%

53
 Marie Swift (2006) suggests that placing an advertisement in the print media is not the best
solution for brand promotion. The problem with traditional mass advertising according to
Marie is that, these media appeal to a wide range of people who may not even be interested
to know who we are. 75% of the people agree with it while rest is still thinking print media
has its own significances. Someone said “print media is the only media which has the
highest reach as it is read by the old and young population.”

3. Do you think social media marketing will help the firms to find their potential
customers/clients?

20%

Yes
10% No
Maybe

70%

Options Number of responses Percentage

Yes 14 70%

54
 No 2 10%

Maybe 4 20%

Promotions and brand building must be done with people whom we think are potential
customers for our business. This can be achieved by channelizing a greater part of
promotion and advertising budget for activities such as networking, volunteering, hosting
events and so on. Out of these methods, networking is the best that suits the need of the
time (Marie Swift, 2006). With the technological advancements in today’s world, it is fairly
easy to be connected with the outside world with the help of social networking sites. Yes,
most of the people agree with it.

4. Which social networking site are you most familiar with?

20%

30%

5% LinkdIn
Facebook
Twitter
Youtube

45%

Options Number of responses Percentage

LinkedIn 6 30%

Facebook 9 45%

55
 Twitter 1 5%

YouTube 4 20%

In today’s world there are many social networking sites which are helpful for the mass
marketing. The objective of this question was to find the website which is the most popular
one. Most of the people are familiar with Facebook, LinkedIn then YouTube. Many of them
are familiar with most of the social networking sites.

5. Do you think the relative cost is much lesser in social media marketing as
compared with traditional advertising?

25%

Yes
Depends
No

60%
15%

Options Number of responses Percentage

Yes 12 60%

56
 No 3 15%

Depends 5 25%

More than 50% people think relative cost is much lesser as compared with traditional
advertising while more less than 30% think it is not. The studies say that the relative cost is
lesser as compared the social media marketing with traditional advertising.

6. Is social media helpful for B2B firms in generating new sales/clients?

25%

Yes
No
Depends on how reputed
the firm is
60%
15%

Options Number of responses Percentage

57
 Yes 12 60%

No 3 15%

It depends how reputed the 5 25%

firm is.

Social media helpful for both B2B and B2C firms in generating new sales/clients. 60% of
the people agree with it. While others think in B2B everything is taken place in a formal
way so it’s not possible to generate new sales through the social media.

7. Which social media platform helps to tap maximum clients?

40%
Facebook
Twitter
LinkdIn
55%

5%

Options Number of responses Percentage

58
 Twitter 1 5%

Facebook 8 40%

LinkedIn 11 55%

It shows that most clients are tapped through LinkedIn which is 55% the next best platform to
tap clients is Facebook which is 40% and the least preferred platform is Twitter. Hence
LinkedIn and Facebook are the best platform for Social media marketing in B2B business.

8. Do you follow your favorite company/ brand on social media?

40%
Yes
50% No
Ocassionaly

10%

Options Number of responses Percentage

59
 Yes 10 50%

No 2 10%

Occasionally 8 40%

It shows that how frequently clients/customers are updated and follows their favorite
brand/company 50% of the respondents follow their favorite company. 40% of the
clients/customers occasionally follow the company on social media. Remaining 10% doesn’t
follow their favorite company at all.

CHAPTER 8:- CONCLUSIONS AND

RECOMMENDATIONS

8.1 CONCLUSIONS

Social media is working more as a search engine these days because people trust people
rather trusting companies. Also people think that it would be cheaper to buy from the people
directly rather than going to the company website. Hence, an area of interest is searched on a
social media and concerned people are found and communicated with. Social media
marketing creates a positive effect on many business markets such as financial institutions,
travel and tourism businesses, retail businesses, knowledge businesses, entertainment
industry, and so on. Since the process of social media marketing saves money, time and is
highly engaging and interesting social media marketing seems to be the next big thing to hit
the world as a whole.

One of the biggest advantages of social media marketing as opposed to traditional advertising
is that potential customers can be precisely targeted. For example, in Facebook, if a person
species that his area of interest is interior designing; his home page would have
advertisements of interior designers on it. Thus, it doesn’t seem to be a hassle for the
60
customer because they would definitely want to see those advertisements. As for the business
owner, he/she needs to pay only if a person clicks on his/her advertisements. Thus it is a win-
win situation for both the business owner and the customer.

Similarly small business start-ups should utilize the endless opportunities provided by social
media sites such as Facebook, Twitter and LinkedIn. The biggest advantage for small
business start-ups is that the amount of money to be spent on advertisements can be massively
cut down and brand building can be done effectively. As in LinkedIn which is customisable,
more than one products being sold by the same company can also be marketed. This works
perfectly for B2B clients who cater to more than one product from the same verticals.

In fact social media sites themselves are changing at a fast pace to keep up with the marketing
trend that is present today. Though LinkedIn was started for professional networking, it has
added much functionality recently which makes it an attractive platform for business
development. Likewise although Facebook is considered as a medium for personal space, it is
changing at a rapid pace to cater to the needs of businesses as well. More companies are
trying to market their products through Facebook. Twitter is least preferred social networking
website used for business development. The main reason for this is that Twitter is more
demanding in terms of frequent tweets and more time should be spent on it to respond to
customer queries. However, Twitter is also changing to cater to business development needs.
Marketing Week (2012) reports that Twitter now provides various tools for gauging the
impact of promoted tweets. Now brands who want to advertise on Twitter can customise their
advertisements on the basis of what is working for them. Thus all popular sites are into
marketing and it can be seen as a good sign of opening the horizons for a new way of
marketing which cheaper, greener and more effective.

61
8.2 RECOMMENDATION
From this report it can be concluded that social media presence is inevitable in the coming
years. Not only that social media is useful as a marketing tool, it has become the order of the
day to be present in social media. Therefore this report recommends all kind of businesses-
small scale, large scale, business to business clients, business to consumer clients,
manufacturing industries and so on to be actively present in the social media. An important
fact to be kept in mind in this context is that most social networking sites have a cyclic
growth. It starts from minimum, attains a maximum and goes down to a minimum again.
Thus, this is the perfect time to invest time and resource in popular social media sites such as
Facebook, Twitter and LinkedIn. Owing to the relatively small amount of investment, it is not
a high risk investment as the usage of social media will come to a minimum only gradually.

In comparison with traditional advertisements, social media marketing caters to a more

focussed group of people and thus can yield better results. This does not mean that companies
should stop using traditional media and start using online and social media alone for
advertisements. This may result in disastrous results. An important thing to be kept in mind is
that when we say one in every seven people are on Facebook, there can be millions of
duplicate accounts and almost half of the total number of accounts is not being accessed every
day. This limits the chances of meeting new prospects and thereby causes a hindrance for
generating new business leads. Also still the remaining people of the world are relying on
traditional media which means that we can’t ignore them. Therefore the best solution is to
combine both traditional and social media for marketing (Wakolbinger, 2009). This will
bridge the gap between those people who are active on social media sites and those who are
still relying on traditional media. Companies must be careful in selecting particular adverts
for particular media. A company which sells clothes may have to rely on social media for
advertising their clothes for people of the age group 15-50 whereas they still have to depend
upon traditional advertisements like TV, radio and print media for the rest of the age group
population. Thus effective combination of social media adverts and traditional adverts will
result in better results.

The online presence of firms must be frequently updated and it must be linked with each
other and with the company website. It must be maintained well and only relevant posts must
be updated. Small businesses should embrace this wonderful technology and reap the benefits
of being on the social media for marketing.

62
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