DIPANSHU SINGHAL

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

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.

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 andmedium level organizations, and how they approach it

It depicts the satisfaction level of these companies towards digital form ofmarketing

OBJECTIVES

To study the relevance of social and digital media for businesses.

To study the effectiveness of social media marketing for small and medium scaleindustries.

DATA COLLECTION TECHNIQUES

Interviews

Questionnaires and Surveys

Documents and Records

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.

SAMPLING TECHNIQUE

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

• Official Websites and Social Media Accounts/Handles of companies

• Books and relative literature

DATA ANALYSIS & INTERPRETATION

FINDINGS AND SUGGESTION

• 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.

•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.

• 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 Google Analytics 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. for Twitter, 1 p.m. to 4 p.m. for Facebook, 7 p.m. to 10 p.m. for Tumblr, 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.

CONCLUSION

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.