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International Journal of Management (IJM)
Volume 9, Issue 1, Jan–Feb 2018, pp. 78–83, Article ID: IJM_09_01_013
Available online at
http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=9&IType=1
Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.com
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
© IAEME Publication
SOCIAL MEDIA MARKETING
R Deepika
Assistant Professor of Commerce AICM, Sri Krishna Arts and Science College, Coimbatore
J Srinivasan
Assistant Professor of Commerce AICM, Sri Krishna Arts and Science College, Coimbatore
ABSTRACT
Social Media is the use of social media platforms and websites to promote product
and services. Marketers are always in search of media that improve their targeted
marketing efforts. The latest option, being actively explored and experimented with, is
social media. Biggies in social media are partnering advertisers, as this opens up
another revenue stream for them. Face book, for example, lets its partners such as
Coca-Cola access to its database of members so that targeted advertising can be
attempted. Research by Shawandra Hill, professor, operations and information
management at Wharton Revels that “network-based marketing – the type the Face
book is pursuing – can be more effective because it finds customers who would
otherwise be overlooked.
Keywords: Product and services, Social Media, Advertiser, Customers.
Cite this Article: R Deepika and J Srinivasan, Social Media Marketing,
International Journal of Management, 9 (1), 2018, pp. 78–83.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=9&IType=1
1. INTRODUCTION
In an era where technology prevails, entrepreneurs as well as marketers see the need up with
the fast phase of change of risk being outdated. It is practically impossible to design a
marketing strategy without considering social networks. Social media had become really
important in the gradient in today’s marketing mix in general and in promotion in particular.
The emergence of internet, allows one with unlimited amount of things the individual can do
on the internet these days. Adapting some form of marketing online through social media is a
key node for all business, especially in an industry where trends constantly change. Social
media marketing is used as a branding tool and can increase conversion, sales tracking, page
views and add exposure. It is simple and low cost way if increasing sale and to bring traffic to
the website. It increases the site popularity and prevails to bring the potential customers to our
niche area. By using the following famous Social networking sites we can increase the site
traffic and to get potential customers.
R Deepika and J Srinivasan
http://www.iaeme.com/IJM/index.asp 79 editor@iaeme.com
Face book
Twitter
Linkedln
Other medias (Faves, Delicious, etc,)
FACE BOOK
Side banner showing the company details such as what we are, what we do, contact us etc. we
can include our new product details – banner. We can publish notes and create groups. We
can create page for products, organization, celebrity etc. we can upload photos, post links that
direct to our site/blog. We can create events like recent activities, upcoming events etc. we
can create multiple admin for a page .We can apply theme for the fan pages based on product
introduction, product description etc. we can send links, products details to the members,
groups for getting opinion, reviews etc.
TWITTER
Focus on brand production and micro blogging (140 characters). Build strong and powerful
relationship with prospective customers. Filling up the page with quick techniques and tips.
We can easily gain followers by following active members in twitter. When we follow 100
members we get will get at least 70 followers. We can create banner bout products,
organization etc. use search.twiter.com and twellow.com to find more users.
LINKDIN
We can create group and make others to follow as. We can request for the opinion and
suggestion. We can expose our skill set. We can create a professional network ask for opinion
and reviews etc. improve your visibility, connect ability, Google page rank. Increase the
relevancy of your job search. Make your interview go smoother. Ask for advice (LinkedIn
answers).
OTHER MEDIAS
FAVES
We can use faves for promoting new products with images. We can invite experts, friends etc.
we can ask opinions review about the product , pages etc,. we can create adds on faves.
DELICIOUS
We can create and share book marks through delicious. We can create our own network. We
can give taxes keywords to the book marks that we shares. We can share our book marks to
other social network sites
DEFINITION
Social media marketing is the process of gaining website traffic or attention through social
media sites .programs usually center on efforts to create content that attracts attention and
encourages readers to share it across their social networks.
2. OBJECTIVES FOR THE STUDY
Comprehend the risk of social media marketing.
Understand how to effectively utilize social networks.
Become an expert with twitter, face book, YouTube, and linkdin.
Social Media Marketing
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Learn how to run a successful marketing blog.
Understand what social media marketing encompasses.
Know why you need to use social networks to market your product or service.
3. FIVE PRINCIPLES OF SOCIAL MEDIA MARKETING
Establishing social relationships is the first step in creating new leads.
Engaging social relationships consistently develops trust.
Educating (posts) social relationships provides value that is attractive.
Encouraging (marketing) social relationships produces sales.
Evaluating social relationships produces quality clients.
ADVANTAGES
Its one of the main ways the world works today.
It usually is free, and it is always of low cost.
It allows users to make and keep connections and contacts.
It allows communication between people who would have otherwise lost contact.
It allows users to share information, photos, videos, etc,
It allows users to express themselves.
DISADVANTAGES
Many people put too much personal information on their profiles.
It can be dangerous if it is miss used.
The website often has ownership over everything the user posts.
Websites are not completely secured.
it can waste a lot of time when it is used excessively.
4. IMPACTS ON SOCIAL MEDIA MARKETING
Here are the four steps for impacts of social media marketing on business.
Marketing: Social Media Marketing is how businesses are informing their target
audience about innovations, launches, promotions, and sales. Social media marketing
becomes a platform that drives instantaneousness wherein the consuming public can keep tabs
on what these businesses are upto next just by connecting with the business on social media.
Branding: Social media marketing became a fundamental factor synergizing branding
strategies and building brand awareness. Before, when no social media platforms were
available, people have distant and impersonal impressions of these brands.
Communication: Some customers even choose to inform the business through brand –
specific hash tags, that is ,if social profiles are constantly being monitored. Based on how the
effective communication is between the management and the users, the process can improve
the reputation of the company by fostering being loyalty.
Value: Successful social media marketing is able to create not just brand awareness, but
also the perceived and actual value of the products and services that companies offer. What
digital marketers can learn from the process is the law of value wherein their target audience
will stop listening if they blatantly promote products and services instead of interacting with
them.
R Deepika and J Srinivasan
http://www.iaeme.com/IJM/index.asp 81 editor@iaeme.com
5. SOCIAL MEDIA MARKETING IN COIMBATORE
Social media has given as great ways to protect and build our digital regulations. Today we
have the ease of searching conversation, the ability to set alerts to help as monitor our names,
the constant availability of learning opportunities and more ways to communicate and interact
with others the main objective of the study to know about the perception of customers to
watch social media and to identify whether social media networks can create brand awareness
better than offline advertisements. Primary data is been collected from 102 respondents who
are using social networking in Coimbatore region. The result is that respondents said that they
don’t have a feasibility of easy access which shows that he company has to design it much
user friendly to satisfy the users in future periods of time and the respondent feel that the
advertisement age is not attractive and if the company tries to change as per the taste then the
number of viewers can be increased in future periods of time. And most of the respondance
agree that the advertising on social media as very useful. Thus the social media plays a vital
role in the field of marketing.
6. SOCIAL MEDIA MARKETING IN RESTAURANTS OF
COIMBATORE
The parameters of social networking websites possess several unique implications for the
restaurants. These sites provides a platform for a rating system that can be used to generate,
monitor, and evaluate reputation and image for the business. Online consumer generated
content in perceived as highly credible and in fact, more so than information attribute to the
hospitality entity. The participation of restaurants in online social networking has been shown
to be a cost-effective means for interaction and engagement with potential customers.
Participation in these websites provides businesses with direct access to active users without
need to adding any additional hardware, or software. A social networking site that is easily
accessible, straight forward, and appealing enables participance to become engaged in unique
ways. Restaurants today are proactively interacting with their customers by coming up with
innovative customized solutions and much responsive and prompt customer service. With the
rise in number of websites that give potential customers and opportunities to look up reviews
by others real customers, the way information is perceived today has changed considerably.
Research has proven that restaurants that engage their customers via social media get their
customer to spend more, to have higher repeat clientele, and get more referrals from their
guests. However good, bad, or ugly, it is vital that no comment goes unnoticed because for
very benefit a hotel rakes in with positive feedback, suggest in and tracking consumers it can
be receiving end of unfair criticism and negative publicity if it leaves important issues
unaddressed
The individuals in hospitality industry like restaurants should always keep in mind the
benefits of social media. with the advancement of technology, social media will be very much
part of our daily lives each restaurant is different and must be treated accordingly, so a blend
of social media tools such as twitter, Face book, YouTube and corporate blogs should be used
in an efficient manner if ahotel industry is not engaging in any of the social media activities, it
just means that the hotels are missing out on the huge opportunities in digital marketing. To
stay competitive in the digital world the hotel has to be engaged with their intended audience
and increase the awareness and build relationships with both new and loyal customers. The
restaurants also fears that social media has the potential to damage the companies reputation
while Social Media engagement is essential to a business branding and communication it can
also work against a business if used inappropriately. However, a Social Media policy can be
developed to educate and provide better understanding for their employees to keep within a
certain parameters implications of their participation. Nevertheless, there is a need to explore
Social Media Marketing
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and discover if social media can become the new “tool” for effective branding and marketing
purposes.
Level of satisfaction (2015)
Levels
Responses
Percentage
Highly satisfied
18
72
Satisfied
5
20
Neutral
2
8
Dissatisfied
0
0
Highly dissatisfied
0
0
Majority of the surveyed food outlets said they were highly satisfied of their marketing
coverage via social media channels and they’d continue using the channel in future. 20% said
they were satisfied and they need to work on improving their usage in future. 8% said they
felt dosen’t give them the required results. None of the surveyed samples were dissatisfacted
by Social media marketing.
GRAPHICAL REPRESENTATION FOR SOCIAL MEDIA MARKETING IN
2017
Highly satisfied
Saisfied
Neutral
highly dissatisfied
Pinterest
YouTube
Instagram
Twitter
LinkedIn
Fcebook