Social Media Marketing Project pdf.

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PROJECT REPORT
ON
“SOCIAL MEDIA MARKETING”
&
HOW IT EFFECT ON TODAY’S LIFESTYLE & BUSINESSES”
Submitted to the Maulana Abul Kalam Azad University of
Technology West Bengal, for the degree of B.B.A
Submitted by
Student Name: RISHI ROY
(Roll Number: 19405019028, Batch- 2019-2022)
Under the guidance of
Professor: Dr. Rituparna Ghosh
MAKAUT UNIVERSITY
INSTITUTE OF MANAGEMENT STUDY KOLKATA
(I.M.S)

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Maulana Abul Kalam Azad
University of Technology
West Bengal
INSTITUTE OF MANAGEMENT STUDY
(I.M.S) KOLKATA
MAKAUT
UNIVERSITY
CANDIDATE DECLARATION
I, Rishi Roy hereby declare that the Dissertation, entitled “Social Media Marketing In Today’s
Business”, submitted to the M.A.K.A.U.T University, West Bengal in partial fulfilment of the
requirements for the Degree of BBA is a record of original research work collected in various
internet portals and every theory studied and verified by me under the supervision and
guidance of Dr. Rituparna Ghosh, Institute of Management Study, West Bengal University.
And it has not formed the basis for the award of any Degree/Fellowship or other similar title
to any candidate of any University/Institution.
18.06.2022
Date : ________________ Candidate Signature
This is to certify that the statement made by the candidate is true to the best of my
knowledge and belief.
Signature of Guide
Prof: Dr. Rituparna Ghosh
_____________________________

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INDEX-
• Chapter-1 - Introduction (4-9)
• Chapter-2 - Advantage of Social Media (10-17)
• Chapter-3 - Disadvantage of Social Media (18-22)
• Chapter-4 - Methods of Social Media audience (23-42)
• Chapter-5 - Benefits of using Social Media (43-54)
• Chapter-6 - The Evolution of Social Media: (55-65)
How Did It Begin,
Where could it go Next ?

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Chapter-1
“INTRODUCTION OF SOCIAL MEDIA”
When used properly, social media can be a valuable addition to a
department’s communications strategy. Because many employees have
expressed an interest in developing and maintaining a social media presence
in personal and professional capacities, the Office of University
Communications and Marketing has crafted the following introduction to
social media.
• Social Media is-
Social media is an internet-based form of communication. Social media
platforms allow users to have conversations, share information and create web
content. There are many forms of social media, including blogs, micro-blogs,
wikis, social networking sites, photo-sharing sites, instant messaging, video-
sharing sites, podcasts, widgets, virtual worlds, and more.
• Social media started
The rise of social media began back in 1996 with the release of the networking site
Bolt (now closed). Shortly after, in 1997, Six Degrees was released where users could
add friends and make profiles. Following that, services like AOL Instant Messenger,
Live Journal, and Friendster launched all paving the way for the leader, Facebook, in
2004.
• 1996: The first social networking and video website is Bolt, which was active
from 1996-2007
• 1997: A site called Six Degrees was created where users could upload profile
information and connect with users by making ‘friends’
• 1997: AOL launched its Instant Messenger service, who acquired it from an
Israeli based company, it was originally called ICQ and launched in 1996

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• 1999: This was the launch of Live Journal, the first popular blogging platform
• 2000: Habbo, a game based networking site, was released
• 2002: Friendster launched, where users made profiles, connected, and share
content
• 2003: LinkedIn launched the first business-orientated social networking site
• 2004: Facebook, the most popular platform of all time launches
Sources: Pew Research, Wikipedia, Social media platforms &
Kepio’s Analysis

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“ ARE SOME OF THE REASONS WHY PEOPLE SHOULD CONNECT WITH
SOCIAL NETWORKS AND THE POSITIVE RESULTS ARE MENTIONED BELOW.”
According to Google Social media marketing is a practice that
consists of using social media platforms like Facebook,
Twitter, and others, in order to promote products or services
to gain traffic and customers.
Social Media Marketing is a well-established field despite its relative
youth. Over the past decade, social media has evolved from a fun
diversion into serious business. Whether you’re a start-up or the
President, you’re probably using some form of social media today.
Between Facebook, LinkedIn, Twitter, Instagram, Tumblr, Pinterest,
Snapchat, and others, marketers have been forced to rethink entire
marketing strategies that best reach the audiences of each platform.
And, of course, that means a specialized skill set.
How does social media benefit a business
• Positive Effects of Social Media Marketing on Your
Business
Social media benefits businesses in a variety of ways, the most
important of which is establishing a dialogue with customers. Social
media enables customers or consumers to communicate directly
with brands, forever changing the way organizations must operate.
Social media has become a powerful platform for marketing due to
the high brand exposure and great return on investment. When

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more than 3 billion people are browsing social media content, it
opens an infinite opportunity for brands and business to promote
products and services using social media.
Social media marketing has positive effects on your business. It
offers an opportunity for the public to find you on social media.
“according to cloohawk.com Content weaver Uma Bhat
The biggest effect of social media marketing is that you
can reach to your targeted audience, stay engaged with
them and respond to their queries quickly. Social media is
a great way to evaluate your competition by monitoring
their social media pages.”
Effect On Website Traffic
Many people are spending a considerable amount of time on social media.
By 2019, it is estimated that there will be around 2.77 billion social media users around the
globe, up from 2.46 billion in 2017.
Social media supports various formats, hence when we are sharing text, images, videos,
podcasts, etc. we can draw in more audience to our website. Social media is a great
medium where the posts can be easily shared thereby allowing our brand to reach to
multiple users, in different locations across different time zones.
The key here is that social media directly impacts the traffic that comes to our website.
Effect On Brand Awareness
Social media offers immense opportunities for brands to come out with their creativity in
crafting social media campaigns and promotions. ItÔÇÖs a platform for most of the brands
to engage their audience and to capture their attention in an effort to improve brand
awareness.
Building brand awareness requires dedicated efforts over a long period of time where we
need to constantly prove to our customers that they can lay their trust on Our brand.
Being visible on many social media platforms will help us to connect with more social media
audience and offer us the initial foothold. Content that our produce can create the image of

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an expert. Make sure to enrich our articles with educational content, creative infographics,
informative charts and impressive pictures. Educational content helps to position our brand
as an authority.
When we focus on teaching and not selling on social media, our brand awareness will
grow multiple folds.
Effect On Brand Loyalty
All marketers agree that their most ideal customer is one who is a loyal customer since we
all know that keeping customers is more cost-effective and efficient than finding new ones.
Brand loyalty is an action where consumers prefer to purchase one brandÔÇÖs products
over another. Brand loyalty develops when a company fosters a trusting relationship. Brand
loyalty is extremely important to any businesses as it leads to repeated buying by
consumers, which leads to higher revenues and customer referrals.
Brands need to leverage the power of social media to build loyalty by building connections
with prospects and customers. Cultivate audience on Facebook, Twitter, Instagram and
many other social media platforms. This helps create a fan base of loyal customers and
brand followers who will purchase our products and carry our brand on their shoulders as a
brand ambassador.
According to a research, 66% of users between the ages of 18 and 24 years old are more
loyal to the brands they follow on social media. Brand loyalty can be built by offering
excellent customer service over social media. Be quick to resolve queries and complaints
that have been posted on social media. Share the experiences of customers on social media
which helps to gain trust from social media audience.
Effect On Customer Service
Social media has changed the face of customer service. Customers today, prefer to post on
social media rather than talking to call centre executives. They would rather share their
problems faced relating to the product on social media, with an intention to gain immediate
action from the brand.
Brands wonÔÇÖt dare to hamper their brand image on social media and hence will dive into
the solution mode. This will not just help the customers; it also demonstrates how
responsive the brands are towards their customer complaints.

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This brand action creates a positive impact on the social media audience by depicting that
you take care of the customers on real-time basis and that you are very proactive.
Effects On Competition
Social media is changing the nature of competition. With social media marketing, you seem
to be competing with everyone on real-time.
You cannot ignore the presence of brands on social media. For example Facebook is a
heavily crowded marketplace, but you have no other option than to become part of it,
because odds are high that your competition is also there on Facebook.
Competition drives most of the brands to perform higher on social media. You can easily
check your competitors actions, the campaign they launched recently, posts are they are
floating, best performing posts, and so on.
our competitors might already be ahead of us in building a strong social media brand
presence and there are high chances that they are investing their time and efforts to build a
positive online social presence to gain business.
Effects On Sales
Social media offers an opportunity for brands to increase conversions due to the interaction
that they have with customers.
As per research social media marketing has a 100% higher lead-to-close rate than outbound
marketing.
This data makes social media marketing critical for all brands, whether big or small, and for
those who are who are trying to increase Sal buy When a brand chooses a proactive social
media marketing approach, it will strengthen its marketing strategy. We should learn how to
engage and inform your social media audience about our products so that ultimately they
will buy.
Conclusion
A high percentage, as high as 90%, of marketers claim that social media has huge effect on
their brand. Hence social media marketing has become a substantial portion of every
marketing strategy.
The positive effects of social media marketing are so great that you will miss out on a
phenomenal marketing opportunity if you fail to implement it.
Chapter-2

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“ADVANTAGE OF SOCIAL MEDIA”
-ADVANCED SOCIAL MEDIA MARKETING-
One of the most important advantages of social media is connectivity. It can connect
innumerable users from any place at any time. Through social media and its
connectivity, the information could be shared across the world, and building
relationships with each other also become easy. It leads to worldwide connections.
What are the advantages of social media?
• We reach large audiences- There are millions of people using social media
platforms. It’s a great opportunity for your business to reach a large pool of people
that are interested in your products or services,
A coffee shop in Washington DC for instance, could use social media to reach
locals and tourists. They could target users within a certain radius or location
when creating social ads or boosting organic posts. Both these strategies
could help bring foot traffic to the shop.
• We have a direct connection with our audience- Social media is one of the
few marketing strategies that allow you to connect directly with your audience. You
know who is interested in your business because they choose to follow your social
media account. This social media advantage helps your business in numerous ways
• We can create organic – The ability to post organic content for free is an
incredible benefit of social media for business. This opens many opportunities for
your company to connect with valuable leads at no cost. It’s one of the reasons why
companies love using these platforms. You can post as much content as you want to
engage your audience too. These platforms enable you to post photos, videos, and
more, depending upon the social media network. It’s a great way to put your brand
out in front of people interested in your business and help them get more familiar
with it. We have access to paid advertising services.
• We build our brand- One advantage of social media marketing is the ability to
build your brand. When you connect with interested leads, you expose them to your

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brand. The ability to post organic content for free allows you to build brand
recognition repeatedly with your audience. This builds brand loyalty. The more
people get exposed to your brand, the more they become familiar with it. Brand
familiarity leads to more conversions down the line because people tend to buy from
brands they know well.
Social media also helps you build your brand because it enables sharing. You can
share, retweet, and re-pin content on these platforms. This means that followers can
share your content with their friends and family, which helps expose your brand to
more people. It’s an excellent way for you to gain new leads. You can reach leads
that you wouldn’t reach otherwise. It helps you grow your followers and earn more
leads. Line
• Drive traffic to Our website- Social media is a great catalyst for driving
traffic to your business’s website. Most social media platforms allow you to post
content with a link to your website. When you create compelling content, you can
entice your audience click on the link. This directs them to your site, where they can
learn more about your business. It’s a great opportunity for you to help your
audience get more familiar with your business. They can check out your website and
learn about your products and services. Depending on your business, you can even
let people use your site to book appointments or pay bills. A dental social media
marketing strategy, for example, may direct people to the practice’s website to book
their first appointment and complete any new patient forms. More traffic on your
site also helps your other marketing efforts because you’ll drive more relevant traffic
to your page.
• We can evaluate our performance- The last advantage to social media
marketing is the ability to assess your performance. Whenever you run a marketing
campaign, you want to know how it’s performing. Social media platforms make it
easy for you to track your campaign to see if you’re driving valuable results. You can
determine how many people see your posts, comment, like, share, and more. If you
run an advertising campaign, you can view metrics for that, too. You’ll see metrics like
impressions, clicks, and conversions. When you can evaluate your social media
strategy’s performance, you can optimize it and improve it to drive better results.
• You can join social media networks for free- One of the biggest
advantages of social media marketing is that it is entirely free to start. None of the
largest platforms have signup fees of any sort, so the only investment you’ll need to
make is in the form of time. That being said, there are paid advertising options on

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most social media platforms. These can be a great tool for growing your following and
reaching more users, but are by no means mandatory for businesses.
• We can create viral content- Perhaps the most unique advantage of
social media is the ability to get help from our followers. People love to share
things with their networks, from photos and recipes to interesting articles and
hot deals Unlike other forms of Internet marketing, like your site and paid
advertisements, content on social media is often shared. However wide your
reach, Our followers can share with their followers, who then share with their
followers, giving you a wider reach (with lower cost) than a traditional
marketing campaign.
• We can uncover valuable insights- We can also use social media to gain
valuable information about Our customers that will help Us make smarter business
decisions. For example, social listening allows you to discover how people feel about
your company and brand. With social listening, you can uncover conversations about
your business and answer questions about your offerings. What do people like about
your business? How can you improve your products and services to better meet the
needs of your target audience? Understanding the answers to these questions can
your business stand out from the competition and reach more people.
AUDIENCE ENGAGEMENT
Imagine spending as little as 6 hours a week in order to increase your business’s recognition,
traffic, and sales with little to no cost. That’s right! About 90% of marketers claimed that
social media generated immense exposure for their company, and that’s only one of its
many advantages. Social networks are now a substantial part of every marketing strategy,
and the benefits of using social media are so great that anyone not implementing this cost-
effective resource is missing out on a phenomenal marketing opportunity. It’s easy to see
that social media marketing is a key element for success in marketing and many marketers
realize the potential for business growth using the platform. However, some of these
professionals are unsure of which tactics to apply and if they are effective. According to

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Social Media Examiner, about 96% of marketers are currently participating in social media
marketing, but 85% of participants aren’t sure which tools are the best to use. With our
help, we will diminish the confusion by thoroughly explaining the advantages of using social
media to market your business.
1. Increased Brand Awareness
Social media is one of the most cost-efficient digital marketing methods used to syndicate
content and increase your business’ visibility. Implementing a social media strategy will
greatly increase your brand recognition since you will be engaging with a broad audience of
consumers. To get started, create social media profiles for your business and begin
interacting with others. Get employees, business partners, and sponsors to “like” and
“share” your page. Simply having people interact with your content will increase brand
awareness and begin building your reputation as a business. Each post that is shared will be
introduced to a new network of individuals, which can lead them to becoming potential
customers, and the more people who know about your business, the better. By investing
only a few hours per week, over 91% of marketers claimed that their social marketing
efforts greatly increased their exposure. There is no doubt that by simply having a social
media page your brand will benefit, and with regular use it can generate a wide audience for
your business.
2. More Inbound Traffic
Without marketing your business on social media, your inbound traffic is limited to your
usual customers. The people familiar with your brand are likely searching for the same
keywords you already rank for. Without utilizing social media as part of your marketing
strategy, you’ll have much more difficulty reaching anyone outside of your loyal customer
circle. Every social media profile you add to your marketing mix is a gateway to your
website, and every piece of content you post is another opportunity to acquire a new
customer. Social media is a melting pot of different types of people with varying
backgrounds and behaviours. With different people come different needs and different
ways of thinking. Syndicating your content on as many platforms as possible allows these
individuals to organically reach your business. For instance, perhaps someone in an older
demographic of consumers will search for your website using a particular keyword on
Facebook, but a millennial could begin their search by using a different social media
platform entirely, because they search for products totally differently. By marketing on
social media you can effectively open your business to a wider variety of versatile
consumers all over the world.
3. Improved Search Engine Rankings

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Although posting on social media might get your business some site traffic, more effort than
that is required to see significant success. Search engine optimization is very important for
achieving higher page rankings and obtaining traffic to your business website. While social
media doesn’t directly increase search engine rankings, Social Media Examiner states that
more than 58% of marketers who have been using social media for one year or longer still
see improved search engine rankings. Being able to rank in the top positions for your
keywords will revolutionize your traffic and continue to generate positive results for your
business. Let’s face it, everyone uses Google to find information, and they likely won’t
navigate past page 1 because their answer normally is on the first page of results. If your
business website isn’t ranked towards the top of search engine results, you should probably
adjust your search engine optimization strategy. To give yourself the best chance of ranking
better through social media, create high quality content that integrates your targeted
keywords. Content such as blogs, infographics, case studies, business information, and
employee photos will make your business’s social media profile intriguing and credible.
Once you begin posting quality content, you’ll begin to build a social media community
where followers will “like” and “share” your content. Most importantly, it gives you more
opportunities to get in front of industry influencers who will write about your business and
provide links back – which will help to directly increase search engine rankings.
4. Higher Conversion Rates
With increased visibility, your business gains more opportunities for conversion. Every blog
post, image, video, or comment may lead viewers to your company’s website and increase
traffic. Social media marketing allows your business to give a positive impression through a
humanization factor. When brands are interactive by sharing content, commenting, and
posting statuses on social media, it personifies a brand. People prefer to do business with
other people, rather than companies. Over 51% of marketers claimed that taking the time to
develop relationships with consumers showed positive results in sales. The better
impression you make on a visitor, the more likely they are to think of your business when
the need for your product or services arises. Studies have also shown that social media has a
100% higher lead-to-close rate than outbound marketing. When a brand is interactive
online, consumers who follow your brand’s accounts often begin to more completely trust
the credibility of your business. People use social media platforms to stay connected to their
friends, family, and communities. Since people are already talking, why not throw your
brand into the mix? More likely than not, they’ll mention your brand to a friend when your
products or services are needed, overall providing your business with social proof of its
quality. As reported by Social Media Examiner, about 66% of marketers saw lead generation
benefits by using social media platforms at least 6 hours per week. Putting your brand in an
atmosphere where people are sharing, liking, and talking, can only improve the conversion
rates on your existing traffic.
5. Better Customer Satisfaction

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Social media is a networking and communication platform. Creating a voice for your
company through these platforms is important in humanizing your company. Customers
appreciate knowing that when they post comments on your pages, they will receive a
personalized response rather than an automated message. Being able to acknowledge each
comment shows that you are attentive of your visitors’ needs and aim to provide the best
experience. Every customer interaction on your business’s social media accounts is an
opportunity to publicly demonstrate your compassion for your customers. Whether an
individual has a question or a complaint, social media allows you to address the matter
using interpersonal dialogue. A brand devoted to customer satisfaction that takes the time
to compose personal messages will inherently be viewed in a positive light, even if
responding to a customer complaint.
6. Improved Brand Loyalty
One of the main goals of almost all businesses is developing a loyal customer base.
Considering that customer satisfaction and brand loyalty typically go hand in hand, it is
important to regularly engage with consumers and begin developing a bond with them.
Social media is not just limited to introducing your brand’s products and promotional
campaigns. Customers see these platforms as a service channel where they can
communicate directly with the business. The millennial generation is known for being the
most brand loyal customers of all. Born between the early 1980’s and the early 2000’s,
millennials are the largest generation in US history – and will soon completely consume the
market. Studies show that this segment of customers is 62% more loyal to brands that
directly engage with them on social media. Since these technology natives require
communication with their brands, businesses must implement social media marketing to get
the attention of their most influential consumers.
7. More Brand Authority
Customer satisfaction and brand loyalty both play a part in making your business more
authoritative, but it all comes down to communication. When consumers see your company
posting on social media, especially replying to customers and posting original content, it
makes you appear more credible. Regularly interacting with customers demonstrates that
your business cares about customer satisfaction, and is available to answer any questions
that they might have. Satisfied customers are eager to spread the word about a great
product or service and they usually turn to social media to express their opinion. Having
customers mention your business on social media will advertise your business, and show
new visitors your value and brand authority. Once you obtain a few satisfied customers who
are vocal about their positive purchase experience, you can let the advertising be done for
you by actual customers who enjoyed your product or service.
8. Cost-Effective

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Social media marketing is possibly the most cost-efficient part of an advertising
strategy. Signing up and creating a profile is free for almost all social networking
platforms, and any paid promotions you decide to invest in are a relatively low cost
compared to other marketing tactics. Being cost-effective is such an advantage
because you can see a greater return on investment and retain a bigger budget for
other marketing and business expenses. If you decide to use paid advertising on
social media, always start small to see what you should expect. As you become more
comfortable, fine tune your strategy and try increasing your budget. Just by spending
a small amount of time and money you can significantly increase your conversion
rates and eventually get return on investment on the money you initially invested.
9. Gain Marketplace Insights
One of the most valuable advantages of social media is marketplace insight. What
better way to know the thoughts and needs of your consumers than by directly
talking to them? By monitoring the activity on your profiles,, you can see customer’
interests and opinions that you might not otherwise be aware of if your business
didn’t have a social media presence. Using social media as a complementary
research tool can help gain information that will aid you in understanding your
industry. Once you gain a large following, you can use additional tools to analyse the
demographics of your consumers. Another insightful aspect of social media
marketing is the ability to segment your content syndication lists based on topic, and
identify which types of content generate the most impressions. These tools give you
the ability to measure conversions based on posts on various social media platforms
to find the perfect combination for generating revenue.
10. Leadership
Posting insightful and well-written content on your social media is a great way to
become an expert and leader in your field. There is no one way to become a thought
leader – it requires work that can be supported by online networking tools. To
establish yourself as an expert, be sure to utilize social media platforms and build
your presence. Be communicative, connect with your audience, share content, and
promote your authority. When your social media campaign is aligned with other
marketing efforts, your skills will be highlighted and followers will look up to you.
Being able to directly connect with your customers creates a relationship that they
will value, allowing you to become a notable influencer in your field.

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Rapid rise of social media
The rapid rise of social media has created what has become an increasingly important
marketing medium for companies looking to get the word out about their products and
increase sales. However, the relative ease of accessing social media does not mean that
devising a social media marketing campaign that works is also easy – far from it. To
maximize the impact of your social media outreach efforts it is crucial to know the most
effective strategies and tactics to use.
Doing social media right is a time intensive process –
while there are tools that can help our plan and launch marketing campaigns, there are
no shortcuts when it comes to taking the time to put together quality marketing material
and proactively manage the social interaction generated by our social media presence. If
we are marketing our company and its products on social media without a well-thought-
out plan, or without being willing to spend the time necessary to do it right, we run the
risk of spinning Our wheels and wasting both your time and energy.
The following tips are designed to help boost our chances of getting the most out of our
social media marketing efforts.
Use a Different Approach for Each Individual Social Media Platform
The major social media sites have different rules, cultures, and audiences. To optimize our
social media marketing efforts, it’s best to approach each platform individually. Some
platforms, such as Twitter, are ideal for short targeted messages or for including links back
to our website to more detailed material. Other sites, such as Facebook, or LinkedIn, work
better for longer messages.
For instance, a blog post is generally best placed on our website or a site like LinkedIn. we
can use our Twitter presence to announce its availability. If we are using image-heavy
marketing, sites like Instagram, Pinterest and Facebook are the best choice. We should have
separate plans for marketing on each site we use, so that we can make the most of each one
you are active on. Avoid trying to be active on too many platforms when we are just starting
off, as building a social media presence takes time – trying to do too much at once can dilute
the effectiveness of our efforts.

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Chapter-3
“DISADVANTAGES OF SOCIAL MEDIA”
Professor Scott Galloway Says With any marketing strategy, there are always
disadvantages. The disadvantages don’t mean that the approach isn’t effective, but
rather, present potential hurdles you may have to jump through during your campaign. It
is crystal clear that there are advantages and disadvantages to everything in everyone’s
life, and that includes our social networking habits.
The practical advantages and disadvantages of social media are a subject of frequent
discussion. Participation in social media by the general public has increased sharply over the
past nine years. In the U.S., the percentage of adults using social media has increased from
8% to 72% since 2005. Using social media is widespread across all ages and professions and
is common around the world. Social media enables users to connect with others and create
a community. It’s more about building relationships than simply announcing or posting and
not engaging with others. It is undeniably changing the way one communicates.

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-Here are some downsides of social media-
1. RECEIVE NEGATIVE FEEDBACK
People use social media to post content they love, but they also use it to share experiences
they didn’t love. If someone had a poor experience with our business, it opens a door of
opportunity for them to share their poor experience with others.
This negative feedback comes in different forms. On platforms like Facebook, someone can
leave a negative review on our page and share their negative experience. When someone
checks out our business next, they’ll look at the reviews and see the negative feedback.
On sites like Twitter, users can tag a company in their posts and share their negative
experience. People can retweet that poor experience and spread it across the network.
Social media platforms are catalysts for complaining and leaving negative feedback. People
use their profiles to help others understand their poor experience. Many people feel there is
a social obligation to share their experience to prevent others from having the same
experience.
Having too much negative feedback can negatively impact your future marketing efforts.
People trust others to give them insight into your company, especially if it’s the first time
they are hearing of your business. With social media, it’s possible that negative feedback can
hinder your business from earning leads.
media disadvantage: Whenever you receive negative feedback on social media, respond to
it. Don’t leave people’s complaints and concerns unaddressed. Not everyone is going to have
a positive experience with your business, but addressing the issues can speak volumes about
your company and its values.

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2. OPEN UP THE POTENTIAL FOR EMBARRASSMENT
It’s easy for posts to go viral on social media. People keep a close eye on the good and the
bad on social media. If we aren’t careful about the content you post, you can end up
embarrassing your company and getting caught in an awkward situation.
For example, at one point, the hashtag “Why Stayed” was trending on social media. This
hashtag was about victims of domestic violence sharing their story. The hashtag took social
media by storm and became a facilitator for conversations about abusive relationships.
DiGiorno Pizza saw this hashtag trending and decided to jump in on an opportunity for
brand exposure. They shared a tweet that said, “#WhyStayed you had pizza.” Within
minutes, people became outraged at the company for their tweet.
The pizza company hadn’t researched the tweet beforehand to realize what it was
regarding. The tweet was deleted in minutes, but the impact lasted a long time. People
were still talking about the tweet long after it was removed.
This was an embarrassing moment for DiGiorno that blew up over social media. They spent
the next few weeks doing damage control and addressing their mistake with thousands of
people on Twitter. The carelessness of the tweet made people have a negative perception
of DiGiorno.
When you post on social media, there is always an opportunity to embarrass your business
on accident. This is a big downside to social media.
3. must spend a lot of time on your campaigns
Social media isn’t a one and done type of marketing method. You must constantly create
new content, post content, and engage with our audience on these platforms. A big
drawback to social media is that it is time-consuming for companies.
If we have a small business, small marketing department, or limited resources, it’s
challenging to manage a social media marketing campaign.
We have to find time to balance posting content, monitoring that content, responding to
people, and measuring our content’s impact. If we don’t have the resources, it can be an
overwhelming task.
If we aren’t doing enough with our social networks because we don’t have time, people, or
programs to help us run our marketing strategy, Our campaigns will suffer. We won’t be as
effective as someone who has the necessary aspects to run a successful social media
campaign.

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4. You have to wait to see results
When companies invest in marketing strategies, they want to see immediate results. We
want to know that our strategies are working and that the investment is worth our time.
With social media marketing, we don’t see immediate results.
Social media marketing’s success is predicated on the campaign’s overall success. Posting
one piece of content doesn’t determine the success of our campaign. We must post multiple
pieces of content over a period of time to determine the true success of our campaign.
This is a downside of social media because we have to wait to see results. We must be
patient and wait a few weeks to see results before we can adjust our campaign.
5. Privacy Problems-
Sharing our online location or getting in trouble at work because of tweeting something
inappropriate or sharing too much with the public can cause us some issues that sometimes
can’t ever be solved.
6. It changes lifestyle habits, and it is sleep disruption-
Since using a social network is all done on some computers or mobile devices, it can
sometimes motivate too much sitting down in one place for too long. Staring into the light
from a computer or phone screen at night can negatively affect your ability to get a proper
night sleep.
7. Lacks emotional connection-
The quality of a conversation when using social media is unpleasant because we cannot
sense the emotion or interest from the other person. It makes us wonder if they mean what
they say

22
8.Reduces Family Intimacy-
Texting, Facebook, Twitter, etc. separate us from our families more than we actually think it
does. When a family is spending family time together and watching a movie, in reality, most
children are on their phones rather than watching the film with their parents.
The debate about whether social networking is good or bad is expected to continue. There
is nothing to be nervous about if you and your children use social media sites in moderation.
So if you or your children are worried about using social networking sites, don’t be. Just
keep your software update, double check information before you believe it and keep your
privacy settings updated too. And if social networking is getting you down, take a break.
After all, when you’re using it correctly, it improves your life.

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Chapter-4
“METHODS OF SOCIAL MEDIA AUDIENCE”
According to Google A social media target audience is the specific group of people
you want to reach with your social channels. They are the people who are most likely
to be interested in your content, products, or services.
Target audience definition
A social media target audience is the specific group of people you want to reach with your
social channels. They are the people who are most likely to be interested in your content,
products, or services. They are likely united by some common characteristics, like
demographics and behaviours.
As we develop our target audience definition, don’t be afraid to get highly specific. We can
start with broad categories like millennials or single dads. But good social media audience
research will allow me to get into much finer detail.
Remember, anyone can sell to everyone, but anyone can’t target everyone with all of their
social content. We can’t speak directly to our best potential customers if we are trying to
speak to their kids and parents and spouses and colleagues at the same time.

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How to find your social media target audience
Social media audience research isn’t complicated. It’s mainly about narrowing our focus
while expanding our reach.
Who most wants to engage with us on social media? Start with the people already buying
from us, following us, and interacting with our posts.
Age- we don’t need to get too specific here. Focus on learning which decade of life our
social media target audience is in, or their generation.
Location (and time zone) Where in the world does our social media audience live? This helps
us to understand which geographic areas to target. We will also learn what hours are most
important for your customer service and sales reps to be online. And when we should
schedule our social ads and posts to ensure best visibility.
Language: What language does our target audience speak? Don’t assume it’s our language.
And don’t assume they speak the dominant language of their current physical location.
Spending power and patterns: How much money does our target audience for social media
sites have to spend? How do they approach purchases in our price category?
What does your target audience like to do? What TV shows do they watch? What other
businesses do they interact with?
Use social listening to find conversations about own brand
Social listening is a key way to uncover conversations about our business, our industry, and
our products. Monitoring relevant keywords and hashtags reveals what people are saying
about me and our competitors online, even when we’re not tagged.
Reaching out in response to these social posts is a great way to find our target audience on
social media, even if they’re not yet following us.
We can also use social listening for deeper social media audience research. As we monitor
keywords and hashtags, we may uncover other relevant hashtags our audience uses. We
can then test adding these hashtags to our social posts to extend our reach to more relevant
users.
This article is Written by Written by Rebecca Riserbato, Originally
published Feb 27, 2020 4:00:00 AM, updated October 08 2020 on
hubspot.com

25
Below is a list of what percentage of people used which side of the Internet
during the epidemic situation
These facts have been collected from various news portals, newspapers and various
sites on the No statement have been directly copied in the entire project, all the
information has been researched and studied then written in the project.

26
Below are some Objects-
BUILDING SOCIAL MEDIA MARKETING STRATEGY
In a landscape with more competition, content and networks than ever, a succinct strategy
gives you the focus needed to say “no” to efforts that don’t serve your goals.
That’s why we put together a comprehensive guide to creating a social media marketing
plan from scratch.
Whether you’re totally new to social or want to double-check your priorities in 2022, this
guide has you covered.
• Set goals that make sense for your business
• Take time to research your target audience
• Establish your most important metrics and KPIs
• Create (and curate) engaging social content
• Make your social presence as timely as possible
• Assess what’s working, what isn’t and how to keep improving
• Bring other departments into the mix

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1. Set goals that make sense for your business
What do you want from social media, anyway?
Social media strategy planning starts with your goals.
According to the 2021 Sprout Social Index, the most common goals for social are increasing
brand awareness (58%) and increasing community engagement (41%). Whether you want to
build a larger following or a more active community, taking the time to define your social
goals is the first step to reaching them.
Either way, your goals will define your social media marketing strategy and how much time
and energy you’ll need to dedicate to your campaigns.
• Sample social media goals for 2022 and beyond
What really matters is that you set realistic social media goals.
Emphasis on “realistic,” by the way. We recommend tackling smaller objectives that
allow you to scale your social efforts in a way that’s both reasonable and affordable.
Below are some sample goals that businesses of all shapes and sizes can pursue.
• Increase brand awareness
This means getting your name out there. To create authentic and lasting brand
awareness, avoid solely publishing promotional messages. Instead, focus on content
that emphasizes your personality and values first.
• Generate leads and sales
Whether online, in-store or directly through your social profiles, followers don’t
make purchases by accident. For example, are you about alerting customers about
new products and promos? Are you integrating your product catalogue into your
social profiles? Are you running exclusive deals for followers?
• Grow your brand’s audience
Bringing new followers into the fold means finding ways to introduce your brand to
folks who haven’t heard of you before.
Growing your audience also means discovering conversations around your business
and industry that matter the most. Digging through your social channels is nearly
impossible without monitoring or listening for specific keywords, phrases or
hashtags. Having a pulse on these conversations helps you expand your core
audience (and reach adjacent audiences) much faster.

28
• Boost community engagement
Index data shows that 46% of consumers think brands that engage their audience
are best in class on social, so it pays to explore new ways to grab the attention of
your current followers. This means experimenting with messaging and content. For
example, does your brand promote user-generated content and hashtags?
Even something as simple as asking a question can increase your engagement rate.
Your customers can be your best cheerleaders, but only if you’re giving them
something to do.
• Drive traffic to your site
Simple enough. If you’re laser-focused on generating leads or traffic to your website,
social media can make it happen. Whether through promotional posts or social ads,
keeping an eye on conversions and URL clicks can help you better determine your
ROI from social media.
Any combination of these goals is fair game and can help you better understand
which networks to tackle, too. When in doubt, keep your social media marketing
strategy simple rather than complicating it with too many objectives that might
distract you. Pick one or two and rally your team around them.

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2. Take time to research our target audience
Making assumptions is bad news for marketers.
Only 55% of marketers use social data to better understand their target audience, making it
a huge opportunity for both leaders and practitioners. Much of what you need to know
about your audience to influence your social media marketing strategy is already available.
You just have to know where to look.
• Remember: different platforms attract different audiences
Take today's social media demographics numbers speak directly to which networks
your brand should approach and what types of content to publish. Here are some
key takeaways for your 2022 social media marketing strategy:
Facebook and YouTube are both prime places for ads due in part to their high-
earning user bases.
The top social networks among Millennials and Gen Z are Instagram and YouTube,
signalling the strength of bold, eye popping content that oozes with personality.
Women vastly outnumber men on Pinterest, which is noted to boast the highest
average order value for social shoppers.
LinkedIn's user base is well-educated, making it a hub for in depth, industry-specific
content that might be more niche than what you see on Facebook or Twitter.
Don't spread yourself too thin. Instead, focus on networks where your core audience
is already active.
• Do your homework on your existing social media audience
Although the demographic data above gives you insight into each channel, what
about your own customers? Further analysis needs to be done before you can
determine what your real-world social customers actually look like, That’s why many
brands use a social media dashboard that provides an overview of who’s following
you and how they interact with you on each channel.
Sprout’s analytics dashboard puts your audience demographics front and centre. It
also highlights which social networks are seeing the most activity, helping you ensure
you spend your time on the right networks.
With Sprout’s Group Report, you can view Facebook, Twitter, Instagram, LinkedIn
and Pinterest data side-by-side in a customizable format that’s exportable by date
range and profile.

30
There’s plenty of other sources of valuable audience data to supplement your social
media insights. This includes your Google and email analytics, your CRM, your
customer service platform or even your best-selling products.
All of the above will ultimately influence everything from your marketing messaging
to how you’ll approach customer service or social commerce.

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What is social commerce?
Social commerce is the buying and selling of goods or services directly within a social
media platform. This model moves social media beyond its traditional role in the
discovery process by encouraging users to complete the entire purchase process
without leaving their preferred apps.
Executives overwhelmingly agree that social commerce driving an increasing portion
of their company’s marketing-driven revenue, according to The State of Social Media
Investment Report. About eight in 10 expect to be selling their products or services
via social within the next three years.
In 2020, Facebook, Instagram and Pinterest launched revamped social
commerce tools to help retailers streamline online shopping experiences in
the midst of the pandemic. These features create new digital storefronts that
can be found organically or boosted through paid advertising.

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Convert customers where they are
Social media usage is booming. A majority of consumers say that their usage has
increased over the past year, and many expect a continued rise over the next three
years. To meet your customers where they are, you should aim to offer more
opportunities for engagement on social media.
Social commerce features create a natural next step for customers who already love
your awareness content. Removing a step in your buying process can reduce friction in
your sales funnel, capturing revenue that might have been lost if a buyer did not
follow through on a redirect.

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3. Establish your most important metrics and KPIs
No matter your goals or industry, your social media strategy should be data-driven.
That means focusing on the social media metrics that matter. Rather than focus on vanity
metrics, dig into data that aligns directly with your goals.
What metrics are we talking about? Check out the breakdown below:
• Reach- Post reach is the number of unique users who saw your post. How much of
your content actually reaches users’ feeds?
• Clicks- is the number of clicks on your content or account. Tracking clicks per
campaign is essential to understand what drives curiosity or encourages people to
buy.
• Engagement- The total number of social interactions divided
By the number of impressions. This sheds light on how well your audience perceives
you and their willingness to interact.
• Hashtag performance- What were your most-used hashtags?
Which hashtags were most associated with your brand? Having these answers can
help shape the focus of your content going forward.
• Organic and paid likes: Beyond a standard Like count, these interactions
are attributed to paid or organic content. Given how much harder
organic engagement is to gain, many brands turn to ads. Knowing these
differences can help you budget both your ad spend and the time you
invest in different formats.

34
• Sentiment. This is the measurement of how users react to our content,
brand or hashtag. Did customers find our recent campaign offensive?
What type of sentiment do people associate with our campaign
hashtag? It’s always better to dig deeper and find out how people talk or
feel about our brand.
An effective social media marketing strategy is rooted in numbers. That
said, those numbers need to be put into a context that aligns with your
original goals.

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4. Create (and curate) engaging social content
No surprises here. Your social media marketing strategy hinges on your content.
At this point, you should have a pretty good idea of what to publish based on your goals,
audience and brand identity. You probably feel confident in which networks to cover, too.
• The importance of sticking to content themes
Chances are you’ve seen a post from a particular brand that just feels like, well, theirs.
The quippy, casual tone that makes Discord’s Twitter presence beloved by casual users and
moderators alike are a great example.
From graphics to Reels and beyond, many brands rely on the same content formats and
creative touches time and again. These themes can help you become more consistent and
zero in on a content strategy that makes sense.
For example, you might cycle between memes, product photos and user-generated content
while sticking to a defined colour scheme. If you’re struggling to keep up with all these
sources of social content, consider social media management tools that help you organize
your media library and schedule your posts in advance.
• Content ideas for social media marketing in 2022
Stories and time-sensitive posts
Stories aren’t going anywhere. Tapping into your followers’ FOMO (fear
of missing out), Stories-style content is both interactive and can’t-miss.
Popping up first in your followers’ feeds by default, this content can help
your brand’s account “skip the line” and stay fresh in your audience’s
minds.
Stories are especially valuable for taking your followers behind-the-
scenes and making your social feed feel more personal. For example,
consider how you can use Stories to cover an event or take your
followers on a journey without them having to leave the comfort of the
‘gram.

36
• Short-form video
Fifty-four percent of marketers say that video is the most valuable content type for
achieving social goals, and for good reason. Social video is booming, especially with
the rise of Facebook and Instagram Reels. Both long-form and short-form
productions continue to dominate the social space across all platforms due to their
high engagement rate.
• Pro-tip: conduct a competitive analysis to help your content
stand out
Before you start creating content, you should have a good idea of what your competitors
are up to.
While some brands might want to look into third-party competitor analysis tools to dig
deeper into their competitors’ numbers, you can learn a lot from a simple review of
competitors’ social presence.
The simplest way to find competitors is through a Google search. Look up your most
valuable keywords, phrases and industry terms to see who shows up.
Then, see how their social channels compare to your own promotion strategy. The goal here
isn’t to copycat or steal your competitors’ ideas. No two companies’ social media marketing
strategies can be (or should be) the same. Instead, determine what’s working for them and
what conclusions you can draw to adapt your own campaigns accordingly.

37
After identifying some of your industry rivals, you can use competitive analysis tools such as
those found in Sprout to quickly compare competitor performance to your own.
See what they’re posting on Facebook. Contrast your Twitter engagement with theirs. Find
out how they’re tagging their content on Instagram. Optimize your own strategy. Rinse and
repeat.
You can also go a step further using Sprout’s Advanced Listening. Using social listening, you
can spotlight unfiltered consumer feedback regarding competitors, as well as their products
and services.
You get the added bonus of discovering honest conversations about your brand you may
have otherwise missed.

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5. Your social presence as timely as possible
Timeliness is arguably more important than ever for marketers.
Not only are you expected to put out fresh content on a regular basis, but also always be
“on” for your followers.
But you can’t always expect customers to operate on your clock. Timeliness is a tall order
when you’re strapped for resources or are part of a small team.
Let’s look at some ideas to maximize your schedule and your time spent on social.
• Post at the best times to engage
Quick question: when is your brand available to engage and interact with customers?
You might see some recommended times to post late in the evening, for example. But if
your team isn’t there to communicate, what’s the point of posting at the “preferred” time?
Instead, try to ensure your social media or community managers are available and ready to
answer any product questions or concerns when you Tweet or post. Take time to review the
best times to post on social media. However, it’s just as critical to engage after posting.

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• Respond to your customer questions and shout-outs ASAP
Your customers want speedy responses. In fact, 47% believe that strong customer service
defines a best-in-class brand on social.

40
Your brand can’t forget these core elements of community building. It takes effort to ensure
conversations or engagement opportunities aren’t left unattended.
On social media, you gain respect as a brand by being present and talking to your audience.
That’s why social customer care is so important to brands wanting to increase audience
awareness word travels fast about great service.
Assess what’s working, what isn’t and how to
keep improving
By now you should have a big-picture understanding of your social media
strategy.
However, it’s important that you’re able to adapt your strategy throughout the
year.
Without continuously analysing your efforts, you’ll never know how one
campaign did over another. Having a bird’s eye view of your social media
activity helps put things into perspective. This means looking at your top-
performing content and adjusting your
Campaigns when your content stalls.
There’s no denying that a lot of social media is a matter of trial and-error.
Monitoring the metrics behind your campaigns in real time allows you to make
small tweaks to your social media marketing strategy rather than sweeping,
time-consuming changes.
So much of social media marketing right starts by being diligent about your
data. You can be reactive in the short term to get the most out of your running
campaigns, and then proactively use these takeaways to inform your next
strategy over all.

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Reporting on data is also important for the sake of sharing valuable insights from social with
your co-workers and colleagues.
Data from the Sprout Social Index™ notes that only 15% of marketers use social data to
measure ROI. Including this information in regular reports not only holds you accountable
for your efforts, but also highlights the impact and bottom-line results your social strategy
produces.
Based on your data, you can better assess whether your KPIs truly ladder up to your
overarching company goals or whether they need to change.

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6. Bring other departments into the mix
Social media teams have a unique advantage when it comes to understanding customer
sentiment. You’re the eyes and ears for your brand online. Those insights can do more than
just inform marketing strategy. They can transform your business.
Still, according to Index data, only 39% of marketers use social data to support other
departments.
In 2022, stand-out social media teams will approach cross-department collaboration with
enthusiasm and intention.

43
Chapter-5
-Benefits of Using Social Media-
Social networks encourage discovery. If someone is interested in certain
books, bands, recipes or ideas, it’s likely that their interest will be catered
for by a social networking service or group within a service. If users are
looking for something more specific or unusual then they could create
their own groups or social networking sites. Social networking services
can help young people develop their interests and find other people who
share the same interests. They can help introduce young people to new
things and ideas, and deepen appreciation of existing interests. They can
also help broaden users’ horizons by helping them discover how other
people live and think in all parts of the world.

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1. Build relationships.
Social media is not just about brands connecting with their customers. In fact, at its root,
social media is about connecting people to people.
From a professional perspective, we can grow our professional network online
tremendously by connecting with colleagues, mentors, role models and other professionals.
If you nurture those relationships, you have a whole new network to tap when you’re
looking for opportunities or professional guidance.
2. Share your expertise.
Social media gives us an opportunity to talk about what we know and what we want to be
known for. Sharing our expertise will attract potential professional and personal
connections. Learn how to present your professional experience, achievements and results
and you will get more and more opportunities to connect with like-minded people.
If we share content on topics that we know much about, then we can begin to build
credibility. This doesn’t only go for our online presence. If we live your personal brand and
our actions reflect our online presence, it validates that we can be trusted and those
relationships we are building will be that much more authentic and valuable.
3. Increase your visibility.
If we spend time with our expertise, consistently managing our social channels, then we
have the potential to greatly increase our visibility and even become a thought-leader in our
space. Good content gets shared, so if we are consistently posting quality content, the more
people who share it, the more people see it.
It’s not just about pushing content, however. We also need to be engaging with other
people’s content. Following people and interacting with them on social media will work to
build relationships.
4. yourself.
There is a lot of noise on the Internet. Social media allows us to hone in on what we really
care about and what we really want to read. We can create lists that curate content from

45
our Close people, thought leaders in the space, or media outlets. We can easily learn about
current events and things taking place near us.
5. Connect anytime
The advantage of being able to communicate and connect with anyone instantly outweighs
the potential negative.
Social media can help us connect before, during and after networking events, a conference
or a meeting. People can get to know our prior to meeting us and be better equipped to talk
in person. We know we met people in person for the first time after following them online
for a while and we felt like long lost friends,
Social media is a land of new opportunity. There are countless personal and professional
benefits of using social media. With a little
love and care, we can start to build and shape our personal brands into an epicentre of
opportunity.

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• Social Network Usage & Growth, Many People Use
Social Media in 2022
“Since its inception in 1996, social media has managed to infiltrate half of the 7.7
billion people in the world. Social network platforms almost tripled their total user
base in the last decade, from 970 million in 2010 to the number passing 4.48 billion
users in July 2021.
The spectacular year-on-year adoption of new users on the platforms is, however,
slowing down. It now relies on the continuous growth in the number of people with
internet access and smartphones, particularly in developing regions.”
-By Brian Dean-
Social Media Usage Statistics (Top Picks)
4.48 billion people currently use social media worldwide, up more than double from 2.07
billion was in 2015
The average social media user engages with an average of 6.6 various social media
platforms
The social media growth rate since 2015 is an average of 12.5% year-over-year. However,
growth is on the decline with 2019-2020 data revealing a 9.2% growth rate
By region, social media growth in 2019-2020 is led by Asia: +16.98%, Africa +13.92%, South
America +8.00%, North America +6.96%, Europe +4.32%, and Australasia +4.9%
60.99% of the 7.87 billion people in the world use social media, of eligible audiences aged
13+, there is 63% that are active users
93.33% of internet users are on social media; however, a titanic 85% of mobile internet
users are active on networks
Out of 4.48 billion social media users, 99% access websites or apps through a mobile device,
with only 1.32% accessing platforms exclusively via desktop
Globally, the average time a person spends on social media a day is 2 hours 24 minutes; if
someone signed up at 16 and lived to 70, they would spend 5.7 years of their life on it

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Facebook is the leading social network at 2.9 billion monthly active
users,
followed by YouTube (2.3 billion),
WhatsApp (2 billion),
Facebook Messenger (1.3 billion),
and WeChat (1.2 billion)
72.3% of the total US population actively use social media, total a
number of 240 million people
In the US, 54% of social media users are female, while the remaining
46% are male, compared with a global average of 45.6% for female,
and 54.4% for male.

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As an Example this is one of the Social Media users diagram
This is the 2021 Survey of United State Social media Users Diagram

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What percentage of people use social media?
The current percentage of people using social media is 56.8% of the world’s total
population. However, when we look into platform penetration rates from people in eligible
audiences, 93.33% of 4.8 billion global internet users and 85% of 5.27 billion mobile phone
users are on social media.
Key Statistics:
4.48 billion people use social media worldwide, according to platform reports on the current
number of active users
56.8% of the world’s population is active on social media when looking at eligible audiences
aged 13+ years, rising to 82% in North America
Out of 7.87 billion people in the world, 56.8% of the population use social networks,
regardless of age or internet access
Out of 4.8 billion internet users, 93.33% are active users
Out of 5.27 billion unique mobile phone users, 85% are active users
Out of 4.48 billion social media users, 99% access the websites or apps through a mobile
device.
How many social media accounts does the average person have?
According to the Global Web Index, the average number of social media
accounts a millennial or Gen Z-er has is 8.4 worldwide, up 75% from 4.8
accounts in 2014. The study of 46 countries with internet users aged 16 to 64
shows Japan had the lowest average number of social network accounts at 3.8,
comparably India had the highest with 11.5 per person.

50
Key Statistics:
The average number of social media accounts is 8.4 per person in
2020
The growth in the number of accounts per person is up 75% from 4.8
accounts per person in 2014 to 8.4 in 2020
Firstly, the growth of multi-networking relates to the widening of
platform choice. Secondly, it’s also down to specialization of
individual platform, Instagram (photos), YouTube (video), and
LinkedIn (work)
Highlights Audience-
• India: 47% of people use it for work
• Canada: 31% of people use it for work
• Australia: 30% of people use it for work
• USA: 27% of people use it for work
• UK: 27% of people use it for work

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• Social media usage by gender-
The current global average gender split of social media users is 54% men versus 46%
women. However, in the US, women are the leading user base; 76% of all female internet
users have social network accounts compared with 72% of all men.

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Which gender uses social media more by region?
• North America: 54% female vs. 46% male users
• South America: 52% female vs. 48% male users
• Western Europe: 50% female vs. 50% male users
• Southern Africa: 52% female vs. 48% male users
• Southern Asia: 27% female vs. 73% male users
• Oceania: 53% female vs. 47% male users

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• Global social media growth rates
How much does social networking grow year on year?
In 2021, there are 4.48 billion people actively using social media in the world, and this is an
increase of 13.13% year-on-year from 3.69 billion in 2020. Back in 2015, there were only
2.07 billion users – that’s an overall increase in users of 115.59% in just six years.
5 Year Social Media Growth Statistics:
• 2021: 4.480 billion active users (+13.13%)
• 2017: 2.796 billion active users (+21%)
• 2016: 2.307 billion active users (+11%)
According to analysis, the country with the most significant social media growth in 2019-
2020 was India, with 130 million new users joining platforms – equivalent to 9.6% of their
total population. In second place was China (15 m), Indonesia (12 m), Brazil (11 m), Iran (9.4
m), and the USA in 6th
place with 6.9 million new users.

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Growth of social media users by region
• The total number of people using social media grew
• Top 10: Growth of social media users by country
by 9.2% between April 2019 and Jan 2020. When looking at the
number of people growing by region, Europe had the slowest
activation of new active users at 4.9%. Whereas Asia was the most
considerable social media user base growth at 16.98%, followed by
Africa increasing by 13.92%
• Social media growth by region 2019-2020:
North America: +6.96%
South America: +8.00%
Europe: +4.32%
Africa: +13.92%
Asia: +16.98%
Australasia: +4.9%

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Chapter-6
The Evolution of Social Media: How Did It Begin, and
Where Could It Go Next?
• The Business Experience-
As social media companies grew their user bases into the hundreds
of millions, the business applications of Facebook, Twitter, and other
social platforms began to take shape. Social media companies had
access to some of the richest tractable user data ever conceived.
A recent article on IAS Insider, “The Evolution of Social Media
Advertising,” sums it up: “Users don’t just log in and browse, they tell
the platforms their name, and where they live, what they like and
who they know, painting the most vivid picture currently possible for
marketers looking to target specific consumers.”
Facebook began to place ads on its platform as early as 2006. Twitter
enabled ads in 2010. LinkedIn, Instagram, Pinterest, Snapchat, and
TikTok all have attempted to monetize their services through various
forms of sponsored advertising.
In addition to placing ads on social media platforms, companies
discovered the potential utility of cultivating an active, engaged
social media presence. Whereas social media advertising must be
paid for, the act of creating and sharing informative or entertaining
content on Facebook, Instagram, Twitter, and other platforms is an
attempt by brands to grow an audience organically, in other words,
without paying for it directly.
According to Hub Spot’s “Social Media Marketing: The Ultimate
Guide,” companies use organic social media marketing to:
Increase brand awareness

56
Generate leads and increase conversions
Develop and nurture relationships with customers
Learn from competitors
The combination of advertising, or paid social media marketing, and
organic social media outreach evolved into the digital marketing
specialty known as social media marketing.
Sprout Social: How to Build Your Social Media Marketing Strategy for
2020
Forbes: How Social Media Can Move Your Business Forward.
• How Marketing Pros Utilize Social Media-
As the ability to reach consumers expanded thanks to social media,
marketing professionals quickly adapted. Social media’s evolution
provided measurement tools that gave marketing professionals
unprecedented access to valuable, actionable data about consumers’
demographics, buying habits, and more.
With marketers no longer limited to traditional forms of media — TV,
radio, print, mail, billboards, magazines, etc. — the social media
marketing industry was born

57
• Taking Advantage of Social Media’s Popularity
The most efficient way to take advantage of social media’s popularity
is to leverage existing audiences. To that end, digital marketers
engage social media “influencers” to share messaging and product
offers with their followers.
According to an article on Sprout Social’s website, “What Is
Influencer Marketing: How to Develop Your Strategy,” influencer
marketing is defined as “a type of social media marketing that uses
endorsements and product mentions from influencers — individuals
who have a dedicated social following and are viewed as experts
within their niche.”
These social media influencers spend time building trust with their
audiences. With more than 3.2 billion social media users worldwide,

58
finding influencers whose audiences fall into the company’s niche of
consumers helps cut through the noise by targeting specific potential
buyers.
While influencers provide companies a layer of built-in consumer
trust, social media platforms like Facebook and LinkedIn provide in-
depth analytics that allow digital marketers to target specific
demographic groups with ads. This can be useful for building brand
awareness among potential long-term customers, as well as for
generating leads for specific products or services.
Influencer Marketing Hub: What is an Influencer?
Social Media Today: 4 Influencer Marketing Trends That Will
Dominate in 2020
Influencer Marketing Hub: The State of Influencer Marketing 2020:
Benchmark Report
• The Importance of Engagement and Integration
Social media engagement consists of the various ways users respond
to a post. This can include comments, follows, shares (retweets on
Twitter), and clicks on a shared link. All of these actions are
measurable thanks to analytics provided by the social media
platforms (Facebook Insights, Twitter Analytics, LinkedIn Page
Analytics, etc.).
Each of these engagements presents an opportunity for marketers to
influence a customer or group of customers. For example, a company
that monitors its Twitter feed in real time — either through an

59
automated service or in person — is positioned to respond quickly to
a customer’s request or comment.
In addition, data that reveals users’ habits over time can be
integrated into a long-term social media strategy. For example,
Facebook Insights shows when users are most active on the
platform. This information can be used to determine when is the
best time to post new content, giving it a better chance to be seen.
Another way marketers use social media is to monitor cultural trends
and, if applicable, incorporate brand-specific concepts that build on
those trends to entice customers to engage with the company’s
content.
• Personifying the Company
Another Sprout Social article, “5 Actionable Strategies for Social
Media Branding,” provides guidelines for how social media can be
used to develop a company’s public “voice.” The bottom line when it
comes to social media branding is authenticity. Today’s savvy digital
consumers expect a robust and “real” personality from brands.
Sprout Social’s tactical advice includes:
Develop and use consistent visual branding across all social media
platforms
Use a tone that reflects the brand’s public persona
Cater to marketing personas based on social media metrics

60
Companies that fail to develop a consistent, engaging social media
presence are not taking full advantage of the marketing tools
available in today’s competitive marketplace.
• Powerful Tips Which Will Improve Your Social Media
Marketing Efforts
As every social media channel offers a multitude of ways to market
on social media, you won’t find one simple technique to be effective
for all of them. So, these tips may or may not apply to your chosen
network – however, they are useful for the majority of networks
most of the time.
• Focus on telling your story and creating interactions with that
story.
Your objective is to win new clients, not thousands of followers and
thousands of likes. You can stick up a “cute cat picture” every day to
win the latter, but unless your clients are cat owners… you won’t win
any business from your efforts.
• Quality is always better than quantity, part 1.
A thousand followers who share your posts, comment on everything
and get involved is much better than 100,000 followers who never
interact. The 1,000 are an engaged, excited audience who may buy
your services; the 100,000 are not and are unlikely even to
remember who you are. While it’s tempting to bump your like
numbers up, you’ll run the risk of having a hollow support base—
lifeless dummies on the fortress walls of your business. Likewise,
don’t buy likes and followers – it’s a waste of time. Also bear in mind
that your number of likes can go down—some accounts get deleted
over time. Your clients—future, current, and, eventually, former—
and competitors will be watching your page. They can see who’s

61
liking and commenting—they will know if you’ve pitched to a certain
part of the world, where sharing and word of mouth are ways of life
but buying is an expensive prospect for people. So, make your likes
count before you count your likes.
• Quality is always better than quantity, part 2.
The same is true for the content that you share through social media.
Make it incredible and even if it only means one share a day rather
than 10 (or 100)—you’ve a much better chance of creating a lasting
rapport with an audience. Also, you’ll find you’ll have the time to
compose a catchy relevant subject, having thought it through,
instead of issuing torrents of filler on the fly.
• Create your own content.
There’s a lot of stuff out there that says, “share other peoples’
content –it’s less selfish”. That’s true to an extent – if you find
something amazing from a community member, share it. That’s what
communities do, but don’t forget to create and focus on your own
content – your objective is to get people to buy from you, not to visit
other people’s websites. A good strategy is to post:
• ¼ of posts which directly promote one of your services and a
link to your service, preferably while also inspiring and
educating the reader.
• ¾ of posts which subtly promote your business or one of your
services, e.g., a blog post.
• Deliver value in content not sales/marketing messages.

62
When you write a blog post, give useful, actionable data. Don’t write
about you—tell your story through that post but make certain that it
adds value to someone’s life… nobody wants to hear you say, “Buy
my stuff!” over and over again. Sales messages without any other
inspirational content should be no more than 10–20% of the content
you create.
• Listen to your community.
Act on useful feedback. Learn where your community’s concerns are.
Respond to the community and engage with them. Talk to them as
individuals—don’t treat them as nameless numbers. That’s why it’s
called social media.
• Be available to your community.
Don’t just disappear after you post something; hang around to
discuss it. You planted a seed—water it and make it blossom as a
living entity. If you’ve concocted a thought-provoking post on a
compelling subject (but beware of controversial topics; posts last a
long time in a world with a long memory), others will turn up and
engage with it—a perfect cue to interact with them.
• Remember, social media is a long-term strategy.
Communities aren’t built overnight. You’ll need to spend some time
developing a community before it bears fruit.
• Social Media Advertising – A Powerful Tool
Some social media channels, particularly Facebook and Twitter, also
allow you to advertise to people who haven’t liked or followed your
business page. They have powerful tools allowing you to select the
audiences you market to.

63
This kind of advertising can be very powerful when you want to
quickly ramp up your following, or to add new members to a stable
community. It’s worth noting that Facebook, in particular, also
charges you to ensure that your community can see a post… this can
be worthwhile, too, if interactions are flagging. Think back to your
early likes as well. Did you involve family, old school friends, college
friends, and work colleagues? People know people who know others.
The option of casting a post specifically to people who like your page
and their friends can offer a powerful scope. Maybe, for instance,
that cousin, whom you haven’t seen in years, is in a club or has
friends who need your service, and you never realised.
As with all forms of paid marketing, take your time to learn the
system. Start small and test the results before committing large
amounts of money to a social media advertising campaign. Don’t
forget that return on investment (ROI) is vital for marketing. If your
investment doesn’t make a profit (and enough profit to cover your
work as well as the marketing costs), you’ll need to change your
approach.
• The Take Away
Social media marketing is a great form of passive marketing; social
media advertising can be a great form of active marketing. It’s worth
noting that social media marketing takes time to deliver the results –
you may want to pursue your early social media marketing strategies
prior to quitting a job (if that’s an option for you) as it’s a difficult
medium from which to get instant results.
Social media advertising will help you get faster results, but it can be
expensive.
And never forget as Amy Jo Martin, the author and CEO of Digital
Royalty, says:

64
“Social media is changing the way we communicate and the way we
are perceived, both positively and negatively. Every time you post a
photo, or update your status, you are contributing to your own
digital footprint and personal brand.”
– Amy Jo Martin
• The Future of Social Media
What happens next in social media almost certainly will be shaped by
the evolving business model, as well as by advances in storytelling
technology. How will mega platforms such as Facebook, Twitter,
TikTok, and others make money? How will end users adapt? How will
businesses spread their messages and use social media to build
audiences? The answers to these questions will determine the next
stage of social media’s evolution.
• Premium Social Media Services
What does the future hold for social media? According to a recent
article in Entrepreneur, “11 Ways Social Media Will Evolve in the
Future,” consumers will gravitate toward services that allow them to:
Personalize content at a granular level
Reduce the amount of vitriol and conflict commonly found on public
social media feeds
Increase focus on protecting privacy
Take greater advantage of the utility of mobile devices
Focus more on community building
This could mean a movement toward paid subscription services on
social media, according to Entrepreneur. The challenge for marketing

65
professionals will be to meet the shifting demands of social media
users while maintaining an authentic brand voice.
• Social Media Video
Another growing point of emphasis for social media in the future,
according to Entrepreneur, will be video content. Video marketing
already has a substantial presence in the U.S., where it is a $135
billion industry in 2020, according to Social Media Today.
According to Hub Spot’s “The Ultimate List of Marketing Statistics for
2020,” video became the No. 1 form of media used in content
marketing in 2019, surpassing blogs and e-books for the first time.
Video’s prominence as a marketing tool is expected to continue to
grow, based on the latest information in Wyzowl’s “The State of
Video Marketing in 2020 [New Data].”
This survey found that 88% of marketers received positive returns on
investment through video. Perhaps most significantly, 59% of
marketers who said they had not previously used video intended to
do so in 2020 and beyond.

66
I have made a small survey report after studying all
the analytical reports of the experts and some
professors
This whole fact is taken from the report of my own project, These diagrams
were not collected from any internet news media portal or any site , In this
report, I conducted a seven-day survey of ordinary people who are always in
front of us. How general people use there social activity
Of the 30-peoples survey reporters, 58.7% of those who use the Internet the
most are between the ages of 18 to 25

67
Of the 30-peoples survey reporters, 40% of Students those who used internet
regularly, and 43.3% are Service and business persons

68
Mostly people try to keep update their hobby on social media platforms, Of
the 30 peoples survey report 53.3% chose that hobby which is mostly updated
on social media, and that is Tour and travel
People choose their site as they want, but I can see in my survey report is
almost equal to Facebook and Instagram users which is 21.1%

69
People spend most of their free time on social media platforms, 33.3% people
use social site on free time
53.3% out of 30 people prefer to shop online to save their time

70
53.3% out of 30 people prefer to OTT platform to watch variation of
movies. And 40% people generally go to theatre for better
entertainment.
Digital audio is very important today because music brings a lot of relief to
people’s busy lives. 63.3% people use digital audio out of 30 people

71
Will take time and expertise. Companies are diverting resources and
rethinking their traditional outreach strategies. And as the social
media wave dissipates into the vast ocean of connected experiences,
the term itself will become an entry in dictionaries and
encyclopaedia’s and we will embark on a new era of knowledge,
accessibility and experiences unbound by distance, time or physical
walls. It is high time that every business adopts social media and
takes it seriously.
Resources: This Whole primary report collected from used
journals, magazine, newspaper articles, business reviews, online
survey and so on from the. Further official social media pages of
various companies on Facebook, Twitter and LinkedIn were analysed
to generate statistics.
Websites-
• https://www.socialmediatoday.com
• https://www.futurelearn.com
• https://www.mailchimp.com/
• https://www.techprevue.com
• https://www.webfx.com
• https://www.digitalscholar.in
• https://www.google.com
• https://www.wikipedia.com
Articles (Journalists)-
Investopedia-
• MAYA DOLLARHIDE Reporter from USA Investopedia (2022)
• Woodward a reporter and editor at the Washington (2017)

72
Limitation- The data collected is mostly from Indian online news
portals and various websites, and collected from the writings of
some definition from some journalist, those names and links to
articles are mentioned. Secondary data limitations are maintained in
our local community in Kolkata West Bengal such as some relatives
and some friends and this project has been completed in a time
period of seven days from 10-06-2022 to 18-06-2022 with the advice
of the guide after the college instructions.
Result / Finding –
Social media presence is definitely an advantage for all kinds of
businesses. Social Media marketing has wider market appeal and is
relatively cheaper than traditional advertisements. With a huge
number of audiences and high customisability of social media for
required content, social media marketing emerges as an exciting and
effective tool for marketing.
• In the primary data we read which is collected from
economicstime.indiatimes.com ,
universalnewstimeline.com, the famous journalist Mr.
Bob Woodward: a reporter and editor at the Washington
Post and more have said and elaborate about social
media, And most importantly, online traffic can make
any business expand in less time.
• Through secondary data we can see the daily using of
internet by people, and for this uses, a business is
automatically generated which all elaboration is
described in the primary data.

73
Advertising your own small business for free is the only way online, according
to Google China ranks first in this list of countries with most internet users.
Due to its ongoing and fast-paced economic development, but also to a
cultural inclination towards technology, more than a billion of the estimated
1.4 billion population in China are online.
Indian is the 2nd
position and USA is 3rd
According to easyleadz.com Top 70 E-commerce companies in India are doing
online businesses.
That's why every small INDIAN entrepreneur should list his business online
Conclusion-
The advantages and disadvantages of social media can’t be denied. It
is fully up to the users how they use it smartly and actively. I hope
everybody would like to get the benefits derived from social media,
and no one would like to become a victim of it by continuously
addicting to it. Now, it is your task to think and decide whether social
media is good or bad for you? And if you feel that social media is
coming in between your personal space, then I would suggest you
take a break from it. After all, when you correctly use something,
then it fails to hamper your work or life; instead, it productively
enhances your life by a creative, healthy environment and
inculcating positivity around.

Social Media Marketing Project pdf.

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