Social media marketing: social media platforms and websites

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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.

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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technology prevails, entrepreneurs as well as marketers see the need up with the fast phase of change of risk being outdated.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. http://www.iaeme.com/IJM/index.asp 78 editor@iaeme.com
R Deepika and J Srinivasan  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. http://www.iaeme.com/IJM/index.asp 79 editor@iaeme.com
Social Media Marketing  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. http://www.iaeme.com/IJM/index.asp 80 editor@iaeme.com
R Deepika and J Srinivasan 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 http://www.iaeme.com/IJM/index.asp 81 editor@iaeme.com
Social Media Marketing 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 Highly satisfied Saisfied Neutral highly dissatisfied 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 Pinterest YouTube Instagram Twitter LinkedIn Fcebook http://www.iaeme.com/IJM/index.asp 82 editor@iaeme.com
R Deepika and J Srinivasan PAID SOCIAL MEDIA ADS 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Facebook Instagram LinkedIn Twitter ads YouTube Pinterest Snapchat ads ads ads ads ads ads 7. CONCLUSION Social media is not only about connecting people and exchange of opinions it can play a vital role in marketing, messaging and customer interaction ongoing connection and relationship with the guests will eventually turn them into ambassadors and a volunteer marketing army. In this time and age, it s not how social media can be used to attract customers, but instead how the customers are using social media to locate the source and then decide on the outcome. Social media is a form of “social validation”. When customers do not have sufficient information to make independent decisions, it would lead to information being source externally through friends and family or external parties. The most valuable social validation occurs through viral marketing when individuals that one trusts, recommends a product. in addition, social media marketing is also an extremely cost effective solution, it mostly depends on which type of social media channels is used. Tine is bringing a new opportunity every day in social media universe. Each channel is evolving regularly, offering more and more valuable marketing features for businesses. Also, new social media channels are being launched every month, offering new business possibilities and new area of marketing research. REFERENCE [1] A study on measuring the effectiveness of social media marketing in restaurants with reference to Coimbatore. By Mr. Gopalakrishnan (2014) (Sri Krishna Arts and Science College.) [2] Thesis on the impact and objectiveness of social media marketing. By Ms. Rhea B Nair (2015) (Sri Krishna Arts and Science College) [3] Thesis on social media marketing. By Mr. K. S. Vishnu Nandan (2015) (Sri Krishna Arts and Science College.) http://www.iaeme.com/IJM/index.asp 83 editor@iaeme.com