LITERATURE REVIEW

Varalakshmi. T And Usha G Adiga in (February 2010) Published A Paper On Social Networking Sites As A CRM Tool This paper provides an overview of some of the major social networking websites and how using them can create customer relationships that affect management, marketing, and sales for businesses. It explores the benefits of having accounts on the popular social networks Twitter, LinkedIn, MySpace and Facebook; using the peer-to-peer communication tool called Skype to interact with colleagues across the globe and hold conference calls; and establishing an online presence in order to strengthen a company's image or brand and provide superior customer service through interactive, free, fast, and effective online social networking techniques.

Alessandro Acquisti And Ralph Gross, Carnegie Mellon University in (2006) Published A Paper On Imagined Communities Awareness, Information Sharing, and Privacy On The Facebook Online social networks such as Friendster, MySpace, or the Facebook have experienced exponential growth in membership in recent years. These networks offer attractive means for interaction and communication, but also raise privacy and security concerns. In this study we survey a representative sample of the members of the Facebook (a social network for colleges and high schools) at a US academic institution, and compare the survey data to information retrieved from the network itself. We look for underlying demographic or behavioral differences between the communities of the networks members and non-members; we analyze the impact of privacy concerns on members behavior; we compare members stated attitudes with actual behavior; and we document the changes in behavior subsequent to privacy-related information exposure. We find that an individuals privacy concerns are only a weak predictor of his membership to the network. Also privacy concerned individuals join the network and reveal great amounts of personal information. Some

manage their privacy concerns by trusting their ability to control the information they provide and the external access to it. However, we find significant

misconceptions among some members about the online communitys reach and the visibility of their profiles. Ahn, Yong-Yeol, Han, S., Kwak, H., Moon, S., And Jeong, H. (2007) Published A Paper On Analysis Of Topological Characteristics Of Huge Online Social Networking Services. Social networking services are a fast-growing business in the Internet. However, it is unknown if online relationships and their growth patterns are the same as in real-life social net- works. In this paper, we compare the structures of three online social networking services: Cyworld, MySpace, and orkut, each with more than 10 million users, respectively. We have access to complete data of Cyworlds ilchon (friend) relationships and analyze its degree distribution, clustering property, degree correlation, and evolution over time. We also use Cyworld data to evaluate the validity of snowball sampling method, which we use to crawl and obtain par- tial network topologies of MySpace and orkut. Cyworld, the oldest of the three, demonstrates a changing scaling be- havior over time in degree distribution. The latest Cyworld datas degree distribution exhibits a multi-scaling behavior, while those of MySpace and orkut have simple scaling be- haviors with different exponents. Very interestingly, each of the two exponents corresponds to the different segments in Cyworlds degree distribution. Certain online social networking services encourage online activities that cannot be easily copied in real life; we show that they deviate from close-knit online social networks which show a similar de- gree correlation pattern to real-life social networks.

Michael A .Stelzner in (April 2012) Conducted A Survey On How Marketers Are Using Social Media To Grow Their Businesses This study surveyed over 3300 marketers with the goal of understanding how marketers are using social media to grow and promote their businesses. The top 10

social media questions marketers want answered: We analyze 2278 open-ended responses and summarize all the major questions that marketing pros want answered. The time commitment: We examine the weekly hours marketers invest in their social media efforts. This analysis will be helpful for marketers just getting started or seeking support staff. The benefits of social media marketing: This rather beefy section reveals all the major advantages marketers are achieving with their social media efforts. We also look at how time invested; business size and experience affect the results. Social media sites people want to learn more about: In this section, we examine the up-and-coming tools (like geolocation and Groupon) that marketers are most interested in learning about. His major findings were Marketers place high value on social media: A significant 90% of marketers indicate that social media is important for their business. Measurement and integration are top areas marketers want to master: One third of all social media marketers want to know how to monitor and measure the return on investment (ROI) of social media and integrate their social media activities. Social media marketing takes a lot of time: The majority of marketers (58%) are using social media for 6 hours or more each week, and more than a third (34%) invest 11 or more hours weekly. Video marketing on the rise: A significant 77% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2011.

Mr. Dani Jacob Prakash.S In (January 2012) Published A Paper On Why This "Kolaveri Di" "A Viral Marketing Strategy" What makes some marketing campaigns so immensely big and well known when they are marketed through social media or with a viral approach? How can a company reach out to customers through viral marketing and how can they make use of today's social media to achieve it? In this article we will try to understand and further explore what a campaign have to accomplish in order to achieve a viral spread, using a descriptive model which uses a number of factors and terms

necessary in order to properly analyze viral marketing campaigns. This model as it stands today is at its first steps towards being a tool for producers to incorporate in their analytic research and design process when creating viral campaigns.

Aleksandra Korolova, Rajeev Motwani, Shubha U. Nabar, And Ying Xu. (2008) Published A Paper On Link Privacy In Social Networks We consider a privacy threat to a social network in which the goal of an attacker is to obtain knowledge of a significant fraction of the links in the network. We formalize the typical social network interface and the information about links that it provides to its users in terms of lookahead. We consider a particular threat where an attacker subverts user accounts to get information about local neighborhoods in the network and pieces them together in order to get a global picture. We analyze, both experimentally and theoretically, the number of user accounts an attacker would need to subvert for a successful attack, as a function of his strategy for choosing users whose accounts to subvert and a function of lookahead provided by the network. We conclude that such an attack is feasible in practice, and thus any social network that wishes to protect the link privacy of its users should take great care in choosing the lookahead of its interface, limiting it to 1 or 2, whenever possible.

Article: The Basics Of Social Media Marketing By Red Bridge Publications: Marketing on social networking sites will increase awareness by increasing the online presence of your products and brand. A recent iProspect Search Marketer Social Networking Survey revealed that 48% of search marketers proactively place content on popular social networking sites to drive traffic and create brand awareness. When a company forms a group or organizes a promotion on a social networking site, the members are reminded of your brand and website with every interaction. Since the

customers are deciding what groups they want to join and what information they want to receive, this information is usually positively received.

Article: What Is The Value Of Social Media Networks By David Anthony in (2010) Social media is really about two things; raising awareness of the company and its products tapping into relevant online conversations that affect the company and its technology. Today, when such a large per cent of audience is using social media to research just about everything, drawing online attention to the company and learning about audiences needs through these networks, is clearly one of the keys success.

Backstrom, Lars, Huttenlocher, Dan, Kleinberg, Jon, And Xiangyang Lan. in (2006) Published A Paper On Group Formation In Large Social Networks: Membership, Growth, And Evolution The processes by which communities come together, attract new members, and develop over time is a central research issue in the social sciencespolitical movements, professional organizations, and religious denominations all provide fundamental examples of such communities. In the digital domain, on-line groups are becoming increasingly prominent due to the growth of community and social networking sites such asMySpace and LiveJournal. However, the challenge of collecting and analyzing large-scale timeresolved data on social groups and communities has left most basic questions about the evolution of such groups largely unresolved: what are the structural features that influence whether individuals will

join communities, which communities will grow rapidly, and how do the overlaps among pairs of communities change over time? Here we address these questions using two large sources of data: friendship links and community membership on LiveJournal, and co-authorship and conference publications in DBLP. Both of these datasets provide explicit user-defined communities, where conferences serve as proxies for communities in DBLP. We study how the evolution of these communities relates to properties such as the structure of the underlying social networks. We find that the propensity of individuals to join communities, and of communities to grow rapidly, depends in subtle ways on the underlying network structure. For example, the tendency of an individual to join a community is influenced not just by the number of friends he or she has within the community, but also crucially by how those friends are connected to one another. We use decision-tree techniques to identify the most significant structural determinants of these properties. We also develop a novel methodology for measuring movement of individuals between communities, and show how such movements are closely aligned with changes in the topics of interest within the communities.

Article: Social Media Landscape in Full Traffic Internet Solutions Blog Social networking is the latest buzzword in online marketing and a powerful way of connecting with the potential customers. Most of these social media sites have gained popularity due to the large number of users who can remain connected from anywhere across the world. Besides, it allows a two way communication between the buyer and seller on the Internet to seek vital business information about the goods and services. Companies can get a wider exposure using these social media sites that provides them with a great platform to share their ideas, knowledge and pass on valuable information to the customers. Buyers are obviously interested in gathering more knowledge about the company's products and services before making a purchase decision. Social networking sites provide this unique opportunity

to engage with the customers and also enhance your company's image to boost revenues.

Article: Leveraging Social Media For Customer Interaction by INFOTECH Research Group: Brand image can now be heavily influenced by the entire social cloud, whether the company participates or not.Social media can be used as an inexpensive and highly effective channel for advertising and creating brand awareness with customers and prospects.Organizations can use social media to promote a positive brand image. This is particularly important for organizations generally vulnerable to negative press or consumer discontent. Social media can reach large audiences at very low monetary cost, giving organizations another medium to promote their organization/brand to increase awareness. Boyd, Danah in (2008) Published A Paper On Facebook's Privacy Trainwreck: Exposure, Invasion, And Social Convergence. Not all Facebook users appreciated the September 2006 launch of the News Feeds feature. Concerned about privacy implications, thousands of users vocalized their discontent through the site itself, forcing the company to implement privacy tools. This essay examines the privacy concerns voiced following these events. Because the data made easily visible were already accessible with effort, what disturbed people was primarily the sense of exposure and invasion. In essence, the privacy trainwreck that people experienced was the cost of social convergence.

Saman Matloob and Manita Matharu in (June 2009) published a paper on Internet Advertising Traditional media like television, radio, newspaper, hoardings in today's highly competitive world, has proved to be insufficient in fulfilling advertisers' standards of

response, efficiency and customer interaction. So one of the solution for this problem can be Internet Advertising. Internet advertising is a communication medium, with feature of feedback and interaction in real time. It is Interactive, Interpersonal & Cost effective. The Internet offers unlimited low cost space compared to the expense and limited capacity of traditional media and the ability to accurately measure audience usage. Every day millions of new users spend increasing amounts of time online.
This lower cost is the effectiveness of Internet advertising, which can be measured using a variety of tracking methods. An advertiser can tell, for example, who clicked on an Internet ad and even who bought a product or service during an internet session. On the other hand, it is extremely difficult to measure how effectively television, newspaper, radio or magazine ads drive sales. Internet has been perhaps the most outstanding innovation in the field of communication in the history of mankind. 10 years ago, the term internet was practically anonymous to most of the people. And today internet has become the most ever powerful tool for man throughout the world. The internet is a collection of various services and resources.