This study deals with understanding the possibilities that are opened up by the platform of social media and to what extent does the social media help in marketing and generating future leads for small and medium enterprises.

1. DIPANSHU SINGHAL

3. Social media marketing, or SMM, is a form of internet marketing that
implements various social media networks in order to achieve marketing
communication and branding goals. Social media marketing primarily
covers activities involving social sharing of content, videos, and images for
marketing purposes.
Social media marketing can help with a number of goals, such as:
•Website traffic
•Conversions
•Brand awareness
•Creating a brand identity and positive brand association
•Communication and interaction with key audiences

4. In accordance with the provision of Micro, Small & Medium Enterprises Development (MSMED)
Act, 2006 the Micro, Small and Medium Enterprises (MSME) classified the type of industries into
two actual parts of class:
(a) Manufacturing Enterprises-The enterprises engaged in the manufacture or production of
goods pertaining to any industry specified in the first schedule to the industries (Development
and regulation)Act, 1951) or employing plant and machinery in the process of value addition to
the final product having a distinct name or character or use.The Manufacturing Enterprise are
defined in terms of investment in Plant & Machinery.
(b) Service Enterprises: The enterprises engaged in providing or rendering of services and are
defined in terms of investment in equipment.
Small enterprises outnumber large companies by a wide margin and also employ many
more people. SMEs are also said to be responsible for driving innovation and
competition in many economic sectors.

6.  This study emphasizes on the relevance of social media for businesses in Delhi
 It identifies the readiness of social and digital media marketing for small and
medium level organizations, and how they approach it
 It depicts the satisfaction level of these companies towards digital form of
marketing
OBJECTIVES
 To study the relevance of social and digital media for businesses.
 To study the effectiveness of social media marketing for small and medium scale
industries.
DATA COLLECTIONTECHNIQUES
 Interviews
 Questionnaires and Surveys
 Documents and Records

7. SAMPLE SIZE
Accordingly, 80 companies were selected at random from all the companies listed* from which 80
marketing officials were questioned.
The data has been analyzed in order to arrive at present situation of social media acceptance by the
companies and it effectiveness for robust marketing by these SMEs.
SAMPLINGTECHNIQUE
The technique of Random Sampling has been in the analysis of the data.
METHOD OF DATA COLLECTION
Primary Data
• Questionnaire
• Formal Interviews
Secondary Data
• Information acquired through Intranet
• OfficialWebsites and Social MediaAccounts/Handles of companies
• Books and relative literature

8. DATA ANALYSIS & INTERPRETATION

26. FINDINGS AND SUGGESTION

27. • Despite Print Media being the oldest form of marketing, social media over the time has outshined
and overtaken print media as the core medium of marketing.
• Majority of the respondents agreed to have online presence, i.e. having a website and a Facebook
page.
•Although people were aware of Facebook profiles, some of them had to be told the difference
between a profile and a page, showing that marketers still lack the knowledge of the minute details of
the social media platform.
•A fairly good number of marketers were aware of Social Media Marketing and about the marketing
done though the platform of social networks.
• Facebook was found to be the powerhouse amongst all the other social media networks, with a
staggering 80% people present on it, with Google+ being the only one coming near it.
• Marketers between the age group of 30-40 were much more aware of the various techniques and
their application on social networks.
•The marketers of companies that fall under the Secondary Industry, were more active about social
media marketing as compared to the ones from Primary Industry.

28. •When compared to online advertisement, many marketers said that social media marketing is much
more effective that online advertisements.
• Most of the marketers rated their technical teams as mediocre, with some even rating their technical
teams as poor.
• Majority of the marketers think that their company does require social media presence.
•Although marketers have invested intensely in social media marketing, the returns have not been fairly
positive, with many marketers suffering with low to no leads generated from it.
• Poor visibility of adverts and backlinks troubles still continue to haunt the marketers during their
process of social media marketing.
• Restriction to premium users, a common problem with online marketing, still persists and continues
to perish the efforts of marketers.
• Most marketers feel that social media marketing is major time saver, with its wide reach and instant
availability it is very time efficient.

29. • Marketers are still apprehensive towards exploring the video marketing territory, which is in
result, leading to them having limited options.
• There may not an exact best time to post, but data analytics firm GoogleAnalytics found
the optimum times to post on various platforms as follows: 9 a.m. to 11 a.m. IST for Google +, 1
p.m. to 3 p.m. forTwitter, 1 p.m. to 4 p.m. for Facebook, 7 p.m. to 10 p.m. forTumblr, 5 p.m. to 6
p.m. for Instagram, and 8 p.m. to 11 p.m. for Pinterest.
• Since email can be a major asset in a marketing campaign, try to gain more email subscribers.A
sign-up form on website or on Facebook through one of many apps, offer incentives for customers
to join an email subscription list or run a contest.
• Each platform should be tested to see how your audience responds. It was found that women tend
to be on Pinterest, Instagram and Facebook, and men turn toTwitter and Google+ more.
• Marketers should collaborate with non-competitive businesses in Social Medias to increase their
network coverage. Use growth hack - cross promotion service.

30. CONCLUSION

31. Nowadays social media is a platform which has spread its wings to multiple dimensions where
it has substantially brought in efficiency to improve the marketing process.
Social media marketing programs usually centre on efforts to create content that attracts
attention and encourages readers to share it with their social networks.A corporate message
spreads from user to user and presumably resonates because it appears to come from a trusted,
third-party source, as opposed to the brand or company itself. Hence, this form of marketing is
driven by word-of-mouth, meaning it results in earned media rather than paid media.
Social media has become a platform that is easily accessible to anyone with internet access.
Increased communication for organizations fosters brand awareness and often, improved
customer service.Additionally, social media serves as a relatively inexpensive platform for
organizations to implement marketing campaigns.
In the technological world, there are going to be changes and updates. Occasionally, you will
wake up in the morning to discover that your social networking site of choice has reformatted
their content structure or online hierarchy only to have a substantial portion of your
intellectual property blasted into cyber space.