PROJECT REPORT

ON
AT

To understand perception of Digital Marketers about social media marketing

AESPAES NIRMITEE , PUNE

FOR THE PARTIAL FULFILLMENT OF THE COURSE

PGDM BUSINESS ADMINISTATION

GUIDANCE BY
PROF. MINAKSHI TYAGI
( INTERNAL GUIDE)

TABLE OF CONTENT
Sr. No. Chapter Page No.

1 Executive Summary

2 Industry Profile

3 Company profile

4 Research Problem

5 Review of Literature

6 Objectives

7 Research Methodology

8 Data Analysis

9 Findings

10 Suggestions

11 Limitations

12 Bibliography

CHAPTER-1
2
 EXECUTIVE SUMMARY

SOCIAL MEDIA MARKETING

WHAT IS SOCIAL MEDIA MARKETING(SMM) ?
Social media marketing (SMM) is a form of Internet marketing that utilizes social networking
websites as a marketing tool. The goal of SMM is to produce content that users will share
with their social network to help a company increase brand exposure and broaden customer
reach.
One of the key components of SMM is social media optimization (SMO). Like search engine
optimization (SEO), SMO is a strategy for drawing new and unique visitors to a website.
SMO can be done two ways: adding social media links to content, such as RSS feeds and
sharing buttons -- or promoting activity through social media by updating statuses or tweets,
or blog posts.
SMM helps a company get direct feedback from customers (and potential customers) while
making the company seem more personable. The interactive parts of social media give
customers the opportunity to ask questions or voice complaints and feel they are being heard.
This aspect of SMM is called social customer relationship management (social CRM).

BENEFITS OF SOCIAL MEDIA MARKETING –

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 For some of you, investing in a social media marketing service may have been identified as
the missing link connecting you with your consumers. However for the others, who are still
contemplating diving into the social marketing end, look no further than the following facts.

Social media marketing increases your brand’s awareness. 78 % of small businesses use
social media to attract new customers. Furthermore 33% of customers have identified social
media as how they identify new brands products and services.
Social media marketing helps to validate your brand. A company’s social media presence,
when done correctly, tells consumers that their brand is active and focused on thriving
communication with consumers. 63% of consumers who search for businesses online are
more likely to use ones with an informative social media presence. Need more help on how to
validate your brand? Check out our branding blog.
Social media marketing has the power to increase customer loyalty. 71% of consumers who
received a quick response on social media would recommend the brand to others.

SOCIAL MEDIA AND SOCIAL NETWORKING SITES AND ITS USERS –

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Like with content marketing, due to the continuously developing internet marketing industry,
there are countless digital media and social networking sites, all of which have a unique
characteristic and purpose. As part of an introduction, here are a few social network
examples.
Facebook is the biggest and arguably most powerful social network in the world with 1.55
billion active monthly users. Regardless if you are a start-up or fortune 500 company, you
need to be on Facebook and start *engaging with your consumers.
Twitter is known as the ‘‘in the moment’’ platform and boasts a respectful 255 million active
monthly users. Twitter is a perfect online marketing tool for businesses that want to reach out
to people (and are ready for a reply). The key is to be quick and smart, ever heard of dunk in
the dark?
Instagram is a visual platform designed for customers to post, share, comment and engage
through digital media. As the old saying goes, a picture is worth a thousand words.
LinkedIn is regarded as the professional social networking site. LinkedIn largely focuses on
b2b marketing rather than b2c.
Google +, YouTube, Foursquare and Pinterest are other social network sites that harshly miss
out on the list. And then there’s Snapchat, the new kid on the block, who recently recorded
six billion daily views.

SOCIAL MEDIA MARKETING IMPORTANCE –

5
1. Improved brand awareness
2. Cost-effective
3. Engage with customers
4. Improved brand loyalty
5. Healthier customer satisfaction
6. Marketplace awareness
7. Increased traffic
8. Enhanced SEO rating

PORTAL FOR SOCIAL MEDIA MARKETING –

6
• LIST OF PORTAL –

1.FACEBOOK- Facebook is definitely has the number of users and it is the biggest social
networking site. Both small and medium sized businesses are using this as a advertising
platform for their business. There are over 1 million such type of business getting benefit
from Facebook whereas the established companies are spending approximately $100 million
on Facebook per year for advertisement.
2.TWITTER-We all are aware of twitter and its unique characters. It is the best way to
spread your worlds and tweets will make it possible for you. Twitter is emerging very fast
and it is very popular among people in India, US and UK. If you see it from the business
perspective, 81% of advertisement revenue on twitter comes from mobile. The cost for 24
hour promote trend on twitter is $200,000.
3.LINKEDIN-LinkedIn is the world’s largest professional networking site. It helps well in
engagement and build professional network with the other users over it. Presently, LinkedIn
has more than 332 million users and new users are registered every minute. If the users are
more it becomes good for marketing and advertisement.
4.GOOGLE+Google has recently launched its social networking site Google+ and it became
quite popular since then. There are over 300 million active users and because of this it one
among the best site for business marketing and advertisement. Google+ has more than 53%
positive interaction between brands and users.
5.YOUTUBE-You all well aware of YouTube, this site generate huge revenue and
considered as one of the best social networking site in UK. 1 billion videos over YouTube are
watched through the mobile phone and the gross revenue generated by it is $5.6 billion.
6.PINTEREST-This social media portal is more popular because of its amazing features. It
is suitable for the brand awareness and helps your business to grow well. The 9 million uses
have connected their account through Facebook. Pinterest has more than 70 million users and
80%of them are women while 20% are men. One can get the good benefit in for business by
using this.
7.INSTAGRAM-Instagram has younger users and his is very popular social media site
where people put up the pictures on daily bases. It can also be utilized best for the marketing
purposes and advertisement as well. Many ecommerce businesses are utilizing it well and
getting good profit from it.
It has more than 300 million monthly active users and among them 75 million are daily active
users. It is very used best for the business and digital marketing.
8.TUMBLR-Tumblr is a micro blogging platform and making its way to be in the top social
media. It is best used for sharing videos, text, images, audio or anything that one likes to
share. Tumblr create more than 217 million blog daily, isn’t this huge? It has more than 420
million active user and becoming best platform for marketing.
9.FLICKER-Flicker has more than 3.5 million images upload on daily bases. It is very
popular in UK, India and USA, people on this site can share their images and videos. It
provides the huge online photo storage.
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10.REDDIT-Reddit has 174 million monthly unique visitors regularly. This social
networking site is best suitable for the entertainment purposes, where registered members
share content and direct links.

TOOLS USE FOR MANAGING SOCIAL MEDIA AND THEIR COMPARISION

8
 1.BUFFER-

Buffer is a well-established social media management platform. It has several good features.
These include publishing with queue, engagement, analytics, and team features. It integrates
with Facebook, Twitter, Instagram, Pinterest, and LinkedIn.
Publishing & RSS – Buffer has the basic publishing features, such as scheduling and adding
posts to a queue. However, it’s not made for evergreen posts. In other words, it will not let
you upload hundreds of posts and then recycle them. It also can’t publish them on your social
media until you tell it to stop. It does have the RSS feed that helps you publish posts from
blogs.
Social Engagement – Buffer offers a product called Reply, which is similar to clincher’s
Social Inbox. However, it only supports Facebook, Twitter, and Instagram comments. it is
also way more expensive. It costs $50-$225/month, 1 user for each connected profile. This is
in addition to the basic Buffer pricing.
Influencer Search – Buffer does not have an influencer search feature.
Client Management Support – Buffer has a limited team feature. It allows a user to add team
members and give them permissions to manage various social media pages.
Supported Networks: Facebook, Twitter, Instagram, LinkedIn, Pinterest
Prices:
$15 1 user/month , 8 social profiles , limited to 100 posts per month per profile
$65 2 user/month , 8 social profiles , limited to 2,000 posts per month per profile
$99 6 user/month , 25 social profiles , limited to 2,000 posts per month per profile
$199 11 user/month , 50 social profiles , limited to 2,000 posts per month per profile
$399 26 user/month , 150 social profiles , limited to 2,000 posts per month per profile
Buffer supports: Facebook, Twitter, Instagram, LinkedIn, Pinterest

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Plus Buffer Reply: $50-$225 1 users/month for each connected social profile (supports
Facebook, Twitter, Instagram)
2. SOCIAL SPROUT-

Sprout Social is similar to Hootsuite and other social media tools in that it combines a variety
of tools. It has monitoring, scheduling, analytics, the whole gamut.
Publishing & RSS – Sprout Social has some cool features when it comes to publishing. It has
all the basics and a few more customized features. These include individual statistics on each
post, and agency features such as post-approval. It does not have the Auto Post with queues
feature.
Social Engagement – Sprout Social has the social inbox, which is great. It also has social
monitoring and keyword searching features that help you monitor your brand on social
media.
Influencer Search – Sprout Social doesn’t have an influencer search feature.
Clients Management Support – Sprout has the basic team features but not much else in this
category.
Supported Networks: Facebook, Twitter, Instagram, LinkedIn
Prices:
$99 1 user/month , 5 social profiles
$149 1 user/month , 10 social profiles
$249 1 user/month , 10 social profiles

3. Hootsuite-

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Hootsuite has probably been around the longest (since 2008). It has all the various
applications you need and some robust content features, as well. For example, it has content
curation, organization, scheduling, and RSS integration.
Publishing & RSS – Hootsuite has bulk scheduling, which allows you to upload several posts
at a time. However, it doesn’t have the Auto Post feature that recycles the content for you. It
has a cool feature that allows you to create social sweepstakes or contests on social media. It
also has RSS integrations, just like eClincher.
Social Engagement – Hootsuite doesn’t have a Social Inbox or anything like it. You have to
manually engage with each follower by logging in to each social media account separately.
Influencer Search – Hootsuite doesn’t offer the ability to find influencers.
Client Management Support – Hootsuite has the basic team features, plus post-approval and
custom branded URLs.
Supported Networks: Facebook, Twitter, Instagram, LinkedIn, YouTube, WordPress
Prices:
$45 1 user/month , 10 social profiles , unlimited posting
$189 3 user/month , 20 social profiles , unlimited posting
$599 (only annual billing) 5 user/month , 35 social profiles , unlimited posting

4. Sendible

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Sendible is a tool that was built for agencies in mind. It has many features and includes a
CRM, just like eClincher and Sprout Social.
Scheduling & RSS – Sendible has a Smart Queue feature similar to eClincher’s Auto Post. It
helps you put your favorite posts on repeat. It also has a smart recommendation system that
recommends the top posts for you.
Social Engagement – Sendible has the Social Inbox feature and it has team member features,
just like eClincher’s. Sendible also has social listening features. These allow the user to
monitor different keywords and see what is being said about their brand.
Influencer Search – Sendible doesn’t have an influencer search feature. It has a CRM that
allows you to treat social interactions and people that you interact with like leads. It shows
you the entire conversation history and different information about them.
Clients Management Support – Sendible has a separate dashboard for each client and even
has a white label solution.
Sendible’s pricing is calculated per number of services. A service is a one-way interaction
with any social media network. For example: posting and streaming to 1 Facebook page
would count as 2 services.
Supported Networks: Facebook, Twitter, Instagram, LinkedIn, YouTube, Google Analytics
Prices:
$29 1 user/month, 12 services*, no reports
$99 3 users/month, 48 services* 6 reports
$199 7 users/month, 105 services*, 35 reports, unlimited scheduling
$299 12 users/month, 192 services*, 60 reports, unlimited scheduling
A service is a one-way interaction with any social media network. You may need multiple
services per social profiles

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5. MEETEDGAR-

Edgar specializes in scheduling content but does this in a unique way. It groups all of your
content into categories and then adds time slots to each category. Edgar then fills up those
slots with your content and publishes them for you.
Scheduling & RSS – Edgar (formerly Meet Edgar) is hyper-focused on publishing
automation. It does have an Auto Post feature that continuously publishes evergreen posts for
you. It has an RSS feature, as well.
Social Engagement – Edgar does not have any type of social engagement or social
monitoring features.
Influencer Search – Edgar does not have any influencer features.
Clients Management Support – Edgar has no features in this category.
Prices:
$49/month, 25 social profiles
Supported Networks: Facebook, Twitter, LinkedIn, Instagram (must use push-notification to
mobile device)
6. Crowdfire –

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Crowdfire reminds me very much of an automated bot. It makes recommendations about your
social media through a series of automated chat messages. You can set up various automation
with it, including scheduling and publishing.
Scheduling & RSS – Crowdfire has basic scheduling tool but lacks queues, auto post, and
RSS integration. It’s not built to be a comprehensive scheduling tool. It’s more made for
social engagement.
Social Engagement – Overall, Crowdfire nicely automates various features in this category. It
helps users grow their audiences by unfollowing, following, targeting audiences, and
automating DMs.
Influencer Search – Crowdfire doesn’t have a way to search for influencers. You can find
peoples’ followers on Twitter and target them.
Clients Management Support – Crowdfire does not have these features.
Supported Networks: Facebook, Twitter, Instagram, Pinterest, LinkedIn
Prices:
$9.99 1 user/month, 2 social profiles, 100 posts/month
$49.99 1 user/month, 5 social profiles, 100 posts/month
$99.99 1 user/month, 50 social profiles, 800 posts/month, add-on profile – $25/month, add-
on user – $25/month
7. CoSchedule

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CoSchedule is known for its social calendar feature. The whole platform is positioned to help
you schedule and organize all of your social media posts. What’s really cool is that the
CoSchedule blog is one of the top blogs on content marketing.
Scheduling & RSS – Generally, CoSchedule has all basic publishing features, as well as
something called ReQueue. This is an intelligent piece of software that schedules only the top
posts in your social history.
Social Engagement – CoSchedule doesn’t have social engagement features or social
monitoring, listening, or keyword searches.
Influencer Search – CoSchedule does not have any influencer features.
Clients Management Support – CoSchedule has a separate dashboard for each client, task
templates that you can re-use, social approval, and custom reports.
Supported Networks: Facebook, Twitter, Instagram, LinkedIn, Pinterest, Tumblr
Prices:
$89 3 user/month, 10 social profiles, add-on user $19/month
$400 5 user/month, 15 social profiles, add-on user $49/month
$1400 billed annually 10 users, 25 social profiles, add-on user $79/month

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Registration of company profile in different portal-

1. Guru.com

2. Google my business

16
3. Trade India

4. IndiaMart

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5. Freelancer.com

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 CHAPTER-2

INDUSTRY PROFILE
About Indian Advertising Sector:
Advertising, if done with the right intent has tremendous power to change attitudes, to shape
the way we act and think.
The advertising industry in India was quite conservative at the beginning, but with time it has
grown itself and reached a milestone where it now can keep its views fearlessly. It's a
communication, probably the most effective to help an organization reach masses or at least
its targeted customers. It is basically an art. It is creativity, which helps the creator to
understand what its clients' wants. It helps to understand the society and to create something
that appeals to masses. Especially giving freedom to express.
The rise of multinational companies in India has risen the horizon for advertisements by
creating unique ads and even creating employment for this particular industry. E-commerce
and Technology start-ups are advertising heavily across various media in India to build their
brands. and this trend is expected to continue. From 2014 to 2019. India is projected to be the
2 fastest the growing advertising market in Asia, only behind China. The print advertisements
up to 39%, Digital 16 %, Television 38%, and others 8% share respectively. (IBEF, 2017)

Total budget spend on Ads in various media

Others
8% TV
38%
Print Ads
38%

Digital
16%

TV Digital Print Ads Others

Fig: -Total budget spent on Ads in various Media (2018)

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Trends in Advertising Media: Convergence of Media: Advertising convergence refers to
the growing trend of using computer technology to deliver media programming and
information. The convergence of Television and The Internet gives marketers the opportunity
to target customers in ways that are not possible with traditional television advertising.
Example Amazon India advertises on both television and Internet platforms such as
Facebook.
Interactive: Interactive means that an audience can exchange message in a two-way medium
Until recently, advertising was one-way communication. Now, the audience can respond, ask
questions, or even place orders for products and services. Example Coke Zero launched an
the initiative called "drinkable advertising", in which they have created a fun way to give free
promotional products to unsuspecting consumers.
Audience Tracking: Technology has enabled audience tracking. Remarketing is a popular
the technique used to connect visitors who may not have made an immediate purchase or
inquiry. It allows a targeted audience that has previously visited any website. (Knowthis.com,
2019)

Challenges faced by Advertisers in India: Multiple Media Options - As multiple media are
now available, advertisers incur higher costs to reach the target audience. Advertisers need to
invest in most of the Medias to get slots to showcase their products/services.

Challenges of Ad Budget: If the budget of the company runs into millions/billions of rupees,
the firm can consider a 360-degree campaign with TV, Print, Radio. Outdoor advertising
spaces and the internet. However, if the budget is limited, the advertiser can only use certain
media.

Challenges for TV Media: There are approximately 1000 TV channels including regional
channels and this large number is expected to increase. Therefore, advertisers are finding
difficulties to get viewers' attention. Even Radio Media and Print Media are on the decline.
People prefer audio-visual content more, thus the radio listeners and newspaper readers are
also declining.

Challenges for Digital Marketing: Internet users are typically irritated with by ads on
websites Internet ads also suffer from the problem of lack of viewer attention. According to
Google, more than 59% of ad impressions served across its network are never seen by users

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 CHAPTER-3

COMPANY PROFILE

Aispais Film Productions is an end to end audio-visual production, post-production &

distribution a company offering screenplay, state of the art post-production support &
widespread distribution to create & share engaging cinematic stories.

A creative team of experienced talents spanning diverse Media from Advertising Content
Writers, Film Directors to Illustrators, they create unique ideas. Their team of Artists,
Technicians, Executive Producers, and Distribution Consultants completes the quorum of
Aispais Productions and boosts its ability to be a prime end–to–end audio-visual Production
agency.

It has created various audio-visual content for an extraordinarily diverse clientele including
major corporate groups, television channels, non-profit organizations, universities,
advertising, and public relations agencies. From concept to post-production and distribution,
it evolves unique ideas to deliver the key message effectively.

The studio is equipped with low to high-end resolution cameras, comprising of high
definition to 4K resolution cameras.

Company Name: Aispais Film Productions

Location: Erandwane, Kothrud, Pune (Maharashtra)

Website: aspsfilmproductions.com

Key People: Abhiram Joshi, Vaibhav Shirole, Aniruddha Kulkarni & Amey Pangarkar

Logo:

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PORTER’S FIVE FORCES: -

The threat of New Entrants –

• Entry Barriers – Engagements based on long term relationships. – Attracting, nurturing &
retention of creative talent is expensive & challenging. – Difficult to attain deep connect with
regional demographics, behaviors, attitudes, and values. – Constraints in getting access to key
media channels or space. Expected Retaliation

• Use of client relationships.

• Leverage regional presence.

Bargaining power of Suppliers -

• Premium ad spaces are limited and supply is less compared to demand.

• Seasonal campaigns put pressure on supply.

• Product launches demand better integration with the supplier.

• Supplier concentration to firm concentration ratio.

• Suppliers are industry independent.

• Forward integration is a possibility.

• Conclusion: Bargaining power of suppliers is high.

Bargaining power of Buyers -

• Long term relationships with static fee structures.

• Buyers are large and can demand concessions.

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• Identity of buyer adds prestige to sellers list of customers.

• Backward integration by the buyer not possible.

• Bargaining power of Buyers is high.

The threat of substitute products -

• No absolute substitutes for an Ad-Campaign.

• The constant evolution of technology such as e-Commerce, Social Media tools, etc. offers
new channels for forwarding integration with low switching costs.

Rivalry among existing competitors -

• High stakes with each campaign to build credibility.

• Large budgets for ad campaigns.

• High profile client base adds to the premium.

• High premium on scarce resources.

Five Forces conclusion -

•The threat of new entrants: Low

• Bargaining power of Buyers: High

• Bargaining power of Suppliers: High

• The threat of substitute products: Low

• Rivalry among existing competitors: High

2.3 PESTEL analysis for an advertisement:

The PESTLE (or PESTEL) Analysis is a tool that is used to identify and analyze the key
drivers of change in the strategic or business environment. The abbreviation stands
for Political, Economic, Social, Technological, Legal, and Environmental factors. The tool
allows the assessing of the current environment and potential changes. The idea is, if the
project is better placed than its competitors, it would be able to respond to changes more
effectively.

The PESTLE Analysis tool can be used for business planning, strategic planning, marketing
planning, product development, and organizational planning. The PESTLE tool provides its
users with factors that need to be well researched and brainstormed.

A PESTEL analysis is a framework or tool used by marketers to analyze and monitor the
macro-environmental (external marketing environment) factors that have an impact on an

23
organization. The result of which is used to identify threats and weaknesses which is used in
a SWOT analysis.

Political Factors:

The government is increasingly trying to regulate the advertising industry, which is causing
concern for businesses and agencies alike. One recent example is the Parliament, who are
putting pressure on the advertising industry to reduce food and drink ads aimed at children.
The Parliament would also like to see a total ban on beer aimed at young people.

The government is assessing whether stricter guidelines need to be put in place for regulating
advertising targeted towards children, who they believe to be “more vulnerable than other
consumer groups”.

Economic Factors:

Seeing recently coming out from recession has caused an increase in prices. This had a major
impact on the Advertising sector as companies start to cut down on spending. Advertising
seems to be the easiest and first to be reduced by the accounting departments. Although this
may look like an effective move generally the sales would drop as a gap would arise between
the consumers and the product. Due to similar economic reasons, the companies ask for
cheaper services from advertising agencies and as they fail to deliver the companies end up
producing in house advertising strategies.

Social Factors:

Due to the rise of constant use of social media, it is found that companies turn to social media
to advertise their content alternatively such as TV, Outdoor Advertisements and Print Ads,
etc. Social media has enough power to make contents go viral if the product/service’s content
is unique. Social media has become a really very powerful marketing tool, used by many to
put their own opinions. It also used as a tool to take feedback from customers to record their
experiences.

Technological Factors:

Technological issues include digital as it is now one of the most popular platforms for
consumers and advertisers and this is the only platform where companies can actually track
engagement. This affects many brands as they can now see who is seeing their ads and who is
clicking on them. As the industry usually pays on the opportunity to see or hear they can now
pay for engagement. Also mobile is becoming more popular with many people using
smartphones and downloading apps. Technology has become part of people's lives to the
younger generations and is tech-savvy and completely literate on these devices. Brands are
now utilizing this opportunity to advertise to their target consumers. The industry has recently
been subjected to legal issues such as new regulations on cookies and how company websites
store their data.

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Environmental Factors:

These factors have only really come to the forefront in the last fifteen years or so. They have
become important due to the increasing scarcity of raw materials, pollution targets, doing
business as an ethical and sustainable company, carbon footprint targets set by
governments. Issues begin predominately in the manufacture of advertisements, as a tale as
old as time, we are constantly warned about the impact of deforestation. With many print
media being made with consumable materials, even the ink used can have a direct effect on
the environment. With this in mind, the Environmental Protection Agency stated that using
solvents within the ink used in print and directly impacts air pollution due to the solvents
used in the preparation

Legal Factors:

Legal factors include - health and safety, equal opportunities, advertising standards, consumer
rights and laws, product labeling and product safety. It is clear that companies need to know
what is and what is not legal in order to trade successfully. It has become a major issue within
the Advertising industry, with the risk of data protection and information being sold onto
third parties. The data protection acts which states that data collected by organizations needs
to be used fairly and lawfully and only kept for as long as is absolutely necessary. As
mentioned before with the advancements of technology meaning more information provided
to companies about consumers, resulting in more sensitive information being collected.

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 CHAPTER-4

RESEARCH PROBLEM

Technical Aspects of the problem:

• Finding the online presence of the client.

• Understanding why it is so weak.

• Identifying what solutions would be better for a particular client.

• How to improve their presence, etc.

Managerial Aspect of the problem:

• To define SWOT for the client.

• To define their requirements and the corresponding solutions.

• To define the gap analysis for the client.

Business Aspect of the problem:

• To find better business opportunities for ROW.

• To resolve the client’s problem in terms of ROI.

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 CHAPTER-5

REVIEW OF LITERATURE

Abstract

Even though the use of social media in education is a now widely-studied topic, there still
does not seem to be a consensus for what social media may afford students or how best to
use them in the classroom. In this critical review of current literature, I discuss some of the
most prominent qualitative studies that explore the use of social media in the classroom. I
consider some of the affordances that these scholars assert social media can offer in the
classroom, in particular the affordances of authoring to a wider, interactive audience and
potentials for improved learning and literacy practices. I then address contemporary
scholars’ findings for incorporating social media into the classroom as well as the
limitations for social media in education. I conclude with a discussion of potential steps
for future research.

Keywords Social media, context, education, learning, literacies, literacy practices, social
networking sites, mobile apps, qualitative

Introduction

In 2015, the Pew Research Center reported that 92% of US teenagers go online daily, and
71% use at least two social networking sites (Lenhart, 2015). As digtial technologies
continue to advance and become more prominent features in both adults’ and teens’ lives
(Lenhart, 2015; Perrin, 2015; Perrin and Duggan, 2015), the ways that people interact,
communicate, and learn continue to change as well, and many may thrive in learning
situations where creativity, social interactions and collaboration through technology are
fronted (Edwards-Groves, 2011; Nichols, 2007). Many scholars argue that with the
rapidity with which technology has changed society over the last two decades since the
advent of Web 2.0, so too must school curricula (e.g., Kalantzis and Cope, 2005; Mills,
2009; Moje, 2009; New London Group, 2000). While this argument has been made for the
past twenty years, scholars continue to call for the adjustment of curricula to better meet
the needs of our digital technology-based world. Because of their prominence in teens’
lives, opportunities for interactive communication, and flexibility, social media may be a
platform to do so.

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However, even though classroom social media incorporation is often seen as a step
towards embracing various methods of communication, the effectiveness for creating a
learning environment or enhancing classroom learning is still widely debated (Ellison
et al., 2011; Manca and Ranieri, 2013). Some scholars are skeptical about the use of social
media in the classroom unless incorporated with a strong purpose or ideology
(e.g., Brabazon, 2011; Collin and Street, 2013; Street, 2013). Though scholars have argued
that social media have the potential for learning through supporting networks of
information and people (e.g., Anderson and Dron, 2011), others still argue that social
media is merely a place for socialization (e.g., English and Duncan-Howell, 2008; Madge
et al., 2009). Thus, there is still no strong consensus on social media, their affordances, or
how they should be taken up in the classroom (see Manca and Ranieri, 2013; Stornaiuolo
et al., 2013).

To contribute to this discussion, I critically review some of the most prominent qualitative
(or qualitative-heavy) studies that explore the use of social media in the classroom.
Though not exhaustive, this review examines the asserted affordances and constraints for
education, describing the studies and potential implications. It is important to note,
however, that this is a discussion of the general findings of studies. While I take learning
and meaning-making to be situated deeply within context, culture, and power (see Crook,
2012; Prinsloo and Rowsell, 2012; Street, 2013), length does not permit me to address the
context for each study discussed here in detail. However, each of these affordances and
constraints will be discussed more broadly with regards to these essential concepts. Thus,
this review of literature aims to discuss what has been done and what future researchers
and educators can learn based on a broad range of findings for the context of the
classroom.

I begin by defining social media, their development over time both in and out of school,
and how their features can be leveraged in the classroom. I then consider some of the
claims for affordances and corresponding constraints that social media can offer in the
classroom before moving into scholars’ suggestions for incorporating social media into the
classroom and the limitations for social media in education. Finally, I conclude with a
discussion of some potential steps for future research.

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 CHAPTER-6

OBJECTIVES

Primary objectives-
 To understand perception of Digital Marketers about social media marketing
Secondary objective-
 To understand the Social media marketing and its process
 To strategize social marketing for aispais

29
 CHAPTER-7

RESEARCH METHODOLOGY
Research Methodology is a way to find out the result of a given problem on a specific matter
or problem that is also referred to as a research problem. In Methodology, a researcher uses
different criteria for solving/searching the given research problem. Different sources use
different types of methods for solving the problem. If we think about the word
“Methodology”, it is the way of searching or solving the research problem.

• Research Design:

Qualitative Method.

• Sampling Unit:

Industries.

• Sampling Method:

Simple Random Method.

• Source of data

a) Primary Data

b) Secondary Data

Primary data:

The observation method is the most commonly used method. Most of the information is
collected from the project guide in the company. The questionnaire method is also very
widely used in order to give a structure to the entire study.

Secondary data:

Secondary data is collected from already existing sources in various websites & other previous
studies. To meet the objectives, the study used qualitative research. The descriptive study was done
through a review of existing literature that helped invalidation and extraction of the important
variables and factors. Data was collected from secondary sources. Secondary sources were websites,
books, office executives, and company data.

30
 CHAPTER -8

DATA ANALYSIS

1. Which Social Media platform do you use most?

RESPONSE TABLE

Sr no Option No. of response

Facebook, Instagram, YouTube, LinkedIn,
1 Other(please specify ) 1
2 Facebook, YouTube, LinkedIn 11
Facebook, YouTube, LinkedIn, Instagram,
3 Twitter 19

Social media platform used mostly

20
18
16
14
12
10
8
6
4
2
0
Facebook, Instagram, Facebook, YouTube, LinkedIn Facebook, YouTube,
YouTube, LinkedIn, LinkedIn, Instagram, Twitter
Other(please specify )

Analysis-
It shows that digital marketers has good experience working with this social media portal
Facebook, YouTube, LinkedIn, Instagram, Twitter in the past .
It shows that digital marketers get most of the lead by using this social media portal
Facebook, YouTube, LinkedIn, Instagram, Twitter in the past .

31
2. Which platform do you prefer to sell products/services online?

RESPONSE TABLE

Sr no Option No of response
1 Facebook, Instagram 4

2 Facebook, LinkedIn, Google 15

3 Facebook, LinkedIn, Google, Instagram 5

4 Google 2
5 LinkedIn, Google 4
Facebook, Instagram, Twitter, LinkedIn,
6 YouTube, Other(please specify) 1

Pefer platform for selling product and services

16
14
12
10
8
6
4
2
0
Facebook, Facebook, Facebook, Google LinkedIn, Google Facebook,
Instagram LinkedIn, Google LinkedIn, Instagram,
Google, Twitter,
Instagram LinkedIn,
YouTube,
Other(please
specify)

Analysis-
It shows that Digital Marketers maximum no of target audience use this social media portal
It shows that Digital Marketers get most of the lead from Facebook, LinkedIn, Google

32
3. Which platform do you prefer to increase your company branding?

RESPONSE TABLE

Sr no Option No of response

Facebook, YouTube, LinkedIn,

1 Instagram, Twitter 19

Facebook, Instagram, LinkedIn,

2 YouTube, Other(please specify) 1

3 Facebook, YouTube, LinkedIn 11

Chart Title
20
18
16
14
12
10
8
6
4
2
0
Facebook, YouTube, Facebook, Instagram, Facebook, YouTube, LinkedIn
LinkedIn, Instagram, Twitter LinkedIn, YouTube,
Other(please specify)

Analysis-
Its shows that digital marketers mainly use this social media portal as the users in this portal
are of all age and all gender so its help reach them
Its shows that digital marketers mainly use this social media portal as there are maximum no
of target audience and brand awareness can reach to maximum audience

33
4. Do you prefer using social media marketing tools?

RESPONSE TABLE

Sr no Option No of response

1 Yes 31

2 No 0

Pefer using Social media marketing tools

Yes No

Analysis-

Its shows that while monitoring, analysing, controlling of post and automation of the post
digital marketers use all this tools

34
5. If yes, then which of the following tools do you use?

RESPONSE TABLE

Sr no Option No of response

1 Buffer, Hootsuite, Social sprout 1

2 Hootsuite, Buffer 1

3 Hootsuite, Buffer, Social sprout 18

4 Meet Edgar, Buffer, Social Sprout 11

Social media marketing tools

20
18
16
14
12
10
8
6
4
2
0
Buffer, Hootsuite, Hootsuite, Buffer Hootsuite, Buffer, Meet Edgar, Buffer,
Social sprout Social sprout Social Sprout

Analysis-
Its shows that Digital Marketers mainly use Hootsuite, Buffer, Social sprout for Monitoring,
Controlling, and Analysing the post .

35
6. On which social media platform do you use these tools?

RESPONSE TABLE

Sr no Option No of response

Facebook, Instagram, YouTube,

1 LinkedIn, Other(please specify) 1

2 Facebook, YouTube, LinkedIn 11

Facebook, YouTube, LinkedIn,

3 Instagram, Twitter 19

Social media paltform use for tools

20
18
16
14
12
10
8
6
4
2
0
Facebook, Instagram, Facebook, YouTube, LinkedIn Facebook, YouTube,
YouTube, LinkedIn, LinkedIn, Instagram, Twitter
Other(please specify)

Analysis –
Its shows that digital marketers mainly use this social media portal as it help them to reach
maximum no target audience

36
7. Will you suggest any of the social media marketing tools?

RESPONSE TABLE

Sr no Option No of response
1 Buffer 6
2 Hootsuite 10
3 Hootsuite, Social sprout 1
4 Meet Edgaar 7
5 Social Sprout 7

Suggestion of social media marketing tools

12

10

0
Buffer Hootsuite Hootsuite, Social MeetEdgaar Social Sprout
sprout

Analysis –

It shows that digital marketers has good experience with Hootsuite in past and while using
Hootsuite digital marketers has got most effective result

37
8. How was your experience working with the following tools?

RESPONSE TABLE

Very
Sr no option Good Neutral Poor poor

1 Buffer 15 10 4 2

2 Hootsuite 13 10 5 3

3 Social sprout 11 12 7 1

4 Meet Edgar 11 11 8 1

Chart Title
16
14
12
10
8
6
4
2
0
Buffer Hootsuite Social sprout Meet Edgar

Good Neutral Poor Very poor

Analysis-

Its shows that while using buffer digital marketers has got most effective result (Buffer)
Its shows that digital marketers has not got effective result as compare to different tools
(Social sprout) .
Its shows that digital marketers have average experience working with Meet Edgar as result
must be less effective as compare to different tools (Meet Edgar)

38
9. For automation of posts, is Meet Edgar most effective?

RESPONSE TABLE

Sr no Option No of response

1 Yes 8

2 No 23

Experience for automation in Meet Edgar

26%
Yes
No

74%

Analysis-

Its Shows that the result of Meet Edgar is not effective and digital marketers use different
tools for automation of post

39
10. For monitoring, scheduling and analytics of post which tools are more effective?

RESPONSE TABLE

Sr no Option No of response

1 Buffer 6

2 Hootsuite 11

3 Meet Edgar 7

4 Social Sprout 7

Most effective tools

12

10

0
Buffer Hootsuite Meet Edgar Social Sprout

Analysis-
Its shows that digital marketers has good experience using Hootsuite in the past as compare
to other social media marketing tools

40
 CHAPTER-9

FINDINGS

 Digital marketers prefer social media marketing for increase company branding .
 Digital marketers prefer social media platform to sell there product and service online.
 Digital marketers most prefer Hootsuite for monitoring, controlling and analysing the
post.
 Every digital marketers use social media tools to analysis post .
 People prefer Social media marketing to engage their target customer.
 Social media marketing is the first priority of the client for using marketing purpose.
 Digital marketers prefer Buffer among all the different social media marketing tools
because it as given most effective result .
 Digital marketers prefer to use Facebook, google, LinkedIn among all the different
social media platform .
 Digital marketers use social media platform to reach maximum no of audience .

41
 CHAPTER-10

SUGGESTIONS

 To attract our client, we have to update our social media page on a daily basis.

 To attract our client, we should upload video and photo in different social media
platform.

 we can register in different business portal, Freelancer portal so that it can help our
company website increase ranking in organic way.

 We can upload video on YouTube page so that it will help to reach maximum no of
target audience.

 After providing our services we have to take feedback from our customers so we
make engagement in long term relationships.

42
 CHAPTER-11
LIMITATIONS

No one tool or methodology is ever going to give the complete picture that you need to
further your product or service development.
1. YOU CAN 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 your 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 your page and share their negative experience. When someone checks out your business
next, they’ll look at the reviews and see the negative feedback.

2. YOU 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 you aren’t careful about the content you post, you can end up
embarrassing your company and getting caught in an awkward situation.

3. YOU 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 your audience on these platforms. A big drawback to
social media is that it is time-consuming for companies. If you have a small business, small
marketing department, or limited resources, it’s challenging to manage a social media
marketing campaign

4. YOU HAVE TO WAIT TO SEE RESULTS

When companies invest in marketing strategies, they want to see immediate results. You
want to know that your strategies are working and that the investment is worth your time.
With social media marketing, you don’t see immediate results.

43
 CHAPTER-12

CONCLUSION

Social media is working as a search engine these days because people trust people rather
trusting companies. Also people think that it would be cheaper to buy from the people
directly rather than going to the company website. Hence an area of interest is searched on a
social media and concerned people are found and communicated with social media marketing
create positive effect on many business markets such as financial institutions, travel and
tourism business, retail business, knowledge business, entertainment industry. And so on.
Since the process of social media marketing saves money, time and is highly engaging and
interesting social media marketing seems to be the next big thing to hit the world as whole.

44
 CHAPTER-13
ANNEXURE
Please fill the form About social media marketing and tools
1. Introduction

First Name: Last Name:

Phone No.:
 Demographic Information:
 Gender:
o Male
o Female
o Others
 Age
o Between 25-30
o Between 31 – 35
o Between 36 – 40
o Between 41 – 45
o Above 46
 Industry:
 Designation:

2. Which social media platform do you use most ?

 Facebook
 LinkedIn
 Instagram
 YouTube
 Twitter
 Other(please specify)

3. Which platform do you prefer to sell products/services online?

 Facebook
 Instagram
 LinkedIn
 YouTube
 Twitter
 Other(please specify)
4. Which platform do you prefer to increase your company branding?

 Facebook
 Instagram
 LinkedIn
 YouTube

45
  Twitter
 Other(please specify)

5. Do you prefer using social media marketing tools ?

 Yes
 No
4. If yes then which of the following do you use ?

 Buffer
 Hootsuite
 Social sprout
 Meet Edgar
 Other(please specify)
5. In which social media platform you use this tools ?

 Facebook
 LinkedIn
 Instagram
 YouTube
 Other(please specify)

6. How client prefer to see it –

 Video
 Pictures
 Articles
 Blog
 Other(please specify)

7. Will you suggest any of the social media marketing tools ?

 Buffer
 Hootsuite
 Social sprout
 Meet Edgar
 Other(please specify)
8. what is your experience of working with different tools ?
Social media Very poor poor neutral good Very
marketing good
tools
Buffer o o o o o
Hootsuite o o o o o
Social sprout o o o o o
Meet Edgar o o o o o

9. For automation of post is Meet Edgar is most effective?

46
  Yes
 No
10. For monitoring , scheduling, analytics of post which tools is most effective ?
 Buffer
 Hootsuite
 Social sprout
 All of the above
11. Any additional feedback is welcome!

47
 CHAPTER-14
BIBLOGRAPHY
1. Questionnaire

https://docs.google.com/forms/d/16JODB2VbgmISPTGVDc-
wlN77zvYFgSeSGWSzwKYfu88/edit
2.Websites

https://aspsfilmproductions.com/about-us/
https://montaage.in/
https://shanebarker.com/blog/social-media-marketing-tools/
https://optinmonster.com/23-tools-that-will-take-your-social-media-marketing-to-the-next-level/
https://www.entrepreneur.com/article/277510
https://www.freelancer.com
https://www.google.co.in/business/?gmbsrc=%7BCOUNTRY%7D-%7BLANGUAGE%7D-ha-se-z-
gmb-s-z-h~bk-1001313-RSA-c&ppsrc=GMBS0&utm_campaign=%7BCOUNTRY%7D-
%7BLANGUAGE%7D-ha-se-z-gmb-s-z-h~bk-1001313-RSA-
c&utm_source=gmb&utm_medium=ha&gclid=CjwKCAjwmNzoBRBOEiwAr2V27ZJEgn8QErgdS
NxVXSu6OBA8eRwFnLCEhB9t9QVjgkqFgEKQtiVPrBoC7SwQAvD_BwE
https://www.tradeindia.com/

48