A SUMMER TRANING REPORT ON

SOCIAL MEDIA MARKETING

IN KEVENTERS

SUBMITTED IN PARTIAL FULFILLMENT OF

DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SUBMITTED TO: - SUBMITTED BY: -

KURUKSHETRA, UNIVERSITY TANIYA
KURUKSHETRA BBA 5 TH SEMESTER UNIVERSITY
ROLL NO: - 201000742
COLLEGE ROLL NO: - 120002010048

GOVT. PG COLLEGE AMBALA CANTTSESSION

(2022-2023)

i
 DECLARATION

I, Taniya hereby declare that this training report is entitled Social Media Marketing has been
completed on the base of actual study carried out me during my training program at
Keventers.

I am presenting an authentic report of my work Govt.PG College Ambala Cantt carried out
at Keventers for the partial fulfillment of the requirement of the Bachelor of Business
Administration.

The report is original and true and information, data and fact furnished there in actual based
study carried out by me.

NAME:- TANIYA
CLASS: -BBA 5 TH SEMESTER
UNIVERSITY ROLL NO: - 201000742
COLLEGE ROLL NO: - 12000201

ii
 ACKNOWLDEGEMENT

I would like to thank Kurukshetra University for giving me the opportunity to do this
training. I would like to thank to Keventers. Forletting me to do these training with their
Social Media Marketing.

I would like to thank Director of the Company for enriching me about social media
marketing and provide with particle knowledge in field.

I would like to thank my Teacher Miss. Shilpa Sharma who guided mewith both at personal
academy and professional level.

NAME:- TANIYA
CLASS:-BBA 5TH SEMESTER UNIVERSITY
ROLL NO: - 201000742COLLEGE ROLL NO: -
120002010048

iii
 PREFACE

In the present past moving globalization economy only, theoretical knowledge is not
sufficient for an individual to perform efficiently to bridge the gap between theory and
practical.

The students required the required to undergo 6 weeks training in an organization in subjects
like marketing Finance human resources and information technology.

Summer Internship program is a prelude to the final placements that the student will be
getting. It is during these 6 weeks of exposure to the industry that the students can make a
mark of challenging work, knowledge, and ethics on the host organization.

Summer Internship program would also be a great learning experience it enables the
students to apply theory to practice and observe andlearn the current trends in the
market.

The present report gives a detailed view of social media marketing.

iv
 EXECUTIVE SUMMARY
ON SOCIAL MEDIA MARKETING

Social media marketing is the demand of the new age. With the increase of internet usage,
this idea has become influential. The countries which have an edge in technologies are
already capitalizing on this idea. And nowadays social marketing media works better than
other media to communicate something to society. Business organizations are having good
results using social sites to exert their marketing communications.

Although internet usage is increasing in Bangladesh, it is still focused on selected geo-

demographic segments. Questions are bound to arise on authenticity and also whether the
views and opinions represent the entire market.

With this view, the research conducted for this study also reveals the same result. Most of
the respondents feel that social sites are not effective enough for marketing communication
in Bangladesh, compared to other media.

These were some examples of social media executive summary hope you liked them.

v
 TABLE OF CONTENT

DECLARATION > I

ACKNOWLDEGEMENT > II

PREFACE > III

EXECUTIVE SUMMARY > IV

1. INTRODUCTION > 1-12

2. COMPANY PROFILE > 13-17

3. RESEARCH METHODOLOGY > 18-21

4. DATA ANALYSIS > 22-26

5. FINDINGS, SUGGESTION, > 27-38

CONCULSION
6. REFERENCE > 39-40

vi
CHAPTER: -1

INTRODUCTION

1
 INTRODUCTION

The credit of introducing milkshakes in India goes to a very first ‘Made in India’
milkshake brand i.e. Keventers. The Delhi based brand, Edward Keventer (Successors)
Pvt. Ltd has established itself as an evergreen milkshake in India and is holding the
Indian milkshake market from a couple of years with its effective business model.

The milk shake business vertical of Keventers is supported by the demand for milkshakes
among different customers and more in tourists and youngsters. The Government has
also initiated encouraging the development of quality dairy products. It’s really hard to
believe that a brand like Keventers which was unnoticeable before the year 2015, can
reach the height of success within 3 years. Also, it has reported remarkable turnover near
to 100 crores before the end of FY 2018-19 with more than 270 stores in different
places in India insuch a short period and at the international level in Nepal, UAE, and
Africa. Keventers has created a place in both old (generation X) and especially in the

2
 young generation (generation Y) customers by its product quality, packaging, and
modern techniques of branding.

This success could happen only with a strategic and result-driven Businessmodel
of Keventers. A business model of any business reflects its products or services, target
market, promotion strategies, competitors, pricing, revenue generation, future expansion
strategies, etc. The base of the competitive business strategy of Keveneters lies in its
93 years old history.

Why is Keventers famous?

Over the years, Keventers became massively popular for its fresh dairy products like milk, butter, cheese,
and other items- the brand is also credited for coming up with the unique design for the Cassata icecream
which is a favourite among Indians to this day.

3
How did Keventer start?
In 1889, Edward Keventer, a Swedish dairy entrepreneur and technologist made his way to India to pave
his way and create a brand.In 1894, he took over the Aligarh Dairy Farm and started creating milk
and milk products like cheese and butter. It was a natural fit since we are a largely milk loving
nation.

What is Keventer mission?

Keventer Mission

To build on our heritage and expertise of over 125 years in food processing and Dairy business. To
continuously innovate and thereby ensure that the Keventer brand remains relevant to our consumers in
ever changing times by way of the launch of new products and services.

4
About Keventers
In the 1920s, Edward Keventer, a Danish dairy entrepreneurestablished manufacturing units in India and
within a decade, expanded to 4 cities, Delhi, Aligarh, Calcutta and Darjeeling.

Post-independence, Ram Krishna Dalmia bought the Sardar PatelMarg (Delhi) plant from Keventers son
Werner and modernised it by incorporating the latest milk bottling machinery and imported pasteurizers
into their system

With the updated facilities, Dalmia successfully established Keventers as a popular milk and ghee
manufacturer, and the company’s milk powder became its bestselling product. Soon, they began to
produce ice-creams and by the 1960s, they had become an established brand in that niche too.

By the 1970s, Keventers was such a common product in Delhi households that instead of using the word
‘milkshake’, most Delhiitesreferred to it as ‘Keventers shake

5
However, during this period, the land on which their main factory hadbeen built was reacquired by the
government and Keventers had to shut operations there. With their biggest factory shut, they had trouble
coping with demand and eventually stopped production altogether.

The Dalmia’s still owned the brand though, and in 2015, Agastya Dalmia, Ram Krishna’s great-grandson,
decided to bring the original Keventers back to life. Along with his college friend Aman Arora, he opened
the doors of their first outlet in March 2015 at a mall in Delhi.

By January 2016, they had opened 4 more outlets. By 2019 they had over 250 outlets across the country
and they now plan to expand abroad as well.

Digital-Marketing-Master Class

Target Audience
Marketing Strategies
Search Engine Optimization
Social Media Marketing
Instagram
Facebook
Twitter
What more could Keventers do?
Social Media
Blog
Email Marketing
Online Reputation Management

Marketing Strategies Search Engine Optimization

Keventers has not put a lot of efforts in SEO. One of the reasons could be because their audience
does not purchase their products through their website. Their customers are based on third-party food
ordering platforms or are offline store visitors.

6
Here is the Woorank SEO report for Keventers website:

To make their website appear Infront of more people Keventers could do keyword research for relevant
keywords to include in their website content. This would increase its visibility.
They could add alt text to all the amazing pictures they include on their website.

Along with this, they could work on generating more backlinks to their website to increase their Domain
Authority.

7
Social Media Marketing

Social media marketing is the best kind of marketing for the brand because almost its entire target
audience is available on these platforms.

Instagram
Keventers for their Digital Marketing Strategy usually posts pictures on Instagram that showcases their
milkshake bottles and other newly launched products like ice creams.

Facebook

On Facebook, Keventers usually posts short advertisement videos and posts, contests. It tries to use real
people consuming their products with the aim to achieve the connection with consumers.

Twitter

It has 2038 followers on Twitter as of July 2019.

Keventers uses the same creatives on twitter as it uses on Facebook.

More could Keventers do? Social Media

Keventers could run online marketing campaigns like:

8
#CapCaptions

Followers can be told think of a clever caption and use the hashtag #CapCaptions to post it on Twitter.
The best ones would be printed on the Keventers bottle caps!

#MyMood is also an interesting campaign that was first started by Starbucks, where in order to promote
their new drink, Chestnut Crunch Latte, a couple of their employees were situated outside their Powai
outlet and offered drink samples to the passerby. After the passerby had finished their drinks, the
employees then handed a card to them that asked them to describe their mood after drinking the sample
and post about it on social media!

Other suggested catchy hashtags Keventers could use could be #Shakestache (milk moustaches!) and
#WhatsShaking (current events!). This would significantly boost Keventers Digital Marketing Strategy!

9
Blog

Keventers does not have a blog of its own.

To ensure that customers stay on your brand’s website for a longer duration of time is to provide them
with interesting blogs to browse through.

An example of listicles that Keventers could post on their blog could be “10 Fun ways to use a Keventers
bottle!” Or “Why milkshakes are the best drink!” Listicles are extremely entertaining and captivate the
reader’s attention, and at the same time subtly encourage the reader to buy a Keventers milkshake. In this
case, the readers might want to buy a Keventers shake just because of the bottle!

10
Email Marketing

An introductory email would be sent out the moment a customer provides his/her email ID to the brand.
This email would contain a brief history of the brand as well as information about a loyalty reward
program!

Other emails can be sent over a period of time giving different offers to its customers to keep them
coming back to the brand.

11
Online Reputation Management
A few online platforms that could be of use to Keventer’s ORM could be Mouth shut, Reddit, Quora
and TripAdvisor. These platforms help the customers share their reviews of Keventer’s milkshakes and
therefore spread the word!

Platforms like Quora and TripAdvisor often include questions like ‘Best milkshake shop in town’, ‘where
do you buy the best chocolate milkshake in Mumbai?’ and other similar queries. The brand can answer
such questions and include its name in the answers. This increases the likelihood that, when someone
searches for these things,

they are introduced to the brand. This would significantly boost Keventers Digital Marketing Strategy!

Digital-Marketing-Master Class

If you have some more ideas as to what Keventers can do in terms of Digital Marketing, let us know in
the comments below.
You can also check out how Zomato and Swiggy approach their Digital Marketing and see what a
wonderful job they are doing.
Lead Trainer & Head of Learning & Development

12
 CHAPTER:-2

COMPANY PROFILE

13
 COMPANY PROFILE

We are a leading fast-moving consumer goods (“FMCG”) company headquartered out of Kolkata with
interests in packaged, dairy, and fresh food products.
Our comprehensive range of products span across various brands and categories with more than 90 SKUs,
and a presence across the value chain in the fresh, frozen and ambient long shelf-life food product
categories

Our products cater to the ‘needs’ and the ‘wants’ of our consumers by satisfying their
daily nutrition needs and delighting them with our range of indulgent and “on-the-
go” pro Market positions across various product categories are:

14
Our Businesses

Our business primarily consists of the (i) packaged foods & beverage; and (ii) dairy & fresh segments.
Our packaged foods & beverage segment primarily involves the manufacturing, packaging, marketing,
distribution of products which include (i) “Frooti” or “Appy” or “B Fizz” or “Appy Fizz” or “Bailley”
or “Smoodh” which are licensed to us pursuant to various franchisee agreements entered into with Parle
Agro Private Limited (“Parle Agro”); and (ii) “ready-to-cook” and frozen food under “Keventer” brand.
Our dairy & fresh segment primarily involves (i) sourcing, processing, marketing, distribution and sale
of pouch milk, pouch curd, ice-cream, set-curd, UHT milk, milkshakes and lassi under the “Metro” and
“Keventer” brands; and (ii) sourcing, ripening, distribution, branding and sale of bananas under the
“Keventer” brand.

15
Variety: Our product portfolio provides a wide choice of offerings to our consumers with more than 90
SKUs as of March 31, 2021 and includes “on-the-go” consumption products (such as fruit based
beverages, milkshakes and lassi), “wellness” products (such as vegan fruit snack), products that indulge
the taste buds (such as ice-cream),

“convenience” products (such as “ready-to-eat” and “ready-to-cook” products), products which are
consumed in between meals (such as set curd and frozen food snacks) and daily nutrition products
(such as fresh milk, banana, green peas, sweet corn and other vegetables). We also offer a variety of
flavors and tastes for some of our products such as mango and apple flavors for our fruit-based
beverages, chocolate and kesar flavors for our milk-based beverages, and vanilla and chocolate flavors
for our ice creams. We also offer different variants of white milk such as toned, double-toned and
standardized. Our frozen food consists of variety of vegetarian and non-vegetarian products with
different flavor and taste profiles.

Price Point: Our products are available at various attractive price points starting from ₹ 5 to ₹ 1000,
making them accessible for consumers with all kinds of budgets. A key driver of our consumer strategy
is catering to different target consumers across various price points and enabling them to upgrade to
16
higher value products.

Taste Advantage: Our products undergo extensive research at the development stage. We undertake
thorough studies to ensure that our products are safe, meet the requisite quality parameters and the
expected taste preferences of our consumers. We believe our research-oriented approach and constant
innovation have ensured that our products have a high product acceptance, thereby, ensuring repeat
purchases by our customers. In order to provide our consumers with the best possible products, we
source our ingredients and raw materials from approved suppliers with stringent quality norms. We
have instituted stringent quality standards and procedures to ensure food safety for our products. We
have also introduced standardized manufacturing processes which ensure consistency in the taste
profile of our products.

Anytime Anywhere: Our products are available through various points of sale such as general trade
(which includes traditional retail points, such as kiranas), along with modern trade channels which
includes e-commerce companies such as Innovative Retail Concepts Private Limited (Big Basket),
supermarkets such as Big Baazar, Foodhall and Spencer Retail Limited, hypermarkets such as Ratnadeep
Retail Private Limited, and convenience stores such as More Retail Private Limited. Further, our product
categories are tailored to suit all occasions and we have a portfolio of products suitable across mealtimes,
including breakfast, lunch and dinner meals, and for snacking in between meals. While we have an
omnichannel distribution presence, our primary focus of distribution is the general trade category.
According to the Technopak Report, traditional channels dominate the retail market across all
consumption categories in East and North East India with 92.5% sales happening through traditional
channels and 7.5% sales through modern channels. According to the Technopak Report, our distributors
cater to 1,60,000 – 1,70,000 retail touch points across categories of packaged food and fresh bananas.
(Source:Technopak Report) We believe our widespread and integrated

sales and distribution platform enables us to reach a wide range of consumers and ensure effective
market penetration.

17
 CHAPTER:-3

RESEARCH METHODOLOGY

18
 RESEARCH METHODOLOGY
In today’s world, there is a lot of hype surrounding social media — unsurprisingly, considering the
medium itself created the very concept of going viral.
According to the Gartner hype curve for new technologies, a period of hype and inflated expectations is
followed by the “trough of disillusionment” during which we become more critical of a new concept or
technology we have bought into and believed in its inherent value. Questions ensue.
Does it really do what it promised? How do I know I can trust this data? Am I getting ROI out of this? It
is during this latter phase where the new technology has to mature and prove that it is worthy to become
a stable, ongoing part of our world. This is where I believe social media is today, and now is the time for
social to prove its credentials as a research methodology.

In my experience, it does not take much to convince people that there is huge potential value within social
data for understanding consumers more deeply. It’s a bit of a no-brainer, in theory, that all of this
unprompted conversation would contain insights into how people think and feel, what they care about,
what they’re worried about, and what they need and want.
Any form of consumer research is at best a version of the true experiences of groups of individuals. It’s
impossible for any one method to perfectly encapsulate and understand complex human experience. The
more sources in your research mix, the more accurate the picture you’re building will become. So, while
I would never suggest that social should replace other forms of market research, it would certainly be a
missed opportunity to exclude this incredibly rich new data source from your research mix.
Many market researchers have held back from fully embracing a social research methodology or
incorporating social into their research mix in a fully integrated way. In my opinion, this is not due to a
lack of understanding of the potential opportunity for finding valuable insight, but to the perceived issues
and limitations of this type of data.
The rise of insight-driven business has positioned the market researcher at the center of some of the most
important strategic decisions that are made in many of the world’s largest companies. To better
understand the potential challenges and barriers with adopting social research , I conducted interviews
with a number of highly experienced and talented CMI (consumer market insights) professionals. There
were two recurring themes within these interviews:

19
Representation is a concern. Social media data is created by a self-selecting group, which differs from
channel to channel and doesn’t necessarily reflect the broader online and offline population. This poses
the question: can I use this data to help understand a whole consumer group, or only those I’m hoping to
reach via social channels?
Social data is often “sold” as being less biased than other research methods, although in reality, it’s not.
Unlike tried-and-tested methodologies, we don’t understand how to reduce the biases within this dataset.

Both are completely valid concerns that resonate strongly with me as a researcher. However, neither
should prevent you from using social as a research methodology. Let us address each issue.

Overcoming Representation Issues

It is true that social data is unlikely to fully represent the offline world in the way that a weighted panel
can because a selection bias exists within social data. That doesn’t mean that it is impossible to
understand aspects of offline consumers, but it does need to be considered in the methodology.
Just as you would not serve a survey to everyone in a panel (you select your target audience), you do not
have to listen to everyone on social media all at once. You can select an audience based on many different
characteristics, demographics, life stages, and interests. You can then benchmark those audiences to
understand how they think differently about different subjects or weight the data from different groups
to better model it against the offline population.

Overcoming the Biases in Social

The first stage in mitigating any bias is to acknowledge and understand the problem. Social, like all other
forms of research, is vulnerable to bias. We discussed selection bias above, but here are three more stages
in your analysis where you should be careful to avoid biases creeping in:

1) Data collection: Boolean search strings are incredibly flexible and allow you to gather and
segment data in almost any way, but they are open to bias if proper care and attention are not
paid. If you don’t fully research the key terms and phrases for a given topic, all social handles for
a brand, relevant hashtags, common misspellings and typos or slang terms that could possibly
exist, you could be biasing your data toward people who think and speak like you. Even if you
know a topic well, it’s still important to do some desk research to make sure you’re challenging
your assumptions to reduce bias in your data collection.

2) Data segmentation: You can segment your data using Boolean by categorizing and
benchmarking within your dataset. As with the query, it’s important to invest time into
researching topics within your data to avoid skewing it toward trends that you already know
about. For a truly data-lead segmentation, the best approach is to take a representative random
sample of conversation and code it manually for themes as they emerge. This allows you to
discover new topics, reduce the bias inherent in searching for topics you already know about, and
get more granular in your themes. A human can detect far more subtleties in tone, emotion, and
context, which is where the data is at its most rich and insightful.

3) Interpretation biases: All research, particularly qualitative research, involves interpretation of

themes by a human analyst, and so is open to researcher or interpretation bias. Being cognizant
of this is the most important factor for reducing its impact. A representative coded sample is also
20
helpful in challenging your assumptions as a researcher. It’s important to remember that you are
telling the consumer’s story, not own.

There is another factor, which I believe is the greatest challenge not only for social data but all
forms of business intelligence. The rise of self-serve digital research platforms means that non-
CMI professionals can now create and analyze surveys and track web metrics and social data
themselves. This presents huge opportunities to truly distribute insights throughout the business
and allow us to realize the lofty aim of being an insight-driven business.

It also presents a significant challenge. The word “insight” is prone to overuse and as a result, is
frequently misunderstood. An insight is not a chart or a number, but rather an idea communicated
from one human to another to convey a way you could do something differently, better, or new.
The journey from data to insight, and from insight to action, contains two bridges that are reliant
on human interpretation, communication, and understanding. Opening this process up to more
humans increases the risk for human error, and for muddying the water of research with opinion.
One approach to combat this is a central CMI team that produces and distributes insight
throughout the business, and this can work well. However, it is my view that in the long-term the
role of the CMI professional isn’t going to be fighting against distributed power to find insight,
but will set the guardrails that enable different teams to explore data safely, and generate robust,
impactful insights.

21
CHAPTER:-4

DATA ANALYSIS

22
 DATA ANALYSIS

According to the 2017 e market reporter, one-third of global population will access social networks at
least once a month. More importantly, 69% of U.S.adults were active on social networking sites
according to As of January 10, 2018:

68% are active on Facebook

25% of adults use LinkedIn
29% are active on Pinterest
24% of adults are active on Twitter
35% are active on Instagram

Simply put, a staggering number of adult consumers are gathering on social media outlets, which makes
Facebook, Twitter, Instagram, and other social outlets the perfect venue to grow your brand. Continue
reading to learn more about the ins and outs of social media marketing.

What is Social Media Marketing Data analysis:

Social media marketing is the process of expanding the reach of your brand or simply getting traffic to
your site through social media outlets. This form of marketing hinges on creating engaging content to
attract the attention of readers. More importantly, these users share this content with other users or
friends. Instead of an untrusted third-party source presenting consumers with a message, this message
comes from a trusted source through word-of-mouth. As a result, social media can effectively work on
earned media instead of paid media.
Social media marketing represents an amazing vehicle for increasing brand exposure. At the same time,
social media provides brands with an opportunity to bolster customer service and several other facets of
business. Most importantly, social media marketing is done properly, it’s a relatively inexpensive way
for brands to engage consumers.
Measuring Social Media Marketing

Social media marketing hinges on your ability to create lucrative and engaging content for audiences.
However, if you do not know where to start, you could be spending countless dollars and time creating
content your audience could care less about. The ideal solution is to use the wide array of tools to help
guide your social media content creation and curation efforts. If you are looking where to start, tools like
Hootsuite and Percolate offer innovative ideas and methods for creating or curating highly engaging
content.
Unmetric’s latest feature named discover is a social media search engine and gives marketers access to
millions of pieces of brand content from across the world.

23
Type in “Christmas” or “Super Bowl” or “chocolate” and thousands of pieces of relevant content comes
streaming in, all within a matter of seconds. The content can be arranged in order of date or engagement
to get those creative juices flowing.

When it comes to social media marketing, it’s vital for you to always know what the other guys are
doing through social media campaign analysis. Has your competition discovered your secret for social
media marketing or are they still aimlessly search for the answer? In either case, you must always keep
score to compare your efforts against the competition. Having consistent competitive analysis of social
media profiles will help you understand how your own efforts stack up and hopefully, keep your brand
ahead of the curve.
Unmetric gives users access to the social media performance of over 30,000 of the biggest brands in the
world across all the major networks across 30 of the biggest sectors. Metrics like Fan Growth,
Demographic, Engagement, Reply Time, Admin Participation and more can be compared.

24
For global brands, you can quickly understand in what parts of the world your competitors have a strong
hold and in which regions you are excelling.
Measure
Although social media marketing may be an effective way to engage audiences, it does not happen by
magic. Instead, successful social media marketing campaigns are the result of consistent social media
metrics analysis and social media marketing analysis. By knowing which metrics to you use, you will be
able to make the perfect tweaks and adjustments to catapult your brand toward success. However, social
media engagement analysis is not necessarily easy and not all metrics are created equally.
Unmetric users can download customizable reports which can be either exported in excel or power point.

Create, Compare, Measure – Win

Simply put, any social media marketing campaign will hinge on your ability to create, compare, measure
the results, and make the appropriate tweaks to the campaign. Failure to do so can be costly and ultimately
be the downfall of your efforts. Instead of aimlessly stabbing at it in the dark, Unmetric is an easy-to-use
tool that effectively combines these three aspects.
Unmetric provides insights and data analytics to inspire you to create the right content and share it on
social media at the right time.
Unmetric takes the confusion out of comparing the social media marketing efforts of your competition.
Instead, you will have access to easy-to-read metrics that truly matter without all of the hassle.
Unmetric allows you to quickly analyze your brand and your competition in the most relevant way
possible. With over 50 available metrics across the top six social media platforms, you’ll be able to
clearly understand what has happened and the best direction of your future social media marketing
efforts.
Unmetric is the one tool you must have for an effective social media marketing campaign. With the
ability to ideate, compare, and analyze in one convenient app. Unmetric integrates with your workflow
and works in tangent with other services.

Unmetric provides all of the following in one place:

Social media growth analytics
Social media engagement analysis
25
Social media profile competitive analysis
Social media metrics analysis
Social media marketing analysis
Social media sentiment analysis
Competitive analysis of social media profiles

26
 CHAPTER:-5

FINDINGS, SUGGESTION,

CONCULSION etc.…

27
 FINDINGS:

Each year for the past eleven years, Social Media Examiner has commissioned an annual study of how
marketers are using social media. This is the longest-running study in the social media marketing
industry. Surveying more than 4,800 marketers, it covers all major social platforms, organic and paid
activities, video marketing, and more.

Let us go ahead and dive right in with that all important question. How well is social media working for
marketers and in what areas of business?

1. Benefits of Social Media Marketing

A significant 93% of all marketers indicated that their social media efforts have generated more exposure
for their businesses. Increased traffic was the second major benefit, with 87% reporting positive results.

Source: Social Media Examiner

2. Most Popular Platforms

So which platforms are marketers using to achieve these results? Facebook and Instagram are the top two
platforms used by marketers, by a long shot. All other platforms lag behind these top two.

Source: Social Media Examiner

How has this changed since last year? While Instagram has grown 7% in popularity, Twitter has fallen
by 3%. LinkedIn has grown from 56% to 58% and YouTube from 50% to 54%. Snapchat has declined
by 1 percentage point and Pinterest rose by 1%.

How does the way marketers are using social platforms differ between B2C and B2B?

28
B2C Platforms

Nearly all business-to-consumer (B2C) marketers are focused on Facebook. Interestingly, B2C marketers
reduced their use of Twitter (down from 62% in 2018) and increased their use of Instagram (up from
72% in 2018)
.

B2B platforms

Most business-to-business (B2B) marketers also use Facebook and not surprisingly a significant
percentage use LinkedIn. What is surprising to me is the choice of Facebook over LinkedIn. B2B
marketers have also increased their use of Instagram in the last year, up from 57% in 2018.
4. Facebook Is Marketer’s First Choice
Despite Facebook’s troubles of late, the platform is still overwhelmingly the first choice for marketers.

29
Source: Social Media Examiner

5. Social Media Platforms Marketers Want To Learn More About

We asked marketers to identify which social media platforms they want to learn more about. Instagram
surpassed Facebook for the first time. Interest in learning more about Facebook marketing dropped to 6
9% from 79% in 2018. Messenger bots dropped to 45% from 70% in 2018.

Source: Social Media Examiner

B2C marketers are more interested in learning about Instagram (76% B2C vs. 65% B2B), Facebook (74%
B2C vs. 62% B2B), and Pinterest (38% B2C vs. 31% B2B), than their B2B counterparts. B2B marketers
are far more interested in learning about LinkedIn (71% B2B vs. 50% B2C).
6. Most Popular Video Channels
YouTube was the number-one video channel used by 57% of marketers, followed by Facebook native
videos (50%).
Source: Social Media Examiner
B2C marketers use more Instagram stories (42% B2C vs. 32% B2B) and Facebook native video (53%
B2C vs. 45% B2B), than their B2B counterparts. B2B marketers use more LinkedIn native video (21%
B2B vs. 8% B2C).
The most popular video length was 1–3 minutes (39%) followed by 16–59 seconds (30%). A significant
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80% of marketers are creating videos that are 3 minutes or less.
Horizontal video is the most popular orientation (68%).
Marketers mostly plan on increasing their use of YouTube video (71%), Instagram video (69%), and
Facebook video (68%). YouTube and Facebook were the top video platforms marketers wanted to learn
more about, tied at 75% each.
B2C marketers are more interested in learning about Instagram video (75% B2C vs. 64% B2B) and
Facebook video (78% B2C vs. 68% B2B) than their B2B counterparts. B2B marketers are far more
interested in learning about LinkedIn video (66% B2B vs. 41% B2C).

Live Video Usage

Not surprisingly, Facebook is the most popular live video platform (34%). However, more surprising
perhaps, given its popularity, 43% of marketers don’t use live video.

Source: Social Media Examiner

The average duration time of live videos was less than 10 minutes (62%).
8. Most Popular Platforms To Run Social Media Ads
Given its rapid decline in organic reach over the past few years, it’s not surprising that the platform most
used by marketers is Facebook (72%).

Source: Social Media Examiner

Instagram ad use rose from 31% in 2018. B2C marketers are more likely to use Facebook ads (76% B2C
vs. 65% B2B) and Instagram ads (43% B2C vs. 30% B2B) than their B2B counterparts. B2B marketers
are using more LinkedIn ads (24% B2B vs. 9% B2C).
When asked which social media ad platforms they want to learn more about, Facebook took first place
at 74%, down from 81% in 2018. Interest in Facebook Messenger ads dropped to 41% from 61% in 2018.
B2C marketers are more interested in learning about Facebook ads (77% B2C vs. 68% B2B) and
Instagram ads (70% B2C vs. 57% B2B) than their B2B counterparts. B2B marketers are far more
interested in learning about LinkedIn ads (64% B2B vs. 41% B2C)

Measuring Return on Investment (ROI) of Social Media

The ROI issue has plagued marketers for years. Only 44% of respondents agreed they were able to
measure their organic social activities.
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 SUGGESTION

Define The Goal

Aiming without a set target and a solid plan is like a shot in the dark. Brands with such a weak initial
footing will most probably dismantle their management structure along the way, especially in highly
competitive markets. This is why defining your goal is one of the top tips social media marketing.
Brands must know the 5 Whys behind their every decision. The objectives will be the main thrust of
the social media campaigns. Try not to defer any longer, snatch a paper, and pen down your objectives!
But...Before we go ahead, here are a couple of marketing tips you should remember while objective
setting:
Be explicit
Set achievable objectives
Make sure that your objectives are quantifiable

Select Your Target Audience

Business enterprises should be able to answer questions like:

Who will visit our page? How will the audience respond? And the most important... What type of posts
attract more audiences to the page?
It is not only the most effective social media marketing tip but also a vital step in the marketing
process. Selecting a specific target audience will allow the business to focus and market their brand to a
specific market that is more likely to respond and purchase the product. It is one of the easiest social
media marketing techniques to find potential customers and generate business.
Another thing that should be ensured is that the selected market niche should be in majority. These social
media tips take less effort to reach out to the customers and are more rewarding in case the business takes
off.

Be consistent
What characteristics create a dynamic impact on the brand’s outlook?

Consistent marketing is the answer to this question. The social media marketing ideas must be consistent
and frequent, as it is a very essential ingredient for customer satisfaction. Brands that keep their social
presence active and always have something new to offer to their customers have higher chances of market
domination.
Usually, businesses easily renounce from their social pages after a few emails or Instagram posts just
because they could not intrigue their audience. It takes time for every brand to build a positive reputation.
So why give in so early? Many brands grew their businesses on Instagram as it is one of the best social
media platforms, The platform has also launched Instagram Business that allowed businesses to use tips
for social media marketing to grow their presence.
It is crucial for brands to keep up with their aggressive marketing. It shows the confidence the brand
carries with itself and increases the inflow of audience on the social media page. Once viewers gain
familiarity with the brand, it leads to loyalty in no time, which is why being consistent is one of the top
social media tips. Provided that the brand ensures customer satisfaction, the customers will return back
to them in the future.
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Build An Effective Game Plan
Marketers that record their strategies are 53% more likely to accomplish their goals. This calls for
activity. Isn't that, right? All things considered… Writing down your social media marketing technique
is the way to transform your vision into the real world. While you set up your methodology, keep note
of the best social media platforms you will engage your audience on. Building a game plan is social
media top tips, that ensures it targets your potential customers and lines up with your objectives.
Here are a couple of tips for social media that could help you plan your social media marketing strategy.
Create a list of upcoming celebrations and special days
Create theme-based content for a unique experience
Set up a list of hashtags for various platforms
Ensure it covers your essential functions, highlights, and missions.

Grow Your Subscribers Trust

Here is the trick! It is an inbuilt human nature to love free stuff. Good marketers offer freebies to their
clients every once in a while. This is a useful social media marketing technique, as it a smart way to make
them use your products especially when they haven't tried it out.
Best part is they will never refuse and what if they absolutely love it!? If that's the case, then “word of
mouth” will play its part and subscribers will start pouring in.
Winning the trust of your consumers is what every marketer strives to achieve, making it the most
effective social media marketing strategies. But clever marketers actually get the job done. And Botsify
is an example of such a platform whose aim is to build the trust of its consumers.
It displays the affection and cares the brand has for its customers which leads to a long-lasting
relationship. The aim of these social media tips is to increase your chances for future selling and that can
easily be done from small meaningful gestures.

WORK SMART:

Defining your social media ROI objectives is among the best social media marketing tips. It is one of the
most significant initial steps you would prefer not to miss before embarking on your social media
adventures. On the off chance that you don't set your objectives, your success or failure can not be
determined.
Are you an awareness creator? Want new clients or generate income? Whatever steps you take will be
viewed as your efforts can be taken as your social media ROI objective. What's more, it's significant that
it's a SMART (Specific, Measurable, Achievable, Realistic, and Time-bound) objective.

Specific: A marketing tip is to not set an indefinite objective. Try not to state I need followers on
Instagram. Rather state, I need to accomplish X number of followers from Y class of individuals. For
instance, a true B2B specialist would state I need to get 1,000 followers from B2B entrepreneurs.
When you're running promotions on Facebook, the platform is the best social media platforms for
marketing, as it permits you to focus on a certain audience as you may want. At the point when you
referenced the class of individuals you need to draw in, you get to specifically target that audience.

Measurable: You ought to have the option to gauge the success of your objective. Let's assume you
need to get likes from B2B entrepreneurs, cool. What number of likes? 1,000 likes. That implies you can
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gauge it. At the point when you get 1,000 likes, you've accomplished your objective.

Achievable and Realistic: Also, I know the impossible can become possible if we put our brain and
resources into it. In any case, on the off chance that you know your assets and labour can't take your likes
game to 100 million in one month, then it's advised to drop such an unrealistic goal.

Time-based: A time based social media ROI objective will sound like, “I need to get 100k Facebook
likes in 10 months from B2B advertisers”. In order to make the most effective social media marketing
strategy, you should manage your time. The beneficial thing about defining your objective is that it'll
allow you to focus on interacting with individuals that matter to your business. It will additionally assist
you in staying organized and utilize your time efficiently.

Select Your Social Media Platforms Wisely:

Social media platforms are many but you should find out what works best. You can figure this out through
some market research to define your target audience, followed by extensive competitor research, where
you can check out the platforms used by similar brands of your niche. These social media marketing
techniques will help you get a fair bit of idea regarding your target market and audiences along with the
information that how similar products reach the consumers.

Set Up Social Media Content Calendar:

Organizing things is always a blessing in disguise. With the increasing projects and the content
requirements for each project, it’s easy to forget what you have posted or what you shall be needing next.
A social media content calendar is a one of the top social media tips for business, as it is most essential
part of a successful marketing strategy.

You can choose to organize your routine in the form of a social media content calendar, where you lay
down your content strategy. A social media calendar solves common queries such as, "How to market on
social media?" or "How often should one market on social media?". With the help of a social media
calendar, you can place your content requirements, schedule your content in advance and revamp your
social media strategy effortlessly.

Use The Art of Storytelling:

Who doesn’t love a story? Whether it is Movies, books, or real life, all of us love to delve into stories.
This art of storytelling can also be a big boon when it comes to marketing. Your knack for creative
storytelling can attract your audiences and thereby, prove a huge help in turning them into loyal
consumers.
You need not worry if you don’t have a flair for storytelling. You can either adopt the art of storytelling
with the help of competitors and online lessons or hire professional marketers for it, because it is an
effective social media marketing strategy. The first process might end up consuming a lot of your time.
Therefore, it is wise to go for a professional marketer and brief them with your idea of storytelling to
usher successful ad campaigns and audience interactions.

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Treat Each Social Channel Uniquely:

Each social media has its own list of features and advantages. Therefore, it is wrong to confuse Facebook
to WhatsApp or Instagram to Facebook or YouTube (which are best social media platforms for
marketing) with any other platforms and follow the same strategy throughout.
You need to understand the nuances of each social media platform, engage in most of them for marketing
purposes but treat each of them differently to enjoy a marketing boost!

Deep Dive into Social Media Analytics:

The social media marketing tips does not always imply finding the trends and the best strategies and
putting them to use. Checking the results of our marketing efforts is as important as the social media
marketing campaign itself. Therefore, never ignore or shy away from checking your marketing progress.
This is because it’s only after you measure the results that you can weigh your success or failure and
work accordingly. Take up social media analytics seriously and stay connected with the changing results
regularly to progress each day.

Quality always the top priority:

The best social media tips for business is to never compromise the quality. Whether it is your content,
branding, or social media marketing, you need always to focus on quality work and embrace the best
marketing practices. Quality work is a treasured attribute for any brand, which always proves to be benign
for the brand. Therefore, quality should be your first priority anytime and anywhere.

Research and learn about your audience:

Market research is another effective social media marketing strategy to successful marketing campaign.
It not only helps in gaining important information about your competitors and revamping your marketing
but also helps you steer away from all the mistakes and learn from them.
Marketing is changing its course every single day and research on your market and niches is the only
option that will help you and your brand survive in the long run!

Use the right tools:

Marketing has been more widespread than it was ever before, especially with the rise of digital marketing.
Now, we have more channels for marketing and enhancing audience interactions, but to avail all the
advanced facilities and keep track of the latest trends. One of the latest social media tips for businesses
is to adopt cutting-edge marketing tools.

As we find with SEO, SMO, and SEM, social media marketing also demands the use of state-of-the-art
tools and premium features to steer ahead of your peers. Different tools have different approaches and
therefore, you need to read about them before going for them. Sprout Social, Buffer, Hootsuite, Sendible,
Quuu, MeetEdgar, Brandwatch, Talkwalker are some of the prominent tools you might try for social
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media marketing.

Stay on top of latest trends & changes:

The sole motive of marketing is to stay ahead of the competition. This can only happen if you are alert
of and updated on best social media marketing strategies, keep a track of the evolving trends, eyeing your
competitors all along the time.
You can keep your social media marketing tools handy to stay informed of your marketing progress and
regularly visit the relevant websites to take in all the latest updates right as soon as they are released.

Time strategy:

If you are too slow in a particular segment of marketing, regardless of where you are marketing, you run
the risk of falling behind. Therefore, it is wise to form a robust marketing strategy along with a time
schedule with strict deadlines to attend. Finishing your marketing within a particular time not only saves
you from wasting your precious horse but also helps you set aside some time to ruminate about your
brand and what more you can add to it!

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 CONCLUSION
Social media can be a powerful tool for any organization. It can increase your visibility, enhance
relationships, establish two-way communication with customers, provide a forum for feedback, and
improve the awareness and reputation of the organization.

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Singh, Sakshi (9 July 2021). “Keventers to evolve from milkshake only brand to ‘everything sweet’”.
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Nagarajan, Nisthula (31 March 2021). “What’s shakin’?”. Khaleej Times. Retrieved 20 February 2022.
Paitandy, Priyadarshini (9 November 2017). “This milkshake brings everyone to the yard”. The Hindu.
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“Keventers no longer as good as it used to be: Delhi HC judge”. The Indian Express. 6 June 2019.
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