A TRAINING PROJECT REPORT

On

“SOCIAL MEDIA MARKETING STRATEGIES”

At

TSD Corporation limited

In the partial fulfillment for the award of the Degree of
Master Of Business Administration

Under the guidance of

Dr. NITIN JAIN

Submitted By
NAMAMI SAXENA
MBA I SEM
Roll No. – 19126111
(Batch – 2019-2021)

Gyan Ganga College Of Technology, Jabalpur

Submitted to

Rani Durgavati Viswavidyalaya ,Jabalpur (M.P)

Jabalpur (M.P)

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 GYAN GANGA COLLEGE OF TECHNOLOGY,JABALPUR

FORWARD

I hereby forward the project entitled on the topic “social media marketing”, at TSD
Corporation Limited” submitted by NAMAMI SAXENA, student of MBA Department,
Gyan Ganga College Of Technology in partial fulfillment of the requirement for the award
of the degree of Master of Business Administration for the subject MS- 303 Evaluation of
On-Site Training Report and Viva Voce of the syllabus of Rani Durgavati
Vishwavidyalaya, Jabalpur (M.P.).

DIRECTOR MBA

2
 GYAN GANGA COLLEGE OF TECHNOLOGY,JABALPUR

DECLARATION
I hereby declare that the project entitled “social media marketing at TSD Corporation Limited,
which is being submitted in partial fulfillment of the requirement for the award of the degree
of MBA Subject MS- 303 Evaluation of On-Site Training Report and Viva Voce of the
syllabus of Rani Durgavati Vishwavidyalaya, Jabalpur, (M.P.) is an authentic record and all
the information and facts furnished by me are true to my knowledge and are based on the
information collected through primary and secondary research done by me.

The matter reported in this project is neither being used elsewhere nor has been submitted
earlier for the award of degree of Master of Business Administration.

Date-Signature-Place

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GYAN GANGA COLLEGE OF TECHNOLOGY,JABALPUR

ACKNOWLEDGEMENT
It is with the sense of gratitude; I acknowledge the efforts of several people who have
helped me directly or indirectly to conduct this project work.
I would like to thank Ms. mollika without whom i would have not got this exposure
of learning.

Words fail to express adequately my feeling of deep sense of gratitude which I owe
from deep of my heart to Director MBA; Dr. NITIN JAIN Sir and all the faculty
members for their valuable support and counseling, constant help and
guidance without which the completion of the project would not have been possible.

I am grateful to my parents who brought me up with love and encouragement to this

stage and have always stood beside me as my pillars of strength and guidance.
And last but not the least I would like to thank almighty who has always guided me
to walk on the right path of life.

Name of Student

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 INDEX

Contents
Forward (i)
Certificate of the company (ii)
Declaration (iii)
Acknowledgement (iv)
Chapter:1 EXECUTIVE SUMMARY ................................................................................................... 6
Chapter:2 INTRODUCTION ................................................................................................................. 7
Chapter:3 COMPANY PROFILE ........................................................................................................ 14
Chapter:4 OBJECTIVE OF THE STUDY ........................................................................................... 18
Chapter:5 RESEARCH METHODOLOGY ........................................................................................ 21
Chapter:7 FINDINGS ........................................................................................................................... 24
Chapter:8 CONCLUSION ................................................................................................................... 31
Chapter:9 SUGGESTIONS ................................................................................................................. 32
Chapter:10 BIBLIOGRAPHY ............................................................................................................. 37

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 Chapter:1 EXECUTIVE SUMMARY

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 normal’
opportunity. Social media has gone mainstream. And for businesses it represents an
unprecedented marketing opportunity that transcends traditional middlemen and connects
companies directly with customers.

Customer acquisitions remain to be the prime goal of Indian marketers (59%). According to
leading marketers of India, the top three online investment channels for 2011 are Social media,
Email marketing and Search marketing .52% of the top marketers said that it is extremely
important to integrate email marketing and social media. This is why nearly every business on
the planet is exploring social media marketing initiatives.The focus of marketers is shifting
from “sending thr message out” to “start engaging with customers“.In this context, the role of
a marketer is changing from “ batch and blast” processing to creating “listening posts “ and
“dialouge hubs” in costumer communities.A shift from isolated pure play traditional platforms
to an integrated multi-channel approach is helping thr marketes address thr challenge of new
customers , expectations across many devices and channels.

Indian marketers are leveraging the power of various communication channels and
technologies- be it Email, SMS or Social Media in their portfolio. Here we will see the main
trend of Social media marketing in India, The scope of it, The future and will undergo a
research to follow the Customer perception About Social media for Brand management.

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 Chapter:2 INTRODUCTION

2.1 Social media marketing

Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks. A corporate message
spreads from user to user and presumably resonates because it appears to come from a trusted,
third-party source, as opposed to the brand or company itself. Hence, this form of marketing is
driven by word-of-mouth, meaning it results in earned media rather than paid media.
Social media has become a platform that is easily accessible to anyone with internet access.
Increased communication for organizations fosters brand awareness and often, improved
customer service. Additionally, social media serves as a relatively inexpensive platform for
organizations to implement marketing campaigns.

History of Social Media Marketing

Social Media seems to be a new trend, but its roots stretch to the beginning of computer era.
What we see today is the result of centuries-old social media development. Usernets, which
was launched in 1979, was the first progenitor of social media, and the journey from Usernets
to Facebook is a long one. Usernets allowed users to post on newsgroups. It was followed
by bulletin board systems (BBS) which allowed users to login and interact. Online services
like progidy were the precursors to BBS. After online services, internet relay chat came into
light which gave way to instant messaging.
In the 90s, dating sites and forums were on peak, which led to the development of social
networks. But they did not let users make friend lists. Six degrees launched to overcome this
feature. It allowed profile creation and listing pears. It was purchased and shut down after
playing for a decade. Blogging emerged in this phase, creating a sensation in social media. It
is popular even today. Other sites like BlackPlanet (African-American Social Website)
and MiGente (Latino) cropped up having provision to create profiles and add friends.
Modern social networks came into picture post 2000. Apple launched its Friendster in 2002.
It has millions of users. Hi5 and Linkedin were launched in 2003. Linkedin is a ground for
professionals to reach out to one another. MySpace also originated in 2003 and became well
known by 2006. Similarly Facebook was launched in 2004 and surpassed MySpace, Orkut,
Multiply, etc., and is still expanding. This decade also conceived media sharing platforms
like photobucket, flickr, youtube, instagram, etc., .
Since 2000, Social Media has bloomed to horizon and is still expanding limitlessly. Along
with media sharing, many other portals that provide real-time updates were introduced, for
example, Twitter, Tumblr, etc. In 2007, Facebook launched its advertising system.

Social media marketing tools

Besides research tools, various companies provide specialized platforms and tools for social
media marketing:
• Social media measurement

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• Social network aggregation
• Social bookmarking
• Social analytics
• Automation
• Social media
• Blog marketing
• Validation
2.2 Different Methods of Social Media Marketing
Social network marketing is popularly called as Internet marketing. Today you can find many
ways for internet marketing. Many people who enter this online marketing are less worried
because of its guaranteed success. If you see in Internet totally all types of products has been
marketed online without much effort.Internet attracts many business people to promote their
business online. Social network marketing is grown to such a height that today many people
can't earn without it.
Some of the most recognized network marketing tools are Face book, My Space and LinkedIn.
Twitter became regular place for people who have newly entered the field of social media
marketing.
1. Blogging: When you start Blogging or posting your data about any product, you can see less
response from clients. Later it will become big business via blog. Websites and blogs are most
powerful tools for social network marketing when matched with other networking tools. Blog
is an amazing tool which provides many other facilities in addition to just marketing your
business. It also helps you to communicate with other clients in case if you have any problems.
2. Personal website or blog: It is important to have private website if you are a freelancer.
Your website will help your clients to know about you and it will make them clear that you are
a serious freelance marketer and help to make huge revenue via online marketing.
3. Article selling: It is also best and cheap internet marketing method. It is a mode of
advertising o ur trade just by writing articles and attracting endless number of users across
world. We usually sell our articles to different article database websites and article directories.
Today it provided free business to many advertisers and publishers and they are really
benefited through their articles.
4. Email sending: Electronic mail sending is the best way to marketing. Collect list of email
addresses through portfolio websites and email about your business to all internet users. Your
Email should be attractive in such a way that your recipient will be impressed to get back to
you.
5. Use social networking websites: Social networking websites like Twitter, face book can be
used to promote your sales. These provide best platform for all who are thinking of online
marketing.
6. Video promotion: Use several video distribution websites for your marketing. These
websites uploads your service to the whole world. All that you need to do is film a video about
marketing and send it to video uploading sites like You Tube. It seems it is the easiest way of
marketing than any other modes since many people will be interested in view videos rather
than word form of advertisement.

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7. Press Release or media release: It attracts several public clients and increases relationship
among them.
8. Search Engine Optimization: It improves the traffic to your website by providing quality
web content. It uses RSS feeds and many SEO techniques.
2.3 Benefits of social media marketing

Before diving into social media platforms and the marketing strategy for each of
them, let’s first look at an overview of the benefits that businesses can experience via
social media marketing, as observed by in-house experts at RemoteDBA.

• Brand recognition – Social media platforms are great channels for small businesses
and large to share their brand’s voice with target customers. When your posts
consistently pop-up on your customers’ feeds, they are likely to recognize your brand
over time.
• Build loyalty – It costs 5X more to convert a new customer than to retain an old one.
Consistent communication with social media fans demonstrating that you care is a
great way to build customer loyalty.

• Creating more opportunities for conversions – More inbound traffic means greater
opportunity for conversions. Social media publishing provides means to acquire new
customers while staying in touch with recent and old customers.

Brand authority – Social media makes everyday interaction possible and easy, and by
communicating with your customers everyday, you make your brand appear accessible and
reliable. But to build brand authority, you need authoritative content: news, trends and the latest
information in your niche.
Better consumer experiences – Essentially, social media is an open, any-time two-way
communication channel between businesses and customers, and each personal interaction on
social media is a relevant opportunity to deliver memorable customer care and build lasting
brand-customer relationships.
Market research – Social media marketing is the best channel to get customer insights. Using
analytics or social media listening, and comments written by customers, you can get a sense of
what your market wants and doesn’t.
Increase inbound traffic – Even if you maintain an excellent website and optimized landing
pages, you will lose out on a large segment of inbound traffic if you don’t focus on your social
media presence. Each social media profile you build represents opportunity to increase inbound
traffic.

Elements critical to social media marketing success

Here are some areas to pay attention to when creating and executing your social media
strategy.

• Content: This is what you publish in the form of a Facebook post or cover photo,
Pinterest pin, YouTube video or even blog cover photo. Anything representative of
your brand on social media falls under “content”, and all of it must be created with
care, bearing in mind the likes and dislikes of your target audience.

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 • Context: You may have heard of the saying ‘content is king’ in the social media
marketing world, but you also need to know that ‘context is the crown’. A great joke
somewhere in between a 2000 word blog post may go unseen, but the same as a tweet
on Twitter may go viral. Every message that you send out needs to be crafted for the
social media platform on which it is meant to be shared.

• Hashtags, @mentions and keywords: Hashtags and @mentions are common

concepts on Twitter, Instagram, Facebook, and Pinterest. They allow users to describe
the genre of a post while also categorizing or tagging it to be found on the social
media platform.

• Engagement: Engagement includes likes, comments, shares, retweets and clicks and
anything else that indicates fans’ interactions with your content on social media.

Social networking websites and blogs:

Social networking websites allow individuals to interact with one another and build
relationships. When products or companies join those sites, people can interact with the product
or company. That interaction feels personal to users because of their previous experiences with
social networking site interaction.
Social networking sites and blogs allow individual followers to “retweet” or “repost”
comments made by the product being promoted. By repeating the message, all of the user’s
connections are able to see the message, therefore reaching more people. Social networking
sites act as word of mouth. Because the information about the product is being put out there
and is getting repeated, more traffic is brought to the product \ company.
Through social networking sites, products/companies can have conversations and interactions
with individual followers. This personal interaction can instill a feeling of loyalty into followers
and potential customers. Also, by choosing whom to follow on these sites, products can reach
a very narrow target audience.

2.4 Engagement:

Social media engagement measures the public shares, likes and comments for an online
business' social media efforts. Engagement has historically been a common metric for
evaluating social media performance but doesn't necessarily translate to sales.

With over 1.5 billion monthly users, a Facebook presence has become a necessity for both
online and offline businesses. But return on investment for social media marketing efforts is
difficult,and engagement is blanket metric that doesn't describe how many users end up
purchasing.

Measuring engagement:

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The three most popular social media sites today Facebook,Instagram and Twitter. Each
platform has its own mechanisms for users to express appreciation for individual posts and
posters, which are measured differently across each platform:

Twitter: Re-tweets and followers

Facebook: Shares, likes and followers

Instagram: Likes and followers

While shares and likes tell you about the popularity of a given post, follows indicate a higher
level of investment, meaning users want to see more of your content on a regular basis. Follows
are therefore a type of conversion, similar to getting a visitor to sign up for an e-mail list.

Posts can be shared for many reasons, however, not all of them good. Social media engagement
is only as positive as the reputation it generates: going viral over a poorly thought-out tweet
can cause a tsunami of bad publicity that proves to be unshakeable.

Social media is everywhere. For many people, social media is used daily for entertainment,
socialization, and even news consumption -- myself included.

Additionally, over the last two decades, it has risen as one of the primary marketing channels.

With over 40% of the world's population on social media, it's critical your business devise
an effective social media strategy to reach your intended audience.

But whether you're pitching a social media campaign to your boss or deciding which social
media platform your business should put paid advertising behind, it's vital you use data to
support your efforts.

Here, we've compiled a list of essential social media stats to ensure you know where to focus
your marketing efforts in 2020 to get the highest ROI.

2.5 Social Media Marketing Statistics/Data 2020

• Nearly 50% of the world's population uses social media. That's over 3 billion users
worldwide. (Statista)
• In 2019, 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers
were active social media users. (Emarketer)
• 54% of social browsers use social media to research products. (GlobalWebIndex)
• Each person spends an average of 2 hours and 22 minutes on social networks and
messaging. (Globalwebindex)

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 • 321 million new people joined social media in 2019, which brought the total from 3.48
billion to 3.8 billion social media users (an increase of 9%) in 2020.
• Millennials are logged on to social media for an average of two hours and 38
minutes daily while Gen Z logs on for two hours and 55 minutes. (World Economic
Forum)
Facebook Statistics

• Facebook usage among teens is dropping gradually according to the latest social media
statistics. While 71% of teens claimed to use the platform in 2015, the number has now
dropped to 51%. (Pew Research Center)
• 68% of Americans use Facebook. (Pew Research Center)
• 74% of Facebook users check it daily. (Pew Research Center)
• Most people access Facebook around eight times each day. (SmartInsights)
• 96% of Facebook users access it on mobile. (Statista)
• If your Facebook ads contain images, then they will be between 75% and 90% more
effective. (Consumer Acquisition)
• 93% of social media advertisers use Facebook ads on a regular basis. (Social Media
Examiner)
• At least 3% of Facebook profiles are fake. (Facebook)
• The best time to post on Facebook is weekdays between 10 a.m. and 3 p.m. Wednesday
is the best day to post while Sundays show the least traffic. (Sprout Social)
• .6% of marketers use Facebook video ads. (Buffer)
• Facebook Stories has 500 million daily viewers. (TechCrunch)
• With 36% of viewers watching political Story content, politics is the top-Facebook
Stories topic. (Statista)
• Video promotions are equally as important as photo promotions. (Social Bakers)
• 81% of businesses prefer video marketing on Facebook. (Buffer)
For more stats related to Facebook, Facebook Stories, and Facebook Ads, check out this
detailed list.
Twitter Statistics

• Twitter has more than 330 million monthly active users. (Statista)
• In Q3 of 2019, Twitter had more than 145 million monetizable daily active users -- a
17% YoY growth. (Twitter)
• Twitter's 2019 Q3 revenue was $824 million, or 9% higher than Q3 in 2018. (Twitter)
• 22% of adults in the U.S. use Twitter, down from 24% in 2018. (Statista)
• Link clicks account for 92% of all user interaction with tweets. (HubSpot)

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 • 83% of the people who sent a Tweet to a company and received a response, felt better
about the company and were more likely to do business with them. (Twitter)
• Only 3% of Tweets about customer service issues call out the company's username with
the @ symbol. (Marketing Land)
• People are 31% more likely to recall what they saw on Twitter vs. general online
browsing. (Twitter)
• 53% of users say they bought a product they first saw on Twitter. (WebFX)
• Twitter ads are 11% more effective than TV ads during live events. (Twitter)
• The best times to post on Twitter are Wednesdays at 9am and Fridays at 9am. The best
days to post are Tuesday and Wednesday, while Saturday sees the least engagement.
(Sprout Social)
Instagram Statistics

• As of late 2019, Instagram has 1 billion monthly active users, and 500 million of them
use it daily. (Statista)
• Instagram continues to attract a younger audience with 72% of teens saying that they
use the platform. (Sprout Social)
• 64% of Instagram users are under the age of 34. (Statista)

As you can see from these social media marketing statistics, different platforms can serve
different purposes. You’ll have to be the judge of which social media platform contains your
target audience which you want to market toward, and this could help shape your social
media marketing plan. Use these social media stats to get better insights into the world of
social media, and how you can maximize your results using these tools.

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 Chapter:3 COMPANY PROFILE

TSD CORPORATION LIMITED

TSD Corporation Limited is a Non-govt company, incorporated on 18 Sep, 2009. It's a public
unlisted company and is classified as'company limited by shares'.
Company's authorized capital stands at Rs 1000.0 lakhs and has 13.0735% paid-up capital
which is Rs 130.74 lakhs. TSD Corporation Limited last annual general meet (AGM) happened
on 29 Sep, 2017. The company last updated its financials on 31 Mar, 2017 as per Ministry of
Corporate Affairs (MCA).
TSD Corporation Limited is majorly in Business Services business from last 11 years and
currently, company operations are active.
3.1 Story of TSD
TSD was started as TechShot Digital, and the idea behind the name was that we wanted to
administer a shot of digital technology in the arms of our clients who wanted to create
awareness for their brand on digital platforms.
It started when there was only Orkut and no one had even heard of Facebook or Twitter.
Over the last 10 years, both, Digital as well as TSD have grown immensely and with great
pride we say that we have managed to keep pace with the digital revolution.
We started TSD in 2009 from a small apartment in Mumbai and now a 100 strong and are
present in 2 International locations and within India, they have teams across 5 cities.

Key Offerings of TSD Corporation

• TSDCorp is into the business of providing Digital Identity Management & Social
Engagement Services to Celebrities and Organizations

• TSD supports them with Content Generation, Aggregation and its propagation in the
electronic or digital format.

• TSD Services include, Social Media Management, Social Media Marketing, Online
Reputation Management, Brand Enhancement and Online Activations for Brands

• TSD Corp. is currently managing the Digital Rights of Top Cricketers of India. They
have appointed TSD as their exclusive commercial managers for Digital, Mobile, New
Media, Content and Technology

• Company manage exclusive digital and off-field content rights of 70+ Indian
cricket/Sports players / Bollywood stars

• Marketing products, events or brands on our very own social properties that have
4million+ followers

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 • Handling social pages – Facebook, Twitter, Google+ amongst others

• Live streaming of events on digital platform – Google Hangouts, etc

• Website Development

TSD help brands tell compelling stories, build audiences and create digital experiences to
increase engagement and brand loyalty.

Their strategic engagements in design, branding, social media campaigns and LIVE digital
events consistently drive greater consumer action and awareness. Their mantra is that digital
success is achieved not only by out of the box thinking but on holistic digital solutions based
on market intelligence.

They are a medley of artists, wordsmiths, tech geeks, data wizards and cricket enthusiasts and
they believe in creating not only successful but beautiful digital experiences that helps brands
grow.

3.2 About the founder and CEO

: Jay Motwani
-Founder and CEO

• 25 + years of experience in the IT and media & entertainment sectors

• Managed line of business having cumulative experiance of over 16 years in top it

organizations (Microsoft, acer, ingram mico, tech pacific) in multiple roles at india /

emerging markets / global level

• Last stint was with microsoft india where he worked for 9 years, leading its enterprise

& OEM business and handled the board of control for cricket in india (BCCI) as a

client

• Worked with members of india cricket team for last 5+ years on technology initiatives

• Management graduate from Jamnalal Bajaj Institute of Management Studies and

Engineering

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: Pankaj Rahul Singh
-Founder and COO

• Marketing specialist with 20+ years of immense experience in the field of digital &

social media, sports management, media & marketing

• Built the Circle of Cricket community from the ground up, creating the world’s largest

and most recognized cricket community brand.

• Responsible for driving corporate strategy, business development & marketing. He also

oversees all domestic and international operations focusing on the development and

execution of a world-class customer-driven organization.

• Supervises all efforts to translate strategy into actionable goals for performance and

growth helping to implement organization-wide goal setting and performance

management. Also, oversees operations and employee productivity, building a highly

inclusive culture ensuring team members thrive and organizational outcomes are met

• A true sports lover, Cricketer, Footballer, Golfer (single handicapper and aims to play

the Indian tour), has previously worked with ICFDS, Brazilian Soccer Schools.

• Expertise in monetization of sports, digital properties & international events and has

successfully handled many big sporting, digital & entertainment campaigns in his

career.

3.3 Departments of the Company

- Administration

- IT

- Marketing

- Digital Marketing

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 - Human resources

Services
- Creative & Visual Design

- Media

- Business Intelligence & Analytics

- Web & Mobile Development

- Video Production

- Integrated IT Solutions

- Digital – Social

- Live Stream & Webcast Social Media Analytics

- Social Media Analytics

Organization Vision
TSD help brands tell compelling stories, build audiences and create digital experiences to
increase engagement and brand loyalty.

Organization Culture
TSD belief is that no job is too big or too small. So do get in touch with them and they will
take care of all your Digital Marketing needs.
They believe in working as a group rather than an individual towards the attainment of the
goals.

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 Chapter:4 OBJECTIVE OF THE STUDY

1.To analyze the effective communication strategy through social networking sites.
2. To study the effectiveness of brand communication through social networking sites from its
users and communicators.
Below are 5 key objectives any brand should integrate into their social media marketing
strategies.

4.1
1. Develop Brand Awareness

Creating brand awareness shortens the sales process, increases market share, and positions a

brand as a leader in its sector. It’s necessary to perform an internal audit to evaluate brand

positioning strategies and to understand the impact of marketing actions on brand image. Brand

differentiation can develop from a number of actions such as the creation of original content,

personalized promotions aimed at the target audience, prospect profiling, product development

based on social insights, and communication strategies adapted for socio-demographics of

interest.

2. Increase Size of Social Communities and Accurately Target Audiences

• Community Performance: the number of fans, followers, or subscribers broken down

by social media channel.

• Community Progression: the follower growth rate by social media channel.

• Share of Community Voices: number of followers compared to those of competitors.

• Share of Voice by Channel: the community size of each social media platform as a

percentage of the total number of social followers across all platforms.

• Social Visits: visitors coming to social media accounts coming from the brand’s

website or blog.

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3. Strengthen Engagement Strategies to Increase Customer Loyalty

The primary objective here is to create a long-lasting relationship between the target audience

and the brand. It’s necessary to engage with social media followers who have a certain level of

credibility or influence among the target audience. For example, if your target audience is

football fans, an NFL player would have social influence among this demographic. The

influencer doesn’t necessarily need to be massively influential on a global level - sometimes a

smaller, very active community is more effective than a larger, more passive community.

Effective social media strategies should integrate influencers with a committed following and

brand ambassadors with high levels of engagement.

4. Monitor Customer Feedback

• Brand Perception: the sentiment associated with the brand and its products, especially

in comparison to competitors.

• Evolution of Perception: the percentage of positive versus negative sentiment over

time.

• Reputation Score: the sentiments associated with the brand weighted against the

community size of each review.

• Response Performance: the response rate to social media interactions.

• Resolution Performance: the number of customer tickets resolved over a given time

period.

5. Convert Social Followers into Qualified Leads and New Business

• Number of Leads from Social Media: the share of marketing leads originating from

social media which are turned into qualified commercial leads and integrated into the

CRM platform.

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 • Lead Growth from Social Media: the growth rate of conversions from social leads

to sales leads.

By collecting data from social media conversations and applying them to consumer

profiling efforts, brands can better understand consumers, create more highly targeted

campaigns, and improve efficiency with informed decision-making processes.

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 Chapter:5 RESEARCH METHODOLOGY

To analyze and find the effectiveness of communication strategy in developing brand,

communication through social networking sites was done with the survey method and content
analysis in the research.

Methods of data collection:

The survey method helped to identify the reach of the brand among its target audience, ways
of impact, usage of these social networking sites and access to these form of communication.
And the content analysis is another method used to analyze the communication strategy of
different social networking sites with certain parameters among top three Indian social
networking sites which are tabulated with results.

Research design:
This research study adopted survey and content analysis in order to find the effectiveness and
the impact of communication in branding any product or the service among the target market
through social networking sites like Face book, Twitter and Orkut.
Survey: Survey was conducted randomly among Face book, Twitter and Orkut user
community, by sending questionnaire through online to collect the individual opinion from
the respondents.

Sampling:
Non probability sampling technique is used to collect the opinion from the online
respondents. The total population is social networking user community, but to collect the
effective data the sampling is constrained to the target population like young adults, graduates
within the age of 16 years to 30 years. The sampling size is 50.

CONTENT ANALYSIS
In content analysis, the following three popular social networking sites were selected
to find the effective brand communication among its users
(Face book, Twitter and Orkut).

Units of analysis:
1.Target group: category of audience visiting these sites.
2. Types of advertisements: what are the types of brand communication followed by them?
3. Ads placement: how do these sites place their ad in their pages?

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4. Communication strategy: kinds of brand promotion used by them.
5. Visual appealing factors: regarding the appearance of these sites.
6. User Interaction: kinds of participation with the brand.
7. Accessibility: how legibly they present themselves.
8. User interest: the forms of expectations from users in these sites.
9. Customization: the factors that the users could create by themselves.

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 Chapter:7 FINDINGS

7.1 : Here’s 6 key findings of social media marketing

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.

2. Most Popular Platforms

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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.

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%.

3. B2C vs B2B Platform Use

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

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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).

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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.

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5. 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%).

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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).

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).

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6. 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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 Chapter:8 CONCLUSION

The best way to evaluate the importance of applying social media in marketing is to realize the
importance of social media in everyday life of people who are likely to become your customers.
Social media marketing has become a necessity, one that is imposed to the business by the
overall presence and impact social networks have on the users.

In the world with over 70% of internet users active on social networks, who spend at
least one hour a day on average on those social networks, we have to conclude that social
networks have become a sort of reality in which people communicate, interact, and obviously
trust. We also have to be aware that over 60% of those users access social networks via mobile
devices, with strong indicators that this percent will only increase in the future years.

In such world, we have to admit that social networks are a new dimension of reality that has
become a part of the business world as well. Over 90% marketers report they are or will be
using social networks for business, while over 60% of them claim to have acquired new
customers over social networks.

The findings published by business professional and marketers support the fact that businesses
can have a lot of benefits from using social networks, which is why implementation of those
has become a part of business practice. This is why social media marketing is no longer
considered to be on probation, but instead it has become an important part of the business
world.

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 Chapter:9 SUGGESTION

A successful social media marketing is exactly what you need for your business to
grow.Social media marketing can be a dynamic powerhouse that solidifies branding, creates
quality leads, and drives sales. Or, it can be a big time-wasting, task-oriented dud. The key is
to know how to strategically create, carry out, and measure the overall plan.

There’s some suggestions for social media marketing

• Increased brand awareness

• Grow a larger audience

• Connect with your audience better

• Increased website traffic

• Generate more leads

• Make more sales and money

1. Lay out your goals and objectives

Having a solid plan, objectives, and goals are imperative if you want to jumpstart your social
media strategy.If you don’t know what you want, how are you supposed to achieve it?Your
social media goals should align with your overall marketing efforts.Writing down your goals
is paramount if you want to reach them.

According to a study, you’re 30% more likely to be successful if you write your goals down.
In some studies that number is as high as 40%.

When you set your goals, make them attainable and break them down into smaller action steps.

How to set attainable goals to slay your social media marketing strategy:

• Use numbers (such as: reach 5000 Instagram followers)

• Always set a deadline

• Be specific and make your goals “SMART”

• Make your goals in line with your entire marketing strategy

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2. Research and learn about your audience

Connecting and engaging with your audience is crucial in today’s marketing if

you want to turn a profit But, in order to do that, you need to understand your
audience – inside and out.You should be able to pinpoint their needs, wants,
and desires -if you have a hope of creating a successful social media strategy.

How can you better understand your audience?

• Survey your audience to better grasp their pain points

• Look carefully at their demographics

• Take part in conversations on forums filled with your target audience

• Respond to comments on your blog, and comment on other blogs with the same target
audience

• Reply to all comments or questions on your social media channels

• Collect feedback (using one of the many user feedback tools available)

Once you get a feel for who your target audience is, you’re better equipped to help them. They
want to deal with businesses who care – not just a faceless brand.

Which makes this a vital step in creating any social media strategy.

3. Run contests to amp up your social media strategy

Crafting a successful social media contest is one of the most alluring tactics you can use. It’ll
increase your online visibility, your followers, and your engagement.

There are a number of social contest tools you can use to create an outstanding giveaway or
sweepstakes.
The key to executing a successful contest is offering something of tremendous value.

Something that’ll be irresistible to your audience.

4. Craft your social media content carefully

Every piece of content you post on social media should be carefully thought-out. If you’re
posting just to post something – you’re going about it all wrong.

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Depending on the social network you’re posting on, you’ll need to learn the various purposes
of each network.

Here are some examples:

• LinkedIn – A professional network that is perfect for B2B audiences. Also includes
LinkedIn Pulse, a content publishing and distribution platform.

• Facebook – Almost everyone has a Facebook account. Particularly good for

news/entertainment related content. While Facebook Pages struggle to perform,
Facebook Groups can be a great way of connecting with your ideal audience.

• Instagram – Perfect if your content is highly visual. Static images and short videos
work incredibly well but it’s not as good at driving traffic back to your blog.

• Pinterest – Similar to Instagram, Pinterest is highly visual. Although it’s limited to

static images, it can be highly effective at driving traffic back to your blog.

A major component of killing it at your social media strategy is using the right words. The way
you get your message across will vary depending on the social network you’re posting content
on.

5. Keep the salesy tactics to a minimum

Intrusive, traditional marketing went out the window a long time ago, for good reasonPeople
don’t want to be sold too.They want to establish real connections and relationships with you.

That’s the secret sauce to getting your audience or customers to trust you.

And, if they trust you – they’ll buy from you. Consumers find it offputting when brands and
businesses post too many promotions.

As you can see, 57.5% of people found it annoying in this study on Sprout Social:

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Alternatively, you can craft helpful content that people actually want to consume. Content that
leads buyers to your products or services – without being pushy or salesy.

6. Connect with your audience

If you’re not building relationships with your audience and/or customers – it’ll have disastrous
effects on your business.

Expanding your reach is undoubtedly forefront in your mind. And the best way to do this is by
connecting in a genuine way with your audience. This will lead to targeted people landing
smack dab on your website and purchasing your services or products. Social media is one of
the best tools to bring in new customers or clients.

In fact, 73.3% of people purchase items or services because of social media:

Social media is a powerful tool for any marketing strategy. And that mainly comes down to the
fact that businesses can interact and engage with their customers in a way that’s impossible
otherwise.

Smart ways to connect with your audience:

• Interact in Twitter Chats

• Retweet on Twitter

• Survey your audience

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 • Engage in Facebook groups with a similar target audience

• Always reply to comments on your Facebook business page

If you can master this, you’ll start to see the leads pouring in.

7. Consider the latest trends and changes

Staying ahead of the curb is essential in social media marketing.

It’s forever changing, and algorithms are being altered left, right, and center. Making it your
job to stay on top of the latest trends and changes in social media.

This includes reading up on current statistics for the social platforms you use, and social media
statistics in general.

For example, here are some trends happening right now:

• Live video content is only climbing and is continuing to grow

• Instagram stories are a go-to tactic for businesses

• Messaging apps are on the rise for a way for consumers to speak to businesses

• Influencer marketing is all the rage

• Virtual reality in marketing is becoming more popular.

To make the most out of your social media strategy it’s imperative to stay on top of these trends
and any algorithm changes. Because we both know what was trending a year ago is likely not
now!

Social media marketing can be hard work. But the benefits are difficult to ignore. If you
don’t take it seriously, you’ll undoubtedly miss out on leads, customers, online visibility, and
sales. Use these social media marketing tips to fine-tune your strategy until you’ve created a
winning strategy.

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 Chapter:10 BIBLIOGRAPHY

Abelson, R. P., and D. A. Prentice. 1989. “Beliefs as Possessions: A Functional Perspective.”

In Attitude Structure and Function, eds. A. R. Pratkanis, S. J. Breckler, and A. G. Greenwald,
pp. 361–81. Hillsdale, NJ: Lawrence Erlbaum Associates.

Ajzen, I. 2006. “Constructing a Theory of Planned Behavior Questionnaire.” TPB

Questionnaire Construction, pp. 1–
12. http://people.umass.edu/aizen/pdf/tpb.measurement.pdf

Baer, J. 2018. The Essential Guide to Influencer

Marketing. https://influencermarketinghub.com/influencer-marketing-what-why-how-to-
guide

Bargh, J. A., K. Y. McKenna, and G. M. Fitzsimons. 2002. “Can You See the Real Me?
Activation and Expression of the ‘True Self’ on the Internet.” Journal of Social Issues 58, no.
1, pp. ...

Zarrella D (2010). The Social media marketing. O’Reilly Media.

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