SUMMER TRAINING PROJECT REPORT

ON

“Strategy and Promotion of Social

Media under YOUTH
EMPOWERMENT FOUNDATION.”
SUBMITTED TO

IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF THE DEGREE OF

“BACHELOR OF BUSINESS ADMINISTRATION”

Batch 2019-22
Session 2021-22

Submitted To:- Submitted By:-

Dr. Manju Singh Rajnish Raj

HOD, BBA Department Student of BBA Vth Semester

Roll No. – ZBBA/39/19

1
 CERTIFICATE

This is to certify that the summer training project report entitled

“Strategy and promotion of social media under YOUTH
EMPOWERMENT FOUNDATION.” is submitted by Mr. Rajnish Raj,
student of B.B.A Vth semester of “Institute of Business Management”,
MERI College, Sampla, under my supervision for the partial fulfilment
for the award of the degree of Bachelor of Business Administration ,
session 2020-21, Batch 2019-22.

Place: SAMPLA

Name & signature of supervisor

2
3
 DECLARATION

I Rajnish Raj, student of B.B.A (Vth Semester) Session 2021-2022, Batch

2019-2022 hereby declare that my work entitled “Strategy and promotion
of social media under Youth Empowerment Foundation”, is the outcome
of genuine efforts done by me under the able guidance of Dr. Manju
Singh and being submitted to “Institute of Business Management”, MERI
College, Sampla as research project report in partial fulfillment for the
award of the degree of Bachelor of Business Administration {B.B.A}.

Place: Sampla

Date: ……….

Name: Rajnish Raj

Course: B.B.A

4
 ACKNOWLEDGEMENT

Ambition, strong will, determination is what makes a person successful.

The internship opportunity provided to me by Youth Empowerment
Foundation has not only taught me all the above values but also helped me
into achieving them. I'm very fortunate you have gotten such wonderfully
amazing people in my life who have provided me with this opportunity
and guided me in every step. I would like to acknowledge my HR Ms.
Bushra Ali Khan who has guided me throughout the internship and
motivated me at every step. I would like to extend my gratitude to the
whole team of Youth Empowerment Foundation for providing me with
this opportunity in social media marketing and for making the internship
so interesting and informative. Last but not the least I would like to thank
and appreciate YEF for all the good work they are doing in helping people
and shaping young minds. I wish them all the luck and success.

5
 CHAPTER - 1
ABOUT THE COMPANY

6
Youth empowerment foundation is organization to give direction these arrows through
their initiatives and programs. Empowering youths to grow, learn and be the torchbearers
for the future is one of the major impact’s organization aims to achieve. YEF is a non-profit
organization founded in June 2017 by Mr. Rambabu Sharma. Inspired by his own life
journey, the founder along with his team has laid a strong foundation to educate the
underprivileged children of the society and hence bridge the gap between them and the
world. As explained by the founder himself in his story, poverty and education are
inextricably linked, because people living in poverty may stop going to school, so they can
work which leaves them without literacy that they need for their careers. Education in all
different forms is a key for breaking the cycle of poverty. It increases food security,
decreases malnutrition, enhances standard of living and improves gender equality. It
teaches children what they can and should expect from adults and in turn also shows
adults the benefits of respecting their children’s rights. With the different kinds of training
and initiatives such as hamari paathshala, Candle making, English learning, computer
learning and training, YEF is providing a platform that will help these children to grow for
themselves as well as for the society. Skills taught by YEF such as an additional
language, or any other skill help these children to be on their own and hence be the
strongest pillars of the society in every aspect. It also helps to develop confidence which
in turn adds to their mind development and mental health. Being able to look up to
themselves for their careers and being self-dependent leaves them with a spark that
brings out the best in these children
7
YEF Plan

Until we realize our hidden potential, we wait for

someone to come and lift us from our adverse situation.
That help is temporary. What happens when no one is
available? we break. This is the story of every life that is
struggling to survive. We fail to realize their true
potential and left them there by donating some money
and clothes.
They become dependent on help and keep waiting for
the next person. Their life’s stuck at same place,
position and situation. What if, when there is no next
person, they indulge in crime to feed themselves and
their family – Hence we fail.

8
YEF Vision:
We envisage an educated India in which every individual
has the opportunity to grow and learn.

YEF Mission:
We aim to accomplish our mission by spreading education
in every village or slum of India through a team of youths
who are working hard to build and accomplish our dream of
an educated India. YEF is committed for the YEF is
committed to working for the upliftment of underprivileged.
Empowerment of the youth is the foremost agenda.

Foundation works as a torchbearer and ignites the lights of

hope in the dark rooms of underprivileged children where
thousands of dreams live. YEF tries to convert every
nightmare into colorful dreams by rooting out the expertise
and talent crushed within them.

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 INITIATIVE BY YOUTH
EMPOWERMENT FOUNDATION

PROJECT MILAP

The vision of project MILAAP is to provide help and

support to the daily wagers, migrant workers, roving
workmen force and those people who have no means of
earning due to Covid-19 Pandemic.

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 PROJECT LOVE IN A BACKPACK

The motive of this project is to help the children of

deprived communities by supporting them and
providing a stable economic future. Our volunteers go
to slums and educate children to help them realize their
potential.

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 HUMARI PATHSHALA

We have initiated an education platform “HUMARI

PATHSHALA” where children from slum get education
and have opportunity to involve in various activities
important for their growth. We ensure that no-one feel
small as everyone is born with a seraphic power in
themselves.

12
 CHAPTER - 2

INTRODUCTION TO THE TOPIC

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1) What is social media?

The meteoric growth of social websites, such as Twitter, Facebook and LinkedIn, have
ushered the world into a new era of social media. The global reach is nothing short of
amazing, so much so that if Facebook were a country, it would be third largest (The
Economist 2010), next to China and India. Some even say that this is the biggest shift
since the industrial revolution, which means that the world has a brand new playing field.
At its core, social media is any kind of online media that stimulates participation,
openness, conversation, connectedness and sense of community. It takes many forms, as
shown in Error! Reference source not found., and is expected to grow with incessant
innovation. Its success lies in the basic knowledge that human beings like to think, share
ideas, “cooperate and collaborate to create art”, engage in “commerce, debate and
discourse, and find people who might be good friends, allies and lovers” (Mayfield
2008).

The social media phenomenon has a profound impact. “Communities of interest have
gained clout never before considered possible.” Mothers, for instance, have become more
active in the Web, seeking advice, connecting with other mothers or running their
business. They are “most likely to visit social networking sites and publish or own a blog
than most other online users” according to research (Nielsen 2009). Social media has
transformed research methods. A Nielsen study proposes a new methodology, which
combines both asking (survey) and listening (consumer generated media) to tell a
complete and accurate story. Listening to consumers through blogs, boards, and
networking sites not only provides “timely, penetrating insights on a wide range of
issues”, but it also “captures the energy associated with consumer beliefs” (Nielsen
2009). This allows brands to communicate better with their consumers, and deepen their
relationship with them.

14
Maintaining brand presence through social media is a new trend in India. Currently, only
few MNC giants, telecom companies and local leading firms have their brand presence in
Social Media such as Facebook and Twitter. Moreover, there are some companies that
have created a separate department for social media communication for their brands.
Many leading international and local firms have not yet incorporated brand
communication through social media for their brands, or promotion of their products in
social media not because of monetary matter, but for having inadequate awareness of the
benefits of social media for brand communication. But it is hoped that, in near future
more and more firms will start this new era of marketing and brand communication
through social media.

15
What is Social Media Marketing?

Social media marketing is a powerful way for companies of all sizes to reach prospects
and customers. Your customers are already interacting with brands through social media,
and if you’re not talking directly to your audience through social platforms like
Facebook, Twitter, Instagram, and Pinterest, you ‘re missing out. Great social media
marketing can bring remarkable success to your business, create dedicated brand
advocates, and even drive leads and sales.
Social media marketing, or SMM, is a form of internet marketing that involves creating
and sharing content on social media networks in order to achieve your marketing and
branding objectives. Social media marketing includes activities such as posting text and
image updates, videos, and other content that drives public engagement, as well as paid
social media advertising.

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The Five Core Pillars of Social Media Marketing

• Strategy
Before you start creating social media marketing campaigns, consider the objectives of
your business. Starting a social media marketing campaign with no social strategy in
mind is like wandering around a forest without a map — you might have fun, but you’ll
probably get lost.
Here are some questions that need to be asked when defining your social media
marketing objectives:

I. What do you hope to achieve through social media marketing?

II. Who’s your target audience?
III. Where would your target audience hang out, and how would social
media be used?

• Planning and Publishing.

Social media marketing for small businesses usually begins with a consistent presence on
social media. Nearly three billion people use social media. By being present on social
media platforms, you are giving your brand the opportunity to discover your future
customers.
Publishing on social media is as simple as sharing a blog post, an image, or a video on a
social media platform. It’s just like how you share your personal Facebook profile. But
you’re going to want to plan your content ahead of time instead of spontaneously creating
and publishing content. Also, to ensure that you are maximizing your reach on social
media, you need to publish great content that your audience likes, at the right timing and
frequency.

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 • Listening and Engagement

As your business and social media continue to grow, conversations about your brand will
also increase. People will comment on your social media posts, tag you in their social
media posts, or send you a message directly.
People could even talk about your brand on social media without letting you know. So
you’re going to want to monitor your brand’s social media conversations. If it’s a positive
comment, you’ll get a chance to surprise and delight them. Otherwise, you can offer
support and correct a situation before things get worse.

• Analytics.

On the way, whether you’re publishing content or engaging in social media, you ‘re
going to want to know how your social media marketing works. Are you reaching more
people on social media than you did last month? How many positive notes do you get for
a month? How many people have used your brand’s hashtag on their social media posts?
The social media platforms themselves provide a basic level of this information. You can
use the wide range of social media analytics tools available, such as Buffer Analyze, to
obtain more in-depth analytics information or to compare easily across social media
platforms.

• Advertising.

When you have more money to grow your social media marketing, social media
advertising is an area you can consider. Social media ads allow you to reach a wider
audience than those who follow you.
Social media advertising platforms are so powerful nowadays that you can specify
exactly who to display your ads. You can create target audiences based on their
demographics, interests, behavior, and more.

18
When you run multiple social media advertising campaigns at once, you can consider
making bulk changes, automating processes, and optimizing your ads using a social
media advertising tool.
Companies usually have two distinct approaches to this new type of business. One
approach would be a bank which simply buys an insurance company or an investment
bank, keeps the original brands of the acquired firm, and adds the acquisition to its
holding company simply to diversify its earnings. Outside the U.S. (e.g. Japan), non-
financial services companies are permitted within the holding company. In this scenario,
each company still looks independent, and has its own customers, etc. In the other style, a
bank would simply create its own brokerage division or insurance division and attempt to
sell those products to its own existing customers,with incentives for combining all things
with one company.

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SCOPE

SCOPE OF SOCIAL MEDIA MARKETING IN INDIA

Social Media Marketing (SMM) is a significant part of digital marketing, and it is the use
of social networking sites to market or promote a company’s product or service. SMM
Sites such as Instagram, Twitter, Snapchat, Pinterest, most notably Facebook, and
LinkedIn
In 2020, there were 453 million users, and by the end of 2021, it is estimated at
approximately 800 million users. Such a big audience’s online presence makes social.
The number of users is directly proportional to the scope in SMM; the larger the number
of users, the larger the scope, and vice-versa

The crucial social networking sites which help in Social Media Marketing are listed
below.

Facebook
Facebook is a social networking app and was launched in February 2004. On September
26, 2006, Facebook was launched in India, and At present, there are 310 million
Facebook users in India. All over the world, the figure is 2.45 billion. So, generating
Business from platforms like Facebook is most suggested as it is reliable and economical.

20
Why is Facebook the most important source for Social Media
Marketing?

Helps Business or an Individual for brand building

Facebook marketing will help you to create a brand image among the intended audience.
Brand awareness is crucial for any Business as its name should be printed in the viewer’s
head for brand recognition.

Lead generation
Leads are essential for all service base or B to C Business as leads will have more to
convert new customers. These can be your potential permanent customer for a lifetime.

21
Higher conversion
Companies can experience a higher conversion rate through Facebook advertising.
Higher conversion will directly increase their sales which will directly lead companies
to grow in profits.

Boosted website traffic

Facebook also allows website business owners to get more website visitors from
Facebook. Website visitors will get more ideas about the company and its products or
services and trust the company.

Increase the number of Android or IOS app installs

Suppose you need to make your Android or IOS app to be downloaded by niche-
oriented people. Then, target the right audience and allow them to download your app
through Facebook marketing.

Post photos, videos, or carousel

Posting a good picture is always necessary. You can post a single photo, a slideshow of
images known as a carousel, or a video.This will attract the viewer and evoke interest in
knowing more about your products and services.

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Instagram
Instagram is a social networking app launched on October 6, 2010. The app was
established as a photo and video sharing app, which also accomplishes messaging. Since
the day of launch till now the youth has influenced a lot to this app.
So, products or services offered to the Instagram audience should get better results For all
businesses. Out of 80,590,000 Instagram users, 38,700,000 users are youth that is of age
group 18-24.

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Ways of marketing at Instagram
Business account
A good platform should be there to market your products or services to make your
advertisement more systematic. It will even help the viewer of your advertisement visit
your account and get more information and build trust and contact you.

Update your account

Updating all the useful information related to your business, products, and services
offered should be mentioned on your page. So, that viewer gets the whole idea about your
company and what you are selling. You can even increase your website traffic from your
account.

Gain followers

Share your account as much as you can. This will help you get more followers, which
will positively impact the viewer from viewing your page. If followers like your page,
they’ll mention you in their stories; you can get more engagement.

Run ads properly

Running advertisements are essential as well as a delicate aspect to be considered in

SMM. Write the text correctly. The image should be attractive and pleasant. Targeting
should be appropriately done to get your intended audience.

LinkedIn

LinkedIn is a social networking app launched for professionals for the employment
motive on May 5, 2003. It is a wholly work-related app. It is like a contact diary a user
can save online. The messaging feature is also enabled so that useful information can be
transmitted

personally.
LinkedIn has 260 million monthly active users, according to the latest data.

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Why is LinkedIn important for SMM?
LinkedIn has all professional users. If your target customer is big firms, business owners,
companies, start-ups, job appliers, job recruiters; LinkedIn could help you better than
other apps. Beneficial in terms of:-

Professional audience
LinkedIn has all professional people doing professional work at their accounts. So, find
the right audience and then start targeting.

Lucrative
LinkedIn will have more of a professional audience which can invest more for your
project as they need brand awareness or maximum sales. To do that, companies will pay
a higher value to you as a digital marketer.

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Twitter
Nowadays, Twitter is very trending among youth. They like to tweet their thoughts or
experiences on Twitter accounts. Twitter users were 152 million in the last year
Twitter is the platform where you can find all age groups except children below 18. It is
the best source to the target audience which are dependent and decision-makers.

Snapchat
Snapchat is a social networking app launched on July 8, 2011. Snapchat has 203 million
daily active users who share snaps as photos or videos, maintain streaks, etc.

As per the latest update Snapchat made in their Bitmoji fashion will lead to an E-
commerce shift. The outfit collection of Bitmoji adding a new feature of Levi’s outfits
leading to brand awareness; lead to maximum sales.This is how social media marketing is
getting into every social networking site to market products and services.

Pinterest
Pinterest is a social networking site that enables users to collect information regarding
their exciting topics. There are 442 million users of Pinterest all over the world.
For SMM, you should use the medium of Pinterest for a larger audience and create brand
awareness.
Delivering your point with creativity is the key to get more engagement.

Youtube
Youtube is the video-sharing app launched on December 15, 2005. According to
research, 93% of video watchers are on Youtube. Youtube is an app that can never go
outdated.
The number of users will always increase and will never decrease Informational videos
can be uploaded regarding the products or services offered, leading to brand building and.
You will have the following career options if you become an SMM master:-

26
IMPORTANCE
Here are the major reasons of importance of social media marketing in business:

• Cost-Effective
As anyone can do social media marketing even with investing huge cost, it is possibly the
most cost-effective way for an advertising strategy. You can create an account and sign
up for free on almost all social networking platforms. Being cost-effective is crucial as it
helps you accomplish a greater return on investment and helps you to hold a larger
budget for other marketing and business payments.

• Engaging Customers
One of the best reasons for your business to be marketing through social media is that
your customers are already spending time on these platforms. It is a good way to engage
and interact with customers on a personal level. By performing simple market research
can help you determine which social networks your target audience uses the most.
Additionally, by communicating and engaging with your customers, you can win their
attention and convey your brand message. That way you can reach more audience in real
time and established yourself in the market.

• Improves Brand Loyalty

Having a social media presence makes it easier for your customers to find you and
connect with you. This will help in improving customer retention and customer loyalty.
Since developing a loyal customer base is one of the main goals of any business, social
media should be in your strategy. Usually, brand loyalty and customer satisfaction go
hand in hand. Social media is not limited to just introduce your product; it can also be
used for promotional campaigns. A customer considers these to be as service channels
where they can directly communicate with the business.

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 • Increases Traffic
One of the major benefits of social media is that it helps to increase your website traffic.
By sharing your content on social media, you are providing users to click through your
website and visit it for more information. The more quality content you share on your
social account, the more inbound traffic you will generate while making conversion
opportunities.

• Enhances SEO Rankings

In calculating rankings, presence in social media is becoming an essential factor. The
algorithm that secures a successful ranking keeps evolving. Nowadays, it is no longer
enough to simply optimize your website and update your blog regularly. Successful
brands tend to have a healthy social media presence. This presence act as a signal to the
search engines that your brand is valuable, credible and trustworthy.

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OBJECTIVE
1) Generating A Lot Of Leads

One of the most important things for the business is to make sure that they are able to
have some amazing leads for their businesses. Leads will help your website get the most
relevant traffic.

For different kinds of businesses, there are different sorts of leads and that is why having
befitting Social Media Marketing Objectives helps businesses target the most relevant
audiences through their marketing campaigns. Some brands might focus on getting more
customers and some would focus on other things.

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2) Increasing The Sales

Increasing the sales of the company should be a major agenda for any particular business
on the internet. But most people don’t even know about that. Social media can be a really
powerful tool in increasing the sales of the company.

The more people see about your services and products on social media, the better it will
be for your brand. So, you need to keep this in mind for sure. This is one of the most
important social media marketing objectives, so make sure that you don’t miss it, people.

For this, you need to know where your audiences are and then accordingly, you need to
customize and schedule your content posting. You can use Keyhole tool to know where
your audiences are. For instance, if you run B2B business, LinkedIn and Facebook are
the platforms where your most relevant audiences would be.

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3) Engaging With The Outer World

Just because you have a business doesn’t mean that you only have to spend time with it. I
mean, if you want to make sure that people choose your brand, then you need to interact
with the people as well. Social media is the perfect tool for that.

If you make contacts with the clients and customers that you have, then you will see that
more and more people are interested in your brand.

Not just that but you also need to connect with influencers and other businesses as well.
But how are you going to do that?

Well, this is where social media again takes the game away. With the help of social
media networking, you can easily engage with more people and also the people that
really matter to the internet.

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4) Increase Your Influence Over People

Till now we have only talked about how it is important to make contacts with the people.
Now we are telling you that you need to expand the network that you have as well.

You need to make sure that people know how influential you are. So, social media can
again be a great help in that. It can optimize your brand recognition and let people be
aware of your unique highlights in the most effective and result driven manner possible.

There are so many different types of platforms where people sharing interests, can come
and have discussions over topics and sub-topics. Well, you can easily make some new
networks and connections over here. The more you talk about stuff, the more people will
get you.

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CHAPTER-3 RESEARCH METHODOLOGY

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• Definitionally, social media can be thought of in a few different ways. In a practical
sense, it is a collection of software-based digital technologies—usually presented as apps
and websites—that provide users with digital environments in which they can send and
receive digital content or information over some type of online social network. In this
sense, we can think of social media as the major platforms and their features, such as
Facebook, Instagram, and Twitter. We can also in practical terms of social media as
another type of digital marketing channel that marketers can use to communicate with
consumers through advertising. But we can also think of social media more broadly,
seeing it less as digital media and specific technology services, and more as digital places
where people conduct significant parts of their lives. From this perspective, it means that
social media becomes less about the specific technologies or platforms, and more about
what people do in these environments. To date, this has tended to be largely about
information sharing, and, in marketing, often thought of as a form of (online) word of
mouth (WOM).
• Building on these definitional perspectives, and thinking about the future, we consider
social media to be a technology-centric—but not entirely technological—ecosystem in
which a diverse and complex set of behaviours, interactions, and exchanges involving
various kinds of interconnected actors (individuals and firms, organizations, and
institutions) can occur. Social media is pervasive, widely used, and culturally relevant.
This definitional perspective is deliberately broad because we believe that social media
has essentially become almost anything—content, information, behaviours, people,
organizations, institutions—that can exist in an interconnected, networked digital
environment where interactivity is possible. It has evolved from being simply an online
instantiation of WOM behaviours and content/information creation and sharing. It is

34
 pervasive across societies (and geographic borders) and culturally prominent at both local
and global levels.
• Throughout the paper we consider many of the definitional and phenomenological
aspects described above and explore their implications for consumers and marketing in
order to address our question about the future of marketing-related social media. By
drawing on academic research, discussions with industry leaders, popular discourse, and
our own expertise, we present and discuss a framework featuring nine themes that we
believe will meaningfully shape the future of social media in marketing. These themes by
no means represent a comprehensive list of all emerging trends in the social media
domain and include aspects that are both familiar in extant social media marketing
literature (e.g., online WOM, engagement, and user-generated content) and emergent
(e.g., sensory considerations in human-computer interaction and new types of
unstructured data, including text, audio, images, and video). The themes we present were
chosen because they capture important changes in the social media space through the
lenses of important stakeholders, including consumers, industry/practice, and public
policy.

In addition to describing the nature and consequences of each theme, we identify research
directions that academics and practitioners may wish to explore. While it is infeasible to
forecast precisely what the future has in store or to project these on a specific timeline,
we have organized the emergent themes into three time-progressive waves, according to
imminence of impact (i.e., the immediate, near, and far future). Before presenting our
framework for the future of social media in marketing and its implications for research
(and practice and policy), we provide a brief overview of where social media currently
stands as a major media and marketing channel.

Social media at present

The current social media landscape has two key aspects to it. First are the platforms—
major and minor, established and emerging—that provide the underlying technologies

35
and business models making up the industry and ecosystem. Second are the use cases;
i.e., how various kinds of people and organizations are using these technologies and for
what purposes.

The rise of social media, and the manner in which it has impacted both consumer
behaviour and marketing practice, has largely been driven by the platforms themselves.
Some readers might recall the “early days” of social media where social networking sites
such as MySpace and Friendster were popular. These sites were precursors to Facebook
and everything else that has developed over the last decade. Alongside these platforms,
we continue to have other forms of social media such as messaging (which started with
basic Internet Relay Chat services in the 1990s and the SMS text messaging built into
early digital mobile telephone standards in the 2000s), and asynchronous online
conversations arranged around specific topics of interest (e.g., threaded discussion
forums, subreddits on Reddit). More recently, we have seen the rise of social media
platforms where images and videos replace text, such as Instagram and Snapchat.

Across platforms, historically and to the present day, the dominant business model has
involved monetization of users (audiences) by offering advertising services to anyone
wishing to reach those audiences with digital content and marketing communications.
Prior research has examined the usefulness of social media (in its various forms) for
marketing purposes. For example, work by Trusov et al. and Stephen and Galak
demonstrated that certain kinds of social interactions that now happen on social media
(e.g., “refer a friend” features and discussions in online communities) can positively
affect important marketing outcomes such as new customer acquisition and sales. More
recently, the value of advertising on social media continues to be explored (e.g., Gordon
et al.), as well as how it interacts with other forms of media such as television (e.g.,
Fossen and Schweidel) and affects new product adoption through diffusion of
information mechanisms (e.g., Hennig-Thurau et al.).

36
Although the rise (and fall) of various kinds of social media platforms has been important
for understanding the social media landscape, our contention is that understanding the
current situation of social media, at least from a marketing perspective, lies more in what
the users do on these platforms than the technologies or services offered by these
platforms. Presently, people around the world use social media in its various forms (e.g.,
news feeds on Facebook and Twitter, private messaging on WhatsApp and WeChat, and
discussion forums on Reddit) for a number of purposes. These can generally be
categorized as (1) digitally communicating and socializing with known others, such as
family and friends, (2) doing the same but with unknown others but who share common
interests, and (3) accessing and contributing to digital content such as news, gossip, and
user-generated product reviews.

All of these use cases are essentially WOM in one form or another. This, at least, is how
marketing scholars have mainly characterized social media, as discussed by Lamberton
and Stephen. Indeed, online WOM has been—and, we contend, will continue to be—
important in marketing (e.g., in the meta-analysis by Babić Rosario et al.the authors
found, on average, a positive correlation between online WOM and sales). The present
perspective on social media is that people use it for creating, accessing, and spreading
information via WOM to various types of others, be it known “strong ties” or “weak ties”
in their networks or unknown “strangers.” Some extant research has looked at social
media from the WOM perspective of the consequences of the transmission of WOM
(e.g., creating a Facebook post or tweeting) on others (e.g., Herhausen et al.; Stephen and
Lehmann), the impact of the type of WOM content shared on others’ behavior (e.g.,
Villarroel Ordenes et al.; Villarroel Ordenes et al), and on the motivations that drive
consumer posting on social media, including considerations of status and self-
presentation (e.g., Grewal et al.; Hennig-Thurau et al.; Hollenbeck and Kaikati; Toubia
and Stephen; Wallace et al).

37
While this current characterization of WOM appears reasonable, it considers social media
only from a communications perspective (and as a type of media channel). However, as
social media matures, broader social implications emerge. To appropriately consider the
future, we must expand our perspective beyond the narrow communicative aspects of
social media and consider instead how consumers might use it. Hence, in our vision for
the future of social media in marketing in the following sections, we attempt to present a
more expansive perspective of what social media is (and will become) and explain why
this perspective is relevant to marketing research and practice.

Overview of framework for the future of social media in marketing

In the following sections we present a framework for the immediate, near, and far future
of social media in marketing when considering various relevant stakeholders. Themes in
the immediate future represent those which already exist in the current marketplace, and
that we believe will continue shaping the social media landscape. The near future section
examines trends that have shown early signs of manifesting, and that we believe will
meaningfully alter the social media landscape in the imminent future. Finally, themes
designated as being in the far future represent more speculative projections that we deem
capable of long-term influence on the future of social media. The next sections delve into
each of the themes in Table 1, organized around the predicted imminence of these
theme’s importance to marketing (i.e., the immediate, near, and far futures).

The immediate future

To begin our discussion on the direction of social media, in this section, we highlight
three themes that have surfaced in the current environment that we believe will continue
to shape the social media landscape in the immediate future. These themes—omni-social
presence, the rise of influencers, and trust and privacy concerns—reflect the ever-
changing digital and social media landscape that we presently face. We believe that these
different areas will influence a number of stakeholders such as individual social media

38
users, firms and brands that utilize social media, and public policymakers (e.g.,
governments, regulators).

Omni-social presence

In its early days, social media activity was mostly confined to designated social media
platforms such as Facebook and Twitter (or their now-defunct precursors). However, a
proliferation of websites and applications that primarily serve separate purposes have
capitalized on the opportunity to embed social media functionality into their interfaces.
Similarly, all major mobile and desktop operating systems have in-built social media
integration (e.g., sharing functions built into Apple’s iOS). This has made social media
pervasive and ubiquitous—and perhaps even omnipotent—and has extended the
ecosystem beyond dedicated platforms.

Accordingly, consumers live in a world in which social media intersects with most
aspects of their lives through digitally enabled social interactivity in such domains as
travel (e.g., TripAdvisor), work (e.g., LinkedIn), food (e.g., Yelp), music (e.g., Spotify),
and more. At the same time, traditional social media companies have augmented their
platforms to provide a broader array of functionalities and services (e.g., Facebook’s
marketplace; WeChat’s payment system, Cheng). These bidirectional trends suggest that
the modern-day consumer is living in an increasingly “omni-social” world.

From a marketing perspective, the “omni-social” nature of the present environment

suggests that virtually every part of a consumer’s decision-making process is prone to
social media influence. Need recognition might be activated when a consumer watches
their favorite beauty influencer trying a new product on YouTube. A consumer shopping
for a car might search for information by asking their Facebook friends what models they
recommend. A hungry employee might sift through Yelp reviews to evaluate different
lunch options. A traveler might use Airbnb to book future accommodation. Finally, a
highly dissatisfied (or delighted) airline passenger might rant (rave) about their
experience on Twitter. While the decision-making funnel is arguably growing flatter than
39
the aforementioned examples would imply, these independent scenarios illustrate that
social media has the propensity to influence the entire consumer-decision making
process, from beginning to end.

Finally, perhaps the greatest indication of an “omni-social” phenomenon is the manner in

which social media appears to be shaping culture itself. YouTube influencers are now
cultural icons, with their own TV shows (Comm) and product lines (McClure). Creative
content in television and movies is often deliberately designed to be and meme-friendly.
“Made-for-Instagram museums” are encouraging artistic content and experiences that are
optimized for selfie-taking and posting . These examples suggest that social media’s
influence is hardly restricted to the “online” world (we discuss the potential obsolescence
of this term later in this paper), but is rather consistently shaping cultural artifacts
(television, film, the arts) that transcend its traditional boundaries. We believe this trend
will continue to manifest, perhaps making the term “social media” itself out-of-date, as
it’s omni-presence will be the default assumption for consumers, businesses, and artists in
various domains.

The rise of new forms of social influence (and influencers)

The idea of using celebrities (in consumer markets) or well-known opinion leaders (in
business markets), who have a high social value, to influence others is a well-known
marketing strategy. However, the omnipresence of social media has tremendously
increased the accessibility and appeal of this approach. For example, Selena Gomez has
over 144 million followers on Instagram that she engages with each of her posts. In 2018,
the exposure of a single photo shared by her was valued at $3.4 million (Maxim).
However, she comes at a high price: one post that Selena sponsors for a brand can cost
upwards of $800,000 (Mejia). However, putting high valuations on mere online
exposures or collecting “likes” for specific posts can be somewhat speculative, as
academic research shows that acquiring “likes” on social media might have no effect on
consumers’ attitudes or behaviour. Moreover, et al., show that while garnering positive

40
WOM has little to no effect on consumer preferences, negative WOM can have a
negative effect on consumer preferences.Considering the possible reach and engagement
influencers command on social media, companies have either begun embracing
influencers on social media, or plan to expand their efforts in this domain even more. For
example, in recent conversations we had with social media executives, several of them
stated the growing importance of influencers and mentioned how brands generally are
looking to incorporate influencer marketing into their marketing strategies. Further,
recent conversations with executives at some globally leading brands suggest that
influencer marketing spending by big brands continues to rise.

Privacy concerns on social media

Consumer concerns regarding data privacy, and their ability to trust brands and platforms
are not new (for a review on data privacy see Martin and Murphy. Research in marketing
and related disciplines has examined privacy and trust concerns from multiple angles and
using different definitions of privacy. For example, research has focused on the
connections between personalization and privacy (e.g., Aguirre et al. White et al.), the
relationship of privacy as it relates to consumer trust and firm performanceand the legal
and ethical aspects of data and digital privacy . Despite this topic not seeming novel, the
way consumers, brands, policy makers, and social media platforms are all adjusting and
adapting to these concerns are still in flux and without clear resolution.

Making our understanding of privacy concerns even less straightforward is the fact that,
across extant literature, a clear definition of privacy is hard to come by. In one
commentary on privacy, Stewart, defined privacy as “being left alone,” as this allows an
individual to determine invasions of privacy. We build from this definition of privacy to
speculate on a major issue in privacy and trust moving forward. Specifically, how
consumers are adapting and responding to the digital world, where “being left alone”
isn’t possible. For example, while research has shown benefits to personalization tactics
(e.g., Chung et al), with eroding trust in social platforms and brands that advertise

41
through them, many consumers would rather not share data and privacy for a more
personalized experiences, are uncomfortable with their purchases being tracked and think
it should be illegal for brands to be able to buy their data (Edelman). These recent
findings seem to be in conflict with previously established work on consumer privacy
expectations.

In line with rising privacy concerns, the way consumers view brands and social media is
becoming increasingly negative. Consumers are deleting their social media presence,
where research has shown that nearly 40% of digitally connected individuals admitted to
deleting at least one social media account due to fears of their personal data being
mishandled. This is a negative trend not only for social media platforms, but for the
brands and advertisers who have grown dependent on these avenues for reaching
consumers. Edelman found that nearly half of the surveyed consumers believed brands to
be complicit in negative aspects of content on social media such as hate speech,
inappropriate content, or fake news. Considering that social media has become one of the
best places for brands to engage with consumers, build relationships, and provide
customer service, it’s not only in the best interest of social media platforms to “do better”
in terms of policing content, but the onus of responsibility has been placed on brands to
advocate for privacy, trust, and the removal of fake or hateful content.

Therefore, to combat these negative consumer beliefs, changes will need to be made by
everyone who benefits from consumer engagement on social media. Social media
platforms and brands need to consider three major concerns that are eroding consumer
trust: personal information, intellectual property and information security. Considering
each of these concerns, specific actions and initiatives need to be taken for greater
transparency and subsequent trust. We believe that brands and agencies need to hold
social media accountable for their actions regarding consumer data (e.g., GDPR in the
European Union) for consumers to feel “safe” and “in control,” two factors shown
necessary in cases of privacy concerns. As well, brands need to establish transparent

42
policies regarding consumer data in a way that recognizes the laws, advertising
restrictions, and a consumer’s right to privacy. All of this is managerially essential for
brands to engender feelings of trust in the increasingly murky domain of social media.

The near future

In the previous section, we discussed three areas where we believe social media is
immediately in flux. In this section, we identify three trends that have shown early signs
of manifesting, and which we believe will meaningfully alter the social media landscape
in the near, or not-too-distant, future. Each of these topics impact the stakeholders we
mentioned when discussing the immediate social media landscape.

Combatting loneliness and isolation

Social media has made it easier to reach people. When Facebook was founded in 2004,
their mission was “to give people the power to build community and bring the world
closer together... use Facebook to stay connected with friends and family, to discover
what’s going on in the world, and to share and express what matters to them”. Despite
this mission, and the reality that users are more “connected” to other people than ever
before, loneliness and isolation are on the rise. Over the last fifty years in the U.S.,
loneliness and isolation rates have doubled, with Generation Z considered to be the
loneliest generation. Considering these findings with the rise of social media, is the fear
that Facebook is interfering with real friendships and ironically spreading the isolation it
was designed to conquer something to be considered about.

The role of social media in this “loneliness epidemic” is being hotly debated. Some
research has shown that social media negatively impacts consumer well-being.
Specifically, heavy social media use has been associated with higher perceived social
isolation, loneliness, and depression. Additionally, Facebook use has been shown to be
negatively correlated with consumer well-being and correlational research has shown that

43
limiting social media use to 10 min can decrease feelings of loneliness and depression
due to less.

On the other hand, research has shown that social media use alone is not a predictor of
loneliness as other factors have to be considered. In fact, while some research has shown
no effect of social media on well-being , other research has shown that social media can
benefit individuals through a number of different avenues such as teaching and
developing socialization skills, allowing greater communication and access to a greater
wealth of resources, and helping with connection and belonging argues that much of the
evidence of social media use on consumer well-being is of questionable quality (e.g.,
small and non-representative samples, reliance on self-reported social media use), and
show that some types of social media use are positively associated with psychological
well-being over time.

Managerially speaking, companies are beginning to respond as a repercussion of studies

highlighting a negative relationship between social media and negative wellbeing. For
example, Facebook has created “time limit” tools (mobile operating systems, such as
iOS, now also have these time-limiting features). Specifically, users can now check their
daily times, set up reminder alerts that pop up when a self-imposed amount of time on the
apps is hit, and there is the option to mute notifications for a set period of time. These
different features seem well-intentioned and are designed to try and give people a more
positive social media experience. Whether these features will be used is unknown.

Future research can address whether or not consumers will use available “timing” tools
on one of many devices in which their social media exists (i.e., fake self-policing) or on
all of their devices to actually curb behaviour. It could also be the case that users will
actually spend less time on Facebook and Instagram, but possibly spend that extra time
on other competing social media platforms, or attached to devices, which theoretically
will not help combat loneliness. Understanding how (and which) consumers use these

44
self-control tools and how impactful they are is a potentially valuable avenue for future
research.

One aspect of social media that has yet to be considered in the loneliness discussion
through empirical measures, is the quality of use (versus quantity). Facebook ads have
begun saying, “The best part of Facebook isn’t on Facebook. It’s when it helps us get
together”. There have been discussions around the authenticity of this type of message,
but at its core, in addition to promoting quantity differences, it’s speaking to how
consumers use the platform. Possibly, to facilitate this message, social media platforms
will find new ways to create friend suggestions between individuals who not only share
similar interests and mutual friends to facilitate in-person friendships (e.g., locational data
from the mobile app service). Currently there are apps that allow people to search for
friends that are physically close (e.g., Bumble Friends), and perhaps social media will go
in this same direction to address the loneliness epidemic and stay current.

Future research can examine whether the quantity of use, types of social media platforms,
or the way social media is used causally impacts perceived loneliness. Specifically,
understanding if the negative correlations found between social media use and well-being
are due to the demographics of individuals who use a lot of social media, the way social
media works, or the way users choose to engage with the platform will be important for
understanding social media’s role (or lack of role) in the loneliness epidemic.

Integrated customer care

Customer care via digital channels as we know it is going to change substantially in the
near future. To date, many brands have used social media platforms as a place for
providing customer care, addressing customers’ specific questions, and fixing problems.
In the future, social media-based customer care is expected to become even more
customized, personalized, and ubiquitous. Customers will be able to engage with firms
anywhere and anytime, and solutions to customers’ problems will be more accessible and

45
immediate, perhaps even pre-emptive using predictive approaches (i.e., before a customer
even notices an issue or has a question pop into their mind).

Even today, we observe the benefits that companies gain from connecting with customers
on social media for service- or care-related purposes. Customer care is implemented in
dedicated smartphone apps and via direct messaging on social media platforms.
However, it appears that firms want to make it even easier for customers to connect with
them whenever and wherever they might need. Requiring a customer to download a
brand specific app or to search through various social media platforms to connect with
firms through the right branded account on a platform can be a cumbersome process. In
those cases, customers might instead churn or engage in negative WOM, instead of
connecting with the firm to bring up any troubles they might have.

The near future of customer care on social media appears to be more efficient and far-
reaching. In a recent review on the future of customer relationship management,
“invisible CRM” as future systems that will make customer engagement simple and
accessible for customers. New platforms have emerged to make the connection between
customer and firm effortless. Much of this is via instant messaging applications for
businesses, which several leading technology companies have recently launched as
business-related features in existing platforms (e.g., contact business features in
Facebook Messenger and WhatsApp or Apple’s Business Chat).

Social media as a political tool

Social media is a platform to share thoughts and opinions. This is especially true in the
case of disseminating political sentiments. Famously, President Barack Obama’s victory
in the 2008 election was partially attributed to his ability to drive and engage voters on
social media. Indeed, Bond et al. have shown that with simple interventions, social media
platforms can increase targeted audiences’ likelihood of voting. Social media is
considered one of the major drivers of the 2010 wave of revolutions in Arab countries,
also known as the Arab Spring.
46
While social media is not new to politics, we believe that social media is transitioning to
take a much larger role as a political tool in the intermediate future. First evidence for this
could be seen in the 2016 U.S. presidential election, as social media took on a different
shape, with many purported attempts to influence voter’s opinions, thoughts, and actions.
This is especially true for then-candidate and now-President Donald Trump. His use of
Twitter attracted a lot of attention during the campaign and has continued to do so during
his term in office. Yet, he is not alone, and many politicians changed the way they work
and interact with constituents, with a recent example of Congresswoman Alexandria
Ocasio-Cortez that even ran a workshop for fellow congress members on social media.

47
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

48
Do you think social media is the most sought after method adopted by entrepreneurs’
young and old in the field of marketing, advertising, brand building, promotions?

# Yes

# No

NO,
5.90,,%00

YES,
94.10%

Social media has taken over the world in every sense. In the field of marketing,
advertising, brand building, promotions social media is the most sought after method
adopted by entrepreneurs’ young and old. 94.10% people agree with it but 5.90% of them
still believe in the traditional way of marketing.

49
Which is the most effective solution for brand promotion?

# Social Media

# Print Media

PRINT ME, D0IA,

0%

SOCIAL
MEDIA,
100%

Marie Swift suggests that placing an advertisement in the print media is not the best
solution for brand promotion. The problem with traditional mass advertising according to
Marie is that, these media appeal to a wide range of people who may not even be
interested to know who we are. 100% of the people agree with it while rest is still
thinking print media has its own significances. Someone said “print media is the only
media which has the highest reach as it is read by the old and young population.

50
Do you think social media marketing will help the firms to find their potential customers?

# Yes

# No

# Maybe

,0

MAYBE, 26.30%

NO, 0.00%

YES, 73.70%

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

51
Which social networking site are you most familiar with?

# LinkedIn

# Twitter

# Facebook

# YouTube

# My Space

my my space,
space 5.30%

youtub youtube,
e 78.90%

twitter twitter,
63.00%

faceboo facebook,
k 73.00%

linkedi linkedin,
n 73.00%

0.00 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

% 90.00%

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

52
Do you think the relative cost is much lesser as compared with traditional advertising?’

# Yes

# No

# Depends

,
0

DEPENDS,
26.30%
YES,
47.40%

NO,
26.30%

More than 45% people think relative cost is much lesser as compared with traditional
advertising while more less than 30% think it is not. The studies say that the relative cost
is lesser as compared the social media marketing with traditional advertising.

53
Is social media helpful for B2B firms in generating new sales/clients?

# Yes

# No

# It depends how reputed the firm is.

,
0

DEPENDS,
36.80%

YES,
63.20%

NO,
0.00%

Social media helpful for both B2B and B2C firms in generating new sales/clients. 63% of
the people agree with it. While others think in B2B everything is taken place in a formal
way so it’s not possible to generate new sales through the social media.

54
Social media can be effectively used for various B2C clients to increase sales.” Do you
agree?

# Yes

#No

# Partially

,0

PARTIALLY, 31.60%

YES, 63.20%

NO, 5.30%

63% of the people agree with this because most of the people are familiar with social
networking sites and they frequently visit these sites.

55
Which one do you think is the most effective social networking site for online marketing?

# Twitter

# Facebook

# LinkedIn

,
0

LINKEDIN, 10.50% TWITTER,

10.50%

FACEBOOK,
78.90%

It shows that most of the people are familiar with Facebook in comparison with other
sites like Twitter and LinkedIn. Cab providers like Ola Cabs and Taxi For Sure are more
active in Twitter than facebook. So it depends on different industries.

56
Do you follow your favourite brands on social networking sites like Facebook, twitter
and LinkedIn?

# Yes

# No

,0 ,0

NO, 36.80%

YES, 63.20%

Most of the people do follow their favourite brands in Facebook and twitter to know
about their offerings and all.

57
If yes, why do you follow them?

# Just because you like that brands

# You are very keen to know about their new offerings

# To know how good they are in marketing

TO KNOW HOW
TO KNOW HOW WELL THEY ARE IN WELL
MARKETING THEY ARE IN
MARKETING,
45.50%

YOU ARE VERY

YOU ARE VERY KEEN TO KNOW KEEN
ABOUT THEIR TO KNOW
OFFERINGS ABOUT THEIR
OFFERINGS,
45.50%

JUST
JUST BECAUSE YOULIKEW THOSE BECAUSE
BRANDS YOULIKEW
THOSE
BRANDS,
54.50%
40.00% 42.00% 44.00% 46.00% 48.00% 50.00% 52.00% 54.00%
56.00%

45% of people follow their favourite brands just because you like those brands. 45.5% are
very keen to know about their new offerings while 54.5% follow to know how well they
are in marketing.

58
Do you use social media modes for marketing?

# Yes

# No

,0 ,0

NO, 21.10%

YES, 78.90%

59
A businesss can improve their competitiveness through social media' are you agree
,with this statement?

# Yes

# No

, 0, 0

NO,
5.30
%

YES, 94.70%

60
 CHAPTER-5
CONCLUSIONS AND SUGGESTION

61
CONCLUSIONS

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

One of the biggest advantages of social media marketing as opposed to traditional

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

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

In fact social media sites themselves are changing at a fast pace to keep up with the
marketing trend that is present today. Though LinkedIn was started for professional
networking, it has added much functionality recently which makes it an attractive

62
platform for business development. likewise although Facebook is considered as a
medium for personal space, it is changing at a rapid pace to cater to the needs of
businesses as well. More companies are trying to market their products through
Facebook. Twitter is least preferred social networking website used for business
development. The main reason for this is that Twitter is more demanding in terms of
frequent tweets and more time should be spent on it to respond to customer queries.
However, Twitter is also changing to cater to business development needs. Marketing
Week (2012) reports that Twitter now provides various tools for gauging the impact of
promoted tweets. Now brands who want to advertise on Twitter can customise their
advertisements on the basis of what is working for them. thus all popular sites are into
marketing and it can be seen as a good sign of opening the horizons for a new way of
marketing which cheaper, greener and more effective.

63
Suggestions
From this report it can be concluded that social media presence is inevitable in the
coming years. Not only that social media is useful as a marketing tool, it has become the
order of the day to be present in social media. Therefore this report recommends all kind
of businesses- small scale, large scale, business to business clients, business to consumer
clients, manufacturing industries and so on to be actively present in the social media. An
important fact to be kept in mind in this context is that most social networking sites have
a cyclic growth. It starts from minimum, attains a maximum and goes down to a
minimum again. Thus, this is the perfect time to invest time and resource in popular
social media sites such as Facebook, Twitter and LinkedIn. Owing to the relatively small
amount of investment, it is not a high risk investment as the usage of social media will
come to a minimum only gradually.

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

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

64
for the rest of the age group population. Thus effective combination of social media
adverts and traditional adverts will result in better results.

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

65
BIBLIOGRAPHY

66
Websites

• https://prospacetechmedia.com/
• www.wikipedia.org
• https://www.socialmediatoday.com
• https://avivdigital.in
• https://www.forbes.com
• http://www.academia.edu/
• http://www.studymode.com/
• https://www.bluecorona.com/
• http://businessdirectories.com/

67
 QUESTIONNAIRE

1. Do you think social media is the most sought after method

adopted by entrepreneurs’ young and old in the field of
marketing, advertising, brand building, promotions?

# Yes
# No

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

# Social Media
# Print Media

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

# Yes
# No
# Maybe

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

68
# LinkedIn
# Twitter
# Facebook
# YouTube
# Most of the above

5. Do you think the relative cost is much lesser as compared with

traditional advertising?
# Yes
# No
# Depends

6. Is social media helpful for B2B firms in generating new

sales/clients?

# Yes
# No
# It depends how reputed the firm is.

7. Social media can be effectively used for various B2C clients to

increase sales.” Do you agree?

69
# Yes
#No
# Partially

8. Which one do you think is the most effective social networking

site for online marketing?

# Twitter
# Facebook
# LinkedIn

9. Do you follow your favourite brands on social networking sites

like Facebook, twitter and LinkedIn?

# Yes
# No

10. If yes, why do you follow them?

# Just because you like that brands

# You are very keen to know about their new offerings
# To know how good they are in marketing

70
11. Do you use social media modes for marketing?

# Yes
# No

12. .'A business can improve their

competitiveness through social media' are
you agree ,with this statement?
# Yes

# No

71
72