SUMMER INTERINING PROJECT

On
SOCIAL MEDIA MARKETING STRATEGY
AT

For the fulfillment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY

Submitted By:

HARSHITA SINGH

Roll No.: 221530700030

Batch: 2022-24

LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

PLOT NO. 11, KNOWLEDGE PARK-2, GREATER NOIDA-201306(UP)

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Page 2
 CERTIFICATE OF ORIGINALITY

I HARSHITA SINGH Roll No. 2201530700030 of

Batch 2022-24 is a fulltime bonafide student of second year of MBA Program of

LLOYD INSTITUTE OF MANAGEMENT Greater Noida. I hereby certify that this
project work carried out by me at _ MAKE INDIAS the report submitted
in partial fulfillment of the requirements of the program is an original work of mine
under the guidance of the industry mentor Mr. NIHAL VERMA and the faculty
mentor Dr. VANDANA PAREEK and is
not based or reproduced from any existing work of any other person or on any earlier
work undertaken at any other time or for any other purpose, and has not been submitted
anywhere else at any time

Student's Signature

Date: ________________

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 ACKNOWLEDGEMENT

I take this opportunity to express my sincere gratitude to the following individuals and
organizations for their invaluable support and contributions to my successful summer
internship experience at Make Indias, a leading digital marketing firm, focusing on social
media marketing.

Firstly, I would like to express my deepest appreciation to Mr. NIHAL VERMA at Make
Indias. Their guidance, mentorship, and continuous feedback throughout the internship were
instrumental in my learning and development. I am grateful for their patience,
encouragement, and willingness to share their expertise in the field of social media
marketing.

Secondly, I extend my sincere thanks to the entire Make Indias team for their warm welcome
and support. I especially appreciate the time and insights shared by MISS. NIKITA
VAERMA who provided invaluable assistance with SOCIAL MEDIA HANDELING
AND CONTENT WRITING Their collaborative spirit and willingness to answer my
questions created a positive and enriching learning environment.

I am also grateful to LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

for providing me with the opportunity to undertake this internship and for their ongoing
academic support. I am thankful for the guidance and encouragement I received from
Dr. VANDANA PAREEK who helped me prepare for this experience.

Finally, I would like to express my heartfelt gratitude to my family and friends for their
unwavering support and encouragement throughout my internship. Their belief in me and
their understanding during this challenging and rewarding experience were invaluable.

This summer internship at Make Indias has been an incredible opportunity to learn, grow, and
develop my skills in social media marketing. I am truly grateful to everyone who contributed
to this experience and I look forward to applying the knowledge and skills I gained in the
future.

Harshita Singh

2201530700030

MBA Semester-3

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 EXECUTIVE SUMMARY

Make Indias is a proactive Digital Marketing Agency which help start-ups to build and nurture
providing them with right guidance and support in our country. We have successfully blended the
richness of traditional online marketing with in-demand technologically driven new age digital media.

They are an award-winning creative marketing and advertising agency. We ideate, curate and execute
marketing strategies to engage with our clients’ intended audience, all while integrating their brand with
the digital world. They take thoughts for ideas and create remarkable moments. We are always well
prepared – with a bunch of crazy people, endless cups of chai and beautiful hideouts in Hyderabad,
Delhi, Mumbai and Varanasi.

At Schbang, we strive to deliver fully integrated and holistic marketing solutions to our clients and unite
interrelated services like creative, media and technology under one roof.

Their aim is to simplify the client experience by acting as a one-stop shop that can meet all of a client's
marketing needs. Rather than specializing in one narrow area, we incorporate strategies that span across
all mediums. By taking this comprehensive approach, we can coordinate solutions that are greater than
the sum of their parts and truly move the needle for our client’s businesses.

They are unified offerings allow us to create marketing solutions with maximum impact.

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 TABLE OF CONTENT

S.NO. TITLE PAGE

1 INTRODUCTION

2 LITERATURE REVIEW

3 RESEARCH METHODOLOGY

4 CONCLUSION AND RECOMMENDATION

5 REFERENCES

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 CHAPTER: 1
INTRODUCTION

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INTRODUCTION
Social media marketing stands as the cornerstone of modern-day business strategies, a dynamic field
that has reshaped the landscape of marketing and communication. In a digital era where connectivity
thrives, social media platforms have transcended their initial purpose of social interaction,
transforming into robust avenues for brand promotion, customer engagement, and market expansion.

Social media marketing is the use of social media platforms and websites to promote a product or
service. Although the terms e-marketing and digital marketing are still dominant in academia, social
media marketing is becoming more popular for both practitioners and researchers. Most social media
platforms have built-in data analytics tools, enabling companies to track the progress, success, and
engagement of ad campaigns. Companies address a range of stakeholders through social media
marketing, including current and potential customers, current and potential employees, journalists,
bloggers, and the general public. On a strategic level, social media marketing includes the
management of a marketing campaign, governance, setting the scope (e.g. more active or passive use)
and the establishment of a firm's desired social media "culture" and "tone.

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Evolution of Social Media Marketing

The genesis of social media marketing traces back to the early 2000s with platforms like Friendster
and MySpace, which laid the groundwork for online social networking. However, it was the
emergence of Facebook in 2004 that catalyzed a paradigm shift. Marketers realized the immense
potential of tapping into these platforms to reach a broader audience.
The subsequent proliferation of platforms such as Twitter, Instagram, LinkedIn, Snapchat, TikTok,
and Pinterest expanded the landscape, each offering unique demographics, content formats, and
engagement mechanisms. This diversification prompted businesses to devise multifaceted strategies to
resonate with their target audience across varied platforms.

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Algorithmic Ambiguities and Organic Reach Decline
One of the foremost challenges facing social media marketers revolves around the unpredictability of
algorithms governing content visibility. Platforms frequently update their algorithms, altering the
reach and visibility of organic content. This constant flux poses a significant hurdle, as content that
once reached a broad audience organically might suddenly experience a decline in visibility,
necessitating a reevaluation of content strategies. The landscape of social media marketing is
inherently tied to the algorithms governing content visibility. These algorithms, the core engine
driving what users see on their feeds, pose a significant challenge due to their ever-evolving nature
and the consequential impact on organic reach for businesses and marketers.

Algorithmic Ambiguities:
Social media platforms like Facebook, Instagram, Twitter, and others employ complex algorithms to
curate content for users. However, the inner workings of these algorithms are closely guarded secrets,
subject to frequent updates and tweaks. This lack of transparency and predictability creates an
environment where marketers find it challenging to ensure consistent visibility for their content.

Impact on Organic Reach:

Organic reach refers to the number of users who see a post through unpaid distribution. Over time,
platforms have been altering their algorithms, favoring content from friends and family over branded
or promotional content. Consequently, businesses witness a decline in the organic reach of their posts,
necessitating a reevaluation of content strategies and the allocation of resources towards paid
advertising to compensate for reduced visibility.

Navigating Algorithmic Shifts:

Each algorithm update can significantly impact content visibility. For instance, changes prioritizing
certain content types, engagement metrics, or community interactions can have immediate
repercussions on reach. This necessitates marketers to continually adapt their strategies, monitor
performance metrics, and recalibrate content approaches to align with the evolving algorithms.

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Strategies to Mitigate Declining Organic Reach:
To counter the decline in organic reach caused by algorithmic changes, marketers explore various
strategies:

Diversification of Content Formats: Platforms tend to prioritize certain content formats.

Diversifying content across images, videos, live streams, stories, and interactive content can help
maintain visibility even through algorithmic shifts.

Community Engagement and Authenticity: Algorithms often prioritize content that generates
genuine interactions and meaningful engagement. Fostering community interactions, responding
promptly to comments, and encouraging user-generated content can enhance visibility.

Paid Advertising and Boosted Posts: As organic reach declines, investing in targeted paid
advertising or boosting posts becomes essential. This compensates for reduced organic visibility and
ensures content reaches the intended audience.

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Saturation and Content Overload
The proliferation of content across social platforms has led to saturation, resulting in a cluttered
digital space. This abundance of content vies for users' attention, creating an environment where
standing out becomes increasingly arduous. Marketers grapple with the challenge of crafting content
that not only captures attention but also resonates with their audience amidst this sea of information.
Saturation and content overload stand as significant challenges in the realm of social media
marketing, presenting hurdles for brands seeking to capture and retain audience attention amidst a
deluge of information. The proliferation of content across various platforms has led to an increasingly
cluttered digital space, making it challenging for marketers to cut through the noise and engage their
target audience effectively.

The Challenge of Saturation:

The exponential growth of social media platforms has resulted in an overwhelming volume of content.
Users are inundated with a constant stream of posts, stories, videos, ads, and updates, leading to
content saturation. This saturation has led to diminishing attention spans and an audience that's
increasingly selective about the content they engage with.

Consequences of Content Overload:

As the volume of content increases, users become more discerning about what they consume.
Marketers face the challenge of creating content that not only stands out but also resonates with their
audience amidst the surplus of information. Failure to do so may result in content being overlooked or
ignored, leading to reduced visibility and engagement.

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Strategies to Tackle Saturation:

Quality over Quantity: Instead of bombarding audiences with a high volume of content, the
emphasis shifts towards creating high-quality, valuable, and relevant content that resonates with the
audience's interests and needs.

Personalization and Targeting: Utilizing data-driven insights to personalize content ensures that it
is tailored to specific audience segments. Targeting the right audience with content that aligns with
their preferences increases the likelihood of engagement.

Consistency and Brand Voice: Maintaining a consistent brand voice and narrative across different
content forms helps in creating a cohesive brand identity. Consistency establishes familiarity and trust
with the audience amidst the content overload.

Interactive and Engaging Content: Content that encourages interaction, such as polls, quizzes, live
sessions, and user-generated content initiatives, can break through content saturation by fostering
active participation and engagement.

Adapting to Evolving Trends:

As content consumption patterns evolve, embracing emerging trends becomes essential. Marketers
need to stay agile and adapt to changing user behaviors, such as the rise of short-form videos,
ephemeral content, or immersive experiences, to remain relevant in a saturated digital landscape.

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Authenticity and Trust Amid Misinformation

The rise of misinformation and fake news on social media platforms has prompted concerns regarding
authenticity and trust. Marketers face the daunting task of ensuring that their content maintains
credibility and authenticity, navigating a landscape where misinformation can easily overshadow
genuine messaging. Establishing and upholding trust amidst a backdrop of skepticism becomes
pivotal in fostering meaningful connections with the audience. Authenticity and trust in social media
marketing have become increasingly challenging in the face of rampant misinformation and the
proliferation of fake news. Marketers grapple with the critical task of maintaining credibility,
fostering authenticity, and building trust with their audience in an environment where misinformation
can easily overshadow genuine messaging.

Challenges of Misinformation:
The prevalence of misinformation, fake news, and disinformation on social media platforms poses a
substantial threat to the credibility of brands and their messaging. Inaccurate or misleading content
can quickly spread, eroding trust and creating skepticism among audiences.

Impact on Brand Credibility:

For marketers, combating misinformation and maintaining authenticity is crucial. A single instance of
misinformation associated with a brand can tarnish its reputation and erode the hard-earned trust of its
audience. Moreover, in an era where audiences demand transparency and honesty, any perceived lack
of authenticity can result in significant backlash.
Strategies to Uphold Authenticity:

Transparency and Honesty: Openly addressing issues, acknowledging mistakes, and being
transparent about business practices fosters trust. Marketers need to communicate openly and honestly
to mitigate the impact of misinformation.

Fact-Checking and Verification: Rigorous fact-checking processes should be integrated into content
creation and sharing strategies. Verifying the authenticity of information before disseminating it is
crucial in maintaining credibility.

Building Thought Leadership: Establishing expertise and authority in the industry through valuable
and insightful content helps in garnering trust. Positioning the brand as a thought leader engenders
credibility and trust among the audience.

Engagement and Responsiveness: Engaging with the audience in a meaningful and responsive
manner helps in building relationships based on trust. Addressing concerns promptly and
transparently reinforces the brand's commitment to authenticity.

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Navigating the Landscape of Misinformation:
Marketers must remain vigilant and agile in combating misinformation. Proactive measures, such as
monitoring social media channels for misinformation related to the brand, implementing crisis
communication strategies, and educating the audience about identifying trustworthy sources, are
essential.

Collaborating for Authenticity:

Collaboration with credible sources, influencers, or industry experts can bolster the authenticity of a
brand's messaging. Partnering with reputable entities helps in validating the brand's credibility and
reinforces trust among the audience.

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Privacy Concerns and Data Regulation
The evolving landscape of data privacy regulations and user concerns regarding data collection and
usage pose significant hurdles for social media marketers. Stricter regulations, such as the General
Data Protection Regulation (GDPR) and other regional laws, necessitate adherence to stringent
guidelines, impacting targeted advertising and data-driven strategies. Balancing personalization with
privacy and compliance remains an ongoing challenge. Privacy concerns and data regulation represent
a critical challenge for social media marketers in an era where stringent regulations and growing user
concerns about data privacy significantly impact marketing strategies and audience engagement.

Privacy Concerns in Social Media Marketing:

With the increasing focus on data privacy, users are more aware and cautious about how their data is
collected, stored, and utilized by social media platforms and businesses. Instances of data breaches,
misuse of personal information, and invasive advertising practices have led to heightened concerns
among users regarding their privacy on these platforms.

Impact on Marketing Strategies:

For marketers, balancing personalized, targeted marketing with respecting user privacy has become a
delicate endeavor. Stricter regulations, such as the General Data Protection Regulation (GDPR) and
the California Consumer Privacy Act (CCPA), have compelled businesses to reevaluate their data
collection and usage practices.

Challenges Faced by Marketers:

Compliance with Regulations: Adhering to the evolving landscape of data privacy regulations
presents a significant challenge. Marketers need to ensure that their strategies comply with a multitude
of regulations across different regions while maintaining effective marketing campaigns.

Limitations in Targeted Advertising: Restrictions on data collection and tracking can limit the
effectiveness of targeted advertising, affecting the ability to personalize content and reach specific
audience segments.

User Trust and Consent: Building and maintaining trust with users by obtaining explicit consent for
data collection and usage becomes pivotal. However, securing this consent while ensuring a positive
user experience presents a challenge.

Strategies to Navigate Privacy Concerns:

Transparent Data Practices: Communicating transparently about data collection practices, how user
data is used, and offering control over data privacy settings helps in fostering trust.

Consent-Oriented Marketing: Implementing strategies that prioritize obtaining user consent for data
collection and usage ensures compliance with regulations and enhances trust.

Diversification of Targeting Methods: Exploring alternative methods of targeting, such as

contextual targeting or first-party data, can compensate for limitations in tracking and data collection.

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Investment in Security Measures: Prioritizing data security and implementing robust measures to
protect user data not only ensures compliance but also reassures users about the brand's commitment
to their privacy.

Collaboration and Adaptation:

Collaboration between marketing teams and legal departments becomes essential for aligning
marketing strategies with privacy regulations. Additionally, remaining agile and adaptable to evolving
regulations and user expectations is crucial for sustained success.

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Influencer Marketing and Authenticity

Influencer marketing, once hailed as an effective strategy, faces challenges related to authenticity and
credibility. With an increasing number of influencers saturating the space, discerning genuine
partnerships from superficial collaborations becomes imperative. Moreover, the authenticity and
trustworthiness of influencers themselves have come under scrutiny, demanding more rigorous vetting
processes by marketers. Influencer marketing, once a powerful tool for brands to connect with
audiences through trusted personalities, now faces a pivotal challenge: maintaining authenticity
amidst concerns regarding influencer credibility, saturation, and authenticity.

The Challenge of Authenticity in Influencer Marketing:

Saturation and Credibility Issues: The influencer landscape has become saturated, leading to a
proliferation of influencers across various niches. As a result, audiences are increasingly discerning
about the authenticity and credibility of influencers, often challenging the sincerity of their
endorsements.

Faked Authenticity: Some influencers engage in practices that undermine authenticity, such as
buying followers or engagement, promoting products they don't genuinely use, or endorsing brands
solely for financial gain. This can erode trust and authenticity, impacting both the influencer's
credibility and the brand's reputation.

Strategies to Uphold Authenticity in Influencer Marketing:

Vetting and Selecting Authentic Influencers: Marketers need to thoroughly vet influencers before
collaborations. Assessing their engagement patterns, audience demographics, past brand
collaborations, and content authenticity helps in selecting influencers aligned with the brand's values
and audience preferences.

Long-Term Relationships: Building long-term partnerships with influencers fosters authenticity.

Genuine relationships allow influencers to authentically integrate brands into their content, ensuring
that endorsements feel natural and credible to their audience.

Transparency and Disclosure: Encouraging influencers to be transparent about paid partnerships or

sponsored content builds trust. Clearly disclosing brand collaborations helps maintain transparency
and authenticity in influencer marketing.

Micro-Influencers and Niche Audiences: Leveraging micro-influencers, who have smaller but
highly engaged audiences in specific niches, can be more effective in conveying authenticity. Their
genuine connections with their followers often result in more authentic brand endorsements.

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Authenticity as a Competitive Advantage:
Amidst concerns about authenticity, brands that prioritize genuine connections with influencers and
their audiences gain a competitive edge. Authenticity resonates with consumers seeking sincerity and
trust in brand endorsements, leading to stronger brand loyalty and credibility.

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Adapting to Emerging Platforms and Trends
The emergence of new social media platforms and trends introduces a dual challenge for marketers:
the need to adapt quickly and the risk of investing resources in platforms that may not yield
sustainable returns. The rapid rise of platforms like TikTok and Clubhouse presents opportunities but
also demands a recalibration of strategies to align with the unique dynamics of these platforms.
Adapting to emerging social media platforms and trends is a crucial challenge for marketers seeking
to stay ahead in an ever-evolving digital landscape. The rapid emergence of new platforms and
shifting trends demands agility, creativity, and strategic adaptation to effectively reach and engage
audiences in innovative ways.

The Challenge of Emerging Platforms:

Platform Proliferation: New social media platforms constantly emerge, each with its unique features
and user demographics. Marketers face the challenge of identifying platforms relevant to their target
audience and adapting their strategies to these diverse platforms.

Shifting User Behaviors: Emerging platforms often introduce new user behaviors and content
consumption patterns. Understanding these evolving behaviors and preferences is crucial for crafting
effective marketing strategies.

Strategies for Adapting to Emerging Platforms and Trends:

Early Adoption and Experimentation: Being proactive in exploring and experimenting with new
platforms allows marketers to understand their functionalities and audience appeal. Early adoption
facilitates gaining a foothold and establishing a presence before saturation occurs.

Audience Analysis and Segmentation: Conducting thorough audience research helps in identifying
which emerging platforms resonate with specific segments of the target audience. Tailoring content
and strategies to align with audience preferences on these platforms is key.

Agility and Flexibility: Marketers must remain agile and adaptable, ready to pivot strategies based
on platform changes or emerging trends. Flexibility enables quick adjustments to optimize content
and campaigns for maximum impact.

Content Innovation: Embracing new formats, trends, and content styles specific to emerging
platforms is crucial. Innovating with interactive content, ephemeral content (like Stories), short-form
videos, or AR/VR experiences can capture audience attention.

Analyzing Return on Investment (ROI):

Marketers need to analyze the ROI of their efforts on emerging platforms. Evaluating the
effectiveness of campaigns, audience engagement metrics, and conversion rates helps in determining
the platform's viability and contribution to overall marketing objectives.

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Risk and Opportunity:
While adopting emerging platforms presents opportunities for innovation and audience reach, it also
carries risks. Investing resources in a platform that might not gain traction or align with the target
audience's preferences poses a risk. Balancing risk and opportunity requires a strategic approach.

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Significance of Social Media Marketing

Social media marketing has become a linchpin in modern marketing strategies owing to its
unparalleled reach, immediacy, and engagement capabilities. It offers a direct conduit to interact with
consumers, enabling brands to humanize their approach and foster genuine connections.
Central to this paradigm is the concept of audience engagement. Brands leverage social platforms to
initiate conversations, solicit feedback, and offer personalized customer experiences. This two-way
interaction cultivates brand loyalty and amplifies advocacy as satisfied customers become brand
ambassadors within their own social circles.

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Key Elements of Social Media Marketing

Content Strategy: A compelling content strategy lies at the heart of effective social media marketing.
Content must be engaging, relevant, and diverse, spanning text, images, videos, infographics, and live
streams. Tailoring content to suit each platform ensures maximum resonance with the intended
audience.

Audience Targeting: Understanding the demographics, behaviors, and preferences of the target
audience is imperative. Platforms offer sophisticated targeting tools, allowing marketers to reach
specific demographics based on location, interests, age, and more.

Analytics and Metrics: Data-driven decision-making forms the backbone of successful social media
campaigns. Analyzing metrics such as engagement rates, click-through rates, conversions, and
audience demographics provides invaluable insights for refining strategies.

Influencer Marketing: Collaborating with influencers who have a substantial following and
influence within specific niches has become a prominent strategy. Leveraging their reach and
credibility can amplify brand visibility and credibility.

Paid Advertising: Social media platforms offer robust advertising options, allowing businesses to
target specific audiences through sponsored posts, display ads, and promoted content.

Challenges and Future Trends

Despite its myriad advantages, social media marketing presents challenges. The ephemeral nature of
trends demands adaptability and swift responses. Additionally, navigating algorithm changes on
platforms requires constant vigilance and flexibility in strategies.
Looking ahead, the evolution of augmented reality (AR), virtual reality (VR), and the integration of e-
commerce directly into social platforms are poised to reshape social media marketing. Furthermore,
the ethical use of data, privacy concerns, and the need for authenticity in brand communication will
continue to influence strategies.
In conclusion, social media marketing has transcended conventional marketing paradigms, offering
businesses an unprecedented avenue to connect, engage, and convert consumers. The ability to craft
compelling narratives, harness data insights, and navigate the ever-evolving digital landscape will
define the success of brands in this dynamic arena.

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HISTORY OF SOCIAL MEDIA MARKETING

By the late 1970s and early 1980s, computers were increasingly common to find in people’s
homes, and technology was becoming more sophisticated.

The first known social media platform, Six Degrees, was introduced by Andrew Weinreich in
1997 and introduced social networking – allowing users to upload profile pictures and
befriend other users. Around the same time, several blogging sites, like Open Diary, started
gaining popularity, starting an online phenomenon that people know and love today.

Social media began to be used as a marketing tool shortly after it amassed a large audience.
Marketers saw the potential of social media in marketing. In less than a generation, it
transformed from a direct electronic information exchange and a place for virtual community
gathering, to a retail platform and a critical marketing tool.

The behemoth known today as Facebook was the brainchild of a young Harvard student,
Mark Zuckerberg. In 2004, he founded The Facebook, as it was known back then. Facebook
rapidly gained popularity amongst university students, and in the same year, PayPal founder,
Peter Thiel, invested $500,000 in it.

In 2006, Facebook expanded its network by allowing users from outside of universities. By
October, it had garnered 50 million users, and a month later, Facebook Ads was launched.

“A completely new way of advertising online. For the last hundred years, media has been
pushed out to people, but now marketers are going to be part of the conversation. And they’re
going to do this by using the social graph in the same way our users do.” – Mark
Zuckerberg, 2006

This is how Facebook became the torch bearer for social media marketing.

While Twitter hadn’t grown as big as Facebook at that time, it changed the social media
landscape. Before, social media content was limited to immediate circles, but with Twitter, it
was possible to draw interactions from millions of people around the world with a single post
– in less than 140 characters. It also allowed users to interact with brands and celebrities in a
more effective manner.

Two other noteworthy social media platforms that emerged during this era
were Instagram and LinkedIn.

Businesses worldwide started realizing the positive effects of having an active presence on
social media and began creating brand pages to engage with their customers. Where
previously, they relied on advertising spaces in newspapers and television for the promotion
of their brands, the world of social media quickly became their oyster.

Furthermore, social media has become a passion among marketers and is now one of the top
careers to pursue. The collected customer data and the utilization of performance metrics for
their marketing campaigns influence most of the marketing decisions made by business.

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Social media in business

With the advent of high-speed wireless internet and smartphones, people could take their
communities wherever they went. This kind of consumer mobility allowed businesses to
introduce new, simpler methods of purchasing goods and services and customer interactions.

THE END-USER

In the beginning, social media enabled end users to connect digitally with people they might
otherwise never have met in person. It was easy to grow and become members of online
communities from the comfort of their homes. With the invention of the smartphone, these
services started thriving in the mobile app environment.

Today’s technological improvements, like powerful in-phone cameras, shifted the focus of
mobile apps to video and images. End users are now able to broadcast in real-time, allowing
for sharing moments like never before.

THE BUSINESS EXPERIENCE

With the rapid growth of user bases into the hundreds of millions, the business applications
of social media platforms began to take shape. Because users nowadays share almost
everything on social media, it makes it easier for marketers to target specific consumers. It’s
no surprise that social media companies have access to some of the richest trackable user
data.

Social platforms like Facebook, Twitter, LinkedIn, Instagram, Pinterest, and others started
monetizing their services through sponsored advertising in various forms. At the same time,
businesses discovered the huge potential that came with an active, engaged social media
presence. Creating and sharing informative or entertaining content on social platforms have
helped brands to grow an audience without paying for it directly, i.e., organically.

Organic social media marketing can be used to:

 Increase brand awareness;

 Build strong customer relationships;
 Generate leads;
 Increase conversions;
 Conduct competitive research;

This combination of paid and organic social media outreach evolved into what we now know
as social media marketing.

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The current social media marketing ecosystem
As social media evolved, measurement tools gave marketers the ability to understand
consumers’ buying habits, demographics, and gain access to other valuable and actionable
information.

Marketers, no longer limited to traditional forms of media, have found that the most efficient
way to utilize social media for their marketing efforts is by leveraging existing audiences,
creating the age of influencer marketing.

Brands sponsor or pay social media influencers to share and mention their latest products and
offerings with their millions of followers. These individuals or influencers are considered
experts within their niche and have a dedicated social following. This helps brands cut
through the noise by targeting potential buyers who follow these influencers.

In-depth analytics provided by tools in social media provide deep insights into specific
demographic groups that businesses can target with ads. These insights are especially helpful
for recognizing potential long-term customers and generating leads.

The future of social media marketing

The future of social media marketing will most certainly be shaped by the evolving business
model, as well as advancements in storytelling technology. There are already several trends
beginning to emerge:

1. The metaverse – In this virtual-reality space, users connect with other users in
an interactive computer-generated environment. The metaverse potentially
transforms how we digitally interact with one another. The payments industry is
also taking the initiative to support commerce in the metaverse, which is a
positive sign for metaverse entrepreneurs.

2. More sophisticated influencer campaigns – A trend that we will see in the

near future is long-term partnerships and collaborations with influencers. This
will build a rapport with not only the influencer but also their following, and in
return, influencing brand loyalty that significantly improves conversion rates and
ROI. Businesses will soon ditch one-off campaigns and invest in the right brand
ambassadors as part of their social marketing strategy.

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 3. New platforms – As time goes by, newer platforms continue to emerge.
Consumers will prefer platforms that will allow them to personalize their content
even more and at a granular level. They will gravitate towards services that focus
more on privacy protection and allow more utilization of their smart devices.
Certain social media platforms saw the potential of the situation and have already
introduced paid subscription services. The challenge for marketers, however, will
be the ability to meet these shifting demands of social media users.

4. Social media videos – While video marketing already has a significant

presence in social media, its prominence as a marketing tool is only expected to
grow in the future. Currently, it is considered the top form of media content on
social platforms.

Over the years, how we communicate with one another has changed with the way technology
has evolved. Social media introduced a whole new democracy that allows people to follow
whom they view as influencers and connect with them. Users can see what their peers are
saying or are currently into, which serves as a guide to how consumers ultimately spend their
money.

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 DEVELOPMENT OF SOCIAL MEDIA

The development of social media has been an incredible journey that significantly altered how people
communicate, connect, and share information. It started with the emergence of platforms like Six
Degrees in the late 1990s, which allowed users to create profiles and connect with others. However,
the modern era of social media began with platforms like Friendster, MySpace, and LinkedIn in the
early 2000s.

The real game-changer, though, was the launch of Facebook in 2004, initially limited to college
students but quickly expanding to the general public. It introduced features like the News Feed, which
revolutionized how users consumed content from friends and pages they followed. Twitter, launched
in 2006, brought about the concept of real-time, short-form communication via tweets.

As smartphones became widespread, social media evolved further. Instagram, founded in 2010,
focused on photo-sharing, while Snapchat, also launched in 2011, introduced the idea of ephemeral
messaging. Video-sharing platforms like Vine (discontinued in 2017) and later TikTok reshaped
content creation.
The development of social media has seen a shift towards visual and video content, influencer
marketing, algorithmic feeds, and a growing concern about privacy, mental health, and
misinformation. Social media has also impacted various aspects of society, including politics,
business, activism, and entertainment.

The future of social media might involve increased integration of augmented reality, virtual reality,
and more emphasis on privacy and content moderation to ensure a safer online environment.
Additionally, the ongoing conversation about the ethical use of data and its implications on user
privacy is likely to shape the future trajectory of social media platforms.

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HISTORY OF NGOs

Non-Governmental Organizations (NGOs) have a rich and diverse history, rooted in various social,
political, and economic movements across the world. The concept of NGOs evolved over time,
shaped by different historical contexts:

Late 18th and 19th centuries: The emergence of social movements and philanthropic organizations
marked the early roots of NGOs. Movements like the abolition of slavery, women's suffrage, and
workers' rights led to the formation of voluntary associations and societies advocating for various
causes.

Early 20th century: The aftermath of World War I saw the establishment of organizations like the
Save the Children Fund (founded in 1919) and Oxfam (founded in 1942), which focused on providing
aid and relief in times of crisis.

Post-World War II: The United Nations was established in 1945, and NGOs started collaborating
with international organizations to address global issues. This period also witnessed the birth of
several human rights-focused NGOs.

1960s and 1970s: The global civil rights movements and increased awareness of environmental
issues sparked the creation of NGOs advocating for civil rights, environmental conservation, and
sustainable development.

1980s and 1990s: Economic development and poverty alleviation became prominent themes for
NGOs, leading to the establishment of organizations like CARE and Doctors Without Borders, which
focused on humanitarian aid and medical assistance in crisis zones.

21st century: NGOs have diversified and expanded their scope, leveraging technology and social
media for advocacy, fundraising, and awareness campaigns. They've also focused on issues like
climate change, gender equality, education, and healthcare on a global scale.
Today, NGOs play a crucial role in addressing societal issues, providing humanitarian aid, advocating
for policy changes, and empowering communities. They operate in diverse areas, collaborate with
governments and international bodies, and engage in activities ranging from direct service provision
to policy research and advocacy. The landscape continues to evolve as new challenges emerge,
requiring innovative approaches from NGOs to address them effectively

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TYPES OF NGOs

NGOs (Non-Governmental Organizations) are incredibly diverse and vary widely in their missions,
goals, and areas of focus. They can be categorized based on their scope, focus areas, and operational
characteristics. Here are some types of NGOs:

Advocacy NGOs: These organizations focus on promoting specific causes or advocating for changes
in policies, laws, or social attitudes. They work to influence decision-making processes and raise
awareness about social, political, or environmental issues.

Service Delivery NGOs: These NGOs provide direct services and support to communities. They
might focus on healthcare, education, humanitarian aid, poverty alleviation, or specific issues like
providing clean water or disaster relief.

Human Rights NGOs: These organizations work to protect and promote human rights. They might
focus on issues like civil liberties, freedom of speech, gender equality, minority rights, and combating
discrimination.

Environmental NGOs: Also known as eco-NGOs or conservation organizations, these groups work
on environmental conservation, sustainable development, climate change mitigation, wildlife
protection, and advocating for environmentally friendly policies.

Development NGOs: These organizations focus on long-term socio-economic development in

communities or regions. They might work on education, infrastructure, economic empowerment, and
capacity building to improve living standards.

International NGOs (INGOs): These operate internationally and often work across borders,
addressing global issues such as poverty, health crises, human rights abuses, and humanitarian
emergencies. Examples include UNICEF, Amnesty International, and Doctors Without Borders.

Community-Based Organizations (CBOs): These are grassroots-level organizations that work

within specific communities. They focus on addressing local issues and often involve community
members directly in their initiatives.

Think Tanks and Research NGOs: These organizations conduct research, policy analysis, and offer
expert opinions on various issues. They influence policy-making and contribute to public discourse by
providing credible information and recommendations.

Religious and Faith-Based NGOs: Organizations driven by religious or faith-based values that
engage in charitable, social, or development work. They might focus on humanitarian aid, education,
healthcare, or community development.

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ORIENTATION OF NGOs

NGOs can have various orientations that guide their missions, approaches, and priorities. These
orientations often reflect the core values, beliefs, and strategies of the organization. Here are some
common orientations of NGOs:

Service Orientation: NGOs with a service orientation primarily focus on providing direct assistance
and support to individuals or communities. They aim to meet immediate needs such as healthcare,
education, disaster relief, or poverty alleviation.

Empowerment Orientation: Some NGOs emphasize empowering communities by fostering self-

sufficiency, capacity building, and encouraging active participation in decision-making processes.
They aim to enable communities to address their challenges independently.

Advocacy Orientation: NGOs with an advocacy orientation prioritize influencing policies, laws, and
social norms. They work to raise awareness about specific issues, advocate for changes in public
policies, and lobby governments or international bodies to address systemic problems.

Development Orientation: These NGOs focus on long-term socio-economic development by

addressing root causes of problems such as poverty, inequality, and lack of education or healthcare.
They often work on sustainable development projects.

Rights-Based Orientation: Organizations with a rights-based orientation prioritize the protection and
promotion of human rights. They advocate for civil liberties, equality, justice, and the rights of
marginalized or vulnerable groups.

Relief and Humanitarian Orientation: NGOs in this category focus on providing emergency aid,
relief, and assistance in response to crises such as natural disasters, conflicts, or humanitarian
emergencies. They aim to alleviate immediate suffering and support affected populations.

Environmental Orientation: NGOs with an environmental orientation work towards environmental

conservation, sustainability, climate change mitigation, and promoting eco-friendly practices. Their
focus includes issues related to biodiversity, pollution, and climate change.

Capacity Building Orientation: These NGOs concentrate on strengthening the skills, knowledge,
and resources within communities or organizations. They offer training, technical support, and
resources to enable self-improvement and sustainable growth.

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 CHAPTER: 2
LITERATURE REVIEW

LITERATURE REVIEW

P a g e 32
Kaplan and Heinlein (2010) 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.” According to Kaplan and
Heinlein (2010) web 2.0 is a platform where content is continuously altered by all operators
in a sharing and collaborative way. Web 2.0 is a web based technology which helps to create
highly interactive platforms through which individuals and communities share, co-create,
discuss and modify user generated content. Social media are the websites which are build
upon the technological foundations of web 2.0 that help a user to create user generated
contents that can be shared. This technology allows a user to create and publish the content
on the social media networks. This information can be shared with other members of the
social media website, who are connected with the user.

This process is interactive where other members can also respond in different ways.
Mangold and Faulds (2009) describe―social media as the set of online word of mouth
forums which includes blogs,
discussion boards, forums or social networks to name a few. Using all mobile and web-
basedtechnologies, social media creates highly interactive platforms by bringing together
individuals and creating communities. Internet has a lot of websites; each of them has
different functional attributes and caters to different sections of society. Websites like
facebook are for general masses but LinkedIn is focused on professional networking. Media
sharing sites (i.e. YouTube, Picassa and Flickr) or blogging platforms (i.e. blogspot, word
press) are also members of this ecosystem called social media (Kietzmann et al.,2011).Social
media has equipped the organization to establish an direct relationship with the consumers.
Both of the organizations and consumers are free to generate content on the
web pages, which further leads to conversations and discussion. Organization on one end are
provided with an opportunity to share their information with a large base of customers and on
the other end consumers are also free to publish any content whether positive or negative
regarding the information.

Social media marketing is a new marketing strategy which almost every business is adopting
to reach their consumers on the virtual networks. If you have an idea and you want it to reach
millions, at a very little cost, then social media is the only way-out. Entertainment companies
were the first to adopt the social media as a promotional tool. Weinberg (2009) has defined
social media marketing as the process that empowers individuals to promote their websites,
products, or services through online social channels and tap into a much larger communitytha
t may not have been available via traditional channels. So if we keep it simple, social media
marketing is the process where organizations use social media websites to build rush on their
company official websites. It does not stop here but organizations also inform
the potential customers of happenings in the organization, launch of the new model or produc
tand latest news about the organization through social media applications. Gordhamer

P a g e 33
(2009)has related social media marketing to the relationship marketing where firms need to
shift
from “trying to sell” to “making connections” with the consumers. This explanations of social
media marketing takes us to the other side of marketing, where building relations with
the potential consumers is the key to repeated purchases and enhanced brand loyalty.
Social Media is an innovative tool that organizations use for creating a very strong public
relation with the customers on the virtual networks (Jan & Khan, 2014). Maintaining public
relations through social media has become easy because a large number of potential
consumers are available on the virtual networks. And making connection with consumers
using social media
is only some clicks away. Today’s customers are more
powerful and busy; therefore, companies should be reachable and available in every social
media communication channel such as Face book, Twitter, Blogs, Forums at any time
(Gordhamer, 2009). Exploiting the opportunities provided by the social media
communication channels is important for every organization.

Dimension of the Social media marketing

(Asa’ad, &Anas, 2014) There are five dimension of the social media marketing, which means
these five things are required to create connections with consumers or to building traffic to
company websites.

Online Communities
A company or business can use the social media to build a community around its
products/business. Vibrant communities create loyalty and encourage discussions, which can
contribute towards business development and improvement. (Taprial, &Kanwar,2012).

Interaction
A Facebook page or Twitter account can notify all its followers of specific subject quickly
and simultaneously (Berselli, Burger, & Close, 2012). Social networking sitesenable greater
interaction with the online community through broadcasting up-to-date, consumer relevant
information. (Fischer, &Reuber, 2011)

Sharing of Content
The sharing dimension is about the extent to which an individual ex-changes, distributes and
receives content in a social media setting. (Babac, 2011)

Accessibility
The social media is easily accessible and takes minimal or no costs to use. Social media is
easy to use and does not require any special skills, knowledge to use. (Taprial, &Kanwar,
2012)

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Credibility
It is all about delivering your message clearly to the people, establishing credibility for what
you say or do, connecting emotionally with your target audience, motivating the buyer and
generating loyal customers. The social media provides a very
good platform for all businesses (big or small) to network and reach out to their target audien
ce connect with them directly and generate trust by listening to what they have to say.
(Taprial, &Kanwar, 2012) This finally leads us to redefine the Social media marketing on the
basis of functional
block of the social media websites. “Social media marketing is a process where seven
functional blocks (identity, conversation, sharing, presence, relationship, reputation and
groups) of a social media website are utilized for promotion of a brand, organization, political
party, a personality, an idea or an event.”

P a g e 35
 CHAPTER: 3
RESEARCH METHOD

P a g e 36
 RESEARCH METHODOLOGY

To analyze and find the effectiveness of communication strategy in developing brand,

communication through social networking sites was done with the survey method and content
analysis in the research.
This research concentrates on collecting and thereby analyzing the collected data systems
tore solve problems that are selected by the researcher. In a way, this research has got wider
meanings. For some people reading books or surfing the internet for information is research.

As a matter of fact these activities are just some part of the entire job. Basic research
structures are related to the sense of collecting authentic and original data and in the same
way analyzing these data thoroughly as well methodically to derive the result that lay
underneath. Here, data does not necessary mean any numerical. Words too are data .The
function of marketing research is to connect the target consumer to the seller or the
marketers. The modes of this connectivity are through information that is specifically used
for the purpose of to identifying and relevantly defining the aspects of marketing.

Elements of generating refined modes of marketing action; dealings with opportunities and
problems, monitoring the recent and past marketing performance; and above all improving
marketing as a process are integral to it. Marketing research uses the sources of information
to address selective issues; like those of designs that helps in collection information and there
by implements and manages entire data collection process. It further analyses the results
along with the communication for deriving the findings and their ways of implication

Research methodology refers to the systematic process of collecting, analyzing, and interpreting
data to answer a research question. It is the foundation of all research, providing a roadmap for
conducting a study and ensuring that the results are valid and reliable.

The research methodology involves several key steps:

1. Define the research problem:

 Identify the specific area of interest and formulate a clear and concise research question.
 Conduct a literature review to understand the existing body of knowledge on the topic.
 Narrow down the scope of the research to a manageable size.

2. Choose a research design:

 Select a research design that is appropriate for the research question and methodology.
 Common research designs include quantitative research, qualitative research, and mixed
methods research.

P a g e 37
3. Collect data:

 Develop instruments for data collection, such as surveys, interviews, or observation protocols.
 Ensure that the data collection methods are valid and reliable.
 Collect data from a representative sample of the population.

4. Analyze data:

 Organize and clean the data.

 Choose appropriate statistical tests or data analysis methods.
 Analyze the data to answer the research question.

5. Interpret results:

 Draw conclusions from the data analysis.

 Discuss the implications of the findings.
 Identify limitations of the study and suggest future research directions.

6.Disseminate results:

 Share the research findings with the academic community and the general public.
 Publish the research in scholarly journals or other appropriate outlets.
 Present the research at conferences or workshops.

P a g e 38
TYPE OF RESEARCH
The RESEARCH METHODOLGY for the project is done with the help of survey through
questionnaire. In this project the questionnaire was a key tool of research to gain knowledge
about the employee engaging activities and to know responses of the employees towards
these activities.

Primary Data:
The primary data has been collected with the help of personal survey by using questionnaire
and analytics.

Secondary Data:
The secondary data has been collected through following sources:

 Monthly Reports of digital Marketing

 Past Survey Data
 Data through Internet Source

Data collection Tool:

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Research Design:
In research design a descriptive research has been used. This research study adopted survey
and content analysis in order to find the effectiveness and the impact of communication in
branding any product or the service among the target market through social networking sites
like facebook, twitter and Instagram.

Survey:
Survey was conducted randomly among facebook, twitter and Instagram user community, by
sending questionnaire through online to collect the individual opinion from respondents.

Sampling:
Non probability sampling technique is used to collect the opinion from the online
respondents. The total population is social networking user community, but to collect the
effective data the sampling is considering to 50 respondents of total number of customer
visited 5fins of various age group like young adult, graduates, businessmen’s etc.

Content Analysis:
In content analysis the following three popular social networking sites were selected to find
the effective brand communication among its users (facebook, twitter and instagram).

Parameters and units of analysis:

 Target group: category of audience visited these sites
 Type of advertisement: What are the types of brand communication followed by
them?
 Ads Placement: how do these sites place their ad in their page?
 Communication Strategy: Kinds of brand promotion used by them
 Visual appealing factors: Regarding the appearance of these sites.
 User Interaction: Kinds of participation with the brand.
 Accessibility: How legibly they present themselves.
 User Interest: The forms of expectations from users in these sites.
 Customization: the factor that the users could create by themselves.

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LEVEL OF OPERATION IN DIGITAL MARKETING

In digital marketing, the levels of operation can vary based on the scope, strategies, and objectives of
a campaign or business. Here are different levels of operation in digital marketing:

Strategic Level: This level involves high-level planning, setting overall goals, and defining the
marketing strategy. It includes aspects like defining target audiences, selecting digital channels,
budget allocation, and setting key performance indicators (KPIs).

Tactical Level: At this level, specific tactics and actions are executed to achieve the strategic goals. It
involves creating content calendars, designing campaigns, implementing SEO strategies, managing
social media accounts, and running paid advertising campaigns.

Operational Level: This involves the day-to-day execution of tasks and activities outlined in the
tactical plan. It includes activities like creating and publishing content, engaging with the audience on
social media, optimizing ad campaigns, managing email marketing, and monitoring analytics.

Analytical Level: Analyzing data and performance metrics to evaluate the effectiveness of digital
marketing efforts is crucial. This level involves interpreting data from various digital channels,
tracking KPIs, measuring ROI, and making data-driven decisions to optimize future strategies.

Innovative Level: This level involves staying updated with the latest digital marketing trends,
technologies, and tools. It includes experimenting with new platforms, adopting emerging
technologies (like AI or VR), and exploring innovative approaches to engage the audience and stay
ahead of competitors.

Collaborative Level: Collaboration across departments or teams is essential for successful digital
marketing operations. This level involves coordination between marketing, sales, customer support,
and other relevant departments to ensure consistency and alignment in messaging and goals.

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BACKGROUND OF DIGITAL MARKETING

Digital marketing has evolved significantly over the years, shaped by technological advancements and
changing consumer behavior. Here's an overview of its background:

Early Beginnings: The concept of digital marketing can be traced back to the 1980s and 1990s when
computers started becoming more commonplace. Emails were among the first forms of digital
marketing, used for communication and advertising.

The Rise of the Internet: The advent of the internet in the 1990s revolutionized marketing. Websites
became a primary platform for businesses to showcase their products and services. Banner ads and
pop-up ads emerged as the earliest forms of online advertising.

Search Engines and SEO: With the rise of search engines like Yahoo! and AltaVista (and later
Google), search engine optimization (SEO) became crucial. Marketers started optimizing websites to
rank higher in search results, driving organic traffic.

Pay-Per-Click (PPC) Advertising: In the early 2000s, platforms like Google AdWords introduced
PPC advertising. Advertisers paid for their ads based on clicks, allowing for more targeted advertising
and better ROI.

Social Media Revolution: The mid-2000s saw the emergence of social media platforms like
Facebook, Twitter, and LinkedIn. These platforms changed the landscape of digital marketing by
allowing brands to engage directly with their audience and create more personalized marketing
campaigns.

Content Marketing: Marketers shifted focus to content creation and marketing. Valuable,
informative, and entertaining content became a key strategy to attract and retain customers.

Mobile Marketing: The increasing use of smartphones led to the rise of mobile marketing strategies.
With the popularity of mobile apps and responsive web design, marketers began optimizing content
for mobile devices.

Data and Analytics: The availability of data and advanced analytics tools enabled marketers to track
and analyze consumer behavior, preferences, and interactions. This data-driven approach allowed for
more targeted and personalized marketing campaigns.

Video and Visual Content: The increasing bandwidth and accessibility to high-speed internet
facilitated the rise of video marketing. Platforms like YouTube and later TikTok became popular for
brands to engage audiences through visual content.

AI and Automation: The integration of artificial intelligence (AI) and automation further
transformed digital marketing. AI-powered tools enabled personalization, predictive analysis, chatbots
for customer service, and automation of marketing processes.

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DIFFERENT METHOD OF SOCIAL MEDIA
MARKETING

Social media marketing (SMM) is a powerful tool businesses of all sizes can use to reach
their target audience, build brand awareness, and drive sales. There are many different
methods of SMM, so it's important to choose the ones that are right for your business and
target audience.
Here are some of the most effective methods of social media marketing:

1. Content Marketing
Create high-quality content that is relevant to your target audience. This could include blog
posts, articles, infographics, videos, and more.
Share your content on social media platforms. Use relevant hashtags to help people find your
content.
Engage with your audience in the comments section. Respond to questions and comments in
a timely manner.
Promote your content through paid advertising. This can help you reach a wider audience.

2. Influencer Marketing:
Partner with influencers to promote your brand. Influencers are people who have a large
following on social media and are considered experts in their field.
Work with influencers to create sponsored content. This could include blog posts, articles,
videos, and more.
Run contests and giveaways with influencers. This is a great way to generate excitement and
engagement.
Track the results of your influencer marketing campaigns. This will help you determine
which influencers are driving the most results.

3. Social Media Advertising:

Create targeted ads on social media platforms. This allows you to reach a specific audience
with your ad.
Use a variety of ad formats. This could include images, videos, slideshows, and more.
Test different ad campaigns to see what works best. This will help you optimize your spend
and get the most out of your advertising budget.
Track the results of your social media advertising campaigns. This will help you determine
which ads are driving the most results.

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4. Social Media Management:
Use social media management tools to schedule your posts in advance. This will help you
save time and effort.
Track your social media analytics. This will help you understand how your audience is
interacting with your content.
Respond to comments and messages in a timely manner. This will help you build
relationships with your audience.
Use social media listening tools to track what people are saying about your brand. This will
help you identify any potential issues and opportunities.

5. Social Commerce:
Use social media platforms to sell your products or services. This is a great way to reach a
wider audience and drive sales.
Use social media to provide customer service. This can help you build relationships with your
customers and resolve any issues they may have.
Use social media to collect customer feedback. This can help you improve your products and
services.
Track the results of your social commerce campaigns. This will help you determine which
platforms are driving the most sales.

6. Paid Media Marketing:

Use paid media platforms to promote your content. This includes platforms like Facebook
Ads, Twitter Ads, and LinkedIn Ads.
Target your ads to a specific audience. This will help you get the most out of your advertising
budget.
Track the results of your paid media campaigns. This will help you determine which
campaigns are driving the most results.
Use a variety of ad formats. This could include images, videos, slideshows, and more.

7. Social Media Contests & Giveaways:

Run social media contests and giveaways to generate excitement and engagement.
Use social media to collect leads. This can be a great way to build your email list.
Use social media to promote your brand. This can help you build brand awareness and reach
a wider audience.
Track the results of your social media contests and giveaways. This will help you determine
which contests are driving the most results.

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8. Community Building:
Create a community around your brand on social media. This is a great way to connect with
your customers and build relationships.
Host social media events. This is a great way to generate excitement and engagement.
Use social media to answer customer questions and provide support. This is a great way to
build trust and loyalty with your customers.
Track the results of your community building efforts. This will help you determine which
initiatives are driving the most engagement.

9. Social Listening:
Use social listening tools to track what people are saying about your brand. This will help
you identify any potential issues and opportunities.
Use social listening to find influencers. This can help you reach a wider audience and
promote your brand.
Use social listening to track industry trends.

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DIGITAL MARKLETING AND INTERNET MARKETING

Digital marketing, on the other hand, encompasses a broader scope. It includes all forms of
marketing that utilize digital technologies, which can include internet marketing as a subset. Digital
marketing extends beyond the internet and can involve mediums such as mobile phones (SMS and
MMS), display advertising, digital billboards, and other digital platforms.

Digital marketing is a broader term that encompasses all marketing efforts that use digital
technologies, including:
 Websites
 Mobile apps
 Social media
 Search engines
 Email marketing
 Digital signage
 Wearables
 Internet-connected devices
 Digital marketing is a constantly evolving field, as new technologies and platforms emerge.
 Businesses of all sizes can benefit from digital marketing, as it allows them to reach a wider
audience and target specific demographics.
 Digital marketing can be used to achieve a variety of marketing goals, such as increasing
brand awareness, driving sales, and generating leads.

Search Engine Optimization (SEO): SEO involves optimizing websites to rank higher in search
engine results pages (SERPs). It includes strategies to improve website visibility, keyword
optimization, content creation, and link building.

Content Marketing: Content marketing focuses on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined audience. This content can take various forms,
including blogs, videos, infographics, and more.

Social Media Marketing: Leveraging social media platforms to connect and engage with audiences.
It involves creating and sharing content, running ads, and building a community around a brand.

Email Marketing: Sending targeted messages and promotional content to a list of subscribers via
email. It includes newsletters, promotional campaigns, and automated email sequences.

Pay-Per-Click (PPC) Advertising: PPC advertising involves paying a fee each time someone clicks
on an ad. It's commonly used in search engine advertising (like Google Ads) and social media
advertising (like Facebook Ads).
Affiliate Marketing: This strategy involves partnering with other businesses or individuals
(affiliates) who promote a product or service and earn a commission for each sale or action generated
through their referral.

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Mobile Marketing: Marketing efforts specifically tailored for mobile devices, including mobile-
responsive websites, mobile apps, SMS marketing, and location-based marketing.

Analytics and Data-Driven Marketing: Utilizing data analysis to understand consumer behavior,
track marketing campaign performance, and make informed decisions to optimize strategies.

Influencer Marketing: Collaborating with influential individuals on social media platforms to

promote products or services to their followers.

Emerging Technologies: Integrating new technologies like AI, AR/VR, chatbots, and voice search
into marketing strategies to enhance user experiences and engagement.

Internet marketing, often referred to as online marketing or web marketing, encompasses a range
of strategies and tactics focused on promoting products, services, or brands using online platforms and
technologies.

Internet marketing, on the other hand, is a more specific term that refers to marketing efforts that are
conducted solely online. This includes things like:
 Search engine optimization (SEO)
 Pay-per-click (PPC) advertising
 Social media marketing
 Email marketing
 Content marketing
 Affiliate marketing
 Internet marketing is a subset of digital marketing that focuses on online channels.
 Internet marketing is a powerful tool for businesses that want to reach a global audience.
 There are a variety of internet marketing strategies that businesses can use, such as SEO, PPC
advertising, social media marketing, and content marketing.

Search Engine Optimization (SEO): SEO aims to improve a website's visibility in search engine
results pages (SERPs). It involves optimizing website structure, content, keywords, and backlinks to
increase organic (non-paid) traffic from search engines like Google, Bing, and Yahoo.

Content Marketing: Content is at the core of internet marketing. It involves creating and sharing
valuable, relevant, and consistent content to attract and retain a targeted audience. Content can take
various forms, such as blog posts, articles, videos, infographics, podcasts, and more.

Social Media Marketing: Leveraging social media platforms like Facebook, Twitter, Instagram,
LinkedIn, and others to connect with audiences, build brand awareness, drive website traffic, and
engage customers. It includes creating and sharing content, running paid ads, and interacting with
followers.

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Email Marketing: Sending targeted and personalized messages to a list of subscribers via email.
Email marketing includes newsletters, promotional campaigns, transactional emails, and automated
drip campaigns to nurture leads and retain customers.

Pay-Per-Click (PPC) Advertising: PPC advertising involves paying for ad placement on search
engines or other websites. Advertisers pay a fee each time their ad is clicked. Platforms like Google
Ads, Bing Ads, and social media ads (Facebook Ads, LinkedIn Ads) fall under this category.

Affiliate Marketing: Collaborating with affiliates who promote products or services and earn a
commission for each sale or action generated through their referral. Affiliate marketers often use
specialized links or codes to track referrals.
Inbound Marketing: A customer-centric approach that focuses on creating valuable content to
attract and engage prospects. It involves strategies like SEO, content marketing, social media, and
email marketing to generate leads and nurture them through the sales funnel.

Mobile Marketing: Tailoring marketing efforts for mobile devices, including mobile-responsive
websites, mobile apps, SMS marketing, and location-based marketing to target users on their
smartphones and tablets.

Analytics and Data Analysis: Utilizing tools and platforms to track and analyze user behavior,
engagement metrics, and campaign performance. Data-driven insights help marketers make informed
decisions and optimize their strategies.

E-commerce Marketing: Specific strategies tailored to promote products and drive sales in online
stores. This includes optimizing product pages, running targeted ads, implementing cart abandonment
strategies, and enhancing the overall shopping experience.

Internet marketing strategies are often interconnected, with businesses using a mix of these
approaches to reach their target audience effectively, build brand presence, drive traffic, and generate
leads or sales. Successful internet marketing campaigns typically involve a cohesive strategy that
aligns with business goals and adapts to changing market trends and consumer behaviors.

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India Digital Marketing Statistics-2016

As per a recent report by Boston consulting group, India has one of the largest and fastest
growing populations of Internet users in the world
—
190 million as of June 2014 and growing rapidly. India already has the third largest Internet
population in the world today, after China with 620 million and the US with 275 million. In
addition, India already has 100 million active Facebook users today, the second largest
number after the US and Canada with 152 million. As one fast forwards, it is estimated that
there will be over 500 million Internet users in India by 2018
—
making India the second largest population of Internet users in the world. The growth in the
Internet base in India has been exponential. It took 20 years from the introduction
of the Internet to reach 100 million users. The second 100 million will likely be reached
within three years, and the third in less than a year. In fact, the next four years will see nearly
350 million additional Internet users. The primary drivers of this exponential growth have
been expansion to small town / rural India, increased affordability due to lower cost data-
enabled handsets, and the ever increasing awareness of, and need for, the Internet.

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OBJECTIVES

 To find five most effective strategy of social media marketing.

 To find out the awareness of social media marketing.

 To find effective brand communication for social media promotion.

 To study key business divers at Finacus solution Private limited.

 To study key trends in social media marketing

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 CHAPTER: 4
FINDINGS AND ANALYSIS

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 FINDINGS

1.To find five most effective strategy of social media marketing-FINDING:

According to the survey the five most effective strategy of social media marketing are: .

1Marketing Automation Tools

2. Content Marketing Trend

3. Big data

4. Mobile Marketing Trend

5. Conversion rate optimization(CRO)

2. To find out the awareness of social media marketing.

: maximum people agree to the fact that they spend most of their time over internet and 74%
people of total sample population are aware of the social media marketing

3. To find effective brand communication for social media promotion.

: Maximum people agree to the fact Facebook and Whatsapp are observed as the most used
social networking applications and effective for the brand communication.

4.To study key business divers at 4fins

: Majority people think key driver of 4fins is mobility & Responsive Design which makes it
different from other competitors.

5.To study key trends in social media marketing

: The trends of social media marketing are:
 Facebook
 Whatsapp
 Twitter
 Instagram
 LinkedinAccording to people communicated during the survey Facebook and
Whatsapp are themost popular trends in social media marketing

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 OTHER FINDINGS:

 Facebook and Whatsapp are observed as the most used social networking
applications.

 People use social networking sites for promoting business and have communities for
their business.

 There are minimum people who have used marketing applications in the past.

 Majority of people agree to fact they view advertisements on social networking sites.

 Maximum people are attracted and came across to Web Banner and Video ads.

 Most of the people sees advertisement of Facebook, whatsapp and LinkedIn

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 SUGGESTIONS

1. Communication should be more preferred than advertising. So, if the brand is

communicated well and remembered by the audience, then it is a greatest success to
the company for their promotion through social media.

2. Promotional way of advertising is best: the usual banner ads and video ads attract
them. So advertising must be interactive, promotional and in innovative form to hold
the audience.

3. Advertisement should target the individuals than the mass. If an ad is hosted for a
group then that would be no advantage in delivering specified information.

4. Adding more multimedia elements to have more interactive factors in fan pages and
group would benefit the brand user.

5. Facebook and Whatsapp is the most popular social networking applications and
must be used for social media promotions.

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INSTAGRAM FACEBOOK AND TWITTER ANALYTICS

Instagram:
Key metrics to track:

 Reach: Number of unique accounts that saw your content.

 Impressions: Number of times your content was seen.
 Engagement: Likes, comments, shares, saves.
 Website clicks: Number of people who clicked on your website link in your bio.
 Profile visits: Number of times people visited your profile.
 Story views: Number of times people viewed your story.
 Story completion rate: Percentage of people who watched your entire story.
 Hashtag performance: Which hashtags are getting your content seen by the most people.

New features and trends:

 Reels: Short-form video content that is similar to TikTok.

 Shoppable posts: Allows you to sell products directly through your posts.
 Live Shopping: Allows you to host live shopping events with other brands or creators.
 Instagram Guides: Create curated collections of posts, stories, and IGTV videos.
 Focus on Reels and Stories: Instagram is prioritizing Reels and Stories in the algorithm, so it
is important to focus on creating content for these formats.

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Facebook:
Key metrics to track:

 Reach: Number of unique accounts that saw your post.

 Impressions: Number of times your post was seen.
 Engagement: Likes, comments, shares, clicks.
 Click-through rate (CTR): Percentage of people who clicked on your link.
 Video views: Number of times people watched your video.
 Post reach by source: See where your posts are getting seen (e.g., News
Feed, Search, Groups).
 Audience demographics: Age, gender, location, interests of your audience.

New features and trends:

 Facebook Groups: Create communities around your brand or interests.

 Facebook Live: Host live video events to connect with your audience in real time.
 Facebook Watch: Discover and watch original shows and videos.
 Focus on video content: Facebook is prioritizing video content in the algorithm, so it is
important to create video content for your audience.

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Twitter:
Key metrics to track:

 Impressions: Number of times your tweet was seen.

 Engagement: Retweets, likes, replies, clicks.
 Hashtag performance: Which hashtags are getting your tweet seen by the most people.
 Click-through rate (CTR): Percentage of people who clicked on your link.
 Mention volume: How often your brand is being mentioned on Twitter.
 Sentiment analysis: See how people are talking about your brand on Twitter.

New features and trends:

 Spaces: Host live audio conversations with other users.

 Super Follows: Give your most loyal followers exclusive content and perks.
 Fleets: Share temporary posts that disappear after 24 hours.
 Focus on conversations: Twitter is all about conversations, so it is important to actively
engage with other users and participate in relevant discussions.
 Here are some additional things to keep in mind when analyzing your social media data:
 Set goals: What do you hope to achieve with your social media marketing?
 Track your progress over time: Are you making progress towards your goals?
 Compare your results to benchmarks: How do your results compare to other similar
businesses?
 Experiment with different strategies: What works best for your audience?
 Be patient: It takes time to build a successful social media presence.

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 LEARNING THROUGH PROJECT

I was appointed as a content strategist and digital marketing trainee for two months. Initially
for a week itself I was under training to understand the work culture of the company
MAKEINDIAS Pvt. Ltd.

First week, I was asked to look through pages on Facebook made by “MAKEINDIA
Pvt.Ltd.”

These were Company was doing its digital marketing. I was asked to look through the
patternof posts and status uploaded and shared on Facebook and Instagram and twitter. I was
explained the role I need to play in the company and what all things I need to do as a digital
marketing intern. Before that I was explained two things on Facebook which I had to know
before posting.

That was image of post is called `creative copy` and content with that image was its `creative
status`. Every brand is associated with its unique code and it is identified in the company by
its code. A briefing about every company was done to me by my senior MR NIHAL
VERMA.

He gave me a brief introduction as to how to create posts or creative’s for these Brands. I
studied
about each company for creating the creative copy. I made 6 creative copies and creative
status and one Video of mobile banking app introduction video (in Spanish), out of which 3
were selected and 1 video selected for . It was a big achievement for me that at a very early
time my creative copies were sanctioned. These copies were going to be live on Facebook
and Instagram.

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 CHAPTER: 4
DATA ANALYSIS
AND
INTERPRETATION

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 DATA ANALYSIS INTERPRETATION
QUESTION 1

QUESTION 2

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QUESTION 3

QUESTION 4

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QUESTION 5

QUESTION 6

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QUESTION 7

QUESTION 8

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QUESTION 9

QUESTION 10

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 CHAPTER: 5
CONCLUSION AND
RECOMMENDATIONS

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 CONCLUSION

Communication about the product or service provides a major contribution to brand

competition in the market. It not only provides information about a product or service but
also promotes creative innovation. Besides advertising, it also facilitates consumer
satisfaction. The hidden fact is that no brand can progress without effective communication
strategy to attract their customers or users. Big and small variety of brands nowadays laid
their base on social network communication to get recognized in the target market.

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 exist son 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 moreinter
active 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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 CHAPTER: 6
BIBLIOGRAPHY

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 BIBLIOGRAPHY

 https://mppolytechnic.ac.in/mp-staff/notes_upload_photo/CS224SocialMediaMarketing-
Introduction.pdf\
 https://thepaymentsassociation.org/article/the-history-of-social-media-marketing/
 https://www.slideshare.net/AmanKumarsingh817907/summer-training-project-report-on-
social-media-marketing-in-ngodocx
 https://www.academia.edu/42030135/Internship_Report_ON_Operations_Management_at_U
nited_Engineers
 https://www.scribd.com/document/462274463/SUMMER-TRAINING-REPORT-ON-A-
STUDY-ON-MARKETING-AND-SALES-STRATEGY

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QUESTIONNAIRE

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 QUESTIONNAIRE

1. How often do you use internet?*

o Once a week
o 2-3 days a week
o 1-2 hrs a day
o more than 3 hrs a day
o Other:

2. Are you aware of social networking sites?*

o YES
o NO

3. On which of these online communities do you hold a personal account?*

o Facebook
o Twitter
o LinkedIn
o Instagram
o YouTube
o None
o Other:

4. On which of these online communities do you prefer promoting your business (if
any) foryour business?

o Facebook
o Twitter
o LinkedIn
o Instagram
o YouTube
o Zomato
o None
o Other:

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5.Which of this social marketing application have you used for your business in the past
(ifany)?

o Facebook Business Pages

o zomato
o Twitter pages
o Google AdWords
o None

6. Which is most used social networking application used by you?*

o Facebook
o Twitter
o Instagram
o Whatsapp
o LinkedIn
o None

7.Are you a member of any of the online communities for promoting your business?
o YES
o NO

8 . Do view advertisement over any of social media applications given below*

o Facebook
o Twitter
o Whatsapp
o Instagram
o LinkedIn

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