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“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
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“How Marketers are using Social Media Marketing to grow their Business”

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This study set out to understand how marketers are using social media to grow and promote their businesses and also how consumers are dealing with SMM.

This study set out to understand how marketers are using social media to grow and promote their businesses and also how consumers are dealing with SMM.

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  • 1. Social Media Marketing Major Research Project Page 1 Major Project Report On “How Marketers are using Social Media Marketing to grow their Business” By Tamanna Satsangi Roll No. 107636 In Partial full fillment for the award of the degree Post Graduation in Management Batch 2010-2011 Under guidance of Rohit Rajvanshi Dayal Bagh Educational Institute Deptt. Of Management Dayal Bagh Agra- 282005 Website: www.dei.ac.in
  • 2. Social Media Marketing Major Research Project Page 2 Major Project Report On “How Marketers are using Social Media Marketing to Grow Their Business” Under Co-guidance of Prof. Harish Chaudhary, IIT-D, DMS Mr. Himanshu Srivastava, Entrepreneur, www.p2cconnect.com & With Social Media Agency Submitted to Dept. of Management Dayal Bagh Educational Institute
  • 3. Social Media Marketing Major Research Project Page 3 Acknowledgement There is always a sense of gratitude one expresses to others for the helpful and needy service they render during all phases of life. I have completed this Project with the help of different personalities. I wish to express my gratitude towards all of them. It gives me immense pleasure to express my deep regards and sincere sense of gratitude to Prof. Harish Chaudhary, IIT-D, DMS and Mr. Himanshu Srivastava, an entrepreneur, www.p2cconect.com for their guidance throughout the Project. Thank you Sir for your able and worthy guidance I would also like to thank to all my respondents for their support which helped me throughout my project. I would also like to thank to Mrs. Reena Ahuja, Advisor, Hughes India Ltd. & Mentor, DEI ICT centre Delhi, Mr. Naveen Saxena, Business Head, Lighting, Philips India Ltd. and Mr. Pranshu Saxena, Student of BITS PILANI, Goa for steering my confidence and capability for giving me insight into project by giving me exposure to the arena of competitive and real world. Lastly I would like to thank my parents and friends for their constant support during the duration of my project! ThankYouOneandAll!
  • 4. Social Media Marketing Major Research Project Page 4 DECLARATION I, Tamanna Satsangi, student of Dayal Bagh Educational Institute, Batch 2010-11 declare that every part of the Project Report on “How Marketers using Social Media Marketing to Grow Their Business” during the months July to December 2011. The empirical findings in the report are based on the information collected by me and also the research I have submitted is original. I was in regular contact with the nominated guide. Date of project submission: 10/12/2011 Faculty comments: Signature of faculty guide:
  • 5. Social Media Marketing Major Research Project Page 5 Table of contents Executive Summary...........................................................................6-8 Major Findings..................................................................................9-11 Social Media Marketing For Marketers: Top 5 Social Media Questions Marketers Want Answer …………………………………………………….........................................12-14 The Use of Social Media Marketing..........................................15 Time Commitment for Social Media Marketing...................16-19 The Benefits of Social Media Marketing .................................20 Interviews with social media agency employees and social media marketers…………………………………………………………………...21-22 Social Media Marketing For Consumers: Awareness about Social Media Marketing……………………….23 Commonly Used Social Media Tools.............................................23-26 How Will Consumers Change Their Social Media Activities In The Future? ......................................................................................................27-30 Survey Participant Demographics .................................................31-32 Questionnaire………………………………………………………………..33-39 Reference………………………………………………………………………40
  • 6. Social Media Marketing Major Research Project Page 6 EXECUTIVE SUMMARY This study set out to understand how marketers are using social media to grow and promote their businesses and also how consumers are dealing with SMM. On the following pages you will discover: Social Media Marketing for Marketers:- • The top 5 social media questions marketers want answered: We analyzed nearly 20 open-ended responses of marketers and 70 responses of consumers and summarized all the major questions that marketing pros want answered. • The time commitment: We examined the weekly hours marketers invest in their social media efforts. This analysis will be helpful for marketers just getting started or seeking support staff. • The benefits of social media marketing: This rather beefy section reveals all the major advantages marketers are achieving with their social media efforts. We also look at how time invested and experience enhances the benefits. • Top interviews with social media agency groupM: I have conducted many interviews with businessman, social media employees and social media marketers, from which I have selected some fruitful suggestions and answers for my project.
  • 7. Social Media Marketing Major Research Project Page 7 Social Media Marketing for Consumers:- • Commonly used social media tools: Wondering which social media tools consumers are using the most? Those questions are answered, along with an examination of which tools experienced folks are using. Awareness about Social Media Marketing: We have examined 70 respondents and got the awareness level of Social Media Marketing in consumers How Will Consumers Change Their Social Media Activities In The Future? We examined our 70 respondents about their forecasted views on their own use of social media marketing, that how consumers will change their interest in the social media activities in the future. The time commitment: We examined the weekly hours consumers invest in their social media exploring. This analysis will be helpful for marketers just getting started or seeking support staff. Interviews with consumers: some of our consumer respondents gave some fruitful suggestions in personal interview as well, which can be useful for social media agencies and social media marketers.
  • 8. Social Media Marketing Major Research Project Page 8 How my report is beneficial: Regardless of your experience with social media marketing, there's something here for you. If you're a beginner, take a look at the time commitment, benefits and tools that your peers are using. If you've been at this for a while, compare yourself against other marketers, and also consumers see what tools they're looking at next and see whether you're achieving the same benefits as your more experienced brethren. If you're a social media guru, there's tons of material here to help you develop lots of "how-to" products.
  • 9. Social Media Marketing Major Research Project Page 9 Major findings Here's a quick summary of our primary findings: SMM for Marketers:  Top three questions marketers want answered: 1. Which is the most successful medium and why 2. What is the effectiveness of this media? Is it measurable? 3. How good is it for B2B marketing?  Marketers are mostly new to social media: A significant 58% of marketers surveyed have only been involved with social media marketing for a five months or less.  How much time does this take? The majority of marketers (40%) are using social media for more than 30 hours each week and nearly but 20%, 20%, 20% marketers are investing 10-20 hours, 1-5 hours, 5-10 hours weekly.  The top benefits of social media marketing: The number- one advantage of social media marketing (by a long shot) is generating exposure for the business, indicated by 85% of all marketers, followed by increasing traffic (63%) and generating revenues(56%).
  • 10. Social Media Marketing Major Research Project Page 10 SMM for Consumers:  The top social media tools: Facebook, YouTube, Linked In and blogs were the top four social media tools used by consumers, in order.  Consumers are highly aware about SMM: According to our survey 95% people were aware about social media marketing only 5% people unaware of social media marketing.  Linked In at the rise and Social Book marking shrinking: A significant 80% of consumers plan on increasing their use of LinkedIn, while 44% have no plans to use social book marking and 6% will actually decrease their use of social book marking  How much time does this take? The majority of consumers (52%) are using social media for 1-5 hours each week and nearly but 24% consumers are investing 20-30 hours, 14% consumers investing 5-10 hours, and 10% more than 30 hours weekly.  Use of SMM surly increases in future: The majority of consumers (50%) respondent replied that they will increase their use of social media marketing whereas 25% replied that they will remain the same.
  • 11. Social Media Marketing Major Research Project Page 11 The above summary is merely a taste of what's in this report. On the following pages you'll find nearly 20 charts that visually convey some of the fascinating findings of this report. For example, we look at which tools are used by those who invest the most time in social media marketing and the benefits achieved by those who've been at this for years.
  • 12. Social Media Marketing Major Research Project Page 12 “Top 5 social media questions marketers want answered” We simply asked, "What question about marketing with social media does you most want answered?" A significant 25 people provided their open-ended responses. We clustered them into groups and ranked them below. These are the top questions marketing professionals want answered regarding social media marketing: #1. Which is the most successful medium and why? The number one question marketers most want to answer is which tool is the most successful till now and what is the reason behind this? A sampling of those questions includes: 1. Which is the most popular tool? 2. Which is the most beneficial medium? 3. What is the reason behind the most successful medium of social media marketing? #2. What is the effectiveness of this media? Is it measurable? The number two question marketers most want to answer is about the effectiveness of social media and how can one measure the effectiveness?
  • 13. Social Media Marketing Major Research Project Page 13 A sampling of those questions includes: 1. How effective is social media? 2. Can we measure its effectiveness? 3. How do I measure ROI of social media? #3. How good is it for B2B marketing? The third question marketers most want to answer is how we can use social media marketing in B2B or how good it is in B2B. A sampling of those questions includes: 1. Does Social Media also deliver for B2B clients? 2. How to I make money using social media in my B2B business? #4. How do I evaluate the advantages and disadvantages of each platform? Given the choices available, marketers are looking for guidance before investing in specific social media networks. A sampling of those questions includes: 1. How do I evaluate which site will be most effective when marketing my business? 2. What is Twitter and why should I use it? 3. What are the social norms for using Facebook for marketing?
  • 14. Social Media Marketing Major Research Project Page 14 #5. How do I get started? How to get started is still a major question in the minds of many marketers. A sampling of those questions includes: 1. What are the steps to building a strong social media platform for my business? 2. How do I get it all set up if I'm not very tech-savvy? 3. What are the dos and don'ts when I'm first getting started?
  • 15. Social Media Marketing Major Research Project Page 15 Yes 80% No 20% Use of Social Media Marketing “The use of social media” We asked two questions to determine the survey participants' experience using social media to market their businesses. We began by simply asking marketers if they use social media to market their businesses. The overwhelming majority (80%) indicated they were employing social media for marketing purposes. Small businesses were slightly more likely to be using social media.
  • 16. Social Media Marketing Major Research Project Page 16 10-20 hours 1-5 hours 5-10 hours More than 30 hours 0% 10% 20% 30% 40% Time Commitment Time Commitment “Time commitment for social media marketing” A significant 40% of marketers are using social media for more than 30 hours each week and 20% for 5-10 hours weekly and so as 20% for 1-5 hours and 20% for 10-20 hours weekly.
  • 17. Social Media Marketing Major Research Project Page 17 The experience factor There is a direct relationship between how long marketers have been using social media and their weekly time commitment. For people just beginning with social media, the median weekly time commitment was one hour per week. However, for folks who have been doing this for a few months or longer, the median jumps to 10 hours per week. Total 0% 10% 20% 30% 40% 50% 60% 70% 10-20 hours 5-10 hours More Than 30 horus More than 1 year Less than 10 months About 5 months Total Total
  • 18. Social Media Marketing Major Research Project Page 18 How occupation vary the time commitment This chart shows how different-sized businesses invest their time with social media activities. 0 10 20 30 5-10 hours more than 30 hours 10-20 hours 1-5 hours Workat big business Workat social media agency Own business Workat mid business Work at big business 5-10 hours Work at social media agency more than 30 hours Own business 10-20 hours Work at mid business 1-5 hours
  • 19. Social Media Marketing Major Research Project Page 19 Age factor People age 18 to 24 spend the most time using social media marketing (45% spending more than 30 hours weekly), followed by 25- to 34-year-olds (33% spending 10-20 hours weekly) and then 35 to 45-year-olds (22% spending 5-10 hours weekly). 0 5 10 15 20 25 more than 30 hours 10-20 hours 5-10 hours 18-24 years 25-34 years 35-45 years Number of People 18-24 years more than 30 hours 25-34 years 10-20 hours 35-45 years 5-10 hours
  • 20. Social Media Marketing Major Research Project Page 20 “The Benefits of Social Media Marketing” The number-one benefit of social media marketing is gaining the all- important eyeball. A significant 85% of all marketers indicated that their social media efforts have generated exposure for their businesses. Improving traffic was the second major benefit, followed by generating revenue. More than half of marketers indicated a rise in search engine rankings was a benefit of social media marketing. As search engine rankings improve, so will business exposure, lead generation efforts and a reduction in overall marketing expenses 24 20 4 18 6 Generated exposure Increase Traffic Generated revenue helped rise in search ranking reduced marketing expense Number of people Generated exposure Increase Traffic Generated revenue helped rise in search ranking reduced marketing expense
  • 21. Social Media Marketing Major Research Project Page 21 “Interviews with some of the social media employees (groupM)” Interview 1: Name- Sheetal Goel Agency - GroupM Designation- Social Media Strategy Lead 1. How social media is beneficiary for B2B?? Helps create brand loyalty and advocacy, helps in creating positive WOM, leads to creating niche audiences which can be used for targeted messaging, Build thought leadership in the industry and be recognized as the main influencers of the industry to help build reputation and also manage it. 2. Being an employee of social media agency, what is you experience so far? B2B social media marketing is difficult in terms of absolute numbers as the scope is quite restrictive. The advantage however is that once established, the communities created are much more engaged and can help the brand more than only consumer based communities. 3. Few lines on social media marketing. Social media marketing is the most personal form of marketing right now where it’s not an advertising message that the end consumer sees but has a conversation with a brand. SMM is entrenched in the oldest marketing tradition of building relationships and selling
  • 22. Social Media Marketing Major Research Project Page 22 through these relationships. SMM as a marketing medium has become central to most digital campaigns and is one of the bigger trends to look out for in 2012. While platforms like FB and Twitter and LI can be used interchangeably, the essence of social media marketing will always remain. Interview 2: Name- Roohani Nayyar Agency - GroupM Designation- Social Media Executive 1. How social media is beneficiary for B2B?? Extremely beneficiary! Provided you work smart! For B2B, one needs to know what channels to use, like linked-in & blogs. How to pitch to bloggers etc 2. Being an employee of social media agency, what is you experience so far? Great! I work with some of the biggest clients of the world and it is a brilliant experience to work with some of the best people in the field. The exposure is simply amazing. 3. Few lines on social media marketing- Social Media Marketing is the next big thing and there is absolutely no doubt about it! But, one should never forget that the ultimate funda for brands and companies for interaction with their clients and customers should be: Twitter < Facebook < texting < phone call < in person!
  • 23. Social Media Marketing Major Research Project Page 23 Social media marketing for consumers “Awareness of Social Media Marketing” After surveying the large group of consumers we got to know that 95% of people were aware about social media marketing only 5% people were not aware about social media marketing. “Commonly used social media tools” By a long shot, Twitter, Facebook, YouTube, and LinkedIn were the top four social media tools used by consumers, with Facebook leading the pack by only a hair. All of the other social media tools paled in comparison to these top four. . Another interesting finding was that men were significantly more likely to use YouTube or other video marketing than women (51.2% of all men compared to only 42.6% of women). 95% 5% Awareness Yes No
  • 24. Social Media Marketing Major Research Project Page 24 A close examination of which tools more experienced social media consumers are using compared to those just getting underway provides further insight. 11% 34% 11% 2% 12% 11% 13% 2% 2% 2% Most Popular Tool Blogs Facebook Twitter Forums You Tube Other Video LinkedIn
  • 25. Social Media Marketing Major Research Project Page 25 Tool used by students the most: The most common tool used by students are known to be Facebook followed by twitter, you tube and blogs. Tool used by service man the most: 0% 10% 20% 30% 40% facebook twitter blogs youtube Linked In Students facebook twitter blogs youtube Linked In 0% 10% 20% 30% 40% facebook twitter blogs youtube Linked In Service Man facebook twitter blogs youtube Linked In
  • 26. Social Media Marketing Major Research Project Page 26 The most common tool used by service men’s are known to be Facebook followed by linked In, you tube and blogs. Tool used by businessman the most: The most common tool used by businessmen’s is known to be Blogs followed by Facebook and twitter. B2C are much more focused on Facebook and B2B are much more focused on LinkedIn. Also note that B2B companies are utilizing blogs more. 0% 10% 20% 30% 40% facebook twitter blogs youtube Linked In BusinessMan facebook twitter blogs youtube Linked In
  • 27. Social Media Marketing Major Research Project Page 27 “How will consumers change their social media activities in the future?” We asked consumers to indicate how they will change their social media use in the near future. Survey takers were asked to indicate whether they will increase, decrease, remain the same or not utilize various social media networks and tools. At least 50% of consumers plan on increasing their use of social media tools. A significant 20% said they have no plans to utilize SMM in future whereas 25% said they will remain same and only 5% said they will decrease their use of SMM tools. Here is a breakdown by social media channel: 5% 50%20% 25% Use of SMM in Future Decrease Increase No plans to use social media tool Remain the same
  • 28. Social Media Marketing Major Research Project Page 28 0% 80% 15% 5% Linked In Decrease Increase No plans to use social media tool Remain the same 15% 35% 10% 40% Facebook Decrease Increase No plans to use social media tool Remain the same LinkedIn Surprisingly, consumers indicated that LinkedIn were the top area in which they planned on increasing their social media marketing. Small businesses were much more likely to be increasing their Linking In activities. Facebook Facebook is clearly a top winner. Only 10% of consumers surveyed do not plan to utilize Facebook. Second only to LinkedIn, Facebook is an area where consumers feel they can achieve substantial results.
  • 29. Social Media Marketing Major Research Project Page 29 5% 63% 16% 16% Blogs Decrease Increase No plans to use social media tool Remain the same 0% 50% 30% 20% Forums Decrease Increase No plans to use social media tool Remain the same Blogs A significant 63% of consumers plan on increasing their blogging habit. Only 5% said they will decrease their blogging habit and 16% said they will remain same at their use of blogs. Forums Only 50% of consumers will increase their forum activities, while 30% have no plans to use forums. But also no one said that they will decrease their use of forums but yes 20% said they will remain same.
  • 30. Social Media Marketing Major Research Project Page 30 6% 22% 44% 28% Social Bookmarking Decrease Increase No plans to use social media tool Remain the same Social book marking Only 22% of consumers have their plan on increasing their social bookmarking activities while 44% have no plans to use social bookmarking.
  • 31. Social Media Marketing Major Research Project Page 31 10% 50% 40% Occupation Business Service Student “Survey participant demographics” I largely leveraged social media to find participants for our survey. We started with a post on Twitter, Facebook, LinkedIn, Gmail, and Yahoo.com in October 2011. It simply said, "How marketers are using social media marketing to grow their business" and included a link to the survey. The message was re tweeted hundreds of times by other marketers and consumers. In addition, many people posted links to the survey on Facebook, LinkedIn and other social media sites. I asked survey participants to help spread the word about our study. Finally, a list of 150 marketers and consumers was emailed and asked to take the survey. After 45 days, I closed the survey with 75 participants. Here are the demographic breakdowns: Survey participants Most people who took the survey were students (40%), service man (50%) and business man (10%)
  • 32. Social Media Marketing Major Research Project Page 32 70% 30% Age 18-24 year 25-34 year Female 59% Male 41% Gender Age of Respondents Most survey respondents (70%) were between the ages of 18 and 24. Gender Females edged out males, representing 59% of all participants.
  • 33. Social Media Marketing Major Research Project Page 33 Questionnaire for marketers: “Topic: How social media marketers using social media marketing to grow their business” Observant name:__________________________ Age:_____________ Company:_________________________________ Gender: M/F Question 1: "What question about marketing with social media do you most want answered?" - ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ___ Question 2: Do you use social media marketing to market their business? Options: 1. Yes 2. No Question 3: Rate your experience with social media marketing Options: 1. Just started 2. About 1-4 months 3. More than 1 year
  • 34. Social Media Marketing Major Research Project Page 34 4. Not started yet Question 4: How much time you used to spend on social media in a week? Options: 1. 1-5 hours 2. 5-10 hours 3. 10-20 hours 4. 20-30 hours 5. More than 30 hours Question 5: if you are using social media marketing, what is your individual benefit by using social media marketing? ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ___ Question 6: Which is the tool you are using the most for social media marketing? Options: 1. My space 2. Ning Sites 3. Digg, Reddit, Mixx 4. Forums 5. Social bookmarking sites 6. You tube /other video 7. Blogs 8. Linked in 9. Face book 10. Twitter
  • 35. Social Media Marketing Major Research Project Page 35 Question 6: How you will change your social media use in the near future? Options: A. Twitter 1. Increase 2. Decrease 3. Remain the same 4. No plans to use social media tool B. Facebook Increase Decrease Remain the same No plans to use social media tool C. Linked in Increase Decrease Remain the same No plans to use social media tool D. Blogs Increase Decrease Remain the same No plans to use social media tool E. Social Bookmarking Increase Decrease Remain the same No plans to use social media tool F. Forums
  • 36. Social Media Marketing Major Research Project Page 36 Increase Decrease Remain the same No plans to use social media tool Question 7: Which social media tools you want to learn more about the most. Options: 1. My space 2. Ning Sites 3. Digg, Reddit, Mixx 4. Forums 5. Social bookmarking sites 6. You tube /other video 7. Blogs 8. Linked in 9. Facebook 10. Twitter
  • 37. Social Media Marketing Major Research Project Page 37 Questionnaire for consumers: “Topic: How social media marketers using social media marketing to grow their business” Observant name: __________________________ Age: _____________ Company: _________________________________ Gender: M/F Question 1: Are you aware about social media marketing? Options 1. Yes 2. No Question 2: Rate your experience with social media marketing Options: 5. Just started 6. About 1-4 months 7. More than 1 year 8. Not started yet Question 3: who is your most favorite social media marketing site? 11. My space 12. Ning Sites 13. Digg, Reddit, Mixx 14. Forums
  • 38. Social Media Marketing Major Research Project Page 38 15. Social bookmarking sites 16. You tube /other video 17. Blogs 18. Linked in 19. Face book 20. Twitter Question 4: How much time you used to spend on social media in a week? 6. 1-5 hours 7. 5-10 hours 8. 10-20 hours 9. 20-30 hours 10. More than 30 hours Question 5: How you will change your social media use in the near future? Options: C. Twitter 5. Increase 6. Decrease 7. Remain the same 8. No plans to use social media tool D. Face book Increase Decrease Remain the same No plans to use social media tool C. Linked in Increase Decrease
  • 39. Social Media Marketing Major Research Project Page 39 Remain the same No plans to use social media tool G. Blogs Increase Decrease Remain the same No plans to use social media tool H. Social Bookmarking Increase Decrease Remain the same No plans to use social media tool I. Forums Increase Decrease Remain the same No plans to use social media tool
  • 40. Social Media Marketing Major Research Project Page 40 Reference:  www.business-standard.com  www.wikipedia.org  84 Harvard Business Review December 2010  www.google.com  80 Harvard Business Review December 2010  28 Harvard Business Review March 2011  Washington post social reader

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