International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

THE ROLE OF SOCIAL MEDIA MARKETING

CHANDHAGOUNI ANIL KUMAR GOUD, MBA

Dr. T. SRINIVASA RAO, Professor & HOD

DEPARTMENT OF MBA

INSTITUTE OF AERONAUTICAL ENGINEERING, DUNDIGAL, HYDERABAD

ABSTRACT it, bookmark it and network at vast rate. All types of

Internet is the emerging information technology with social media provide an opportunity to present
the credibility of immediacy and fastness, thus, it oneself and one‟s products to dynamic communities
brings globalization in every aspects of and individuals that may be interested (Roberts &
communication. Communication through internet is Kraynak 2008). Social media includes a variety of
more specified, with effective interactive strategy applications that, using technical terms, allow
among its users. In recent days, internet advertising consumers to „„post,‟‟ „„tag,‟‟ „„digg,‟‟ „„blog,‟‟
has taken new forms which have more advantages and etc. This content created by social media is a
over the traditional mediums like print media, type of newly generated resource for online
television and radio. Marketing communication is information that is created, spread, and used by
becoming precise, personal, interesting, interactive consumers desiring to educate each other about
and social. Different strategies of communication are products, brands, services, and problems (Xiang &
followed in various social networking sites like Face Gretzel 2010). Examples include Facebook,
book, Twitter and Orkut. They not only create impact MySpace, Digg, Twitter, LinkedIn and Google+. Due
over the audience but also make them interact with to its ease way of use, speed and reach, social media
the marketing statistics created. People get attached became the trendsetter in topics that range from
to brand communication in social networking sites environment, politics, and technology to
than usual banner and pop up ads. These networking entertainment industry. Social media are essentially
sites bring more interactive communication with self-promoting in that users spread. The viral quality
advertising. Social networking sites will become the of social media makes it an appealing tool for
primary arena for highly targeted marketing and businesses to market products and services (Xiang &
advertising. Therefore, it is necessary to study the Gretzel 2010). Social media is now a developing
effectiveness of brand communication strategy phenomenon in marketing. Marketers are beginning
followed in social networking sites which are mainly to understand the use of social media as a component
accessed by Indian users. This research attempts to in their marketing strategies and campaigns to reach
find the effectiveness of brand communication out to customers. Promotions, marketing intelligence,
strategy in promoting and advertising their brand in sentiment research, public relations, marketing
social networking sites. The effectiveness is communications, and product and customer
determined with the help of survey from people who management are sub-disciplines of marketing that
use these sites, and the content of three social may use social media (Tanuri, 2010).Each social
networking sites is analyzed. media platform (such as blogs, online discussion
forums, and online communities) has an effect on
I. INTRODUCTION marketing performance (e.g., sales), so it is vital to
The absence of Internet-based social media understand their relative importance and their inter-
has made it possible for one person to communicate relatedness (Stephen & Galak 2009). Furthermore,
with hundreds or even thousands of people around users of social media now are highly motivated web
the world. Social media has exploded as a category of consumers. As exposed by Nielsen‟s (2011), State of
online discussion where people create content, share the Media: Social Media reports that 70% of social

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International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

media users are engaged in online shopping (Nielsen, II.

II.METHODS OF SOCIAL
METHODS OF MEDIA MARKETING
SOCIAL MEDIA
2011). Consumers easily get what they want just by MARKETING
sitting in front of computer screen and accessing
online websites. Though social media marketing has Social network marketing is popularly called
huge benefits on consumers and marketers, at the as Internet marketing. Today you can find many ways
same time it has negative impacts on both of them. for internet marketing. Many people who enter this
Due to its ease way of getting access to information, online marketing are less worried because of its
lack of monitoring and control, undoubtedly it favors guaranteed success. If you see in Internet totally all
many risks and cyber crimes. In the coming chapters types of products has been marketed online without
we will be discussing about advantages and much effort. Internet attracts many business people to
disadvantages of social media marketing in further promote their business online. Social network
detail. marketing is grown to such a height that today many
Role of social media in marketing: people can't earn without it.
Social media is now increasingly becoming
an ingrained aspect of political campaigns, national Some of the most recognized network
defense strategies, public policy, public relations, marketing tools are Face book, My Space and
brand management and even intra company LinkedIn. Twitter became regular place for people
communication. Since the major task of marketing as who have newly entered the field of social network
tool used to inform consumers about the company’s marketing.
products, who they are and what they offer, social
marketing plays an important role in marketing. Blogging: When you start Blogging or posting your
• Social media can be used to provide an identity data about any product, you can see less response
about the companies and the products or services that from clients. Later it will become big business via
they offer. blog. Websites and blogs are most powerful tools for
• Social media helps in creating relationships with social network marketing when matched with other
people who might not otherwise know about the networking tools. Blog is an amazing tool which
products or service or what the companies represent. provides many other facilities in addition to just
• Social media makes companies "real" to consumers. marketing your business. It also helps you to
If they want people to follow them they need not just communicate with other clients in case if you have
talk about the latest product news, but share their any problems.
personality with them. Personal website or blog: It is important to have
• Social media can be used to associate themselves private website if you are a freelancer. Your website
with their peers that may be serving the same target will help your clients to know about you and it will
market. make them clear that you are a serious freelance
• Social media can be used to communicate and marketer and help to make huge revenue via online
provide the interaction that consumers look for. marketing.
Objectives of the study Article selling: It is also best and cheap internet
To analyze the effective communication strategy marketing method. It is a mode of advertising our
through social networking sites. trade just by writing articles and attracting endless
To study the effectiveness of brand communication number of users across world. We usually sell our
through social networking sites from its users and articles to different article database websites and
communicators. article directories. Today it provided free business to
To find the impact of interaction through these many advertisers and publishers and they are really
communication among Indian users (with reference benefited through their articles.
to Face book, Twitter and Orkut). Email sending: Electronic mail sending is the best
way to marketing. Collect list of email addresses
through portfolio websites and email about. your
business to all internet users. Your Email should be

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International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

attractive in such a way that your recipient will be The total population is social networking
impressed to get back to you. usercommunity, but to collect the effective data the
Use social networking websites: Social networking sampling is constrained to the target population like
websites like Twitter, face book can be used to young adults, graduates within the age of 16 years to
promote your sales. These provide best platform for 30 years. The sampling size is 50.
all who are thinking of online marketing. IV. SOCIAL
IV. SOCIAL MEDIA
MEDIA MARKETING MARKETING
Video promotion: Use several video distribution STRATEGIES
STRATEGIES
websites for your marketing. These websites uploads
your service to the whole world. All that you need to Social Media Marketing Strategies: SMM is
do is film a video about marketing and send it to still in its infancy. Most of the online retailers though
video uploading sites like You Tube. It seems it is the appreciate its positives fallouts on the brand
easiest way of marketing than any other modes since awareness and promotion; they are still in the early
many people will be interested in view videos rather stages of adoption. For an organization willing to
than word form of advertisement. invest in social media marketing, it is important to
Press Release or media release: It attracts several understand why SMM is an important marketing
public clients and increases relationship among them. strategy and how it can help: • This is the age of
Search Engine Optimization: It improves the traffic consumer satisfaction. It is not about selling it is
to your website by providing quality web content. It more about interacting. There is a lot to learn from
uses RSS feeds and many SEO techniques. the customers. Using social media one can identify
III. RESEARCH METHODOLOGY customers, listen to their feedback and use them to
To analyze and find the effectiveness of improve and innovate on products or services. •
communication strategy in developing brand, SMM is not a mass advertising strategy. It can be
communication through social networking sites was used to identify peer groups and advertise to that
done with the survey method and content analysis in particular group. Social Media can help in identifying
the research. influencers and through them one can guide a
Methods of data collection: prospective customer into making a purchase.
The survey method helped to identify the reach of the • SMM calls for novel advertising methods
brand among its target audience, ways of impact, as the attention span of online junta is very low. This
usage of these social networking sites and access to is largely due to the multitasking phenomena. A
these form of communication. And the content person watching a video clip on YouTube might be
analysis is another method used to analyze the simultaneously updating a blog, while reading
communication strategy of different social another one and watching friend’s photographs on
networking sites with certain parameters among top Facebook. In order to garner their attention away
three Indian social networking sites which are from distractions the advertisement must be
tabulated with results. innovative and interesting to hold the imagination
Research design: and attention of the prospect.
This research study adopted survey and • At the same time the message must also
content analysis in order to find the effectiveness and provoke the recipient into action; like seeking a
the impact of communication in branding any product detailed description of the product/service, or
or the service among the target market through social suggesting to a friend, or initiating purchase. So, if
networking sites like Face book, Twitter and Orkut. the advertisement is trying to sell something then it
Survey: should be conveniently placed with links so that the
Survey was conducted randomly among prospect can make a purchase with least effort.
Face book, Twitter and Orkut user community, by • Similarly Social Media can be used to
ending questionnaire through online to collect the increase customer loyalty through customer support
individual opinion from the respondents. services and hence improve customer retention.
Sampling: Social Media Marketing can also be used by
Non probability sampling technique is used brands to ward off any negative publicity. But the
to collect the opinionfrom the online respondents.

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International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

brands will have to be cautious here as over doing it 7. Lacy K, Hernandez M (2009). Twitter Marketing
may further aggravate their customers / stakeholders. for Dummies. pp. 14-20 Nicole K (2007). Building a
V. CONCLUSION Brand through Social Networks, http:/
Communication about the product or service /mashable.com/ 2007/05/ 08/ brand-social-networks/
provides a major contribution to brand competition in 8. Ricadela A (2007). Fogeys Flock to Facebook,
the market. It not only provides information about a Business Week.
product or service but also promotes creative http://www.businessweek.com/technology/content/au
innovation. Besides advertising, it also facilitates g2007/ tc2007085_051788.htm
consumer satisfaction. The hidden fact is that no 9. Scott DM (2009). The New Rules of Marketing
brand can progress without effective communication and PR. John Wiley & Sons Inc., pp. 135-150
strategy to attract their customers or users. Big and 10.Shih C (2009). The Facebook Era. Tapping online
small variety of brands nowadays laid their base on social networks to build better products, reach new
social network communication to get recognized in audiences and selling more stuff. Prentice Hall
the target market. Publication, pp. 85-128

Social networking sites users of Face book,

Twitter and Orkut have become a personal, product
and corporate branding hub in India nowadays in
digital era. Every brand that exists on social
networking sites has the same core features and
benefits, such as the ability to create a page, share
resources, add multimedia and much more. Social
networking sites are filled with potential users who
are mainly young adults. They spend more time in
these networking sites due to heavy commercial
contents, entertainment and social gathering. So,
product or service communicators throng their ads in
these areas with more and more interactive and with
fascinating factors so that their brand identity is
developed among the right choice of focused
audience. Advertisers and brands uses social
networking sites as the major resource for their
promotion and developing brand identity among the
focused market
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