PROJECT REPORT

ON
An analysis on
Social Media- A Digital Marketing
Tool

Submitted to Punjabi University, Patiala

In partial fulfilment for the award of the degree of
BACHELOR’S OF BUSSINESS ADMINISTARTION
2021-2024

Submitted By: Under Guidance of

Dr. Bhavuk Mahindru
Pawanpreet Kaur Assistant Professor
BBA 6th Semester Department of Business Management
Uni. Roll no:301909 Multani Mal Modi College, Patiala

DEPARTMENT OF BUSINESS MANAGEMENT

MULTANI MAL MODI COLLEGE
Patiala (Punjab)
 DECLARATION

I Pawanpreet Kaur, hereby declare that this project report titled “An analysis in Social Media – A
Digital Marketing Tool” is my original work and has not been submitted elsewhere for the award of any
other degree, or certificate. All information, data, and ideas used in the report have been appropriately
acknowledged and referenced. Any contributions made by other individuals or organizations have been
duly acknowledged in the report.
I further declare that this project work was carried out under the supervision of Dr. Bhavuk Mahindru
Department of Business Management, Multani Mal Modi College, Patiala. The project work was
completed by me and represents my own ideas and findings.

Pawanpreet Kaur
CLASS ROLL NO – 6010
UNIVERSITY ROLL NO - 301909
 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my project guide Dr. Bhavuk Mahindru as well
as our principal Dr. Neeraj Goyal who gave me the golden opportunity to do this wonderful project on
the topic to study the Branding Strategy at Solitaire Infosys, which also helped me in doing a lot of
research and i came to know about so many new things I am really thankful to them.
Secondly I would also like to thank my parents and friends who helped me a lot in finalizing this
project within the limited time frame.

Date: Pawanpreet kaur

Place: Patiala BBA 3rd Year
University Roll No. 301909
 PREFACE

Someone has rightly said that practical experience is far better and closer to the
real world than more theoretical exposure. The practical experience helps the
students to view the real business world closely, which in turn widely influences
their perceptions and arguments, their understanding of real situations.

The phenomenon of creation is a long process requiring time, energy, and

dedication as well as skill and experience of those people engaged in the task,
ultimately in the outcome as the final form of embodiment of the creator’s vision.

Research work constitutes the backbone of any management education program.

A management student has to do research work quite frequently during his entire
span.

The research work entitled “An analysis on Social Media- A Digital Marketing
tool” is to provide insights & a complete whereabouts about the Topic.
 INDEX

S.NO INDEX PAGE.NO.

CERTIFICATE

ACKNOWLEDGEMENT

DECLARATION
1-11
1. INTRODUCTION TO COMPANY
12-31
2. INTRODUCTION OF THE TOPIC

32-35
3. REVIEW OF LITERATURE
36-37
4. OBJECTIVE OF STUDY
38-41
5. RESEARCH METHODOLOGY

42-57
6. DATA ANALYSIS AND INTERPRETATION

58-60
7. FINDINGS AND SUGGESTIONS

61-62
8. LIMITATIONS

63-62
9. CONCLUSION

63-64
10. BIBLIOGRAPHY

65-66
11. ANNEXURE
 CHAPTER-1

INTRODUCTION

TO

COMPANY

pg. 1
INTRODUCTION:-

COMPANY PROFILE:-

Solitaire Infosys Private Limited (SIPL) is a global IT solutions provider

company with extensive workforce of efficient employees. They offer complete
cycle of IT services in the domains of Software Development, Web- based
Technologies and Internet Marketing.
Company quality as well as business-driven advent distinguishes us from
conventional web design companies. Being a pioneer website design &
development company, They don’t just deliver the job-They deliver it keeping
in mind the best for company. And this might be the reason that brings clients
back to us again and again.

SIPL Emphasis On:

The Service: They value relationships with consumers and have embellished
company by rendering above average service.
The Professionalism: A web Application that looks incredible conveys a
professional view of company business and would really exhibit for company.
The Technology: A website that will have good technicality, designing and
developing professional who will make the websites ranging from a simpleplace
holder to dynamic database driven web sites.

Mission and Vision of the company

Vision: Be with you in every step of the way from the idea creation and
developing a business model straight through to design and technology

pg. 2
implementation.
Mission: To Endow client qualitative and consistent Web Service.

History

Solitaire Infosys Private Limited is a Private incorporated on 06 June 2011.

It is classified as Non-govt Company and is registered at Registrar of Companies,
Chandigarh. Its authorized share capital is Rs. 900,000 and its paid up capital
is Rs. 100,000.It is involved in other computer related activities [for example
maintenance of websites of other firms/ creation of multimedia presentation for
other firms etc.]
Solitaire Infosys Private Limited's Annual General Meeting (AGM) was last held
on 30 June 2016 and as per records from Ministry of Corporate Affairs (MCA), its
balance sheet was last filed on 31 March 2016.
Present Status

Current status of Solitaire Infosys Private Limited is - Active.

Management

Directors of Solitaire Infosys Private Limited are Jogvinder Singh and Rajesh
Sharma.

Offices India
• C-110, Industrial Area Phase-VII Mohali INDIA
Phone: +91-9876656700 +91-9872220856
Email: info@slinfy.com

• SCO 8-9, FF, Factory Area, Near Hotel Flyover,

Patiala, Punjab

Phone: +91-8288037883 +91-9915749931

USA

• 24891 Owens Lake CIR

Lake Forest,

CA
92630-2522.

pg. 3
Canada

• SUITE 208, 3474-93

STREET NW EDMONTON

ALBERTA-T6E 6A4

CANADA.

Objectives of company

They aim to push company limits and accomplish beyond the definition of
success at the same time redefining excellence with every step and endeavor
we undertake. They believe in the power of a bond that we build with company
clients and the power of people that are connected by the wonders of
technology. They are driven by company beliefs and principles that have helped
us touch and impact lives of the people working with us and the people we
proudly serve. There objective is to bring together people with diverse opinions
and point of views to generate new possibilities and opportunities by turning the
potential of technology into evocative solutions. What Solitaire does

At Solitaire Infosys, they work with enhanced and smart strategies to build and
deliver the most robust, flexible and sophisticated solutions and servicesfor
company clients. They have over time extended company expertise to a multitude
of IT services with an innovative approach to cater to and engage with the
growing and changing market trends. There high end services extend from
building company business online from a scratch with the most promising and
pioneering technologies and hands on solutions, to maintaining and upholding
company business models for a long term and ever growing revenue as well
as reputation. They function while collaborating with company clients to
generate comprehensive strategies to capitalize on company cutting-edge
applications. The wide band of company services hoists the flagship of many
accolades. They serve with par excellence in the following spheres of
technology and business:
• Web Development: They ascertain to make company business

pg. 4
visible and acknowledged on the web through company efforts and expertise
in Web development technologies which include PHP Development. CMS
Development, .Net and E- commerce Development. There proficient team of
developers strive o provide comprehensive and resourceful web solutions to
grow company business on the web.
• Mobile Applications: With almost the whole world operating now
through Smart phones and mobile applications, if they believe Mobile application
is the next step to bring company business to company targeted customers then
they can turn company beliefs into reality. Being an innovation-driven family of bright
minds, they seek and deliver reliable and out-of- the-box ideas for robust and new age
mobile applications. There flexible mobile application technologies include Unity 3D
gaming Apps, Cross- platform Mobile Development using Phone Gap along with the
native Android, I Phone and Windows Mobile Applications.
• Digital Marketing: When company business goes digital and online
then the need to market it and sell services and products online is a major
concern which requires unique and cost effective solutions. There Digital
Marketing services assure an amplified and unparalleled success rate for
company business online. Using the most creative ideologies and
technologies to present business in Digital Media Ecosystems. They promote
and enhance branding strategies through streamlined content generation and
its seamless distribution on multiple media channels. There customized
Digital Marketing solutions include:
• Search Engine Optimization, SEO

• Social Media Optimization, SMO

• Pay per Click, PPC

• Email Marketing

o Maintenance: They not only build and develop but they assure
sustainability of company systems. They leverage company clients to enjoy a
solo maintenance account to avoid the frustration and hassle of handling
costly and nerve wrecking crash downs and problems. Solitaire provide us the
best possible maintenance solutions using excellent maintenance tools

pg. 5
to update, enhance and repair company digital accounts and websites. They
offer a host of maintenance services including:
• ERP Maintenance

• CMS Maintenance

• App Maintenance

• Web Maintenance

Services and Products:

At Solitaire, with their strategy to create new markets and market trends with
their innovative approach, engagements and high-end services, They help
their clients to adapt the fast-moving market trends and to make them the
market leaders. They operate with a philosophy of partnering with the client
to maximize and enhance their applications ROI. This leverages company
product engineering heritage to build cutting-edge applications formatching
with customer’s changing business requirements.

DIGITAL MARKETING SERVICES

There digital marketing services are amplified by there unparalleled
expertise in technology and a précised vision on customization and
creativity. Slinfy Online marketing services are extendible to marketers and
agencies to create intelligent digital media ecosystems, develop brand
awareness and streamline content development and distribution across
multiple digital channels. Thus, these services help enterprises gain a lasting
competitive advantage with the creation of smart and flexible digital
marketing ecosystems.
SMO:
Most of the individuals spend a considerable time on social media websites
for various purposes. If you are not making the optimal use of such a social media
website for the promotion of company product or service, then they are
providing the path to company competitors to come and strike the conversation
with the individuals who could have been once company customer.

pg. 6
SEO:
SEO is optimizing company business’s online presence to appear in online search
results for company city or globally. Search engines focus on rewarding those
websites that offer people the excellent user experiences and valuable content.
There SEO techniques are not only effective, but also meaningful. They focus
on creating websites like visiting and search engines like seeing, because
company business is unique & it has unique goals, customers, and needs.
That’s why they offer customized solutions to fit the needs of company
business and budget.
EMAIL MARKETING
With the best in email marketing tools to monitor advanced statistical ratios,
response indicators and other key indicators, they make company campaign
simply successful. By industry best practices, They are sure to get
maximum delivery to company pre targeted customers inbox, Round-the-
clock monitoring is worked out to make sure company email reaches
company customer’s inbox i.e. destination.

PPC:
A quickest and most controllable way to get company website to the top of
the search results is the key company want when people are looking for company
type of business online. They make it easier for us to minimize company
botheration and market company business on several web pages and because
company pay per click, it is easy to control company budget and return on
investment for company campaign.
Products
• Campus edge:

pg. 7
Solitaire Infosys Inc, a leading IT firm has invented a solution “Campus Edge”
which helps educational institutions to collect all the data automatically.
This Software is specially designed to meet all the data management
requirements of educational institutions. Campus Edge is carefully crafted to
reduce the manual efforts of institution to maintain and store daily data of
students & staff members.
Campus Edge Software has following modules:

E-Enquiry Manager

E-Admission Manager

E-Fee Manager

E-Accountant Manager

E-Inventory Manager

E-Planner Manager

E- Attendance Manager

E- HR Manager

E- Payroll Manager

E- Library Manager

E- Examination Manager

E- Cyber Manager

• The twit

pg. 8
The Twitt is an aspiring media and publishing website that defines this
generation of Gadgets and Gizmos. The Twit aims to introduce us to the most
eclectic and newest technologies. They serve to be company one stop platform
to stay informed, enthused and gripped by the marvels ofTechnology.
Find the most exquisite information on the most avant-garde topics. Voice
company ideas and opinions and join the Digital Revolution.
• Pin goo adventure:

Pin goo adventure is a game from all groups which is entertaining and rich
graphics with a wonderful gaming experience.

Clients
NAME LOGO
44 AUTO SALES

DUNGO BOOK

BEXORD

CARRIER VIEW

ONE MARKET

SILVER FERN

PUBLZT

pg. 9
ASA PROPERTY SERVICES

ACTIVE LIFE CENTER

CAR SHARE

Technologies They use

Role in Education
At Solitaire Infosys they believe to work and strive to make the world a better
place by putting in efforts in every little and major way possible. To achieve
company societal goals at large they conceived a dream to propagate and
inculcate knowledge offering the best level of educational programs to the
aspiring youth of nation. With a vision to attain global success they believe and
work hard to reach the heights of success with pioneering and brilliant young
ideas with the potential to bring in the wave of change and advancement. With
this secular belief company have extended companyfooting into the sphere of
education to deliver high quality and substantial educational and skill
enhancement programs for the young entrepreneurs and innovators. At
Solitaire Infosys they value the learning process and so they have been
delivering renewed learning experiences in reputed

pg. 10
Educational institutes all across northern India.
The value of Learning Process

Today, with every process going digital the learning process too has advanced
and reached new limits with online study and certification programs providing
customized learning solutions. They as a Professional training center prepare
candidates for the corporate society and work environments to achieve personal
as well as organizational goals. They offer unique learning process which is
valued by for their comprehensive approach and relevance to the real world
statistics. They aim and work hardto deliver knowledge at its best in order to
encourage individual skill set that helps the candidate to capitalize technology
through the learning process.
Transformed Learning Process

At Solitaire, They provide renewed and transformed learning process through

effective utilization of digital work environments which enhance the learning
process through content and virtual strategies. They let the candidates
experience a healthy corporate ecosystem for learning the relative
functionalities of the subject opted for certification. Working on diverse range
of technologies They offer the aspiring candidates a vital opportunity to inculcate
and develop an aptitude for the technologies.

Enhanced Learning on New System

With the best systems and technologies to be offered for on hands

accessibility they promise enhanced learning opportunities on new systems
and technologies which are effectively embedded in the skill set of the
candidates. These programs are intuitively designed to encourage
collaboration between candidates, instructors as well as the administrators
for a resourceful learning experience. Social learning experiences are best
carried out virtual classrooms and cloud data sharing environments. They
assure an enriching learning experience by offering immediate access todata
and content repositories which are cloud-hosted to ensure simultaneous
adoption by several sources.

pg. 11
 CHAPTER-2

INTRODUCTION

TO

TOPIC

pg. 12
INTRODUCTION TO TOPIC

Social media is the collective of online communications channels dedicated

to community-based input, interaction, content-sharing and collaboration.
Websites and applications dedicated to forums, blogs, social
networking, and pings are among the different types of social media.

Social media is a platform which not only connects people worldwide but also
serves best for Digital Marketing. Digital marketing is a practice whichis
usually performed to connect the target audience to the business owners. This
is done to expand the business quickly and efficiently. Role of social media in
digital marketing is one of the most suitable and preferred methods to
generate leads.

Days are gone when people took help of televisions and newspapers toattract
people. Since technology is handy and internet connection is a necessity
today, traditional methods are almost discarded. Ever since social media has
gained popularity among humans, we cannot think of promoting a brand
without taking help of social media. Connecting with new clients and
expressing your thoughts become quite easy with social media.

Role of Social Media in Digital Marketing:-

1. MARKETING STRATEGIES

Ever since social media has become a tight necessity for the crowd these
days, we can easily have a sneak peek into everybody’s lives. This sneak

pg. 13
peak is highly beneficial for the purpose of marketing. You can easily get to
know about the updates people make on daily basis and plan accordingly. You
can categorize them on the basis of their interests and have high probability
of meeting the right customers.

2. QUICK PROBLEM RESOLVEMENT

Social media provides an opportunity to quickly react to the feedback. Either the
outcome is positive or negative; you have got the way to respond within seconds.
A research has found that customers are more likely to remain consistent to
those firms who respond to their queries and feedback. Tweetsand statuses
depict if any issue has been arrived from the side of customerand you can
take the appropriate steps to resolve it, this will help in customer retention.

3. MORE SALES

When you always remain in front of the customers, they are more likely to
buy items frequently from your store or connect with your services. Social media
helps to present your firm repeatedly in front of the customers. In some amount
of time, their attention is most likely to drawn towards yourbusiness which might
eventually leads to sales increment. Also you can provide incentives to your
customers.

pg. 14
4. FREE

Unlike most of the online digital marketing tools, social media is free to use
and promote stuff. You can create a page of your business without spending
a single penny on it. Target your audience, achieve reports, connect with
customers, learn their interests, approach them, solve their queries, reply on
their feedback, make improvements, do daily updates and a lot more without
worrying about the money.

5. BRANDING

Trust is the key towards success. You read it right, customers tend to rely on
the bands which has already built trust in the industry. All of the famous brands
which have been in the market for a while now are reliable. No matter if you
are about to earn your voice in the market or you have been struggling for some
time, social media promises to get your voice real soon considering your services
to be at par. People tend to recognize the brand more once they start noticing
the stuff over social media. Don’t take socialmedia for granted in terms of voice
and powers. Using social media for branding is a most promising technique.

pg. 15
6. LEADS TO CONVERSION

Every post your share, post, update, comment has a higher probability of
turning leads to conversions. For each reaction you receive over the image
probably leads to your conversion. Not all reactions contribute to the
conversions but those with positive interactions. So, the more attractive you
represent your site in terms of info graphics and content, the bold your hold
becomes in the industry. This will be extremely helpful in increasingthe
conversion rate.

7. IMPROVED INSIGHTS

It has been observed and concluded that knowing your customers is vital for
success. By knowing them, you can build up more précised list of targeted
customers. You can even learn their interests and traits and get to know how
to approach them in a way that they cannot resist themselves from connecting
you. Even you can observe the comments being made on your business page to
learn what customers think about it and how can you make it better. It Is a
very healthy practice though. This ecosystem can behighly beneficial for you if
you know how to use it correctly.

8. SOCIAL MEDIA – PLATFORM TO RESEARCH

Researches have proved the fact that people rely on the brands who have
enhanced and better version of their presence on the social media sites. This
is because social media marketing addresses the customers well and in return
customers learn a lot about their brands. An active social networking account
adds value to your business. A socially active brand makes to thetop of the
industry. It is easy to define you and your brand through social

pg. 16
ecosystem. As soon as you understand the value of it, start working without
wasting time.

Like a newspaper, people go through their social media accounts daily in the
morning or at least twice a day. They mark their presence more often online
rather than being in real life. Taking advantage of this, social media plays a
very important role in uplifting digital marketing. You can say it a free
platform to gain success.

Social Media Marketing for Businesses

Social media marketing is a powerful way for businesses of all sizes to reach
prospects and customers. Your customers are already interacting with brands
through social media, and if you're not speaking directly to your audience
through social platforms like Facebook, Twitter, Instagram, and Pinterest,
you're missing out! Great marketing on social media can bring remarkable
success to your business, creating devoted brand advocates and even driving
leads and sales.

Social Media and Marketing: Start With a Plan

Before you begin creating social media marketing campaigns, consider your
business’s goals. Starting a social media marketing campaign without
a social strategy in mind is like wandering around a forest without a map.

Here are some questions to ask when defining your social media marketing
goals:

• What are you hoping to achieve through social media marketing?

• Who is your target audience?

pg. 17
• Where would your target audience hang out and how would they use
social media?
• What message do you want to send to your audience with social media
marketing?

Your business type should inform and drive your social media marketing
strategy.

Social media marketing can help with a number of goals

• Increasing website traffic

• Building conversions
• Raising brand awareness
• Creating a brand identity and positive brand association
• Improving communication and interaction with key audiences

The bigger and more engaged your audience is on social media networks, the
easier it will be for you to achieve every other marketing goal on yourlist!

Social Media Marketing Tips

Ready to get started with marketing on social media? Here are a few social media
marketing tips to kick off your social media campaigns.

• Social Media Content Planning — As discussed previously, building a

social media marketing plan is essential. Consider keyword research and
competitive research to help brainstorm content ideas that will interest your
target audience. What are other businesses in your industry doing to drive
engagement on social media?
• Great Social Content — Consistent with other areas of online marketing,
content reigns supreme when it comes to social media marketing. Make sure
you post regularly and offer truly valuable information that your ideal
customers will find helpful and interesting. The

pg. 18
content that you share on your social networks can include social media
images, videos, info graphics, how-to guides and more.

• A Consistent Brand Image — using social media for marketing

enables your business to project your brand image across a variety of
different social media platforms. While each platform has its own unique
environment and voice, your businesses core identity, whether it's friendly,
fun, or trustworthy, should stay consistent.
• Social Media for Content Promotion — Social media marketing is a
perfect channel for sharing your best site and blog content with readers. Once
you build a loyal following on social media, you'll be able to post all your new
content and make sure your readers can find new stuff right away. Plus, great
blog content will help you build more followers. It's a surprising way that
content marketing and social media marketing benefit each other.
• Sharing Curated Links — while using social media for marketing is a
great way to leverage your own unique, original content to gain followers, fans,
and devotees, it’s also an opportunity to link to outside articles as well. If other
sources provide great, valuable information you think your target audience will
enjoy, don’t be shy about linking to them. Curating and linking to outside
sources improves trust and reliability, and you may even get some links in
return.
• Tracking Competitors — It’s always important to keep an eye on
competitors—they can provide valuable data for keyword research and other
social media marketing insight. If your competitors are using a certain social
media marketing channel or technique that seems to be working for them,
considering doing the same thing, but do it better!

• Measuring Success with Analytics — You can’t determine the

success of your social media marketing strategies without tracking data.
Google Analytics can be used as a great social media marketing tool that will
help you measure your most triumphant social media marketing techniques,
as well as determine which strategies are better off abandoned. Attach
tracking tags to your social media marketing campaigns so that you can
properly monitor them. And be sure to use the analytics within each social
pg. 19
platform for even more insight into which of your social content is performing
best with your audience.
• Social Media Crisis Management — Things don't always go swimmingly
for brands on social media. It's best to have a playbook in place so your
employees know how to handle a snafu. Check out our guide to social media
crisis management to see examples of the worst social media disasters, plus tips
on how they should have been handled.

How to Choose the Best Social Media Platforms for Marketing

Here's a brief overview about how to use social media for marketing according
to each platform’s unique user base and environment. Different social media
marketing sites require different approaches, so develop a unique strategy
tailored for each platform.

Using Facebook for Social Media Marketing

Facebook’s casual, friendly environment requires an active social media

marketing strategy. Start by creating a Facebook Business Fan Page. You will
want to pay careful attention to layout, as the visual component is a key aspect
of the Facebook experience.

Facebook is a place people go to relax and chat with friends, so keep your
tone light and friendly. And remember, organic reach on Facebook can be
extremely limited, so consider a cost-effective Facebook ad strategy, which can
have a big impact on your organic Facebook presence as well!

Using Google+ for Social Media Marketing

Google+ entered the scene as a Facebook competitor, but it now serves a more
niche audience. It won't work for everybody, but some communities are very
active on Google+.

On Google+ you can upload and share photos, videos, links, and view all
your +1s. Also take advantage of Google+ circles, which allow you to segment
your followers into smaller groups, enabling you to share

pg. 20
information with some followers while barring others. For example, you might
try creating a “super-fan” circle, and share special discounts and exclusive offers
only with that group.

Note that Google has announced plans to retire Google+, so plan

accordingly!

Using Pinterest for Social Media Marketing

Pinterest is one of the fastest growing social media marketing trends. Pinterest’s
image-centred platform is ideal for retail, but anyone can benefit from using
Pinterest for social media purposes or sales-driving ads.

Pinterest allows businesses to showcase their product offerings while also

developing brand personality with eye-catching, unique pin boards. When
developing your Pinterest strategy, remember that the social network's
primary audience is female. If that's your demographic, you need a presence
on Pinterest!

Using Twitter for Social Media Marketing

Twitter is the social media marketing tool that lets you broadcast your
updates across the web. Follow tweeters in your industry or related fields,
and you should gain a steady stream of followers in return.

Mix up your official tweets about specials, discounts, and news with fun,
brand-building tweets. Be sure to re tweet when a customer has something
nice to say about you, and don’t forget to answer people’s questions when
possible. Using Twitter as a social media marketing tool revolves around
dialog and communication, so be sure to interact as much as possible to
nurture and build your following.

Using LinkedIn for Social Media Marketing

LinkedIn is one of the more professional social media marketing sites.LinkedIn

Groups is a great venue for entering into a professional dialog with people in
similar industries and provides a place to share content with like-

pg. 21
minded individuals. It's also great for posting jobs and general employee
networking.

Encourage customers or clients to give your business a recommendation on

your LinkedIn profile. Recommendations make your business appear more
credible and reliable for new customers. Also browse the Questions section of
LinkedIn; providing answers helps you get established as a thought leaderand
earns trust.

Using YouTube for Social Media Marketing

YouTube is the number one place for creating and sharing video content, and
it can also be an incredibly powerful social media marketing tool. Many
businesses try to create video content with the aim of having their video “go
viral,” but in reality those chances are pretty slim. Instead, focus on creating
useful, instructive “how-to” videos. These how-to videos also have the added
benefit of ranking on the video search results of Google, so don't under-
estimate the power of video content!

Location-Based Social Media Tools

Social media platforms like Yelp and Foursquare are great for brick and
mortar businesses looking to implement marketing on social media. Register
on these sites to claim your location spot, and then consider extra incentives
such as check-in rewards or special discounts. Remember, these visitors will
have their phones in hand, so they will be able to write and post reviews. A lot
of good reviews can significantly help sway prospective visitors to come inand
build your business!

Using Reddit for Social Media Marketing

Reddit, or similar social media platforms such as Stumble Upon or Digg, are
ideal for sharing compelling content. With over 2 billion page views a month,
Reddit has incredible social media marketing potential, but marketers should
be warned that only truly unique, interesting content will be welcomed. Posting
on Reddit is playing with fire—submit spammy or overtly

pg. 22
sales-focused content and your business could get berated by this extremely
tech-savvy community.

If you have content you believe the Reddit community (majority is young, geeky,
liberal, and internet-obsessed) would enjoy, you could reap tremendous
benefits and earn valuable traffic.

Using social media in marketing does more than improve site traffic and
help businesses reach more customers; it provides a valuable venue forbetter
understanding and learning from your target audiences.

Paid Social Media Marketing Tips

We love paid social advertising because it's a highly cost-effective way to expand
your reach. If you play your cards right, you can get your content and offers
in front of a huge audience at a very low cost. Most social media platforms offer
incredibly granular targeting capabilities, allowing you to focus your budget
on exactly the types of people that are most likely to be interested in your
business. Below are some tips and resources for getting started with paid social
media marketing.

Social Media Challenges Your Business Must Overcome

Social media has had a tremendous impact on business over the past decade.
Social platforms like Twitter and Facebook have transformed the way that
people communicate and, in the process, have changed the way that
businesses interact with customers.

In fact, social media’s influence runs deeper than customer engagement.

Departments like sales, human resources, product development and market
research are launching successful campaigns. But while the Internet is littered
with success stories, there are still many social media challenges we’re
figuring out.

pg. 23
1. Developing a Social Media Strategy

Creating a social media strategy can be daunting. The first thing you need
to know is exactly what it is. A social media strategy is a summary of
everything you plan to do and hope to achieve for your business through the
use of social networks.

Start by creating a list of social media objectives and goals. The more specific
you are, the more effective you’ll be at implementing them. These objectives
should align with your broader marketing strategy and business goals. Keep it as
concise as possible and make sure they’re attainable. The purpose of a social
media strategy is to guide your actions, but it’ll also be a measure by which you
determine whether you’re succeeding or failing.

The metrics you choose to monitor will be influenced by the goals you set;
Once your social media strategy is in place, repeat your audit quarterly so you
can keep tabs on your performance.

2. Measuring Social Media ROI

Social media ROI is what your business gets back from the time, money and
resources you’re putting toward social media marketing. The tricky thing about
it is that social media ROI is different from traditional online marketing. It can
be hard to see the value of your Tweet or post getting shared compared to
clicks on an ad.

Social media ROI is based on your specific business goals. Before you can start
measuring your ROI, you need to have clearly defined goals in place. This is
why your social media strategy is so important.

3. Turning Employees into Brand Advocates

When building an online presence, you’re really focused on generating

awareness and driving organic reach. An extremely valuable and largely
untapped asset is your employees. What better group to represent your brand
than the people who define it?
pg. 24
30
One of the easiest ways to turn your employees into brand advocates is to make
it easy. It’s a great way to streamline the important messages and content that
matter to your brand.

In a 2013 study, it is found that employees are the most credible source of
information regarding a business. Make sure your team is sharing the right
information by educating them on your company’s history, products and goals.

4. Knowing Which Social Media Platform to Use

• 66% of adults use social media.
• 74% of consumers use social media to make a buying decision.
• 90% of people use social media to communicate directly with
brands.

It’s obvious that your business should be active on social media. Deciding
which platform to build a presence on.

Once you’ve established yourself on a social platform, use a social media

analytics tool to monitor engagement with your account and audience
demographics.

You’ll also want to be aware of which social networks offer targeting

capabilities in case you want to reach specific subsets of your audience.

5. Improving a Decline in Organic Reach

You put a lot of time and effort into your content strategy, so it’s discouraging
when something you publish doesn’t perform well. It’s understandable,
but it’s indicative of a larger issue: over-saturation. Every day, 95 million
photos and videos are uploaded to Instagram, over 500 million Tweets are
sent on Twitter and more than 350 million photos are added to Facebook.
People are inundated with content so it’s not as easy for yours to stand out as
it once was.

pg. 25
The key to driving reach is finding the right content mix for your audience.
Use a social media management tool to monitor the engagement with your
posts. Track which posts are performing well and which ones aren’t. Posts with
photos performing better than those without. Use these insights to make data-
driven decisions about your content strategy moving forward.

Regardless of which platforms you’re using, your goal when it comes to

content is to keep it engaging, educational and entertaining. Never publish
content just for the sake of making an update. Think back to your social media
strategy and focus on publishing content that fulfills your business objectives.
Always track your performance and be flexible enough to make adjustments
where needed.

6. Engaging in a Regulated Industry

The awesome thing about social media is that it’s available to businesses of
all shapes and sizes across industries. But for some, incorporating social media
into marketing strategies is a bit more complicated—especially those in
regulated industries like alcoholic beverages, healthcare, financial institutions
and government.

The most important thing to do is familiarize with the rules and regulations
that apply to your specific industry.

You should work closely with your legal team to ensure that your social media
practices are compliant with these rules and regulations.

7. Pushing Your Content to the Next Level

People only retain about 10% of the information they hear, but when paired
with a relevant image, that number jumps to 65%. You want your message to
stick with people. Photos and videos have become powerful toolsfor marketers
looking to communicate effectively with followers.

pg. 26
Visual content has taken over almost every major social network, including
Facebook, Instagram, Twitter and Pinterest. In fact, content with relevant
images get 94% more views than content without them.

Not only can adding an image to your social media posts increase
engagement, but it can also help you tell a great story. Visual content can
easily distill complex information and helps brands tell stories quickly with
impact and emotion. Tapping into emotions can drive deeper engagement, so
make sure that the visuals you’re using align with your broader objectives.
In other words, make sure the images or videos you’re using are relevant
and aren’t there for the sake of taking up space.

8. Answering All of Your Customer’s Questions

Social media is meant to be a two-way communication channel, but toooften

it’s used as a promotional mechanism. While marketers use socialnetworks
as broadcasting outlets, 90% of customers use social as a way to
communicate directly with brands.

The number of social messages requiring a response have increased 18%

between Q1 2015 and Q1 2016. However, brands reply to only 11% of people.
This could be because brands are missing some of the messages that come in—
especially if you regularly see high volumes of incoming messages.

Using a social media management tool like Sprout Social, you can makesure
that messages never go unnoticed. With all your social messages in one place,
you can provide cross-channel support and quickly identify whether

pg. 27
it’s an issue to resolve or a chance to delight a customer or an opportunity
to join a conversation.

Social Media Marketing Strategy for Businesses

1. Set Relevant and Realistic Social Media Marketing Goals

One of the most significant problems faced by many businesses engaged in

social media is that they have never spent the time to set relevant andrealistic
social media marketing goals. They know they need to be on social media, but
they have no idea why they are there.
Of course, your social media marketing goals need to fit into your business
planning as a whole. Ideally, you will have set strategic goals for how you want
your business to progress. Your social media marketing goals should complement
your overarching business goals.

2. Understand Your Social Media Audience

Not all social media audiences are alike. Different types of people use social
media in varying ways. If you’re going to meet your goals, you need to be using
the same social media networks as your target audience. Similarly, if you
intend to engage in influencer marketing, you need to ensure that you engage
influencers whose audience matches your target market.
You might be a middle-aged executive who uses Facebook. However, if you
personally don’t match the target market of your business, you can’t
automatically assume that your customers will also be spending their time

pg. 28
on Facebook. Sure, there may have been 2.27 billion monthly active
Facebook users in Q3 2018, but if you target a young demographic, you are
far more likely to reach them on Snapchat or Instagram. However, if your
business targets people aged 25 to 34, they make up 29.7% of Facebook users,
and are their most common age demographic.
To be successful at doing this, you need to have a solid understating of your
customer base. If you have ever established personas for your ideal
customers, now is the time to dust them off. What do your customers look like,
and how do they spend their time on the internet?
The better you can understand the demographics and psychographics ofyour
target market, the better you will be at reaching them on your social channels.
3. Determine Your Most Relevant Metrics

Too many businesses create a social presence and spend time and other
resources on using their social accounts, without ever establishing whether
they are seeing any success or not.
Unfortunately, social analytics can be a gray area, because they are not the
same for every business. Once again, your most relevant social metrics will
relate to the goals you have set yourself. The Influencer Marketing Hub has
written a free e-book to help you here - How to Measure Influencer Marketing
ROI.
4. Investigate How Your Competitors Approach Social Media

Most firms don’t operate in isolation. You will usually have competitors who
will also run a social strategy. You will definitely need to know what they are
doing. What is their focus? Whom are they targeting? What key phrases are they
trying to dominate?
You can quickly conduct a competitor analysis to help you better
understand their strengths and weaknesses. This should give you a better
understanding of what potential customers expect from businesses in your
industry.

pg. 29
You might spot your competitors’ weak social areas and be able to exploit the
gaps. For instance, one of your competitors might be influential on Twitter, but
have a weak Facebook presence, despite your target market using that
network. In that case, it may pay you to put more resources into Facebook, rather
than competing head to head on Twitter.
You could use a tool like Buzzsumo to spy on your competitors and discover their
most successful social pieces of content. Once you know what types of content
resound for them on which social networks, you can produce and share similar,
but better, material.
The types of content that perform well on social media may surprise you. One
of the five most shared posts on the Influencer Marketing Hub on Facebook
this year is How to Get a Crown on Musical.ly - An Influencer's Guide to
Musical.ly, which people have shared more than 450 times. This is
surprisingly high for an article about a niche social network.

5. Create Suitable Content to Share with Your Followers

To be successful on social media, you will need high-quality content to share.

One of the biggest mistakes that businesses do is to share excessivepromotional
material. Remember social networks are designed to be social – they were never
intended to be a marketplace for you to sell your products.
Therefore, you need to balance the content you share socially, to be a mixture
of informative and entertaining items, with a small percentage of promotional
material added in. You will also need to like and share other peoples’ content.
This is probably the most significant reason that most influencers gain that
status. They know their audience well and create the perfect content to
interest their followers. As a brand, you need to do the same.
If you have previously determined your goals and discovered what works
(and what doesn’t) for your competition, you should have a reasonable idea
of the type of cornet that will resonate for your target audience. There is
little point creating content for other types of people, who will never help you
meet your goals.

pg. 30
6. Engage With Your Audience

People don’t just go onto social networks to read, look at, or watch content. They
go online to interact with other people and to be social. Successful businesses do
not just broadcast to their social audiences. They engage with them too.
This is why you should not attempt to cover every social network unless you have
a very diverse target market and an army of personnel dedicated to this task. By
focusing your attention on the social networks your target marketfrequents, you
can use your resources efficiently.

7. Establish the Best Times to Post and Set up a Content Calendar

While you could manually make all of your social posts, that is inefficient,
and may not lead to the best results. Most of the social networks now use
some form of algorithm to filter the results they give people. This means that
if you post at a different time to when your target audience is online, they may
never see your content.
Ideally, you will want to use one of the social scheduling tools so you can set
up and organize multiple posts at the same time.
There are differing opinions over the number of posts you should make on
each network each day, and the best times to make them. CoSchedule has carried
out an extensive review of the different sets of survey data, and comeup with
their best times to post on social media in 2018 based on research.

8. Track Your Results and Adapt

No matter how much you plan your social efforts, there is no guarantee that
things will work as you expected. If you don’t track your results, however, you
will never know the success of your social campaigns.
You began the process by setting goals and then determined your most
relevant metrics. Therefore, you will want to keep a constant eye on how
these metrics are progressing.

pg. 31
CHAPTER: 3

REVIEWS

OF

LITERATURE

pg. 32
Review of literature

1. (Kaplan and Haenlein 2010): Social media cannot be understood without

first defining Web 2.0: a term that describes a new way in which end users
use the World Wide Web, a place where content is continuouslyaltered by all
operators in a sharing and collaborative way.

2. (Campbell et al. 2011). “It is much more to do with what people are doing
with the technology than the technology itself, for rather than merely retrieving
information, users are now creating and consuming it, and hence adding value to
the websites that permit them to do so”. Web 2.0 has evolved from simple
information retrieval to interactivity, interoperability, and collaboration.

3. Kaplan and Haenlein (2010, 61) define social media as “a group of

Internet based applications that build on the ideological and technological
foundations of Web 2.0, and allow the creation and exchange of user
generated content.”

4. Sinclaire and Vogus (2011, 294) cite O’Reilly’s (2005) definition: “social
media is a broad term that describes software tools that create user generated
content that can be shared.” However, there are some basicfeatures necessary
for a website to meet the requirements as a socialnetwork website: the site
must contain user profiles, content, a method that permits users to connect with
each other and post comments on each other’s pages, and join virtual groups
based on common interests such as fashion or politics.

5. (Gross & Acquisti, 2005; Ellison, Steinfield & Lampe, 2007; Lenhart
& Madden, 2007; Winder,2007; Boyd & Ellison, 2007 as cited in Cox 2010).
The phrase social networking sites’ is often used interchangeably with social
media. However, social media is different because it allows participants to
unite by generating personal information profiles and inviting friends and
colleagues to have access to those profiles (Kaplan and Haenlein 2010, 63 ).

pg. 33
6. (Mady 2011). social media is the environment in which social
networking takes place and has altered the way in which consumers gather
information and make buying decisions. Consumers’Sentiment toward
Marketing (CSM) is a factor consider by researchers to measure how well
consumers will perceive social media marketing. CSM is defined as a concept
which refers to the general feelings that consumers have for marketing and
the marketplace (Lawson et al. 2001as cited by Mady 2011). An individual’s
perception of the overall marketplace plays a major role in whether or not
they are motivated to partake in consumption activities (Mady 2011). In
order to create a successful marketing campaign via social media, a consumer
must be open to the technology. Consumer technology readiness is defined as
“people’s propensity to embrace and use new technologies for accomplishing
goals in home and work” (Parasuraman, 2000 as cited by Mady 2011, 195).

7. (Shankar et al. 2011, 30) Social media has advanced from simply providing
a platform for individuals to stay in touch with their family and friends. Now it is
a place where consumers can learn more about their favourite companies and
the products they sell. Marketers and retailers are utilizing these sites as
another way to reach consumers and provide a newway to shop. “Technology
related developments such as the rise of powerful search engines,
advanced mobile devices and interfaces, peer-to-peer communication
vehicles, and online social networks have extended marketers’ ability to reach
shoppers through new touch points” (Shankar et al. 2011, 30). Shopper
marketing is a new concept that has emerged, creating a new touch point for
the interactions between businesses and consumers. Shopper marketing is “the
planning and execution of all marketing activities that influence a shopper
along, and beyond, the entire path of purchase, from the point at which the
motivation to shop first emerges through purchase, consumption,
repurchase, and recommendation” (Shankar et al. 2011, 29).

8. DelVecchio and Smith as cited in Cha 2009-Perceived fit is an important

factor for retailers to consider for shopper marketing; perceived fit

pg. 34
is the amount of similarity between an extension product category and existing
products affiliated with the brand (DelVecchio and Smith as cited inCha 2009).
The more people perceive shopping services on social networking sites as useful
and easy to use, the more likely they are willing to shop foritems on social
networks (Cha 2009). Providing shopping services on social networks can
provide business growth for retailers due to the diversity of consumers who use
social media sites. The wide range of consumers utilizing social networks
means that most target markets can be reached (Cha 2009). This provides an
effective platform for retailers to promote their brand and products to potential
consumers.

pg. 35
CHAPTER 4

OBJECTIVES

OF THE

STUDY

pg. 36
Objectives of Study

1. To study the role of social media and its impact on digital marketing

2. The challenges facing companies using social media today and how they
can be managed or minimized.

3. Determine whether social media networks are the best tools for digital
marketing.

4. To Study and analysis, the strategies of social media marketing

pg. 37
CHAPTER-5

RESEARCH

METHODLOGY

pg. 38
Research Methodology

The process used to collect information and data for the purpose of making business
decision. The methodology may include publication research; interviews, surveys
and other research techniques, and cloud include both present and historical
information.

Research Design

A research design is a systematic plan to study a scientific problem. The design of

a study defines the study type. I will use Descriptive research design for this
project report on the topic of” social media marketing of North India Computers.
Because the objectives of the study are concerned with just to define the present
situation of the gender leadership styles in govt. sector.

Descriptive research is used to describe characteristics of a population or

phenomena being studied. It does not answer questions about how/when/why the
characteristics occurred. Rather it addresses the question or what are the
characteristics of the population or situation being studied? The characteristics
used to describe the situation or the population is usually some kind of categorical
scheme also known as descriptive categories.

Need for the Study

In order for a business to grow quickly, they need to be able to reach a wide target
audience as soon as possible. Without an active social media presence, your
business is doomed to fail. Until a decade ago, the whole idea of Digital
Marketing seemed like an adolescent idea which will fade away inan year or
two. While traditional marketers were not convinced about the effectiveness of
digital marketing strategies, their scepticism further made it difficult for the
industry to believe on this new methodology. It appeared to everyone that Digital
Marketing was a more Silicon Valley thing.

pg. 39
 In a country like India, the situation was even worse. India is a country
where people have grown used to traditional marketing methods like painted
advertisements, newspaper ads and TV advertisements. India seemed like a
country where people didn’t have easy accessibility of internet and thus we
were far from Internet Advertising.

The Purpose of Research

• Review or synthesize existing knowledge.

• Investigate existing situations or problems.
• Provide solutions to problems.
• Explore and analyses more general issues.
• Explain new phenomena.
• Generate new knowledge.

Research type
This research is descriptive in nature. Under descriptive research it will be a casual study
that will be carried out to analyzed and interpret the responses of the various
respondents surveyedin the internship program.

Sampling method/techniques
The sampling methods that have been adopted for the research is as follows:
Sampling technique: A convenience sampling method has been used where available customer is
contacted. Among those who ever fell under criteria of licensed software.
Sample size: Sample size is considered to be the quantity of data that has been collected for
the study. Due to limitation of time and scope of the study the number of respondents from which
the data is collected is 50. The sample size contains customer/employees/trainees at various
profiles viz. gender, age, occupation and annual income

Sample area: Sample area is considered to the location where the study has been conducted. The
location may comprise of certain boundaries which the researcher would have been able to
easily cover up for the study.

Area of study: Patiala and Mohali.

pg. 40
 Data Collection: For collecting the data the both primary and secondary sources are used.

Primary Sources

1. A discussion with the Solitaire Infosys employees, trainees and the clients of the company.

2. Discussions with the employees who handle the technical field as well as
management team too.
3. While conducting an interview, questionnaires are used as a part of the selection process

4. At different desks of the Solitaire Infosys company, people work on different profiles.

Secondary sources

1. Solitaire Infosys websites

2. Various publications and manuals on their seller and buyer acceptability.
3. Website documents
4. Other Internet sources

pg. 41
 CHAPTER 6

DATA ANALYSIS

AND

INTERPRETATION

pg. 42
1. Most Commonly used digital marketing platform in the Company?

Option No. of Respondents Percentage

Email Marketing 10 20

Social Media 16 32

Google Ads 10 20

Website 14 28

Total 50 100

TABLE NO-1

Responses
Email Marketing Social Media Google Ads Website

28% 20%

20% 32%

FIGURE NO-1

INTERPRETATION :
The chart number 1 depicts that which are most commonly used social
marketing digital marketing tools used in the company. Above table
represents that 20% of the respondents said that email marketing is used on
the company’s end whereas 32% of the respondents said that Social Media
tools are most commonly used in the company while 20% of the respondents
said that Google ads used in the company on online platform and the rest 28%
of the respondents said that they are using websites on online platform. It
concludes that social media is most common tool which is used
in the company according to the majority of the respondents.

pg. 43
2. Which of the social media marketing site you used the most?

Option No. of Respondents Percentage

Facebook 12 24

Instagram 14 28

Blogging 18 36

Youtube 6 12

Total 50 100

TABLE NO-2

Responses
Facebook Instagram Blogging Youtube

12% 24%

36%
28%

FIGURE NO-2

INTERPRETATION :
Above given chart number 2 represents that according to the respondents
which are the social media marketing sites that they use the most in their
daily life. According to 24% of the respondents facebook is the most
preferably use digital marketing platform whereas 28% of the respondents
said that instagram is a platform which is mostly by the teenagers as well
whereas 36% of the respondents said that blogging is mostly use as we can
add new blogs day by day while 12% of the respondents said that youtube is
commonly used by them.

pg. 44
3. For how long you are working on social media marketing?

Options No. of Respondents Percentage

Less than 1 year 12 24

1-2 year 10 20

2-4 year 16 32

More than 4 year 12 24

total 50 100

TABLE NO-3

Responses
Less than 1 year 1-2 year 2-4 year More than 4 year

24% 24%

20%
32%

FIGURE NO-3

INTERPRETATION :
The chart number 3 depicts that for how long company or respondents working
on social media marketing. Highlighting to the presentation it is clear that 24%
of the respondents using social media marketing from a short period of time
like less than 1 year while same group of respondents working from more than 4
years whereas 32% of the respondents using social media approximately from
2-4 years whereas only 20% of the respondents uses these social media digital
marketing tools from 1-2 years. It clearly depicts that majority of the
respondents go with 2-4 years active on
social media sites.

pg. 45
4. "Social media is the best source of marketing" do you agree with the
statement.

Options No. of Respondents Percentage

Strongly agree 28 56

Agree 10 20

Neutral 4 8

Disagree 8 16

Total 50 100

TABLE NO-4

Responses
Strongly agree Agree Neutral Disagree

16%
8%
56%
20%

FIGURE NO-4

INTERPRETATION :
The chart number 4 depicts that is social media marketing is the best source
of marketing or not. The above chart describes that 56% of the respondents
strongly agree with the given statement whereas 20% of the respondents fairly
agreed with it but 12% masses opinion that they were disagreed with the given
statement whereas 8% of the respondents gives their neutral view regarding
the same question. It concludes that majority ofthe respondents goes with the
option strongly agree as social media is the best source of digital marketing as
compared to conventional marketing.

pg. 46
5. "Social Media is more effective in case of increasing the sales" do you
agree with the statement.

Option No. of Respondents Percentage

Strongly agree 26 52

Agree 16 32

Neutral 6 12

Disagree 2 4

Total 50 100

TABLE NO-5

Responses
Strongly agree Agree Neutral Disagree

4%
12%

52%
32%

FIGURE NO-5

INTERPRETATION :

The chart number 5 depicts that is social media is more effective in increasing
sales in the company or not? According to 52% of the respondents Social
Media is more effective in case of increasing the sales inthe company whereas
32% of the respondents fairly agree with the statement while 12% of the
respondents neutral with this statement and the rest only 4% of the
respondents totally disagree with the given statement. SoIt concludes that
most of the respondents said that social media is an
effective method to increase the sales.

pg. 47
6. Social media is having great potential to reach large numbers of the
target audience.

Option No. of Respondents Percentage

Strongly agree 24 48

Agree 16 32

Neutral 6 12

Disagree 4 8

50 100

TABLE NO-6

Responses
Strongly agree Agree Neutral Disagree

8%
12%
48%

32%

FIGURE NO-6

INTERPRETATION :

The chart number 6 descried that is social media having great potential toreach
large number of target audience in the market or not. It describes that 48% of the
majority strongly agreed that Social media is having great potential to reach
large numbers of the target audience whereas 32% of the respondents fairly
agree with the statement wherein 12% were give neutral responses but only 6%
were disagreed with the given statement that Social media is having great
potential to reach large numbers of the target
audience.

pg. 48
7. What benefits do you get by using social media for advertising your
company’s brand and products?
Options No. of Respondents Percentage

Brand Awareness 14 28

Generates Leads 18 36

Target audience 10 20

Cost effective 8 16

Total 50 100

TABLE NO-7

Responses
Brand Awareness Generates Leads
Target audience Cost effective

16% 28%
20%

36%

FIGURE NO-7

INTERPRETATION :

The chart number 7 depicts that what are the benefits which are availed by
using social media for advertising company’s brand and products. It states
that 36% of the respondents generate leads by using social media for
advertising your company’s brand and products whereas 28% of the
respondents get brand awareness through this method while 20% of the
respondents achieve target audience from this activities of social media while
only 16% of the respondents got cost effective benefit by using social
media for advertising your company’s brand and products.

pg. 49
8. What are the challenges your business face in using social media?

Options No. of Percentag

Respondents e
Developing a social media strategy 10 20

Measuring social media ROI 10 20

Answering customers questions 14 28

Pushing Your Content to the

16 32
NextLevel

Total 50 100

TABLE NO-8

Responses
Developing a social
media strategy
Measuring social media
ROI Answering
customers questions
Pushing Your Content to the
20%
32%

20%
28%

FIGURE NO-8

INTERPRETATION :

The chart number 8 described that what are the challenges which are facing
by the company while using social media tools? The above chart depicts that
32% of the group said that the main challenge is to pushing your content to
the next level in using social media while 20% were facing measuring social
media ROI whereas 28% of the employees facing main challenge is to answer
customer questions and the rest 20% of the respondents said that
developing social media strategies is the main challenge which is faced by
the company while using social media tools.

pg. 50
9. What other ways are taken into consideration to minimize the impact
of these challenges?

Option No. of Respondents Percentage

Proper brand strategy 18 36

Knowledge of ROI tools 14 28

Large team 6 12

Content Planning 12 24

50 100

TABLE NO-9

Responses
Proper brand strategy Knowledge of ROI tools
Large team Content Planning

24% 36%
12%

28%

FIGURE NO-9

INTERPRETATION:

The chart number 9 depicts that what are the ways which are taken into
consideration to minimize the impact of the challenges. It states that 36% of
the respondents said that proper brand awareness technique can be used to
minimize the impact of these challenges whereas 28% of the respondents said
that having proper knowledge of ROI tools is also use to overcome these
challenges while 24% of the respondents said that content planning is also use
to overcome these challenges as well but 12% of the employees said that large
team and its proper functioning can minimize the impact of challenges
in the business.

pg. 51
10. Do you find Social Media advertising channels to be effective or not?

Options No. of Respondents Percentage

Yes 36 72

No 8 16

May be 6 12

50 100

TABLE NO-10

Responses
Yes No May be

12%
16%

72%

FIGURE NO-10

INTERPRETATION :

The chart number 10 depicts that does the respondents think that social
media advertising channels to be effective in the company or not. The above
chart explained that more than half of the respondents like 72% said yes as
they find Social Media advertising channels to be effective while 16% said no
these social media advertising channels doesn’t effective at all while the rest
12% of the respondents said that these social media advertising channels
can be effective at some level. It concludes that majority of the respondents
said that social media advertising channels are effective.

pg. 52
11. Role of social media in enhancing the business goal

Options No. of Respondents Percentage

Quick Problem resolving 16 32

More Sales 14 28

Brand awareness 12 24

Leads to conversion 8 16

50 100

TABLE NO-11

Responses
Quick Problem resolvent More Sales
Brand awareness Leads to conversion

16% 32%
24%

28%

FIGURE NO-11

INTERPRETATION :

The chart number 11 depicts that what is the role of social media in enhancing
the business goals. The above chart described that 32% of the respondents
said that quick problem resolvent is the main role of social media in
enhancing the business goal whereas 28% of the respondents said that the
main role of social media in enhancing business goal is more sales while 24%
of the respondents said that brand awareness is the main role of social media
but the rest 16% of the respondents said that leads to
conversion is the main role of social media in enhancing the business goal.

pg. 53
12. Is social Media a powerful marketing tool in your organization or not?

Options No. of Respondents Percentage

Yes 34 68

No 6 12

May be 10 20

50 100

TABLE NO-12

Responses
Yes No May be

20%

12%
68%

FIGURE NO-12

INTERPRETATION :

The chart number 12 depicts that is social media a powerful marketing tool
in your organization or not. The above chart depicts that majority of the
respondents i.e. 68% of the respondents said that yes social media is a powerful
marketing tool as the 12% of the respondents said that no this isnot a
powerful tool while the rest 20% of the respondents said that these social media
tools are powerful marketing strategies in the market on extent level. The
majority of the respondents agree with this that social media is a
powerful marketing technique in the company.

pg. 54
 13. Social media marketing can help with a number of goals

Options No. of Respondents Percentage

Increasing website traffic 12 24

Building conversions 14 28

Raising brand awareness 04 08

Creating a brand identity and positive brand

14
association 28

Improving communication and interaction with

6
key audiences 12

50 100

TABLE NO-13

Responses
Increasing website traffic
12% 24%
Building conversions
28%
28% Raising brand awareness
8%

Creating a brand identity and

positive brand association

FIGURE NO-13

INTERPRETATION :

The chart number 13 depicts that is social media marketing can help in
targeting number of goals or not. The above chart describe that 24% of the
respondents said that it can help in increasing website traffic while 28% of
the respondents said about building conversions whereas 8% of the
respondents in the favour of raising brand awareness but 28% gives
responses about Creating a brand identity and positive brand association in
the company whereas 12% of the respondents said that improving
communication and interaction with key audiences helps to increase
number of goals in the company.

pg. 55
14. What are the social media strategies used by the company?

Options No. of Respondents Percentage

Set Relevant and Realistic Social Media

18
Marketing Goals 36

Understand Your Social Media Audience 14 28

Create Suitable Content 12 24

Engage With Your Audience 6 12

50 100

TABLE NO-14

Responses

Set Relevant and Realistic Social

12% Media Marketing Goals
36%
24% Understand Your Social Media
Audience
Create Suitable Content
28%
Engage With Your Audience

FIGURE NO-14
INTERPRETATION :

The chart number 14 depicts that what are the social media strategies which
are used by the company. The above given chart describes that 36% of the
respondents said that setting relevant and realistic social media marketing
goals is a main social media strategy which is used by the company whereas
28% of the respondents said that understanding your social media audience
is the main strategy while 24% of the respondents were in the favour of
creating suitable content while the rest of the respondents like 12% said that
engage with your audience is the main
strategy which is used by the company.

pg. 56
15. Social media strategies used by the company are effective or not?

Options No. of Respondents Percentage

Strongly agree 20 40

Agree 18 36

Neutral 08 16

Disagree 04 08

50 100

TABLE NO-15

Responses
Strongly agree Agree Neutral Disagree

8%
16% 40%

36%

FIGURE NO-15

Interpretation :

The chart number 15 depicts that the above given social media strategies
which are used by the company are effective or not. The above given chart
describes that 40% of the respondents are strongly agreed with the statement
that Social media strategies used by the company are effective whereas 36%
of the respondents are fairly agree with the statement while 16% of the
respondents gives their views as neutral and the rest 8% of the respondents
totally disagree with the statement and said that social media strategy is not
as much effective as said. It concludes that majority goeswith the option
that these strategies are effective.

pg. 57
 CHAPTER-7

FINDING

AND

SUGGESTIONS

pg. 58
FINDINGS
1. 32% of the respondents believe that the main role of social media in enhancing business
goals is quick problem resolution. The social media platforms are being effectively used for
customer service and support, enabling the company to address customer concerns
efficiently.
2. A significant portion of respondents (24%) believe that social media marketing can effectively drive
traffic to the company's website. This indicates an understanding of the role of social platforms in
directing users to the company's online assets.
3. The majority of 36% of respondents believe that using proper brand awareness techniques
can minimize the impact of challenges.
4. The largest portion of respondents (32%) identified pushing content to the next level as a
significant challenge. The company may face obstacles in creating engaging and impactful
content that resonates with the audience and drives desired outcomes.
5. The majority of respondents (32%) identified social media tools as the most commonly used
digital marketing tools in the company. The company places a strong emphasis on leveraging
social media platforms for its marketing efforts, which can be effective in reaching a large
audience and engaging with customers.
6. (56%) strongly agree that social media marketing is the best source of marketing. This high
level of agreement suggests a strong preference for social media marketing among the
respondents.
7. A significant majority of respondents (52%) believe that social media is more effective in
increasing sales for the company. This indicates a strong perception among respondents that
social media plays a key role in driving sales.
8. 40% of the respondents strongly agree that the social media strategies used by the company
are effective. The large number of respondents see the company's approach to social media
as successful.
9. The majority of respondents (36%) identified setting relevant and realistic social media
marketing goals as a primary strategy used by the company. This indicates a strategic
approach to social media marketing, where clear objectives are established to guide efforts
and measure success.
10. The most significant benefit, as cited by 36% of respondents, is lead generation through
social media advertising. The social media is a powerful tool for attracting potential
customers and generating new business opportunities.

pg. 59
 SUGGESTONS

1. Social Media handles should be more prioritized.

2. Instagram, Facebook, YouTube channels should be regulated more aggressively.
3. More promo offer should be infused so that respondents spent maximum time on online
mode.
4. More emphasis should be made to create monopoly in the industry.
5. Other aspects can be considered which contribute to sales factor.
6. Social media with the on-going new techniques can outreach not only locally but at a global
level.
7. More focus should be on brand awareness & target audience.
8. Process of return on investment should be liberalized.
9. Planning, Team involvement should be considered to overcome challenges.
10. More realistic approach should be followed for making social media advertising effective.

pg. 60
CHAPTER-8

LIMITATIONS

OF THE

STUDY

pg. 61
LIMITATIONS OF THE STUDY:

There are some limitations of the study:

1. For correct value the size should be large for the survey.

2. There was lack of time on the part of respondents. Some respondents think
that it is a waste of time and do not give proper support in filling
questionnaire.

3. It is very much possible that some of the respondents may have given the
incorrect information. Sometimes the respondents do not want to share the
information with others due some purposes

pg. 62
CHAPTER- 9

CONCLUSION

pg. 63
CONCLUSION

Digital media is not only for engagement, brands can increase their customers
or they can retain their existing customers. Digital platforms help to increase
the impact of brand recall in target groups.

Digital marketing is not only concerned with placing ads in portals, it consists
of integrated services and integrated channels. Marketers want to use these
components in an effective way to reach target groups and to build a brand.
In this digital era marketer is not the custodian for a brand, people who are
connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because

customers have high affinity towards digital media than other media’s. More
than that customers are highly information seekers and digital media is the
only platform for two way communication between brands and customers

pg. 64
 CHAPTER 10

BIBLOGRAPHY

pg. 65
BIBLIOGRAPHY

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2960044
http://irjms.in/sites/irjms/index.php/files/article/view/62
https://www.researchgate.net/publication/311393872_Digital_marketing_A
_framework_review_and_research_agenda
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.202.229&rep=re
p1&type=pdf
https://www.researchgate.net/publication/303163963_Digital_Marketing_i
n_Indian_Context
https://researchleap.com/wp-content/uploads/2015/04/6.-Effectiveness-
of-Digital-Marketing-in-the-Challenging-Age-An-Empirical-Study1.pdf
https://www.marketo.com/digital-marketing/
https://neilpatel.com/what-is-digital-marketing/

Books

• Abu, B. et al. (2012), “Effectiveness of social media as a marketing

tool: an empirical study”, International Journal of Marketing, Financial
Services & Management Research, Vol. 1 No. 11, pp. 78-87.
• Acar, A. and Polonsky, M. (2007), “Online social networks and insights
into marketing communications”, Journal of Internet Commerce, Vol. 6 No.4,
pp. 55-72.
• Agarwal, S., and0T1T 0T1TMital, M. (2009), “Focus on business
practices: an exploratory study of indian university students' use of social
networking web sites: implications for the workplace”, Business
Communication Quarterly, Vol. 18 No. 1, pp. 21-26.

• Akar, E. and Topcu, B. (2011), “An examination of the factors

influencing consumers' attitudes toward social media marketing”, Journal of
Internet Commerce, Vol. 10 No.1, pp. 35-67

pg. 66
CHAPTER 11
ANNEXURE

pg. 67
QUESTIONNAIRE

1. Most commonly used digital marketing platform?

• Email Marketing
• Social Media
• Google Ads
• Website

2. Which of the social media marketing site you used the most?
• Facebook
• Instagram
• Blogging
• Youtube

3. For how long you are working on social media marketing?

• Less than 1 year
• 1-2 year
• 2-4 year
• More than 4 year

4. "Social media is the best source of marketing” do you agree with the
statement.
• Strongly Agree
• Agree
• Neutral
• Disagree

5. "Social Media is more effective in case of increasing the sales” do you

agree with the statement.
• Strongly Agree
• Agree
• Neutral

pg. 68
 • Disagree

6. Social media is having great potential to reach large numbers of the

target audience.
• Strongly Agree
• Agree
• Neutral
• Disagree

7. What benefits do you get by using social media for advertising your
company’s brand and products?
• Brand Awareness
• Generates Leads
• Target audience
• Cost effective

8. What are the challenges your business face in using social media?
• Developing a social media strategy
• Measuring social media ROI
• Answering customers questions
• Pushing Your Content to the Next Level

9. What other ways are taken into consideration to minimize the impact
of these challenges?
• Proper brand strategy
• Knowledge of ROI tools
• Large team
• Content Planning

10. Do you find Social Media advertising channels to be effective or not?

• Yes
• No

pg. 69
• May be

11. Role of social media in enhancing the business goal

• Quick Problem resolving
• More Sales
• Brand awareness
• Leads to conversion

12. Is Social Media a powerful marketing tool in your organization or not?

• Yes
• No
• May be

13. Social media marketing can help with a number of goals

• Increasing website traffic
• Building conversions
• Raising brand awareness
• Creating a brand identity and positive brand association
• Improving communication and interaction with key audiences

14. What are the social media strategies used by the company?
• Set Relevant and Realistic Social Media Marketing Goals
• Understand Your Social Media Audience
• Create Suitable Content
• Engage With Your Audience

15. Social media strategies used by the company are effective or not?
• Agree
• Strongly agree
• Neutral
• Disagree
• Strongly disagree

pg. 70