A

Industrial Project Report

(Project Semester June-August 2023)

“Employee retention strategies in

Kshitiksha Foundation ”

Submitted in for the partial fulfilment of the degree

By

(Arpit Bharadwaj)

Student Registration No. 21BBAN020

Under the Guidance of

University Guide Industry guide

Ms. Sonali Pandey Deepak kumar

Assistant professor director

Faculty of Management (ISDC)

JECRC University, Jaipur
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 Declaration

I hereby declare that the project work entitled “Social Media Marketing On Various
Platform” is an authentic record of my own work carried out at Kshitiksha foundation
remotely as requirements of one months industrial project for the award of degree of B.COM
”, from JECRC University, under the guidance of Deepak kumar” and ”,
during July to august , 2023.

Name: ARPIT BHARADWAJ

Regn. No 21BBAN020.

It is certified that the above statement made by the student is correct to the best of our knowledge

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 ACKNOWLEDGEMENT

I, Mr. Arpit Bharadwaj, hereby express my gratitude for the tremendous support and enthusiasm
thatI received throughout the course of this project. I would like to acknowledge the guidance of
Renu Pareek mam, Dean of Management and Dr. Nimesh Gupta, HOD of Management at
JECRC University, Jaipur. I thank them for enriching our experience with this opportunity. I
deliver my sincere gratitude to Ms. Sonali Pandey. His motivating demean our paved the course
of my research and facilitated in facile accomplishment of my goal. I feel blessed to have
garnered great insights into the field of social media marketing with the very distinguished team
at kshitiksha foundation. I would like to thank Mr. Deepak Kumar, Director HR Manager for
bestowing the opportunity to learn and deliver on my skills. For exemplary learning
environment; I thank Ms. Shruti Sharma, Assistant Manager. I thank Mr.
Anshuman Shekhawat, HR Executive; Ms. savita &Mr. deepak, HR Associate, for their support.
This internship journey would not have been a smooth sail had it not been for the inspiring team
at kshitiksha foundation .Their steadfast support and belief encouraged me to take up challenges.
Their expertise has mounted a learning curve for me to focus and follow in future competitive
business environments. I end with acknowledging my indebtedness to my Family for their
blessings and unwavering trust that has prepared me for the challenges ahead.

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 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 the 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
'dialogue hubs' in customer communities. A shift from isolated pure play traditional platforms to
an integrated multi-channel approach is helping the marketers address the challenge of new
consumers' 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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Table of contents
Title Page no.
Chapter 1 INTRODUCTION 8
1.1 Overview 10
1.1.1 Social media marketing 11
1.1.2 Dimensions Social Media Marketing 12
1.1.3 Use of social media 14
1.1.4 Metrics to manage social media marketing 16
1.1.5 Benefits of social media marketing 17
1.1.6 Advantages and disadvantages of SMM 18
1.1.7 Why SMM is so powerful 19
1.1.8 How SMM works 21
1.1.9 Customer relationship management 21
1.1.10 Digital marketing and internet marketing 23
1.1.11 Pillars of SMM 25
1.1.12 Top network for SMM 29
1.1.13 Best SMM platform for business 31
1.2 Company profile 33
Chapter 2 SWOT analysis 36
Chapter 3 Literature review 40
3.1 Literature review 41
3.2 Objective of the study 46
3.3 Problem statement 47
3.4 Hypothesis 47
Chapter 4 Research methodology 49

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 4.1 Sampling 50
4.2 Build content strategy 51
4.3 Tools used 53
4.4 Research design 55
4.4.1 Exploratory research 55
4.4.2 Methods of data collection 56
Chapter 5 Data analysis and interpretation 59
Chapter 6 Result and discussion 63
Chapter 7 Conclusion 66
Recommendation/ learning 68
Bibliography and reference 70

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 CHAPTER 1

INTRODUCTION

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INTRODUCTION

1.1 Overview

Social media marketing programs usually canter 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.Social Media platform is the online platform where brands can
promote their product and service globally in low cost and least time. Social media and digital
platforms are the best platforms for brands to connect with their perspective customer. Every
youths and individual are connected in online social media and use them in the daily basis.
Social media Promotion means to use social media and digital platforms to persuade those who
one’s organization, items or solutions are worthwhile. Social media marketing means to engage
and promote the company through social media platforms like Facebook, Instagram, twitter, and
so on. There are various benefits of social media marketing and promotion such as decrease in
marketing cost, customer engagement leads to customer loyalty, increase in revenues and
profitability of the company. Social media helps the company to increase its brand awareness
globally. Brand Awareness is the degree of Consumer awareness of a company and its product
and services. Brand awareness refers to extent to which customers able to recognize the Brand
(Brand awareness). It is about how the consumers perceive about the particular brand or a
company. Brand awareness plays the key role in consumer behavior, advertisement management,
brand management, and strategy development. Brand awareness helps to increase the probability
that a consumer will include a given brand in his or her consideration. There are six stages of
brand awareness and they are:

i) The consumer becomes aware of the brand.

ii) The consumer learns about the brand

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iii) The consumer develop perception of the brand

iv ) The consumer starts to compare with other brands

v) The consumer shows desire to purchase

vi )The consumer acquires (Brand awareness)

The main purpose of this study is to find out the impact of social media marketing and promotion
on brand awareness of a particular company. There are various studies done one the brand
awareness and its other marketing factors. This study mainly focuses on how the social media
marketing affects the brand awareness.

1.1.1 Social media marketing

Social media marketing plays an important role in digital marketing. It has been the tool for
increasing customer loyalty and customer engagement. In social media marketing algorithm
plays an important role. Much like the Google search algorithm, social media algorithms are
searching for content that is relevant to its users. Whilst Google attempts to match relevant
content to the search intent of the user, platforms like Facebook are using personal data and
behavior patterns to determine what is relevant content.(social media theory) Social media
content matrix was developed by James cook. According to James cook, there are three types of
contents found in social media platform and they are: i) Value-adding content ii) Interaction
Content iii) Self-promotion content.

Social media marketing is all about meeting your target audience and customers where they are
and as they socially interact with each other and your brand.

While social media marketing as a whole is incredibly valuable and beneficial to your business
growth (as you'll see in the following section), your strategy will differ based on which social
networks your audience spends their time on.

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1.1.2 Dimentions of social media marketing

There are certain dimensions in the process of implementing a social media marketing campaign
by marketing managers. When it comes to categorizing these dimensions, four categories
represent the process of social .media marketing

Dimension One: Messaging/Projecting

Online identity and awareness are essential for firms to develop business. One of the many
popular reasons for firms using social media marketing is to communicate their message to the
audience and respond to customer engagement. Previous researches address social media as a
medium to communicate the message to the masses. The main goal of social media marketing
revolves around the concept of two-way communication, and what kind of message is
communicated to the customers online depends upon the way firms engage with customers
online. Right awareness and online identity can be done only through the right content.
Understanding the goal of a campaign important to identify the right content; customers may

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stop the following business if they see over-promoted content that does not fit their needs
or wants. So, the right contents essential for a successful SMM campaign.

Dimension Two: Monitoring

Messaging is just the first step towards involving customers online; after it, managers need to
monitor customer response towards that online content posted on SNSs. So, after content is
posted, there is a need to continuously monitor the way customers respond and interact with this
content, this is important because the marketing world is evolving and with it needs to change
the firm's marketing strategies. Monitoring is essential to acquire new knowledge.

Data gathered from monitoring SM is valuable for market research. Understanding this data may
lead to a better understanding of a firm's customers, market, and competition; this may
strengthen a firm's competitive position in the market place. Monitoring provides the basic
information about the current competition, what strategies they apply to engage with the
customers, how they respond to the customers, and how they persuade customers to become a
part of their online community. A major advantage of monitoring is that it allows firms to
forecast and change their marketing practices and timely adapts to the change.

Dimension Three: Assessing

After monitoring customer response online, it is equally important to be able to interpret this data
into useful information for further strategizing. Firms must have the ability to further process this
information and understand how it can be used to strategize better customer engagement. One of
the most important abilities to be held by successful firms is to be able to effectively manage
data gathered from monitoring. The way data is gathered from social media platforms will
determine how accurately it reflects the facts in the market. So, not all data need to be acted upon
.The dimension of accessing also plays an important role to access the sentiment of customers
towards a brand, which depends upon the platform being used. Micro-blog platforms with word
limits may lead to incomplete opinion, while other platforms with no word limit give a more in-
depth customer opinion. So, the source of data for accessing plays a vital role in correct

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 interpretation. If the information is not accessed correctly, the firm may respond in an undesired
way and damage its online identity.

Dimension Four: Responding

After gathering data and analyzing it, the response is made to the customers based on the
interpretation of the data. The right response shows that the firm cares for the customer and
values their opinion. The response by a firm may address customers, competition, or the market.
These responses are of two types: first is External, which is to respond to the customer privately
or publicly, and the second is Internal, which is changing or implementing new policies within
the business. The internal response is preferred when one-on-one communication is required and
an external response is used when broadcasting as a message is a purpose. To understand how
successfully a firm has implemented these four dimensions, there are social media marketing
metrics that determine the performance of a firm's social media marketing campaign.

1.1.3 Use of social media

Many people think social media is digital marketing. While social media marketing can take up a
lot of marketers’ attention, it only represents one component of a digital marketing strategy.
Before diving into specific strategies and tactics of social media, let’s review why social media is
important to digital marketing. There are many advantages to using social media for professional
purposes and to promote your organization, products, and services. Here are several areas where
social media shines:

• Connecting with New Audiences

Billions of people worldwide use social networks on a daily basis. Therefore, it is important for
organizations to be present where these online conversations and discussions are happening. For

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 example, ~60% of Instagram users said they find new products on the platform, making it
worthwhile to be there.

• Building Relationships
Now, more than ever, it’s critical for organizations to have a unique voice and engage with
customers on a human level. Social media provides an easy way to do this, allowing marketers to
create a brand personality as well as a voice that communicates brand values and engages the
community.

• Increasing Website Traffic

If your community likes your social media content, they may seek out more information about
your products and services on your website, which will result in more website traffic and
potentially more sales.

• Distributing Targeted Messaging

It’s very easy to distribute ads on social platforms. Moreover, marketers can narrowly target their
ads and messaging to match the specific needs and interests of their target audiences. Studies
have shown that customers react better when advertisements are customized to their specific
needs and this strategy can result in increased interactions and interest.

• Conducting Market Research

Social media isn’t just great for interacting with your community, marketers can also use it to
stay on top of what their competitors are doing. By listening to the social media conversations,
marketers can glean what is working well (or not) for their competitors. They can then build
these insights into their social media marketing strategies and tactics.

• Sharing Expertise
Social media sites provide many opportunities for organizations to both hear about and
differentiate themselves from their competitors. Organizations can do this by showcasing
themselves as industry leaders via engaging, insightful, and relevant content, e.g., by sharing
creative visual content on Instagram, composing thoughtful blog posts on LinkedIn, or revealing
a fresh viewpoint in Twitter.

• Managing Reputation
Reputation is everything, and social media sites provide a direct way to interact with customers

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 and to resolve problems swiftly. For example, marketers can develop unique hashtags that can
highlight concerns or interests and ensure that these issues are seen and addressed quickly by the
right people. Social media sites can also be leveraged to share positive reviews, testimonials, and
customer feedback.

• Evaluating Analytics and Insights

Most social media platforms have their own analytics tools, which allow you to keep track of
what your community is interested in, who is engaged, and what activities and content are best
performing. This data can help determine which content to promote and how to appropriately
modify any advertising or marketing activities

1.1.4 Metrics to manage social media marketing

This study investigates 10 types of metrics that measure the effective implementation of a social
media marketing campaign. All these social media metrics belong to any one of 4 social media
marketing dimensions. These metrics can be used to determine the performance of a certain
SMM campaign in each of 4 domains. The following figure mentions the names of all 10
categories of SMM metrics.

Each of these metrics can be calculated more efficiently using Social Media Analytics(SMA).
So, this study further explores the ways through which SMA can help in devising the right SMM
Strategy.

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 Social Media Marketing Metrics

1.1.5 Benefits of social media marketing

After working side by side with several marketing agencies and freelancers, we’ve found that the
ones who utilize briefs experience several benefits compared to the ones that don’t:

• The better understand what their clients need: Most of the time, communicating
through email or unstructured zoom meetings is not the best way to capture what the
client’s problems are. Social media briefs are the perfect tool to comprehend what

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 business needs the client wants to solve.

• Improved customer experience: When a briefing process is implemented, customers

feel they are being listened to, that responsibilities and deadlines are clear, and the results
are more in line with what they were looking for. Naturally, their customer experience
gets better.

• Reduced rework rate: A natural consequence of not getting what the client wants is that
the design and marketing manager end up revisiting finished work because the client is
not satisfied with the result. This rarely happens after briefs are implemented.

1.1.6 Advantages and disadvantages of social media marketing

Social media marketing has embedded itself into every organization's sales and marketing
roadmap. It is an additional channel to distribute content and messaging to a significantly
larger audience than a homegrown database of contacts.

While there are advantages to rolling out a social media marketing program, there are
disadvantages as well.

Advantages of social media marketing

• Reach a wider audience. There are more than 3.6 billion users across all social media
channels. A single post share can exponentially increase brand exposure.

• Improved customer satisfaction. Organizations don't just market to customers on social

media, they also interact with them. This can improve customer service and create one-to-
one relationships.

• Cost-effective tool. When executed correctly, the cost of managing a social media program
can be low. Once the knowledge, team and program strategy are in place, marketing teams
find it easy to use with very little overhead.

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• Increase website traffic. Social posts are a great way to drive traffic back to a brand
website. Promoting blog content, landing page offers and more can entice users to click
through and engage further with a brand.

• Gain better insights. Using the analytics and reporting features from each social media
platform gives insight into who page followers are, what content they are interested in and
how they like to engage with a brand.

• Public. nature of the platforms, anything a company says or does will be seen and reacted to.
Brands should expedite response times to mitigate this risk.

Disadvantages of social media marketing

• Time-consuming process. A lot of time can be spent on social media campaigns to ensure
they are effective. Marketing teams also need to constantly fill the calendar with new content
and respond to inquiries. This can make it difficult for small marketing teams to tap into the
full capabilities of SMM.

• Need qualified resources. It takes the right person or team to run a social media marketing
program. Social media marketing programs don't benefit from entry-level employees.
Instead, skilled and seasoned social media marketers are key.

• Have to wait to see ROI. SMM is a long-term investment. Social media platforms yield a
high ROI, but not in the form of immediate results. The success of an SMM program isn't
determined by one piece of content, but rather several over long periods of time.

• Competitor's market research. Posting to social media is a public forum and everyone can
see the content, including the competition. There is no workaround for this.

1.1.7 Why Is Social Media Marketing (SMM) So Powerful?

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

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

Interaction: The dynamic nature of the interaction on social media—whether direct

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

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

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1.1.8 How Social Media Marketing (SMM) Works

As platforms like Facebook, X, and Instagram took off, social media transformed not only the
way we connect with one another but also the way businesses are able to influence consumer
behavior—from promoting content that drives engagement to the extracting of
geographic, demographic, and personal information that makes messaging resonate with users.

SMM Action Plan

The more targeted your SMM strategy is, the more effective it will be. Hoot suite, a leading
software provider in the social media management space, recommends the following action plan
to build an SMM campaign that has an execution framework as well as performance metrics:

• Align SMM goals to clear business objectives

• Learn your target customer (age, location, income, job title, industry, interests)
• Conduct a competitive analysis of your competition (successes and failures)
• Audit your current SMM (successes and failures)
• Create a calendar for SMM content delivery
• Create best-in-class content
• Track performance and adjust SMM strategy as needed

1.1.9 Customer Relationship Management (CRM)

Compared to traditional marketing, social media marketing has several distinct advantages,
including the fact that SMM has two kinds of interaction that enable targeted customer
relationship management (CRM) tools: both customer-to-customer and firm-to-customer. In
other words, while traditional marketing tracks customer value primarily by capturing purchase

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activity, SMM can track customer value both directly (through purchases) and indirectly
(through product referrals).

Shareable Content

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

Earned Media

SMM is also the most efficient way for a business to reap the benefits of another kind of earned
media (a term for brand exposure from any method other than paid advertising): customer-
created product reviews and recommendations.

Viral Marketing

Another SMM strategy that relies on the audience to generate the message is viral marketing, a
sales technique that attempts to trigger the rapid spread of word-of-mouth product information.
Once a marketing message is being shared with the general public far beyond the original target
audience, it is considered viral—a very simple and inexpensive way to promote sales.

Customer Segmentation

Because customer segmentation is much more refined on SMM than on traditional marketing
channels, companies can ensure they focus their marketing resources on their exact target
audiences.

Tracking Metrics

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

When a business is trying to determine which metrics to track in the sea of data that social
media generates, the rule is always to align each business goal to a relevant metric. If your
business goal is to grow conversions from an SMM campaign by 15% within three months, then
use a social media analytics tool that measures the effectiveness of your campaign against that
specific target.

1.1.10 Digital Marketing and Internet Marketing

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The fields of marketing and advertising have changed over the years and it is clear that they have
always taken advantage of the existing technologies. In the past, when the concept of the internet
was still unimaginable to many, most businesses capitalized on traditional channels of marketing
such as television, radio, print, and billboard ads. Yes, they are still used by many companies
today and if used effectively, they can give big income returns to your business.

When the internet was born, it transformed the world into a global village. People in different
time zones can now communicate in a click or press of a button. The internet has become so
diverse that even things from your imagination can be found in some corners of World Wide
Web. Today, there are two billion internet users; thus, it gave way to the conception of new
breeds of marketers and advertisers.

What is Digital Marketing?

Digital marketing refers to the use of electronic devices such as computers,

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

How is it different with Internet Marketing?

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

Internet marketing involves marketing approaches such as search engine optimization (SEO),
social media marketing, and pay-per-click, to mention a few, while the use of podcasts, fax
broadcasts, text blasts, instant messaging, mobile apps, and digital telephony and video, among
others, as marketing channels narrow down the definition of internet marketing.

1.1.11 Pillars of social media marketing

When developing marketing programs, one key area that marketers care about is how to deliver
their messaging. Social media helps spread those messages to the right people at the right time,
through both free and paid means. Social media also enables brands to learn more about their

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audience's personal, geographic and demographic information. This enables organizations to
customize their messaging and content for the best engagement.

Here are the five pillars of social media marketing.

There are five pillars of social media marketing that will lead to a successful program.

1. Social strategy

With any marketing campaign or activity, an appropriate strategy should be laid out in advance.
Organizations need to determine the goals of the program, the channels that will be used and
what types of content will be shared. Here are some examples:

• Determine goals. Using social media for marketing should align closely with business and
other marketing program goals. Some goals that businesses can use to measure success
include increasing brand awareness, driving website traffic and leads, and increasing
revenue.

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• Select social media platforms. There are many social platforms available, but it doesn't
make sense for businesses to use them all. Organizations need to know their audience and
choose the platform(s) that best fit their demographic.

• Content mix. Each social platform has a unique flavor for distributing content -- including
video, imagery, links and direct messaging. So brands need to identify which content their
marketing persona is most likely to engage with.

2. Planning and publishing

After establishing a strategy, it is time to begin publishing. This can be as simple as posting a
new blog post, sharing information about an upcoming event or posting a new product video. But
being consistent is the key to an effective SMM program. To build an audience, organizations
should post frequently to their page. Posting relevant content consistently will keep the audience
coming back for more.

Content that organizations post to social media should align with other marketing promotions.
Tools such as Hoot suite, Hub Spot and Sprout Social enable marketers to schedule their posts at
the appropriate time.

3. Listening and engagement

Businesses that create activity on social platforms can see growth in interaction and
conversations about the brand and products. Users will comment on and share posts, tag the
company in their own posts, and even begin communicating through the instant messaging
functionalities. These types of interactions are ideal because there are notifications in place to
alert social media managers. This enables them to practice good customer service, which in turns
boosts the customer experience.

People on social media may also discuss a brand, product or service without tagging or speaking
directly to a company. There are several social media listening tools available to stay plugged
into the conversation, such as Brandwatch, NetBase Quid and Sprinklr. Free tools such as
Google Alerts can also notify marketers when their company is being mentioned.

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4. Analytics and reporting

As more content is published and the audience expands, it is a good idea to continuously
measure performance. Questions to ask include the following:

• Which posts are getting the most engagement?

• Where are a brand's followers from?

The success of any marketing program is dependent on its data and analytics outputs. A
marketing team can use this information to make more informed decisions on future campaigns
and take advantage of what works.

Each social platform has its own analytics data, but there are other tools that can collect data
from many channels into one location. This enables marketers to evaluate the overall success and
failures of their marketing campaigns.

5. Advertising

Much of social media marketing is free -- with the exception of resource time and specialized
tools. Building an audience and publishing content on free social media sites is a great way to
achieve marketing goals, but as the program grows, so does the budget.

Paid marketing features can be very valuable to organizations. They can target their
advertisements at audiences based on many factors, including demographic information,
retargeting and behaviors.

There are tools to help manage social media marketing at volume, but using the native ads
functionality to begin is enough to promote posts, capture leads and ensure messages get in front
of the right audience.

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1.1.12 Top networks for social media marketing

There’s a social network out there to connect with every audience. These are our top picks,
sorted by number of users.

• Facebook

Facebook is still the world’s most-used social platform, with 2.934 billion global active users.
It’s also the ―favorite‖ platform of the largest number of social media users. And it accounts for
the vast majority (71.64%) of web traffic referrals to third-party websites.

• Instagram

Instagram is the next-most-popular social network with 1.386 billion active users. It’s known to
sometimes be a source of frustration for social media marketers because of its frequent feature
updates

But the frustration is worth it, because nearly half (44%) of Instagram users shop weekly on the
platform.

• TikTok

TikTok has skyrocketed seemingly out of nowhere to become an incredibly important social
network for marketing in the last few years. It has 1 billion active users, a year-over-year
increase of 14.6%.

And here’s an interesting fact – if we’d sorted this list by average time spent on the app, TikTok
would have come out on top. Users spend an average of 22.9 hours per month on the platform,

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more than any other social network. That addictive quality makes it an important network for
brands to understand.

• LinkedIn

LinkedIn is unique on this list in that it’s a social network specifically focused on business life.
That means its 875 million members are primed for business discussions and purchasing
research. It’s a critical platform for anyone working in B2B, or for any companies that hire
anyone, ever..

• Snapchat

Snapchat may get less press than TikTok, but it’s still an important platform with 576 million
active users. It’s far from fading into obscurity – in fact, the platform is still growing, adding 38
million users from 2021 to 2022. Snapchat is particularly useful for brands targeting an audience
ages 18 to 24

• Twitter

Twitter has been in a bit of turmoil since its purchase by Elon Musk in October 2022. But social
marketers still have the network’s 544 million active users on their radar, and its value as a
marketing platform remains strong heading into 2023. Twitter is especially useful for brands
looking to participate in real-time trends and conversations.

• Pinterest

Pinterest has the lowest number of active users on this list at 433 million. But it’s an important
platform for social media marketing because of the way people spend time there.

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The top reason people say they use Pinterest is to follow or research brands and products. The
very top reason! That’s a key distinction from most of the other platforms, where people tend to
focus on connections with people over brands.

1.1.13 Best Social Media Management Platform for Business

Social media marketing platforms for business come in all shapes and sizes. To better understand
the features you need, consider the following before you choose the best social media
management platform for your business:

1. Number of Social Media Profiles You Are Managing

Each social media profile you are managing requires your business to connect the account to the
social media management platform. You will likely need a robust platform to manage a high
number of profiles. Alternatively, a simple scheduling tool should suffice if you have only a few
profiles to manage.

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Besides considering the initial logistical set-up associated with multiple profiles, you will need to
consider who the audience is for each profile. Your target audience, or the people you want to be
influencing or engaging with on social media, may be the same, overlap, or be entirely different
between your social media profiles.

When the audience is not the same across social media profiles, there is added complexity to
how you set up your profiles, post content, and manage your accounts long-term. In such cases, it
is helpful to have a management system that allows profiles to be grouped for posting content
and tracking progress.

2. Content Posting Needs

Your content posting needs may be as simple as scheduling posts a month in advance. A
straightforward scheduling platform would be suitable for such a situation. Other businesses may
have multiple users posting content at different times to the same group of social media profiles.
For this collaborative scenario, shared calendars and schedules are extremely helpful.

Additionally, some businesses need similar content posted to different accounts with slight
variations. A corporate brand with brick-and-mortar stores nationwide, for example, may want a
holiday message sent out in December following certain guidelines, but have that message
tailored to each store location and sent out from each location’s separate branded social media
account.

Trying to administer this without the help of the best social media management platform can
cause messaging errors and duplicated efforts at each store location. A content template feature
would be a game changer in this scenario.

3. The Importance of Content / Brand Governance

Each business has different brand guidelines (or don’t have them at all). The extent to which the
brand identity has been crafted, how content is aligned with the brand identity, and the oversight
of this can vary significantly by organization.

Businesses with strict brand guidelines will want content governance features, such as shareable
content galleries, trending topic sharing, rating capabilities for content relevance, and content
that is scalable while remaining on-brand. For businesses that do not have defined branding
expectations, these features will be helpful in content creation, but necessary to helping you
reach your marketing goals.

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4. User & Profile Needs

Large brands with store locations may have social media profiles for their corporate
headquarters, different profiles for each store location, or both. For example, Coca Cola does not
have store locations and needs only one corporate profile. On the other hand, Home Depot likely
needs a profile for the corporate brand and profiles for their locations, with each social media
account managed by different users.

Companies like Home Depot with multiple locations may approach their social media presence
in one of three ways: a centralized, decentralized, or hybrid approach. A centralized approach is
a single, corporate-driven strategy. Decentralized is when each locality develops a social media
presence independent of corporate headquarters. Hybrid is when there is a combination of a
corporate and local strategy. In this case, users posting to the corporate account and local
accounts need to remain separate, although the content overlaps; this brand interaction requires a
robust social media platform.

1.2 COMPANY PROFILE

Kshitiksha Foundation is an ISO certified Section 8 Non Profit Organization registered under
Ministry of Corporate Affairs, Govt of India. It is committed to creating a positive and lasting
impact on society through our mission to promote environmental conservation, care for stray
animals, and women empowerment kshitiksha foundation is an company help for poor people by
providing good standard of living.

Kshitiksha foundation helps children to feed them and to give education facilities and for give
employment in various sector. Also they feed to street animal and take care of them.

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Kshitiksha Foundation is an unlisted private company incorporated on 15 July, 2021. It is
classified as a not for profit company and is located in Gautam Buddha Nagar, Uttar Pradesh. It's
authorized share capital is INR 15.00 lac and the total paid-up capital is INR 10,000.00 .

The current status of Kshitiksha Foundation is - Active.

Kshitiksha Foundation has two directors - Deepak Kumar and Savita.

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Network of organization

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 CHAPTER 2

SWOT ANALYSIS

35
 SWOT ANALYSIS: SOCIAL MEDIA MARKETING
Strengths:

Large market reach or penetration and it's Very useful if you are setting up a digital engagement
strategy (to new people, young people). Social media builds a conversation and converse with
others and build close networking bonds which share quick information exchange it. Lets you
follow and connect with people/groups that interest you - but are not necessarily your friends (as
with Facebook). Authors, celebrities, co-workers, colleges, organizations etc. The campaigns are
generally Cost-effective in the sense most of the platforms are free. They just demand time there
is a Human factor: Your "brand" becomes more HUMAN. Media exposure can be another
strength of this. While Twitter is in a strong market position in micro- messaging. Facebook is
the only real competitor here- and they attract users for different reasons. It helps to Build strong,
long term relationships through online social networking, at a faster pace than just relying on
traditional face-to-face networking and Gets tons of publicity. The industry Has developers
creating hundreds of applications around its APL. It is totally RSS-enabled.

Weaknesses:

Tough to train or convince management team/group members on social media principles as A lot
of "Why Bother" from most mainstream (i.e. Facebook users) people are there. The industry has
low retention rate. Only 40%. Lacks tools or resources to track and monitor social media
campaign results. There is concern about information leakage, liability, security, and
management also.

Effort vs results: Even if it is more measurable than other channels, it is difficult (especially for
small business operations) to balance the effort put on social media against the results obtained

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Consistency: Engaging with your audience at a direct level means more efforts in terms of
keeping a consistent message/corporate image making up for mistakes: The time-frame to correct
errors that affect your audience is less. Because you are heavily exposed, your company has to
take action more promptly than if you weren't (especially if people are having conversations
about your brand, you will have to engage and clarify)

Blocked at many work sites: management sees it drops productivity; hurts bottom line.

Opportunities:

• Creating/joining online presence on sites where the company currently doesn't exist.
Great opportunity for individuals and organizations to connect and exchange information.
It opens a new target or niche markets that are untapped: students, the public.
• Partnerships with other groups, organizations, schools, government, etc.
• Penetration into a new geographical market quickly.
• Recruitment of interested new members, students, public support and allows you to build
short and long term relationships with prospects. It humanizes the 'brand' and makes the
recruitment process more personal.
• Can gain deep insights into real-time trends, news, and all of us; "be the pulse of the
internet" as said by Founder Biz Stone.
• Integration into real-time games, media, and apps. We've barely scratched the surface so
far on what's possible. Twitter as real time infrastructure.
• It may become the dominant way for businesses to communicate with their customers as
quick delivery, branding opportunities, and enhanced marketing opportunities are there.
• Being present where stuff happens: People research for info/products/services online and
value more the opinion of other individuals than whatever a company may say about their
own offer. If your company is present in an interactive environment like social media, the

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 opportunities for engagement, conversion and most importantly clarification of doubts
regarding your brand, are countless.
• Developing a following/ audience those auto-nurtures itself. Your efforts in social media,
together with the effort of your following may mean that your audience becomes your
best sales people.
• Talent coming your way effortless: Because of the possibilities of exposure that social
media allows for, interacting here may mean that future talent (in the shape of employees,
partners or, you-name-it) will come your way through the power of connecting online!
• Reach out to certain groups that traditional media didn't allow you to: Because social
media is for everyone, sooner or later you'll come across people you never thought of as
your client. This opens the doors to building new relationships but also to valuable
feedback that can help you develop your products or services more intelligently.

Threats:

Competitor is going after the same space or same audience with similar campaign and the
question also arises whether the current campaign sustainable, can it continue? There can be
threat of Attitudes on privacy: while lately it seems everyone is willing to share the most intimate
as well as mundane details of their life - there could easily be a backlash against this trend.
We've all heard of a few embarrassing stories about over-sharing online, and a few high-profile
examples might make people rethink their habits. Micro-messaging may just be a fad. There's
nothing inherently awesome about 140 characters. It got too much publicity in a short time. May
get burned out and getting dangerously spammy/porn spammy. The market doesn't have solid
revenue model (future advertisements?)

Other social networking sites (My Space, Tagged, Friend feed, identi.ca, others) may grow and
steal market share and Acquisition by a bigger player (Google) may disappoint early adopters
and loyal users.

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 CHAPTER 3

LITERATURE REVIEW

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3.1 LITERATURE REVIEW

Review of literature is a written overview of major writings and other sources on a selected
topic. This provides a critical review of miscellaneous studies, researches, books, scholarly
articles, blogs and all other sources related with social media marketing strategies.

1. Brendan James Keegan and Jennifer Rowley (2017) contributes to knowledge regarding
social media marketing strategy by developing a stage model of SMM evaluation and uncovering
the challenges in this process. The research paper has developed a Social Media Marketing
Evaluation framework. This framework has the following six stages: setting evaluation
objectives, identifying key performance indicators (KPIs), identifying metrics, data collection
and analysis, report generation and management decision m aking. Moreover, the paper also
identifies and discusses challenges associated with each stage of the framework with a view to
better understanding decision making associated with social media strategies. Two key
challenges depicted by the study are the agenc y-client relationship and the available social
analytics tools.

2. Rodney Graeme Duffett (2017) examines the influence of interactive social media marketing
communications on teenagers‟ cognitive, affective and behavioral attitude components in South
Africa. The paper also studies the impact of a number of additional factors such as usage (access,
length of usage, log-on frequency, log-on duration and profile update incidence) and
demographic (gender, age and population group) variables on young consumers‟ attitudes
toward social media marketing communications. The study ascertained that social media
marketing communications had a positive influence on each attitude component among
adolescents, but on a declini ng scale, which correlates to the purchase funnel model. Thus this
investigation also makes an important contribution to attitudinal research in developing
countries, where there is a lack of research in social media marketing communications. The
practical implicatio n of the study is that the companies and their brands should consider using
and/or adapting their strategies based on the declining impact of social media marketing
communications on the hierarchical attitude stages among young consumers and the divergent
influence o n usage and demographic variables when targeting the lucrative and technologically
advanced, but capricious, Generation Z consumers.

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3. Priyanka P.V and Padma Srinivasan (2015) in her research study identified various factors
that determine the purchase of a product using social media from a customer's point of view. A
model from the retailer's perspective has been developed that explains how social media can be
used for increasing customer loyalty. The study concludes that continuous customer support
services will result in improvement of customer retention. New applications and social platforms
will flourish and allow even greater personalization and real-time, location-based engagements in
media.

4. In a recent case study by Christopher Ratcliff (2014) on a global organization that appears to
have mastered its social media strategy, Ford. In his blog, he explains how Ford has included the
key success elements in its strategy including customized posts, user connectivity through tone
of voice and perhaps most importantly, a social media team that reads and responds to every
single comment made by followers. However, it is worth noting that Ford has worked out what
works for its own business, and this exact strategy may not necessarily drive the same
achievement for different organizations.

5. Ates Bayazıt Hayta (2013) in their research paper ―A study on the of effects of social media
on young consumers' buying behaviors‖ determines the effects of social media networks on
purchasing behaviors of young consumers. The study results indicate that social media tools
directly effects the purchasing behaviors of consumer, depending upon their age group and
educational status

. 6. Benjamin Ach (2013) in their bachelor thesis highlighted the evolution of the marketing
strategies of businesses and more specifically of their communication strategies, with the
important rise of social media influence, which is changing the way people get informed as well
as their purchasing decision process. This research underlined the fact that businesses, small or
big sized, have to get online and to use social media and to adapt their business models if they
want to stay on top of the competition on their markets. The research is supported by a case
study of an Australian internet marketing company, in order to get valuable insights from
internet marketing experts.

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7. Robert V. Kozinets, Kristine de Valck, Andrea C. Wojnicki and Sarah J. S. Wilner (2010)
reviewed and synthesized extant WOM theory. This article shows how marketers employing
social media marketing methods face a situation of networked coproduction of narratives. It then
presents a study of a marketing campaign in which mobile phones were seeded with prominent
bloggers. Eighty-three blogs were followed for six months. The findings indicate that this
network of communications offers four social media communication strategies—evaluation, ©
2018 JETIR April 2018, Volume 5, Issue 4 www.jetir.org (ISSN-2349-5162) JETIR1804008
Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 37
embracing, endorsement, and explanation. Each is influenced by character narrative,
communications forum, communal norms, and the nature of the marketing promotion. This new
narrative model shows that communal WOM does not simply increase or amplify marketing
messages; rather, marketing messages and meanings are systematically altered in the process of
eh umbedding them. The theory has definite, pragmatic implications for how marketers should
plan, target, and leverage WOM and how scholars should understand WOM in a networked
world.

8. Hensel and Deis (2010) have recommended that marketers must consider all possible avenues
to positively use social media to increase advertising and improve marketing. Before
implementing a specific social media strategy, the benefits, drawbacks, and challenges associated
with it must be addressed. The strategy must assist in facilitating the social media inputs and
discussions. In addition, social media strategies should also be used to track a business presence
online, and to make sure that clients are not degrading the branding value. The Internet-based
social media has made it possible for one person to communicate with hundreds or even
thousands of other people about products and the companies that provide them on web. Thus, the
impact of consumer to consumer communications has been greatly increased.

9. Edelman (2010) in a study for Harvard Business Review, discusses how the Internet and
social marketing has changed not only the way businesses operate but also how consumers
choose their products. It takes the reader through the funnel metaphor that was previously being
used by marketers to understand how consumers select their products and how this has moved to
a more open-ended approach whereby consumers no longer follow a methodical approach of
selecting products. It stresses how important it is for brands to connect with consumers and it

42
also studied the consumers' decisions across five different industries, namely automobile,
skincare, insurance, mobile telecommunications and electronics, across three different
continents. Based on the results of the study, it proposed a four-stage model that focuses on
today's consumers using social media for advocating products and also purchasing based on the
reviews and backing received. The research takes the reader through the entire customer journey
and informs businesses what they should not focus energy and resources on. Providing statistical
information about various surveys enables organizations to identify the key areas they should
concentrate on in order to build a solid brand image online.

10. A comprehensive study conducted by BusinessWeek (2009) discusses social media hype and
the disadvantages that may affect any business. The study illustrates the potential risks social
media marketing poses. If employees waste their time on social networking sites instead of on
productive tasks in the interests of the organization. It also forewarns of blunders that could have
a profound negative impact on the business itself. Providing evidence of failing of many social
media campaigns, the study cites the example of one such campaign by Saatchi & Saatchi's
campaign for Toyota Matrix, which led to a lawsuit of $10 million. The study also states that it is
hard to quantify the outcomes that social media creates, such as trust and loyalty.

11. Mangold and Faulds (2009) are of the view that social media is a hybrid element of the
promotion mix because in a traditional sense it enables companies to talk to their customers;
while in a nontraditional sense it enables customers to talk directly to one another. The content,
timing, and frequency of the social media-based conversations occurring between consumers are
outside managers‟ direct control. This stands in contrast to the traditional integrated marketing
communications mix whereby a high authority of control is present. Therefore, managers must
learn to shape consumer discussions in a manner that is consistent with the organization‟s
mission and performance goals. The purpose of social networking sites is to facilitate the talks
between biggest fans of the organization. Methods by which this can be accomplished include
providing consumers with networking platforms, and using blogs, social media tools, and
promotional tools to engage customers. Providing information to the consumers regarding
product of their company closely bounds the customer to the company

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. 12. Russell S. Winer (2008) in his research paper describes the different kinds of new media
which was used by companies to engage customers that is social networking sites like Facebook,
Myspace and You Tube etc. The paper also describes the challenges in social media marketing
from the perspectives of the marketing manager. The paper outlines a number of issues that need
to be resolved by both managers and academics for the new media to be fully integrated into
marketing practice. It also affirms that many companies today are using some or all of the new
media to develop targeted campaigns that reach specific segments and engage their customers to
a much greater extent than traditional media. Study also shows that the growth of these sites has
led to the notion. Importance of Web 2.0 era where user generated content and discussions can
create powerful communities that facilitate the interactions of people with common interests. But
the marketers have been cautious in using this new medium because of the risk that members of
a community will become offended from an over-commercialization of the site.

13. Gil, Andres and Salinas (2007) suggested that the information provided by a family can
affect the formation of brand equity. A person can receive recommendations to buy certain
brands from a family that influence his action based on the facts how well the family establishes
the contacts with a number of brands used by the family. Consumers often think of the family as
a reliable reference in relation to the purchase of certain products. The study also reveals that
purchase decisions amongst young generation consumers in particular are influenced by the
recommendations of their virtual friends who serve as opinion leaders. They also refer to the
communications on the internet in determining the product‟s quality prior to their purchases.

14. Lempert (2006) says that customers are turning away from the traditional sources of
advertising: radio, television, magazines, and newspapers. Customers also consistently demand
more control over their media consumption. They require on-demand and immediate access to
information at their own convenience. Customers are turning more frequently to various types of
social media to conduct their information searches and to make their purchasing decisions.

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3.2 OBJECTIVE OF THE STUDY

Social media campaigns should allow you to meet your marketing objectives reliably. Here are
four goals you can set as a social media marketer:

1. Create and curate content. To stay afloat as a social media marketer, you need to invest time
in content creation and curation. Know your audience well. Be ready to do content
marketing day in and day out. This means knowing when to show off your own content and
when to highlight someone else’s—perhaps praising your own product, service, or content, too.

2. Drive traffic. Since social media users interact with major social media sites so often,
using these platforms to direct traffic to your own site can really help boost your overall
engagementand sales of new products.

3. Encourage lead generation. Potential customers are also potential social media followers.
Tailor your social strategy and marketing efforts toward creating social media content people
love to share with their friends and family. If their loved ones give you a follow, you’ve just
earned the ability to market to them directly, too—without any buffer—for the foreseeable
future.

4. Increase brand awareness. Your social media presence is where you have a real-time
opportunity to define your brand hour by hour, minute by minute, even second by second. Each
social media post you put up does more to help acquaint people with your brand’s unique
personality.

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3.3 PROBLEM STATEMET

One of the major problems occurs for the company that they find difficulties while
having employee retention rate. As due to pandemic Covid-19 the Organization hits so
badly as it becomes financially unstable, though the workforce becomes unsteady. For
reasons they are not succesfull to achive their moto to feed poor people and also not
provide them proper facilities because of shortage of funds.
The other following factors which were affected by retention rate
• To provide Educaton to children
• Basic facilities to needy one
• Lack of funds and donation
• Unable to give proper time and facilities

3.4 Hypotheses

A hypothesis is a tentative statement about the relationship between two or more variables. A
hypothesis is a specific, testable prediction about what you expect to happen in a study.
Hypothesis regarding my topic Motivated employees with a strong sense of company loyalty are
more willing to perform, more innovative, and less likely to become stressed. Thus, living a
balanced life.

Null Hypothesis H0A: Employee motivation initiatives does not significantly influence the
workforce of kshitisha foundation.

Alternative Hypothesis H1A: Employee motivation initiatives does significantly influence the
workforce of kstiksha foundation.

Empowerment is a human need that makes people strive for higher goals. Employees should feel
that their work is important and valued. If, however, they do not have the power to decide on
their area of responsibility, their subjective assessment of their achievements will deteriorate. If a

46
manager or boss is constantly micromanaging, employees will not feel like they are being taken
seriously .If the employee then is held responsible for abad result, they will feel frustrated.

Null Hypothesis H0B: Work Independency initiatives do not significantly influence the
workforce of kshitsha foundation. Alternative Hypothesis H2B: A Work Independency initiative
does significantly influence the workforce of kstiksha foundation.

Many employees relentlessly pursue professional recognition in one form or the other. This
means they put in their best efforts 24x7, going above and beyond the call of duty in tasks
assigned to them. In such cases, however, employees need to be on top of their game at all times.

Null Hypothesis H0C: Growth & Recognition initiatives do not significantly influence the
workforce of kshitiksha foundation.

Alternative Hypothesis H1C: Growth & Recognition initiatives do significantly influence the
workforce of kshitiksha foundation.

As we all know that the key to employees remaining happy and retained in the organization is
the management of work-life Balance. It is one of the important but difficult aspects for an
employee. For an organization to have a healthy environment, the employees should be able to
balance their work-life on a regularbasis.

Null Hypothesis H0D: There is no significant influence of WLB policies of kstiksha foundation

Alternative Hypothesis H1D: There is significance influence of WLB policies of kstiksha

foundation

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 CHAPTER 4

RESEARCH METHODOLOGY

48
 Research methodology

4.1 Sampling

Sampling is a process used in statistical analysis in which a predetermined number of

observations are taken from a larger population .The methodology used to sample from a larger
population depends on the type of analysis being performed, but may include simple random
sampling or systematic sampling. There are different steps to select a sample for a survey. The
first two stages are to define the population, i.e. customers targeted for the survey (purchasers,
users, employees, etc.) and to specify its frame i.e. to choose individual who represent the global
population of interest. A sample is a subset of a population (group of individuals of interest to the
researcher).

The type of sample selected determines the degree to which research results can be generalized
to the population as a whole (external validity). There are two sources of error that limit
generalizability: sampling error (chance variation) and sample bias (constanterror) which results
from inadequate research design .Sampling error (but not sample bias) can be taken into account
using statistics. Sampling method: Convenience sampling A convenience sample is a matter of
taking what you can get. It is an accidental sample. Although selection may be unguided, it
probably is not random, using the correct definition of everyone in the population having an
equal chance of being selected. Volunteers would constitute a convenience sample. Non-
probability samples are limited with regard to generalization. Because they do not truly represent
a population, we cannot make valid inferences about the larger group from which they are
drawn. Validity can be increased by approximating random selection as much as possible, and
making every attempt to avoid introducing bias into sample selection a collection method

49
4.2 Build content strategy

Following are some links and pics of kshitiksha foundation’s social media presence:

Youtube profilehttps://youtube.com/@kshitikshafoundation784?si=E0Yi8xXjaukiFPVD

Instagram profilehttps://instagram.com/kshitikshafoundation?igshid=NzZlODBkYWE4Ng=

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Linked in

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4.3 Tools Used

• Questionnaire

A questionnaire is a systematically structured questions used by a researcher to get needed

informationfromrespondents.Questionnaireshavebeentermeddifferently,includingsurveys,
schedules, indexes/indicators, profiles, studies, tests, checklists, scales, inventories, forms, inter
alia. They are any written instruments that present respondents with a series of questions or
statements to which they are to react either by writing out their answers or selecting from among
existing answers.

The ANOVA Test

An ANOVA test is a way to find out if survey or experiment results are significant. In other
words, they help you to figure out if you need to reject the null hypothesis or accept the alternate
hypothesis. Basically, you’re testing groups to see if there’s a difference between them.
Examples of when you might want to test different groups

One Way ANOVA Test

The one-way analysis of variance (ANOVA) is used to determine whether there are any
statistically significant differences between the means of three or more independent (unrelated)
groups. This guide will provide a brief introduction to the one-way ANOVA, including the
assumptions of the test and when you should use this test. The one-way ANOVA compares the
means between the groups you are interested in and determines whether any of those means are
statistically significantly different from each other.

52
Specifically, it tests the null hypothesis: Where µ = group mean and k = number of groups. If,
however, the one-way ANOVA returns a statistically significant result, we accept the alternative
hypothesis (HA), which is that there are at least two group means that are statistically
significantly different from each other.

1. Objectives of the quantitative survey

A survey enables to collect information in a written form from respondents. For my research, the
survey consists of a set of 20 questions mailed to their Email Id. The primary objective is to
gather enough data to prove my Hypothesis.

2. Writing the questionnaire

A questionnaire can be seen as being a continuation of questions. About the writing of the
questionnaire itself, researchers always have to face the choice between the kinds of questions
they want to use. Two types of questions are possible: the open and the closed ones. The first one
consists in asking a question enabling the respondent o give their opinion. On the other side, a
closed question gives different alternatives that the respondent has to choose. In my research,
closed questions are used. Closed questions make the questionnaire easier to answer for the
respondent and have as main advantage to give to the researcher the possibility to compare
respondents one to each other. Indeed, all the people have to choose between the same
alternatives, so it is possible to get percentages between two variables. Nevertheless, using
closed questions stops people from answering spontaneously and a problem can appear if the
respondent does not find an answer that corresponds or fits its thoughts

3. The collection of the questionnaires

After writing the questionnaires, I choose to mail them. The main advantage of mailing was that
the employees could fill it up according to their convenience and as it was sent via Google forms
I was updated on timely basis on receiving a response.

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4.4 Research Design

Research refers to the systematic method consisting of enunciating the problem, formulating the
hypothesis, collecting the fact, or data, analyzing the facts and reaching conclusions either in the
form of the solution towards the concerned issues or particular generalization for some
theoretical formulation. Type of Research

4.4.1 Exploratory research

Exploratory research, as the name states, intends merely to explore the research questions and
does not intend to offer final and conclusive solutions to existing problems. Conducted in order
to determine the nature of the problem, this type of research is not intended to provide conclusive
evidence, but helps us to have a better understanding of the problem. When conducting
exploratory research, the researcher ought to be willing to change his/her direction as a result of
revelation of new data and new insights. Exploratory research design does not aim to provide the
final and conclusive answers to the research questions, but merely explores the research topic
with varying levels of depth. It has been noted that ―exploratory research is the initial research,
which forms the basis of more conclusive research. It can even help in determining the research
design, sampling methodology and data collection method‖. Exploratory research ―tends to
tackle new problems on which little or no previous research has been done‖. Unstructured
interviews is the most popular primary data collection method with this type of research. In other
fields of study, which do not always have the luxury of definable and quantifiable variables - you
need to use different research methods. These should attempt to fit all of the definitions of
repeatability or falsifiability, although this is not always feasible

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4.4.2 Methods of data collection

Primary and secondary methods of data collection are two approaches used to gather information
for research or analysis purposes. Let's explore each data collection method in detail:

1. Primary Data Collection:

Primary data collection involves the collection of original data directly from the source or
through direct interaction with the respondents. This method allows researchers to obtain

55
firsthand information specifically tailored to their research objectives. There are various
techniques for primary data collection, including:

a. Surveys and Questionnaires: Researchers design structured questionnaires or surveys to collect

data from individuals or groups. These can be conducted through face-to-face interviews,
telephone calls, mail, or online platforms.

b. Interviews: Interviews involve direct interaction between the researcher and the respondent.
They can be conducted in person, over the phone, or through video conferencing. Interviews can
be structured (with predefined questions), semi-structured (allowing flexibility), or unstructured
(more conversational).

c. Observations: Researchers observe and record behaviors, actions, or events in their natural
setting. This method is useful for gathering data on human behavior, interactions, or phenomena
without direct intervention.

d. Experiments: Experimental studies involve the manipulation of variables to observe their

impact on the outcome. Researchers control the conditions and collect data to draw conclusions
about cause-and-effect relationships.

e. Focus Groups: Focus groups bring together a small group of individuals who discuss specific
topics in a moderated setting. This method helps in understanding opinions, perceptions, and
experiences shared by the participants.

2. Secondary Data Collection:

Secondary data collection involves using existing data collected by someone else for a purpose
different from the original intent. Researchers analyze and interpret this data to extract relevant
information. Secondary data can be obtained from various sources, including:

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a. Published Sources: Researchers refer to books, academic journals, magazines, newspapers,
government reports, and other published materials that contain relevant data.

b. Online Databases: Numerous online databases provide access to a wide range of secondary
data, such as research articles, statistical information, economic data, and social surveys.

c. Government and Institutional Records: Government agencies, research institutions, and

organizations often maintain databases or records that can be used for research purposes.

d. Publicly Available Data: Data shared by individuals, organizations, or communities on public

platforms, websites, or social media can be accessed and utilized for research.

e. Past Research Studies: Previous research studies and their findings can serve as valuable
secondary data sources. Researchers can review and analyze the data to gain insights or build
upon existing knowledge.

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 CHAPTER 5

DATA ANALYSIS AND

INTERPRETATION

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DATA ANALYSIS

Analyzing and interpreting data from social media marketing efforts can provide valuable
insights into the performance of your campaigns. Here's a general guide on how to approach data
analysis and interpretation for social media marketing:

1. Define Key Metrics:

• Identify key performance indicators (KPIs) that align with your social media
goals. Common metrics include engagement (likes, shares, comments), reach,
click-through rates, conversion rates, and follower growth.

2. Select Social Media Analytics Tools:

• Use analytics tools provided by social media platforms (e.g., Facebook Insights,
Twitter Analytics, Instagram Insights) or third-party tools (e.g., Google Analytics,
Hootsuite, Buffer) to gather data.

3. Collect Data:

• Collect data over a specific time period, considering both short-term and long-
term trends. Gather data on each platform you're using for marketing.

4. Segmentation:

• Segment your data based on different criteria such as demographics, geographic

location, and time of day. This can help you understand which segments are
responding more favorably to your content.

5. Performance Comparison:

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 • Compare the performance of different social media platforms and individual posts
or campaigns. Identify which platforms are most effective for your target
audience.

6. Sentiment Analysis:

• Use sentiment analysis tools to understand the sentiment of comments and

mentions. This can help you gauge the overall perception of your brand on social
media.

7. Conversion Tracking:

• Implement conversion tracking to understand how social media activities

contribute to your business goals. Track the customer journey from social media
engagement to conversion.

8. Identify Trends and Patterns:

• Look for trends and patterns in your data. Identify when your audience is most
active, which types of content perform best, and if there are any recurring themes
or topics that resonate with your audience.

9. Benchmarking:

• Benchmark your performance against industry standards and competitors. This

can provide context and help you set realistic goals for improvement.

10. Adjust Strategies:

• Based on your analysis, make data-driven decisions to optimize your social media
strategy. This could involve tweaking posting schedules, adjusting content types,
or reallocating resources to more effective platforms.

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 11. Regular Reporting:

• Establish a regular reporting schedule to track your social media performance

over time. Regular analysis ensures that you stay informed about changes in
audience behavior and adapt your strategy accordingly.

Remember, effective data analysis is an iterative process. Continuously refine your approach
based on the insights gained, and be open to adjusting your social media strategy to better align
with your audience's preferences and behaviors.

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 CHAPTER 6

RESULT AND DISCUSSION

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 Result and Discussion

To determine what content works best for your non-profit on social media, it’s always worth
experimenting and monitoring how well different types of posts perform. During the
investigation, several experiments were carried out in order to find the best performing
campaign. A total of 3 campaigns were created that targeted to An Experimental Study on Social
Media Advertising for Charity in different areas, audience, placement, interests, and behaviours.

The campaigns carried out from 07/07/23 until 07/08/23 (30 days) with the aim to be the
collection of donations and to promote page of their company.I worked in the company with full
of sprirt and enthusiasm.And the result is to increase their followers and funds which they ask to
collect from various people and to aware the organisation to the people.
Also I helped to incease their reach as they collect more funds and to help poor people and to
give eductaion facilities to the children and to feed street animals and take care of them.

Conversions were measured and results retrieved via youtube and instagram

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64
 CHAPTER 7

CONCLUSION

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 Conclusion
Social media marketing on various platforms has become an integral part of contemporary digital
marketing strategies. Each platform offers unique features and caters to diverse audiences,
allowing businesses to connect with their target demographics in distinct ways. Each social
media platform (e.g., Facebook, Instagram, Twitter, LinkedIn, TikTok) has its own strengths and
audience demographics. Understanding these differences is crucial for crafting effective
marketing strategies. Visual Content Dominance where platforms like Instagram, Pinterest, and
TikTok emphasize visual content. Marketers need to focus on creating eye-catching visuals,
videos, and info graphics to engage users effectively while Building a community around a brar.
Engagement and Community Building,. Engaging with followers, responding to comments, and
fostering a sense of community can lead to increased brand loyalty. Influencer Marketing Impact
where collaborating with influencers on platforms like Instagram and YouTube can significantly
amplify a brand's reach. Influencers bring authenticity and a dedicated following, making them
powerful advocates for products or services. Professional Networking LinkedIn is a professional
networking platform that is particularly effective for B2B marketing. Creating thought leadership
content and participating in industry discussions can enhance a brand's reputation and credibility.
Paid advertising options, such as Facebook Ads, Instagram Ads, and Twitter Ads, offer targeted
and measurable approaches to reach specific audiences. Marketers should leverage these tools
for more precise campaign management. Utilizing analytics tools provided by platforms helps
marketers measure the effectiveness of their campaigns. Monitoring key metrics enables data-
driven decision-making for optimizing strategies.

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 Recommendation/ Learning
Social media marketing is a dynamic field, and we have learn many things related to social
media marketing.

Platform-Specific Strategies: Understand the nuances of each major social media platform
(Facebook, Instagram, Twitter, LinkedIn, etc.).Learn how to tailor your content and strategies for
each platform's audience and features.

Content Creation and Duration: Develop skills in creating engaging and shareable content
(text, images, videos). Understand the importance of visual storytelling and aesthetics in social
media.

Audience Targeting and Persona Development: Identify and define your target audience.
Learn how to create buyer personas to tailor your content to specific demographics and interests.

Social Media Analytics: Familiarize yourself with analytics tools on each platform.Learn to
interpret data to measure the success of your campaigns and adjust strategies accordingly.

Paid Advertising: Understand the basics of social media advertising, including targeting
options, ad formats, and budgeting. Learn to create effective ad campaigns on platforms like
Facebook Ads and Instagram Ads

Community Building and Management: Explore strategies for building and nurturing a
community around your brand. Learn how to engage with your audience, respond to comments,
and handle feedback.

Influencer Marketing: Understand how to identify and collaborate with influencers in your
industry. Learn about influencer marketing strategies and best practices.

Social Media Trends: Stay updated with the latest trends and features on social media
platforms. Adapt your strategies to leverage emerging trends, such as new formats or algorithm
changes.

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Social Media Listening: Use tools to monitor social media for mentions of your brand and
industry. Learn how to respond to positive and negative sentiment effectively.

Social Media Policies and Ethics: Understand the legal and ethical considerations of social
media marketing. Familiarize yourself with platform policies to ensure compliance.

Customer Journey Mapping: Map out the customer journey and understand how social media
fits into the broader marketing funnel. Develop strategies for different stages of the customer
journey.

Mobile Optimization: Recognize the importance of mobile-friendly content and campaigns.

Understand how users engage with social media on mobile devices.

Crisis Management: Develop strategies for handling crises and negative situations on social
media. Learn from case studies and best practices in crisis management.

Continuous learning is crucial in social media marketing as the landscape evolves rapidly. Stay
curious, experiment with different strategies, and adapt to changes in technology and user
behavior.

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