Summer Internship Project Report

On

“Study on the use of social media marketing at Sage Infotech Pvt. Ltd”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF

THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION 2021-24

Under The Guidance of: - Submitted By: -

Ms. Shirley Rex Harman Singh Muddur
00251101721

DELHI METROPOLITAN EDUCATION

Affiliated to Guru Gobind Singh Indraprastha University, Delhi
12B, Sector - 62, Noida 201014
 STUDENT’S DECLARATION

I, Mr. Harman Singh Muddur, roll no. 00251101721 declare that the Report on “Study on the use of
social media marketing at Sage Infotech Pvt. Ltd” is an original work done by me by the
guidelines prescribed by the Dean’s office for preparation of the Summer Internship Project Report
and the matter embodied in this has not been submitted earlier for the award of any degree or
diploma to the best of my knowledge and belief.

Harman Singh Muddur

Roll. No. 00251101721

BBA (2021-24)

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 To Whom It May Concern

This is Certified that the Project Report & Viva Voce submitted in partial fulfilment of Bachelor of
Business Administration ( BBA)to be awarded by G.G.S.I.P. University, Delhi by Harman
Singh Muddur, Enrolment No. - 00251101721 has been completed under my guidance and is
Satisfactory.

Date: 15h November, 2023

Signature of the Guide:

Name of the guide: Ms. Shirley Rex

Designation: Assistant Professor

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 Acknowledgment

The internship opportunity I had with Sage Infotech Pvt. Ltd was a great chance for learning and
professional development. Therefore, I consider myself a very lucky individual as I was provided
with an opportunity to be a part of it. I am also grateful for having a chance to meet so many
wonderful people and professionals who led me through this internship period.

I express my deepest thanks to Mr. Rohit Gupta, Project Manager for taking part in useful
decisions & giving necessary advice and guidance, and arranging all facilities to make life easier. I
choose this moment Acknowledgment his contribution gratefully.

I would like to express my heartfelt gratitude to my faculty mentor Ms. Ms. Shirley Rex of Delhi
Metropolitan Education for supporting me throughout the project and also providing her valuable
guidance in the conduct of this project.

Harman Singh Muddur

Date: 15/11/2023

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 Executive Summary

This is the internship report based on the 45 days internship program that I had successfully at Sage
Infotech Pvt. Ltd under the Digital Marketing Team from 01.08.2023 to 03.10.2023 as a
requirement of my BBA program in the Department of Management, DME. As being completely
new to the practical, corporate world setting, every hour spent in the company gave me some amount
of experience the time all of which cannot be explained in words. Nevertheless, they were my
career.

This report includes how Social Media Marketing works, what are the possible divisions and work
distribution in a team. I have worked as a Social Media Marketing Intern in Sage Infotech Pvt. Ltd
with almost all the wings of a Digital Marketing Team like Harmonizer, Training, Team Leader,
Researcher, and other internees.

Sage Infotech Pvt. Ltd has a rich Marketing Department. It maintains the organizational
requirement successfully. The Marketing team of Sage Infotech Pvt. Ltd is a completely organized
and well-reputed team.

First week of my internship program, I worked with the full support of the training wing, and in the
next weeks, I worked at understanding “client” products.

I have worked with different types of brands where I have to find out the marketing information of
the particular brand. I have to maintain an excel sheet for the account handles for various social
media platforms and also maintain a “Social Media Planner” so that I can mail it to clients and wait
for their approval.

Before drawing any conclusion based on this report it may be noted that the report was prepared in a
very short term and there is a lack of data. But still, the report may be useful for designing any
further study to evaluate the work of a social media marketer.

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 TABLE OF CONTENTS

S no. List Page no.

1 Chapter 1 – INTRODUCTION 9 – 22
1.1 Industry Overview
1.2 Company Overview
2 Chapter 2 – Project Profile 23-24
2.1 Objective of the Study
2.2 Relationship between SMM &
Consumer Inclination

3 Chapter 3 – Social media as a research 25 – 28

methodology
4 Chapter 4 – Social Media SWOT Analysis 29 – 34

5 Chapter 5 – Which network is best for you? 35 - 38

6 Conclusion 39

7 Bibliography 40

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As Greenrockstore.com is an online merchandise store so my
internship project was basically social media marketing that’s is
my work was to promote our brand name in media market using
social sites like Facebook, Twitter, Yahoo, You tube, Instagram etc.
and also promoted our brand in cafes & restaurants of Delhi, and to
increase the reach to attract maximum numbers of customers.
In internship, as my work was promotion of our site that is
Greenrockstore.com, hence, firstly did the analysis of other
competitors in the market like Lazyninja.com,
Thesouledstore.com, Redwolf.com and after analyzing these
online store started with Facebook, where I promote our Facebook
2. INTRODUCTION:
As Greenrockstore.com is an online merchandise store so my
internship project was basically social media marketing that’s is
my work was to promote our brand name in media market using
social sites like Facebook, Twitter, Yahoo, You tube, Instagram etc.
and also promoted our brand in cafes & restaurants of Delhi, and to
increase the reach to attract maximum numbers of customers.
In internship, as my work was promotion of our site that is
Greenrockstore.com, hence, firstly did the analysis of other
competitors in the market like Lazyninja.com,
Thesouledstore.com, Redwolf.com and after analyzing these
online store started with Facebook, where I promote our Facebook
2. INTRODUCTION:
As Greenrockstore.com is an online merchandise store so my
internship project was basically social media marketing that’s is
my work was to promote our brand name in media market using
social sites like Facebook, Twitter, Yahoo, You tube, Instagram etc.
and also promoted our brand in cafes & restaurants of Delhi, and to
increase the reach to attract maximum numbers of customers.
In internship, as my work was promotion of our site that is
Greenrockstore.com, hence, firstly did the analysis of other
competitors in the market like Lazyninja.com,
Thesouledstore.com, Redwolf.com and after analyzing these
online store started with Facebook, where I promote our Facebook
2. INTRODUCTION:
As Greenrockstore.com is an online merchandise store so my
internship project was basically social media marketing that’s is
my work was to promote our brand name in media market using
social sites like Facebook, Twitter, Yahoo, You tube, Instagram etc.
and also promoted our brand in cafes & restaurants of Delhi, and to
increase the reach to attract maximum numbers of customers.
In internship, as my work was promotion of our site that is
Greenrockstore.com, hence, firstly did the analysis of other
competitors in the market like Lazyninja.com,
Thesouledstore.com, Redwolf.com and after analyzing these

7
online store started with Facebook, where I promote our Facebook

Chapter 1-INTRODUCTION:

As Sage Infotech Pvt. Ltd is a Digital Marketing Firm so my internship project was basically
social media marketing, my work was to promote our client’s brand name in the media market using
social sites like Facebook, Twitter, Youtube, Instagram, etc., to increase the reach to attract
maximum numbers of customers. In an internship, as my work was promoting and handling social
media handles of Clients’ brands, first did the analysis of other competitors in the market and came
up with different and unique ideas to keep the products on top and trend.

Social media pages of the client’s brand and also target segment of people who are interested in
buying the same products from our brand, and these targeted peoples are the ones who are liking our
posts, photos, status, etc. on our Facebook page, we have to target them by sending them one
promotional message on behalf of our company to attract them. And also have to share links and
photos on our Instagram profile and send promotional messages to Influencers. Then, I have been
company’s Gmail account where I have to upload some “reels” videos that should be related to our
brand’s themes for Instagram & YouTube for the promotions of our brand. And joined some online
forums like Yahoo answers, ask.com, tripadvisor.com, groundspeak.com, quora.com, etc. where I
have to interact with people by giving answers to their questions and then have to promote our site
page. And also handled the Twitter account of the company for two weeks where I have to increase
the number of followers and interact with the followers and tweeting something really attractive
tweets on our wall and tweeting something interactive related to their status so that they reply to that
can do a conversation with them and hence link them to our official site by sharing our link of the
site.

My daily- basis work was to keep updated on the social media handles of the client’s brand and for
that, I used to create a calendar where the content, graphics, and captions for the daily posts be
posted on Instagram, Facebook, Twitter, and Pinterest. I used to communicate with the content
writers & graphic designers of the same marketing team.

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Therefore, in a nutshell, my work throughout the internship was to promote our brand via social
media over the internet and increase the number of followers and increase reach to attract more
customers.

1.1 INDUSTRY OVERVIEW:

E-commerce: An Overview E-commerce is a business that takes place electronically, generally over
the internet. It refers to the use of the internet and web to transact business between and among
organizations and individuals E-commerce is a boon for India. In India E-commerce has been on a
sharp upward curve, according to a survey by Assocham. The industry has grown from $8.5 billion
in 2012 to $ 16 billion in 2013, which is a growth rate of 88%. Although the internet came to India
in 1995, it was only post-2007 that E-commerce truly made significant inroads with the setting up of
companies such as Snap deal and flip kart. E- commerce market in India was valued at $ 2.5 billion
in 2009. It grew to $ 6.3 billion in 2011 and to $ 16 billion in 2013. The industry is predicted to
reach a staggering value of $ 56 billion by 2023, accounting for 6.5 % of the retail market
(Dudhwevalah, 2014) and according to the report by IAMAI, the current E-commerce market in
India is around US$ 10 billion. And the market has the potential to grow anywhere between US$ 70
billion – US$ 150 billion under one scenario and at another level, it can grow between US$ 125
billion- US$ 260 billion by 2024-2025. Globally, the scenario is much the same. Brazil is one of the
fastest-growing economies in Latin America. According to a recent report, it estimates Business
Consumer (B2C) and online travel sales total $18.7 billion in 2012, a growth of 21.9% over the
previous year. Brazil accounted for more than half of the total B2C e-commerce sales in Latin
America through 2013. Retail e-commerce itself in the U.S. in 2012 was grown by 17% and
accounted for $200 billion in sales. And in 2011 saw the European online market on a boom. In the
global scenario, China is fast emerging as the biggest player in e-commerce. According to the report
by 2015, it may well surpass the U.S. The scope of E-commerce has made it feasible and more
attractive than any other business channel in the economy today.

1.1.1 E-commerce- Boon to the economy:

The key reasons for the success of e-commerce are as follows:

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1. Shopping 24x7

2. Reduced operational cost

3. Easy to compare

4. Safe and secure

5. Increased reach to the merchant

6. Social Media Trends

1.1.2 Types of E-commerce:

1. Business to Customers (B2C): Business that sells products or provides services to end-user
customers

2. Business to Business (B2B): Business that sells products or provides services to other businesses.
3. Customer to Customer (C2C): In this type of e-commerce, consumers interact with other
consumers through online auctions.

Major Players in the Industry:

1. Flipkart.com: Flip kart is founded by Sachin Bansal and Binny Bansal in 2007. Both were IIT,
and Delhi alumni and had worked at Amazon.com. Flipkart.com is ranked #127 in World and ranked
#8 in India by Alexa Ranking. Initially, it was funded by the Bansals themselves with 4 Lakhs. The
estimated website net worth based on its advertising is around $4.8 million. Flipkart.com receives
9.15 million daily page views per visitor which is a hike of 1.60% in daily page views per visitor and
the bounce rate is 22.50%.

Products Category:

 Mobiles and Electronics

 Camera and Accessories

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 Home Appliances

 Books

 Movies and Music

 Games and Consoles

 Computers and Laptops

 Appeals

 Health and personnel care

2. Myntra.com: Myntra.com was started in 2007 by Mukesh Bansal, Ashutosh Lawania, and Vineet
Saxena. Myntra’s headquarter is in Bangalore with regional offices In New Delhi, Mumbai, and
Chennai. It began its operations in the B2B (Business to Business) segment with the personalization
of gifts, which included: T-shirts, Mugs, and Cups. In 2010, the company shifted its strategy to a
B2C (Business to Customer) oriented firm, expanding its catalog to fashion and lifestyle products.
Myntra.com is ranked #263 in World and ranked #17 in India by Alexa Ranking. Its daily page view
per visitor is 6.92 million.

Products Category:

 Clothing and Apparel

 Shoes and Accessories

 Fashion and Lifestyle Products

3. Snapdeal.com: Snapdeal.com was founded by Kunal Bahl and Rohit Bansal in 2010 as a daily
deal platform but later on expanded into product retailing across various categories. Its headquarters

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is in Delhi. Snapdeal.com is ranked #270 in World and ranked #15 in India by Alexa Ranking. Their
daily page view per visitor is 5.79 million.

Product Category:

 Clothing and Apparel

 Shoes and Accessories

 Home and Kitchenware

 Health and Personal Care

 Sports and Outdoors

 Mobiles and Electronics

 Books

 Movies and Music

 Games and Consoles

 Computers and Accessories

4. Jabong.com: Jabong.com was launched in India in January 2012. It is a fashion and lifestyle e-
commerce owned by Rocket Internet and its headquarters is in Gurgaon, NCR. It was co-founded by
Arun Chandra Mohan, Praveen Sinha, and Lakshmi Potluri. Jabong.com is also having an
international store called Jabongworld.com, which sells Indian ethnic wear and western wear such as
sarees, salwar suits, and dress materials in foreign currencies. Jabong.com is ranked #293 in World
and ranked #14 in India by Alexa Ranking and the daily page view per visitor is 5.55 million.

1.1.3 Product Category:

 Clothing and Apparel  Shoes and Accessories  Fashion and Lifestyle

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1.2 COMPANY OVERVIEW:

Here at Sage Infotech Pvt. Ltd, everyone and everything has a value, and that is why rather than
giving ‘not just another phrase, let us know how we actually differentiate from others.

Sage Infotech Pvt. Ltd focuses on brand building, which means turning a commodity into a brand
since it reflects more value and respect. We all live in a material world, and to stand out of the crowd
we need to do something different and innovative. Well, we are glad to tell you that all our ideas are
nothing but a mixture of innovation, creativity, and hard work.

But, is brand building that much important?

Indeed, it is! It reflects the positive points about the product and hence generates awareness and a
connection with the customers. It directly links the target audience with their preferences and once
they are into it, they can actually get a taste of the product or the service.
Brand marketing is an essential part of advertising as well. It also helps in showcasing the
products/services on different platforms where the customers usually search for them.

1.2.1 The role of Sage Infotech Pvt. Ltd

Sage Infotech Pvt. Ltd is your one-stop destination to be a step ahead of others. While talking
about brand building, it needs to have a strong backbone, and we build that backbone here. With our
experience and techniques, we are sure to give you some very good results. To know more, have a
peek at the services we offer.

1.2.2 Our Services

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 We design services that start and end with the best-in-class experience strategy that Builds your

Brand.
Paid Media
Paid Media Can Be Tricky for A New-Comer. For us Though, It Is Completing Yet Another Daily
Task. Get Expert Paid Media Solutions with Sage Infotech Pvt. Ltd

Digital Marketing
Digitally Fit For Your Digital Marketing needs! Our Agency is here to help You With Our
Knowledge And Experience!
Search Engine Optimization
We Know Our Keywords More Than We Know Our Address! With SEO Optimized Website And
Content, Sit Back And Relax Organic Reach Only With Sage Infotech Pvt. Ltd!
Social Media
Nothing Grows Faster Than An Engaging And Well-Maintained Social Media Handle. For The Best
Engagements, Let Us Pave Your Way Towards Growth!

Branding strategies and

Digital Solutions.

Sage Infotech Pvt. Ltd Strives To Change The Way You Communicate To Your Audience. With
Our Expert Digital Solutions, We Help The Masses By Helping You!

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 Shopify Development
Host a banger online store and flaunt all your products with Shopify!

POPULAR

15
 Amazon Ads
Trying to list your products on Amazon/ We just know how to do it the right way!

eCommerce Solutions
Get assistance with all your eCommerce needs with Sage Infotech Pvt. Ltd

16
Make your business visible online.

Open an online store and become an international seller. Your customers will enjoy shopping online!
Make your eCommerce business stand out.

We craft premium digital work for web, mobile and experiential with creative agencies and global
brands alike – putting passion, pride, and plenty of elbow grease into everything we do.
Grow with your audience.

We marry creative insight with data to deliver successful user experiences. Through a process of
iteration and prototyping, we design interfaces that bring joy to people while allowing them to get
things done.

— I’VE WORKED WITH GLOBAL BRANDS:

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 Chapter 2- Project Profile:

2.1 Objective of the Study: This objective discusses in depth the nature, significance, and scope of
the project. The primary objective of the project was to understand consumer preferences in
purchase of pop culture merchandise and as well as study their purchase behavior through the use of
web- analytics. Based on this research, new product designs were launched. Also, the study of
purchase behavior revealed some critical insights which were used to improve conversion ratios and
bounce rates. In addition, new digital marketing campaigns were proposed and cross promotional
activities were started with other companies. To expand the product portfolio, agreements with new
partners were made, while developing a base of talented freelance designers for the products. The
summary of the scope of the project is as given below-

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 Promotions: using social media sites, by organizing online contests, distributing visiting cards of
the company, online forums.

 Cross Promotions

 Competitors Analysis

 Market Survey

 Learn use of Google Analytics for setting goals or to know where the company is standing in the
market.

2.2 Relationship between Social media marketing and consumer inclination:

Social media has become an essential instrument for communication. People worldwide use social
media to connect with other people and organizations.

They share their experiences worldwide using social media platforms such as Facebook, Twitter,
Instagram, and LinkedIn. Customers provide product reviews, service information, food or health
advice, product warnings, tips on utilizing specific products, and much more.

Because people on social media have so many connections, content is digested by a large number of
people. This knowledge has an impact on consumers and their purchase behaviors.

SMM has a direct impact on consumer psychology. Where they tend to trigger the subconscious
mind with most effective and efficient ways.

One of the most used tricks is the use of the color red. Which has a direct impact on the mind of the
consumer. Red color can mostly use by news channels as it is the most attractive color and contains
a higher frequency for it to reach the naked eye first. Grocery shopping malls also implement such
strategies by denoting discounts with the color red. It makes it easier for the consumers to become
aware of their ongoing schemes. These grocery malls also set two complementary products very far
from each other so that customer has to travel to find them both, and in between has a chance to buy

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things, not in their wish-list. This also impacts impulsive buying where the consumer buys more
than they require.

Conclusion:

Social media marketing may help your company develop by bringing in new customers by turning to
YouTube, Instagram for promotion.

Social media can influence consumer buying behavior, which includes content, images, promotions,
discounts, and influencers. Brands and enterprises can’t ignore the impact of social media on
consumer behavior. As it helps companies grow by increasing sales and profit margins.

Hence social media has a direct impact on consumer inclination.

Chapter 3- Social Media as a Research Methodology

In today’s world, there is a lot of hype surrounding social media — unsurprisingly, considering the
medium itself created the very concept of going viral.

According to the Gartner hype curve for new technologies, a period of hype and inflated
expectations is followed by the “trough of disillusionment” during which we become more critical of
a new concept or technology we’ve bought into and believed in its inherent value. Questions ensue.

Does it really do what it promised? How do I know I can trust this data? Am I getting ROI out of
this? It’s during this latter phase where the new technology has to mature and prove that it is worthy
to become a stable, ongoing part of our world. This is where I believe social media is today, and now
is the time for social to prove its credentials as a research methodology.

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In my experience, it doesn’t take much to convince people that there is huge potential value within
social data for understanding consumers more deeply. It’s a bit of a no-brainer, in theory, that all of
this unprompted conversation would contain insights into how people think and feel, what they care
about, what they’re worried about, and what they need and want.

Any form of consumer research is at best a version of the true experiences of groups of individuals.
It’s impossible for any one method to perfectly encapsulate and understand complex human
experience. The more sources in your research mix, the more accurate the picture you’re building
will become. So, while I would never suggest that social should replace other forms of market
research, it would certainly be a missed opportunity to exclude this incredibly rich new data source
from your research mix.

Many market researchers have held back from fully embracing a social research methodology or
incorporating social into their research mix in a fully integrated way. In my opinion, this is not due
to a lack of understanding of the potential opportunity for finding valuable insight, but to the
perceived issues and limitations of this type of data.

The rise of insight-driven business has positioned the market researcher at the center of some of the
most important strategic decisions that are made in many of the world’s largest companies. To better
understand the potential challenges and barriers with adopting social research methodology, I

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conducted interviews with a number of highly experienced and talented CMI (consumer market
insights) professionals. There were two recurring themes within these interviews:

1. Representation is a concern. Social media data is created by a self-selecting group, which

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

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

Overcoming Representation Issues

It’s true that social data as a whole is unlikely to fully represent the offline world in the way that a
weighted panel can because a selection bias exists within social data. That doesn’t mean that it’s
impossible to understand aspects of offline consumers, but it does need to be considered in the
methodology.

Just as you wouldn’t serve a survey to everyone in a panel (you select your target audience), you
don’t have to listen to everyone on social media all at once. You can select an audience based on
many different characteristics, demographics, life stages, and interests. You can then benchmark
those audiences to understand how they think differently about different subjects or weight the data
from different groups to better model it against the offline population.

Overcoming the Biases in Social

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

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

2) Data segmentation: You can segment your data using Boolean by categorizing and
benchmarking within your dataset. As with the query, it’s important to invest time into researching
topics within your data to avoid skewing it toward trends that you already know about. For a truly

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data-lead segmentation, the best approach is to take a representative random sample of conversation
and code it manually for themes as they emerge. This allows you to discover new topics, reduce the
bias inherent in searching for topics you already know about, and get more granular in your themes.
A human can detect far more subtleties in tone, emotion, and context, which is where the data is at
its most rich and insightful.

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

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

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

It also presents a significant challenge. The word “insight” is prone to overuse and as a result, is
frequently misunderstood. An insight is not a chart or a number, but rather an idea communicated
from one human to another to convey a way you could do something differently, better, or new.

The journey from data to insight, and from insight to action, contains two bridges that are reliant on
human interpretation, communication, and understanding. Opening this process up to more humans
increases the risk of human error, and for muddying the water of research with opinion.

One approach to combat this is a central CMI team that produces and distributes insight throughout
the business, and this can work really well. However, it’s my view that in the long-term the role of
the CMI professional isn’t going to be fighting against distributed power to find insight, but will set
the guardrails that enable different teams to explore data safely and generate robust, impactful
insights themselves.

When we achieve this, it will be possible to build a fully insight-driven business.

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 Chapter 4- Social media SWOT analysis

In the section above, we gave you a general idea of what the SWOT analysis is. In reality, performing a
social media-oriented version of this analysis comes down to taking a very close look at one or more of your
social channels and identifying internal and external factors that might influence your effectiveness.

We recommend starting with identifying your strengths and weaknesses first. Afterward, you need to move
on to figuring out what opportunities you’re either taking advantage of or missing.

The last part of the process is identifying the threats that can ruin your efforts, such as what competitors are
doing on their social media or what obstacles your company faces in growing the effectiveness of its social
media marketing communication.

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SWOT analysis’ purpose is to enable you to gain a deeper insight into your marketing strategy and business
condition. Thanks to that, you’ll be able to identify and fix problems more easily and spot potential issues
before they occur.

Strengths
This part is usually the most enjoyable as it’s easy and pleasant to think about one’s good sides. Don’t get
carried away though, and try to think critically. Analyzing your strengths is meant to identify in which areas
you’re already doing a good job. One more thing to mention here is that you should analyze your businesses’
strengths (and the other parts) in relation to your goals to make the whole process relevant.

As mentioned, your goals define how you do the analysis. For example, if your goal is to generate more sales
on your e-commerce platform, then having a large fan base is definitely a strength. Once you have your goals
set up, you can commence considering your strong sides.

On the other hand, if you don’t have many social media followers yet, then a strength would be having active
community members among those who already follow you – those users can be a huge asset when it comes
to increasing follower count and brand awareness.

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Having high brand awareness can help for sure, but remember that the bigger your community, the harder it
is to effectively manage it.
Weaknesses
In opposition to strengths, analyzing your weaknesses can be much more difficult and not fun at all. But it
might as well be the most important part of the four. Identifying your shortcomings may bring a lot of value
to your social media marketing strategy.

One of the most common weaknesses communicated by marketing professionals and business owners in
regards to social media is the inability to maintain regular, quality communication and keep the audience
engaged (or generate any engagement at all). This problem can be tackled by improving the analytics
capabilities.

This can be achieved the smart way by using the right tools.

You’ll quickly find out:

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  What kind of content performs best among your target audience

 When to post to achieve the best results

 How often you should post

 Which social media platforms you should focus on the most

 And more…

What’s more, it lets you analyze your competitors on social media. For example, to get inspiration for post
ideas that generate engagement effectively.

Using NapoleonCat makes performing a SWOT analysis far easier and also facilitates maintaining higher
effectiveness for the future. You can also generate social media reports with more in-depth data, both for your
own profiles and your competitors’.

Many companies also struggle with tying their efforts with the results. The reason for that is a lack of
knowledge or the right social media analytics tools to be able to truly understand their numbers and take
advantage of them to work towards improvement.

The first two parts of SWOT analysis focus on the internal factors that influence your social media
campaigns’ success or failure. Let’s now take a look at the other two that are designed to help you identify
external factors that can influence your business performance.

Opportunities
Opportunities are the first type of external factor that can influence your ability to succeed in social media.
Reviewing your social media channels and the broader social media landscape can help you identify what
you’re missing out on.

Maybe it’s a new trend that’s getting viral among your target audience? Or maybe your fans are being highly
active on a channel that you don’t communicate on yet?

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In search for opportunities, you can look for trends both in your industry and on the platforms that you
communicate on. Video ads are a continuing trend on Facebook (source).
Oftentimes businesses keep their communication so focused where they started that they miss opportunities
to tap into entirely new groups of potential customers.

And that’s especially true for smaller companies that often lack the resources to expand vigorously.

Performing an analysis of opportunities is likely to help you identify new areas that will allow your business
to grow, especially if their current communication space is already saturated.

Threats
Once you’re into the threat category of a SWOT social media analysis, you already know that there’s a world
of factors that can come into play when making your social media strategy a success.

One of the most common threats identified by the majority of businesses is the risk of a new competitor
entering the market and grasping a portion of your fanbase. Even though it’s not something that you can
prevent, taking this into account might help you develop countermeasures that’ll later help you mitigate the
damage if such a situation becomes reality.

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The purpose of this part of the SWOT analysis is to future-proof your business and your social media
campaigns.

It will help you identify if your campaign and marketing goals are sustainable over time or if there are major
obstacles in the way that are going to hinder your success. Remember – it’s always better to be safe than
sorry.

Chapter 5- Which network is best for you?

5.1 Instagram vs Facebook: which is best for your brand’s strategy?

When it comes to social media marketing, Facebook continues to be the big guy on campus. As of
June 2019, Facebook has grown to 2.38 billion users, making it the top social media platform for
the total number of active users. Over the past 15 years, Facebook has redefined the way we look at
social networks and also expanded the possibilities of social media for businesses.
Then there’s the relatively new kid on the block, Instagram. Founded in 2010, Instagram has enjoyed
massive success in growing its active user base. As of June 2018, Instagram has grown to a
whopping 1 billion monthly active users, positioning itself as one of the fastest growing social
media networks globally. This growth shouldn’t come at a surprise. We are at a space where mobile
dominates, with users spending more time browsing the web on mobile globally.
With billions of active users, it’s clear that these social networking sites are powerful and have a lot
of opportunities for your brand to engage with consumers. Even better, Facebook and Instagram
have been hard at work bridging the gap between user bases. Things like the ability to have
an Instagram placement for a Facebook ad and allowing users to share Instagram Stories directly
to Facebook are just two of the ways these platforms have created moments of synergy for marketers
and users alike.

Although there are many new options for marketers to integrate into their strategies, you can’t
always apply the same techniques you’d use for Facebook to Instagram and vice versa. So, let’s take
a look at some of the differences between the two and help you understand where your brand should
focus attention.

5.2 Instagram vs. Facebook by the numbers

While Facebook’s head start may give it an advantage in terms of user base and popularity,
Instagram’s growth has been extremely strong and is continuing to climb. Let’s look at some of the
key stats.

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Facebook statistics
 2.38 billion monthly active users
 96% of active user accounts accessed the social network via a mobile device
 40% of consumers said that they watch the most videos on Facebook
 65 million small businesses have Facebook Pages
 83% of marketers say they use Facebook as part of their brand’s social strategy

Instagram statistics
 1 billion monthly active users
 500 million daily active Instagram Stories users worldwide
 37% of US Internet users are on Instagram
 68% of Instagram users visit the platform daily
 77% of marketers say they use Instagram as part of their brand’s social strategy

As you can see, Facebook might have larger vanity numbers but Instagram’s stats are very
impressive—particularly in terms of engagement. Instagram has built itself up as a platform that
thrives on users being able to engage with the visual content brands share.

On the other hand, those huge numbers from Facebook have made it so that small businesses feel
obligated to start a Facebook Page even if they don’t necessarily plan on being active on it.
Facebook has cemented itself as a staple in the social media marketing world.

Numbers alone don’t always tell the full story though. Let’s dig a little deeper.

5.2.1 Facebook vs. Instagram: audience demographics

Creating a social media strategy can be challenging, but taking demographic data into
consideration can make social media planning significantly easier.

One of the first differences that jumps out is Instagram’s younger user base. According to the data,
the larger group of active users are younger in age, while in comparison older age ranges aren’t as
active. A majority of Instagram users are under 30, and many are in their teens. Part of the shift
likely has to do with the younger consumers’ desire to be onto the next trend pretty quickly. We’re
starting to see new social networks pop up a lot quicker these days and the shiny object syndrome is
just too tempting. This difference in audience provides an excellent opportunity for companies trying
to reach a younger demographic.

Let’s not discount the older audience though. An advantage of being a popular social network for
older consumers is that the users have higher incomes. Depending on what products or services your
company offers, this could be extremely advantageous. For instance, an investment firm might have
much more success on Facebook than they would on Instagram.

5.2.2 Facebook vs Instagram: engagement in numbers

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The top metric that Instagram has over Facebook is engagement. A social media engagement
study reported that brands see a median engagement rate of 0.09% per Facebook post, in
comparison to a 1.60% median engagement rate per post on Instagram. This data shows a sizable
difference between the two networks for campaign benchmarking.

Let’s look at a real-life example of the engagement on Facebook vs. Instagram. Here’s a post from
Quest Nutrition that was put on both its Facebook Page and Instagram account. Keep in mind that
Quest has 1.1 million Facebook Likes and 491,000 Instagram followers.

5.3 Conclusion

As we discussed earlier, the type of content you publish on Facebook or Instagram is also important.
A big mistake that companies make is treating Instagram like Facebook. Content that works on
Facebook doesn’t always translate well to Instagram. We recommend testing your content on both
Facebook and Instagram to see which platform returns the best performance.

Curated Content

Facebook is a great platform to curate content. You’ve probably noticed quite a bit of content shared
on Facebook isn’t original. It’s generally curated blog posts, news or content that’s just being shared
from other accounts.

Instagram, on the other hand, is all about original photos and videos. Although you may run into a
reshared meme or two while you are scrolling through the app.

Company News

Your first stop for publishing company news should be Facebook. Since Facebook is more text-
based, you’ll have a better chance of people reading the entire update. For instance, if you have to
close down for reconstruction, you’d want to make a Facebook post about it. Instagram is where you
could post pictures of the reconstruction in progress. See the difference?

Company Events

Did your company host a charity event or go to a popular conference? That’s the perfect opportunity
to get content for Instagram. You can post the images in real time to give your followers a feel for
how things are going.

When you get back from the event, you can create a Facebook photo album with the best pictures.

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Image Contests
Image contests are all about engagement, and we know that Instagram is the king of engagement on
social media. Use Instagram as your platform to host the contest and make a hashtag to keep track
of it all.

Conclusion

After studying all the reports and the articles that have been published and analyzing the data that
has been collected it can deduce that Digital marketing is going to play a very major role in the near
future Social media has become the most influential and important virtual space where the platform
is not only used for social networking but is also a great way of digitally advertising your brand and
your products.

Social media's power is commendable as you get to reach a large number of people within seconds
of posting an ad, helping you reduce your costs, and making your ads reach out to your potential
audience through these social media advertisements.

With the huge number of online users, which is almost 59% of the world’s population, marketers
must not miss out on their chance of marketing on these digital forums where they can reach all the
maximum number of potential buyers compared with print or television media marketing.

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 Bibliography

https://sageinfotech.com/

https://en.wikipedia.org/wiki/Social_media_marketing

https://sproutsocial.com/insights/social-media-marketing-strategy/

https://www.techtarget.com/whatis/definition/social-media-marketing-SMM

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