SEMINAR ON MANAGEMENT

CONTEMPORARY ISSUES

(2009-11)

“SOCIAL MEDIA
MARKETING”

SUBMITTED BY
VIRENDRA SINGH SHEKHAWAT
M.B.A. II SEM

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 SUBODH INSTITUTE OF MANAGEMENT &
CAREER STUDIES

“SOCIAL MEDIA
MARKETING”

Social Media Marketing is “a form of internet marketing

which seeks to achieve branding and marketing
communication goals through the participation in
various social media networks (MySpace, Facebook,
LinkedIn), social bookmarking (Digg, Stumbleupon),
social media sharing (Flickr, YouTube), review/ratings
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sites (ePinions, BizRate), blogs, forums, news
aggregators and virtual 3D networks (SecondLife,
ActiveWorlds). Each social media site can be optimized
to generate awareness or traffic.”

Student Declaration

I declare that the submitted work has been completed

by me the undersigned and that I have not used any
other than permitted reference sources or materials nor
engaged in any plagiarism. All references and other
sources used by me have been appropriately
acknowledged in the work. I further declare that the
work has not been submitted for the purpose of
academic examination, either in its original or similar
form, anywhere else.

Place _________
Signed________________________________
3
Date__________ Name Virendra
Singh Shekhawat

Table of contents

S. No Contents P. No.

Acknowledgement 5

Preface 6

1. Evolution Of Social Media Marketing 7

2. Nature And Scope Of Social Media Marketing 14
3. Research Methodology 16
4. Need Of Social Media Marketing 17

5. Qualities Of A Social Media Marketers 19

6. General Guidelines In Social Media Marketing 21

7. Media Tools In Social Media Marketing 23

8. Significance And Benefits Of Social Media Marketing 32

9. Do’s And Don’ts Of Social Media Marketing 39

10. Difference Between Social Marketing And SMM 43

11. Pros And Cons And Pillars Of SMM 44

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 12 Brand Building Through Social Media Marketing 48

13. Examples Of Companies Using SMM 50

14. Social Media Marketing In India & SWOT analysis 54

15. Conclusion And Suggestions 59

Bibliography 63

Webliography 65

ACKNOWLEDGEMENT

The beatitude, bliss and euphoria that accompany successful completion of any
task would not be complete without the expression of appreciation of simple
virtues to the people who made it possible. So, with reverence, veneration and
honor, I gratefully acknowledge all those whose guidance and encouragement
has provided me an utmost support in the successful completion of this report.

I extend my gratitude and thankfulness to the Hon’ble Director, Dr. Man

Chand Khandela and all the faculty members of Subodh Institute of
Management and Career Studies, Jaipur who helped me in successful
completion of the report.

I take this opportunity to thank Ms. Nidhi Singh for her kind support and active
encouragement which helped me a lot in the completion of this report.

Last but not the least I’m also grateful to my parents, elder brother Mr.
Govendra Singh Shekhawat (Lecturer) and my class mates for providing me
their support in the successful completion of this report.

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 Submitted By

Virendra Singh Shekhawat

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 PREFACE

Social media marketing is an engagement with online communities to generate

exposure, opportunity and sales. It seems that many marketers see the social
media frontier as the next marketing gold rush. Given the low cost of entry,
many marketing pros are doing more than just dipping their creative toes into
this gold-laden water.
In this report on topic “Social Media Marketing” my main aim is to provide
best possible information to you all, so that you all can use for your business or
to build social network and make you know that how the traditional marketing
is being replaced slowly and gradually by the social media marketing .
I try out to uncover the "who, what, where, when and why " of social media
marketing with this report. I tried to provide the kind of insight that previously
as not existed together at one place and in this useful and simple manner and
under stable form.
If you're pondering starting social media marketing, it's my hope that these
findings will help push you over the edge. If you're already onboard, feel free to
examine what the really experienced marketers are doing (and use this study to
persuade others).
I hope you enjoy the report! Remember, the nature of social media is to
"share," so if you find value here, please let your peers know about this
report.

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 CHAPTER-I

EVOLUTION OF SOCIAL MEDIA MARKETING

To begin with the quote of Stacy DeBroff, founder and CEO of Mom Central,
“Social media offers new opportunities to activate Brand Enthusiasm.”

As the Internet continues to grow and expand hot properties like Twitter and Facebook have
become destination sites for many people. Fortune 500 companies are even beginning to shift
some of their marketing dollars to social media marketing. Artists and celebrities are also
discovering an addition to "Tweeting." While some media moguls clearly have no idea what
they're doing on Twitter, one thing is crystal clear.

Social media is where the people are at. It is this simple and yet profound fact that seems to
confound corporations that are stuck in their desire to control the public through their
marketing as well as small business owners and entrepreneurs who joined these sites and clog
the airwaves with constant self-promotion and web site links.

True masters of social media recognize the key principle that has been a constant since the
very beginning of the Internet. The Internet is all about people. It really doesn't matter which
of the many social media tools you use. It doesn't matter how many of the social media sites
you join. It doesn't matter which is the best social media site and it really doesn't matter
which one is the worst. The only thing that really matters is whether or not people are
connecting.

Some say that sites like MySpace are no longer cool. Yet millions of people still visit this site
every day. Discussion forums are still active. People are still connecting through MySpace.
Does it really matter to those people how much global traffic the site receives if they are still
able to engage the people with whom they have common interests?

Marketers beware: trend analysis represents a map of the real world. The data is an invaluable
starting point to aid in the navigation of the many opportunities possible when it comes to
sharing your message through the Internet. However in the real world you don't find trends.
You find people. Treat them as such and they will respond. Talk to them like mindless sheep
and they will tune you out.

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To know as to the social media marketing, one should also aware of its evolution. The
evolution of Social Media Marketing has been categorized into different phases:

1). Social Networking in the Pre-90s Era

2). The Rise of the Dot-Coms

3). The Birth of the Forerunners

4). The Internet Bubble Era

5). The Golden Period of Social Networking

6). Face-Off with Facebook

7). Growing Social Networking Trends

8). Evolution of Social Media and Social Media Marketing

1). Social Networking in the Pre-90s Era

Many people would think that the first online social networks appeared in the 90s decade,
being the moment when internet service providers were on the loose. The truth is, the use of
online social networks has actually been used since the 70s through the innovativeness of
Ward Christensen, a former IBM employee and Randy Suess.

Initially, they envisioned a place where they can immediately contact their co-employees for
announcements, i.e. meetings, reports, and other affairs, rather than making multiple phone
calls, distributing memos, and the like. They were looking into creating a computerized
bulletin board, which is why they named the program CBBS (Computerized Bulletin Board
System).

Soon enough, more and more employees came chipping in with their ideas and comments in
the said online community. That event was a momentous episode in the history of computer
and internet. It was the birth of online social networking.

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Luckily, the CBBS platform was made known to other companies and luckily, has been used
for specific purposes. It’s breaking into the mainstream was inevitable and sooner than they
thought, the Bulletin Board System was expanding largely.

2). The Rise of the Dot-Coms

It was during the rise of the Internet Service Providers during the early 1990s when social
networking sites began to flourish. Along with the availability of internet service to people,
many people rummaged to have themselves acquainted with this new technology. With the
fast response of people to the budding internet community, the bulletin boards which were
usually used by companies have started to expand their roles by offering their service to more
people around the globe. More and more people joined the bandwagon with the innate goal of
creating an identity in the online space and at the same time exploring the vast place that is
the internet. Because of this many internet savvy companies gave what people wanted-
getting to know more people and sharing common interests and points of view; that is
through websites where they can socialize, websites which we now call SOCIAL
NETWORKING SITES.

3). The Birth of the Forerunners

BEVERLY HILLS INTERNET, which was eventually named GEOCITIES, was probably
one of the earliest most popular social networking sites. It was initially created to allow users
to create free homepages in specified cities/areas which the users would choose from. It was
bought by Yahoo for several billions only to lose it in the third quarter of this year.

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During the reign of Geocities, many other similar sites mushroomed. Sites like TRIPOD and
ANGELFIRE came into existence and soon, these sites came competing face off. Practically
all of these sites provided users with the same features and user-experience, being able to
create their own identity on the web, connecting with people of similar interest and getting to
know more people online.

CLASSMATES.COM was a very wise move because it targeted not only those youths who
are enthusiastic about the internet, it made possible the participation of adults by giving them
the chance to reunite with their old classmates and buddies, see how their ex-crushes were
doing and the like. This flavor which Classmates.com has added was an ingredient never
present in the previous social networking sites, thus making classmates.com as one of the
earliest most successful online communities.

The same way other sites have gone through, classmates.com suffered from hard blows left
and right, rooted from their monthly subscriptions, spams, and other ambiguities on the site.

4). The Internet Bubble Era

This era is referred as such because of the increasing demand for internet services in different
sectors of business. The role of the internet during this era is growing by exponents it was
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followed by the internet boom- an era of steady internet growth in the market, and eventually
the Bubble Burst which hurt both established and fledgling internet companies.

During this era, one of the best things that happened in the history of the internet is the
discovery of Instant Messaging. It greatly shaped the mode of communication and up to these
days, IM is still and probably will forever be widely used.

REUNION.COM, started to redo what classmates.com had done while expanding the latter’s
function and features. However, everything remained very liquid before and the life of a
social networking site is highly contested by mushrooming sites with similar purposes and
functions.

SIXDEGREES.COM, on the other hand, was also conceived at this era. The said social
networking site is considered a forerunner in the field of social networking as it has many
similarities with the social networking sites popular nowadays. Basically, sixdegrees.com
created circles of friends via online registration and matching-up of likes, dislikes, interests,
or what have you.

5). The Golden Period of Social Networking

Social network reached the almost-pinnacle of success with the launch of the then very
popular FRIENDSTER.COM. Creator of Friendster Jonathan Abrams concocted a perfect
mix of popular features from earlier social networking predecessors. Friendster became an
instant celebrity and gathered about three million members who signed up in its early months
of launch.

As years passed, Friendster reached an overwhelming hundred million users from all over the
globe. With much demand from its users, Friendster unfortunately got out of hand and
suffered from too many glitches in the server. Today, Friendster has been announced as a
newly owned entity of a Malaysian Company, and outshone by present social networking
sites but still remains to be patronized most especially in Asia.

The conception of MYSPACE.COM opened the internet users to vast opportunities of self-
expression which includes wide control over a user’s profile content. Practically different
people from all walks of life have dedicated pages in MySpace- may he be an artist, a

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budding rock star, a preacher, a politician, whatever background he has. In MySpace, users
experienced the best of creating unique identities to show to the online world.

MySpace remained as the uncontested favorite among all the social networking sites until
2005 when it met its future competitor in the market. Soon enough, MySpace created
additional features like application, mobile features and the like in order to keep up with the
latest trends in the online community; and at the same time be at par with the growing
popularity of contemporary social networking sites, more specifically the next thing in line.

6). Face-Off with Facebook

Facebook started as a local social network made for the students of Harvard. Being Mark
Zuckerberg’s brainchild, Facebook was actually made by hacking Harvard’s database
containing ID images of students. The initial idea was actually to compare students’ faces
with images of animals, for entertainment purposes. However, due to the potentially
damaging contents of the site, the creators decided to put it down before it catches the
attention of school authorities.

Although shut down, the idea of creating an online community of students came to existence.
The platform was then improved and sooner than they expected, Facebook was released in
campuses other than Harvard. Thereafter, high schools were already starting to get attracted
with the idea of having online communities, thus opening the site to the younger population.

It was in 2006 when FACEBOOK.COM ultimately offered the opportunity to the rest of the
world. As 2007 approached, the registrants reached an overwhelming digit- roughly a million
dozen. Facebook has grown to become the biggest and most popular social networking site
today with a population of about 350 million active users, surpassing the entire American
population of 307 million. With 70% of the Facebook population outside the US, Facebook
has indeed set the online world on fire.

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7). Growing Social Networking Trends

Other social networking sites continued to appear in the scene. Blogging sites like BEBO,
MULTIPLY and many others came into view. MICROBLOGGING partnered with social
networking became popular with the launch of TWITTER. In Twitter, online users can post
their Tweets, basically a 140 character phrase or line about what they have in mind.

With the help of API (Application Programming Interface), micro blogging sites like Twitter
and Tumbler and other dedicated sites like Flickr, Photo bucket and many others were able to
connect with popular social networking sites, making an unending link of information in the
World Wide Web.

8). Evolution of Social Media and Social Media Marketing

Today people around the world are transforming how news is broadcasted throughout the
world. Social Networking sites such as Twitter, Facebook, YouTube, Digg, etc,are providing
live broadcasting of real life events as they take place. This is really putting a lot of financial
pressure on traditional media market.

People using their platform created on one of these social networking sites are able to
broadcast to thousands of people within minutes of an event taking place. Those that are
receiving the information can then disseminate that information further to their own
viewers/followers. The news tends to spread like a wildfire and before you know it millions
of people across the world is talking about it. This is the new information super highway.
User generated content played a larger role in spreading the news in 2009; however it is
expected to play even a larger role in 2010 and beyond. It will be interesting to watch the
evolution of Social Media.

As consumers are spending more and more time defining their own content and distributing
their own contents, the marketers are taking advantage of the situation to market their
products using social networking sites. This concept is called Social Media Marketing – using
sites such as YouTube, Twitter, Flickr, Facebook and other sites to market, sell and to
provide services such as customer care.

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Today, according to a survey done by CMO Survey, about 3.5% of the marketing budgets is
spent on Social Media Marketing. This figure is expected to grow to 13.7% within the next
five years. Therefore, you can expect more and more players entering the social media market
and as a consumer you should expect to take part in it. You should be able to make money
with Social Media. In order to do that, you should build a community around you. You
should have your own fans and people that follow you. If you don’t have a community
around you, I suggest you start one today either at Twitter, Facebook or even setup your own
blog. It will definitely help you down the road

CHAPTER-II

NATURE AND SCOPE OF SOCIAL MEDIA MARKETING

Definition:-

Social media is a term used to describe the type of media that is based on conversation and
interaction between people online. Where media means digital words, sounds & pictures
which are typically shared via the internet and the value can be cultural, societal or even
financial.

Social media marketing is a term that describes use of social networks, online communities,
blogs, wikis or any other online collaborative media for marketing, sales, public relations and
customer service. Common social media marketing tools include Twitter, LinkedIn,
Facebook, Flickr, Wikipedia, Orkut and YouTube.

Social media marketing consists of the attempt to use social media to persuade consumers
that one's company, products and/or services are worthwhile.

Businesses using social media want to sell their products or services of course. But as blatant
advertising on social media would, in most cases, alienate their intended audience or even get

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them kicked out of the particular social community they're trying to infiltrate, businesses
need to use other methods to promote themselves.

In the context of internet marketing, social media refers to a collective group of web
properties whose content is primarily published by users, not direct employees of the property
(e.g., the vast majority of video on YouTube is published by non-YouTube employees).

Social media marketing has three important aspects:

1. Creating buzz or newsworthy events, videos, tweets, or blog entries that attract
attention, and become viral in nature. Buzz is what makes social media marketing
work. It replicates a message through user to user contact, rather than the traditional
method of purchasing of an ad or promoting a press release. The message does not
necessarily have to be about the product. Many successful viral campaigns have
gathered steam through an amusing or compelling message, with the company logo or
tagline included incidentally.
2. Building ways that enable fans of a brand or company to promote a message
themselves in multiple online social media venues. Fan pages in Twitter, MySpace of
Facebook follow this model.
3. It is based around online conversations. Social media marketing is not controlled by
the organization. Instead it encourages user participation and dialogue. A badly
designed social media marketing campaign can potentially backfire on the
organization that created it. To be successful SMM campaigns must fully engage and
respect the users.

According to Lloyd Salmons, first chairman of the Internet Advertising Bureau social media
council, "Social media isn't just about big networks like Facebook and MySpace, it's about
brands having conversations."

Chris Brogan has rightly said, “Social Media puts the “public” into PR and the “market”
into marketing.”

Scope of Social Media Marketing

As regards its scope, the Social Media Marketing has its different dimensions.

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 a) It helps to manage a company's or brand's reputation.
b) It builds brand awareness and helps to improve how people view your brand.
c) It gets a company closer to its customers. It helps a company to learn about the
needs of its customers along-with the suggestions to respond towards those needs.
Discuss converse, debate.
d) It offers creative and effective ways to learn insights not previously available.
e) It features new and inexpensive ways to support your clients.
f) It is typically less expensive than traditional advertising.
g) It offers various ways to measure and track performance.

CHAPTER III

RESEARCH METHODOLOGY

Research methodology is a way of systematically solving the research problem. Research is

the study of a particular topic and collecting information related to it. Research is used to
prepare report and this report can be used in future to meet future needs.

OBJECTIVES OF RESEARCH --

 Selection of a problem
 To collect information related to it
 Analysis of that information
 To find result
 To find appropriate solution
 To use it in future to meet future need

OBJECTIVES OF STUDY-
 To know about the present scenario in social media marketing
 To highlights the needs, the better services and benefits provided by social media
marketing.

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  To highlight the ways by which we can make brand building using social media
marketing
 To know the new tools and development in social media marketing.
 To know how marketers influence the consumer through social media marketing.
RESEARCH DESIGN-

In the observation, since most of the data was collected through secondary means, the
research design used was of descriptive nature. Several magazines like BUSINESS TODAY,
newspapers like THE ECONMIC TIMES AND THE TIMES OF INDIA were analyzed for
the study and the role of modern search tool i.e., is crucial as most of the data has been
collected from that only.

CHAPTER-IV

NEED OF SOCIAL MEDIA MARKETING

The SMM is necessary for small and big enterprises due to the following reasons:

1. To increase website traffic: In order to increase the visitors to our website we

must have to indulge in those activities which increases the popularity of our
websites. The social networking sites are best tools to do this thing for us.
2. To increase backlinks: Backlinks are incoming links to a website or web page.
So with social networking sites we can increase backlinks and can know that who
is paying attention to that page.
3. To practice smart transparency: Social media marketing helps us in making and
practicing transparency not only in our marketing behavior but also in dealing
with our day to day customer.
4. For improving public standing: Social media marketing will also help our
business to give a platform to get stand in front of several other competitive
brands and in providing a public standing that is in making our product a brand.
5. To build better customer relationships: Social media marketing will also help
us in dealing with our customer in a better way so that we can satisfy them as
much as possible. So SMM will help us in customer relationship management in
more advance and better manner.

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6. To listen what others are saying about you: Social networking sites provide us
a space to develop our area where we can get comment from our customers and
from visitors to our sites. So SMM help our business to know what others are
saying about our business and our product. So we can develop according to their
valid demand.
7. For getting instant feedback about products or services: Social networking
sites will not only help us in remaining in regular contact with our customers but
also in getting instant feedback about our any service or our product.
8. To tap into new markets: Today in this era of cut throat competition, if we
concentrate on a single market then we can’t survive for a longer time. With the
help of SMM we not only get an opportunity to market our product and services in
better fashion but also help in making a close look on the market and find out and
tap a new market for our product and services.
9. For creating memorable socially driven marketing campaigns: For this we
have to organize various kinds of events and other marketing campaigns which
leaves a long lasting image in the minds of customer. SMM helps in fulfilling this
demand.
10. To improve customer engagement: Today it has become very much
important to make our customers indulge in our products and services so much
that they can’t think of anything else. SMM helps in making customer
engagements in better way.

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 CHAPTER-V

QUALITIES OF A SOCIAL MEDIA MARKETER

To gain success as a social media marketer, a person must have certain qualities in himself
which make him a good and efficient social media marketer.

1) According to Jason Kaneshiro, Blogger and Web Developer: A Good Social

Media Marketer:

 Should be comfortable and eager to use new technology.

 Should be able to quickly assess a new social website – how it works, how it would be
useful, and the characteristics of the community that fits within.
 Should be sensitive to the mores of the community within a social site – what would
be considered spamming or rude behavior.
 Should do their best to become part of that social site’s community.
 Should also be comfortable and productive using “old” technology (Email, IM,
desktop applications).
 Should be aware of the tools the target audience is communicating with, and able to
craft the message to the appropriate medium.
 Should be able to work anywhere, and from any computer, or even just a cellphone.
 Should know how to make their data portable so they aren’t tied to one service for
their online identity, and manage that data so it can be retained.
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2) According to Jane Quigley, VP of Social Media and Emerging Technologies:
There are a number of different skillsets needed as a social media marketer. Of
course, like any job, there are different levels of experience, but I have a pretty set list
of criteria that remains constant.

 One — Participant
This is the easy one. Where, how, how much (although that’s subjective — people get
busy) and how smart they are about it. That’s to say — is they smart about what’s
posted on the Facebook profile? Can they identify trends? Are they obsessive about it,
or does Social Media seem fun and easy? What blogs are they reading — and what
posts have been memorable? Do they go to BarCamps, PodCamps, etc? I want to see
the basics — Facebook, LinkedIn, Digg, StumbleUpon, Flickr, YouTube, a Blog,
Twitter (Basic)
 Two—Big Picture
How does social media work with other current strategic tactics (SEO, Branding,
Advertising). Where does it fit within the entire campaign and especially how does it
support the brand?
 Three — Relationship Master
Building a client relationship is key — not only in communicating trust and results —
but long-term client welfare.
 Four—Analyst
Knowing how to analyze a campaign for results. How to set benchmarks, test
campaigns, look at trends, and analyze results.
 Five—Curiosity
Did not kill the cat — it makes each candidate stronger — no matter where you are in
a career. Be curious about everything online and offline. Real life has a way of
influencing online behavior.
 Six—Sharing is Caring
I want to know what excites someone — what people bookmark, what FB apps they
like, what videos/pictures they tag. You can tell a lot about a person from what and
how they share.

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\

CHAPTER-VI

GENERAL GUIDELINES IN SOCIAL MEDIA MARKETING

Following these rules will ensure that we get the best return on investment from our social
networking efforts, assuming that we already have a strategy and a plan of action. For a more
step-by-step description of how we should get things started, see “Getting Started Properly in
Social Media Marketing“.

Once we know our target market, our purpose, goal and strategy, our plan of action should
follow these general guidelines to make the most of our marketing efforts:

1. Never Spam- Please do not abuse new friends and contacts with a pitch or our product
or opportunity (if we realized how many people here every single day, does it seem
reasonable that our pitch would somehow stand out?). And it is particularly
presumptuous and unprofessional to post our product ads or business opportunities on
someone’s social networking profile. This is a kin to walking into their house without
invitation while they are having a cocktail with their family or friends, or perhaps
even their own business associates, and launching into a pitch! This makes us stand
out as an amateur. And it will get us ignored, un-followed, or worse, blocked.
2. Personalize our profile – If we want to grow our network of followers with whom we
will build trust, do not turn our profile into a billboard for our biz-opp and/or product.

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 We should instead be ourselves and personalize our profile with a few things that let
people get to know us.
3. Build Relationships – We should use social networks to increase our reach, and get
to know people through casual personal contact. If we truly plan on long term
business relationships, we must allow these relationships to grow naturally.
Relationships come first in social media as a given, business second! We may have
heard the adage that we must build ‘know, like and trust’. Well, this is how we build
the ‘know’ part.
4. Provide Value – To build the ‘like’ part of ‘know, like and trust’, we must provide
some kind of value, whether it be educational, entertaining, or enlightening. Even if it
is from another source, just give credit to that source! The trust will follow when we
provide value with consistency, visibility, and honesty.
5. Join groups- We should join those groups which are part of our target market.
6. Make contacts- We should make friends with people in those groups to which our
target customer belongs.
7. Contribute value to those groups- We should not spam in order to be good social
media marketer.
8. Make comments on members’ posts – We should make comment to the group’s vote
and promote their content. Follow up and thank everyone who comments on our
posts, or promotes / helps syndicate our content.
9. Stay Visible! – We should be constant and consistent with our presence and our
message.
10. Post our content from our various postings into our blog, increasing its SEO by
updates, and post links back to our blog posts as an alternative to posting the entire
content in a forum discussion. If our article has value, then provide links to the
content within our social media so that it may be syndicated.

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 CHAPTER-VII

MEDIA TOOLS IN SOCIAL MEDIA MARKETING

When one think of choosing a media tool for his business, then many questions arises in a
person’s mind. Here are a few sample questions from this cluster group:
 Which social media sites should I concentrate my efforts on?
 What are the top three most effective and easiest to implement social media tools?
 What social media platforms are customers going to be looking at in three months and
three years from now?
 Which elements are persistent and long-term versus those that are fads?
 What sites are best to use for my market?

Following are the different types of tools that are being used now-a-days:-

1. Twitter :-

Like a lot of other services, it’s important to add or follow other people first and then
most likely they will reciprocate. Find your favorite Twitter profile and view who they’re
following … and follow them. Follow people and they’ll (hopefully) follow you. Also,
when editing your profile on Twitter, you can add more than one link in your profile.
Nowadays this is becoming most popular social networking site around the globe. Latest,
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buzz in this fashion is Sachin Tendulkar who has broken all the records of followers on
the very first day of his joining on twitter.

2. Blogs :-

A blog (a contraction of the term "web log") is a type of website, usually maintained by
an individual with regular entries of commentary, descriptions of events, or other material
such as graphics or video.

3. LinkedIn :-

LinkedIn is a business-oriented social networking site. Founded in December 2002 and

launched in May 2003, it is mainly used for professional networking. As of 11 February
2010, LinkedIn had more than 60 million registered users, spanning more than 200
countries and territories worldwide.

4. Facebook :-

Facebook is a social networking website that is operated and privately owned by

Facebook, Inc. Since September 2006, anyone over the age of 13 with a valid e-mail
address (and not residing in one of the countries where it is banned) can become a
Facebook user. Users can add friends and send them messages, and update their personal
profiles to notify friends about themselves. Additionally, users can join networks
organized by city, workplace, and school or college. The website's name stems from the
colloquial name of books given at the start of the academic year by university
administrations in the US with the intention of helping students to get to know each other
better.

5. Youtube or other videos :-

YouTube is a video sharing website on which users can upload and share videos. Three
former PayPal employees created YouTube in February 2005.[1] In November 2006,

25
YouTube, LLC was bought by Google Inc. for $1.65 billion, and is now operated as a
subsidiary of Google. The company is based in San Bruno, California, and uses Adobe
Flash Video technology to display a wide variety of user-generated video content,
including movie clips, TV clips, and music videos, as well as amateur content such as
video blogging and short original videos. Most of the content on YouTube has been
uploaded by individuals, although media corporations including CBS, the BBC, UMG
and other organizations offer some of their material via the site, as part of the YouTube
partnership program.

6. Social bookmarking sites (i.e. Del.icio.us):-

Social bookmarking is a method for Internet users to share, organize, search, and
manage bookmarks of web resources. Unlike file sharing, the resources themselves aren't
shared, merely bookmarks that reference them. Descriptions may be added to these
bookmarks in the form of metadata, so that other users may understand the content of the
resource without first needing to download it for themselves. Such descriptions may be
free text comments, votes in favor of or against its quality, or tags that collectively or
collaboratively become a folksonomy. Folksonomy is also called social tagging, "the
process by which many users add metadata in the form of keywords to shared content".

There are different social bookmarking sites e.g.,

7. Forums :-

An Internet forum, or message board, is an online discussion site. It originated as the

modern equivalent of a traditional bulletin board, and a technological evolution of the
dialup bulletin board system. From a technological standpoint, forums or boards are web
applications managing user-generated content.

There are different forums sites for example:-

26
8. StumbleUpon :-

StumbleUpon is an Internet community that allows its users to discover and rate Web
pages, photos, and videos. It is a personalized recommendation engine which uses peer
and social-networking principles. Web pages are presented when the user clicks the
"Stumble!" button on the browser's toolbar. StumbleUpon chooses which Web page to
display based on the user's ratings of previous pages, ratings by his/her friends, and by the
ratings of users with similar interests. Users can rate or choose not to rate any Web page
with a thumbs up or thumbs down, and clicking the Stumble button resembles "channel-
surfing" the Web. StumbleUpon also allows their users to indicate their interests from a
list of nearly 500 topics to produce relevant content for the user.[4] There is also one-click
blogging built in as well.

9. Digg, Reddit, Mixx and similar other sites:-

Digg is a social news website made for people to discover and share content from
anywhere on the Internet, by submitting links and stories, and voting and commenting on
submitted links and stories. Voting stories up and down is the site's cornerstone function,
27
respectively called digging and burying. Many stories get submitted every day, but only
the most Dugg stories appear on the front page. Digg's popularity has prompted the
creation of other social networking sites with story submission and voting systems.

Reddit is a social news website owned by Conde Nast Digital on which users can post
links to content on the Internet. Other users may then vote the posted links up or down,
causing them to become more or less prominent on the reddit home page.

Mixx is a user-driven social media web site that serves to help users submit or find
content by peers based on interest and location. It combines social networking and
bookmarking with web syndication, blogging and personalization tools.

10. Friend feed :-

FriendFeed is a real-time feed aggregator that consolidates the updates from social media
and social networking websites, social bookmarking websites, blogs and micro-blogging
updates, as well as any other type of RSS/ Atom feed. It is possible to use this stream of
information to create customized feeds to share, as well as originate new posts-
discussions, (and comment) with friends. The goal of FriendFeed according to their
website is to make content on the Web more relevant and useful by using existing social
network as a tool for discovering interesting information. Users can be an individual,
business or organization. Bloggers writing about FriendFeed have said that this service
addresses the shortcomings of social media services which exclusively facilitate tracking
of their own members' social media activities on that particular social media service,
whereas FriendFeed provides the facility to track these activities (such as posting on
blogs, Twitter and Flickr) across a broad range of different social networks.

11. Orkut :-

Orkut is a social networking website that is owned and operated by Google Inc.[2] The
service is designed to help users meet new friends and maintain existing relationships.
The website is named after its creator, Google employee Orkut Büyükkökten. Although
28
 Orkut is less popular in the United States than competitors Facebook and MySpace, it is
one of the most visited websites in India and Brazil.

12. Flickr :-

Flickr is an image and video hosting website, web services suite, and online community.
In addition to being a popular website for users to share and embed personal photographs,
the service is widely used by bloggers to host images that they embed in blogs and social
media.[2] As of October 2009, it claims to host more than 4 billion images.

13.Wikipedia :-

Wikipedia is a free, web-based, collaborative, multilingual encyclopedia project

supported by the non-profit Wikimedia Foundation. It was launched in 2001 by Jimmy
Wales and Larry Sanger and is currently the largest and most popular general reference
work on the Internet.

Following is the percentage division of the above media tools:-

From the study it has been cleared out that the percentage division of media tools on the basis
of use by the users of different section of society is as follows:

29
By a long shot, Twitter, blogs, LinkedIn and Facebook were the top four social media tools
used by marketers, with Twitter leading the pack. All the other social media tools paled in
comparison to these top four.

Owners of small businesses were more likely to use LinkedIn than employees working for a
corporation. Another interesting finding was that men were significantly more likely to use
YouTube or other video marketing than women (52.4% of all men compared to only 31.7%
of women).

A close examination of which tools experienced social media marketers are using compared
to those just getting underway provides further insight.

 Just getting started

For those just getting underway with social media marketing, LinkedIn is ranked as their
number-two choice, pushing blogging down one notch.

 Been doing this for a few months

Facebook jumps up to second place for marketers who have been using social media for a
few months. Additionally, even more of these folks use Twitter.

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  Been doing this for years
Twitter is used by 94% of marketers who have been using social media for years, followed
closely by blogs. This group is also a major proponent of video, significantly more so than
others.

 Small vs. great time commitment

This chart shows where those putting in the least time are investing versus those putting in
the most time. Note that a significant 61% of those investing more than 20 hours per weeks
are using social bookmarking sites.

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CHAPTER-VIII
32
 SIGNIFICANCE AND BENEFITS OF SOCIAL MEDIA
MARKETING

Significance Of Social Media Marketing-

Social media marketing helps to increase the popularity and web presence to the world.
Social media includes online communities, social networks, wikis, blogs and another type of
media for sales, marketing, customer service and public relations. The different types of
social media marketing tools include facebook, twitter, Linkedin, blogs, YouTube and Flickr.
The social media marketing acts as a cheaper method of getting advertised. It is seen that
social media marketing acts as one of the leading business venue to use. These days’ business
technology buyers participate more socially to promote their business.

Building a colorful and catchy website may take more amount of time and effort. Getting
ranked in search engine can take years, in order to build a competitive position. On the other
hand social media marketing helps to drive huge visitors within a day. Once if you become
aware of social media audience then it is easy to satisfy the customers based upon their needs.
The future of internet is social media marketing. The major players in the social media
market may change in course off time and online business peoples also have to change their
trends according to it. With social media marketing you can easily compete with the
counterparts and attain the goal in business.

The more links you have the better your site will be ranked by search engines. When a
website that you own receives more natural permanent links, it builds more authority and aids
search engine to trust you easily. This helps to get ranked even with competitive keywords.
There are so many reasons for promoting your site through social media and it’s really a
worthy method to get into fame.

(1)Social media marketing is completely natural that helps you to get more natural links, the
websites get exposed to large groups which helps to drive more traffic.

(2)It’s a defendable method, if it is once done properly and successfully, social communities
helps to drive traffic more than the previous amount traffic you received from the search Eng.

33
(3) Social media marketing is a community based marketing method, and this doesn’t affect
several other methods that drive traffic to the websites regularly.

Benefits of Social Media Marketing

1. More online conversations about your brand

A successful Social Media Marketing campaign leads to a lot more talk about
your brand online. When your message works with your users, they will
spread your message more effectively than tradition methods.
2. Quick turnaround
Hitting a front page of major social video, news and bookmark sites will send
you huge amounts traffic and almost instantly. This doesn’t mean the traffic
will equate to conversions, but it should generate momentum in the right
direction.
3. Low costs
A comprehensive SMM strategy may provide a partial or full replacement of
traditional advertising and marketing at a fraction of the costs.
4. Impact on search engine rankings
SMM campaigns bring you large amounts of backlinks that benefit your
ranking in search engines.
5. Compatible with traditional Marketing
No one says you have to approach and embrace SMM full on. SMM
campaigns can be run along-side traditional marketing and advertising.
6. The power of recommendation
Would you rather buy from a faceless company or from a company that people
recommend? We know that initiators and influencers play an important role
the buying process and you can reach these people with SMM.
7. Sidestepping ad blindness
Traditional online advertising methods, such as, banner ads are seeing drops in
the level of their effectiveness. As ad blindness increases, social media
marketing has the potential to send visitors to your website without traditional
advertising methods.
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8. Get the Message Out Faster – and to More People: Social media enables
more rapid sharing of information. It may take hours, or even days, for a new
announcement to reach the end consumer through traditional channels. Why?

Because when a press release is issued, a journalist or writer must first wade
through all the sales and marketing lingo to find the key points. Then, the
content must be re-purposed in article format, and sent to an editor or
proofreader before it is published.

Social media vehicles, on the other hand, allow for instantaneous

dissemination of not just news, but images, audio, video, and other multimedia
content as well. And because releases geared toward social media outlets
contain only key highlights, pertinent facts, and hyperlinks to related statistics
and quotes, the information they contain can be immediately picked up and
posted by bloggers and other online journalists.

Social media also provides more widespread coverage, enabling breaking

news to reach a much larger and broader reader base than standard media
outlets alone. While magazine readership and the number of available print
publications continue to decline, the number of consumers using the Internet
to access and share information continues to rise sharply.

For example, one recent study showed that almost one out of every four
Internet users – over 41 million people total in 2006 – visits MySpace on a
regular basis.

9. Improve Branding: Social media, and blogs in particular, can be a highly

useful tool for enhancing both awareness and image. Blogging can help
“spread the word” about a company, its products, and its services to more
people, dramatically increasing brand recognition and awareness.

Additionally, social media can enable executives to gather input and feedback
directly from their target audience, and use that intelligence for more effective
reputation management. Insight into why people like – or hate – a brand is
needed to help change and control audience perceptions and preferences.

35
10. Boost the Impact of Direct Marketing: Search Engine Optimization
(SEO) is a key component of today’s direct marketing and lead generation
strategies, and social media has proven its ability to significantly complement
SEO initiatives. Many social media techniques – such as frequent use of
common jargon and key phrases, title tags, ticker symbols, and links to blogs
and other relevant Web content – can dramatically improve search engine
rankings.

Additionally, while SEO relies on just a handful of popular search engines

such as Google and Yahoo to drive target prospects to a site, social media
expands the potential audience by creating alternate channels. For example,
when content is published to a site, and that content is then linked to from
del.icio.us or reddit, it can generate a tremendous boost in Web traffic. Many
companies also find it much easier to generate compelling content that is
likely to be picked up by bloggers, than it is to keep up with the “rules”
required to rank high in today’s popular search engines.

11. Branding: Let's say that you just opened up a new Hair Salon. You've
put in hours of time developing your concept and your brand. You've spent a
few thousand dollars placing ads in local newspapers and publications. You
even got a local writer to feature you in her weekly newspaper column. You
open up shop expecting droves of shaggy haired folk to come charging
through your door. Problem is, when you opened shop, things didn't exactly go
as planned. Sure, a few people showed up - but not as many as you were
hoping. Since you're a small business owner, you can't exactly go back to your
investment firm to get more money for marketing. You have to wait until
you're able to generate enough income to spend more. One week into opening,
you're stuck. Not exactly the position you hoped you'd be in when you opened,
is it?
12. Rewind the tape: Starting over again. You're opening up a brand new
Hair Salon with a unique brand and idea. Only this time, you augment your
offline media spend with an investment of time into targeted social media.
You:

36
  Grab a Facebook Page, Twitter Profile, YouTube account, and a Flickr
account.
 Spend the month before you open growing your community. You
engage with potential customers on Twitter and Facebook by running
localized, real time searches for people talking about hairstyles,
haircuts, and salons.
 Post videos and pictures to your YouTube account of you getting the
location ready for opening day. You notice that as you spend more
time on these networks, more people are talking to you and you're
expanding your reach.

One month before the grand opening, you start running a contest - upload
photos or video of your worst haircut, and the winner gets a free fixer cut,
plus free haircuts for life. Your Internet audience loves the contest. After
all, who hasn't had a bad haircut before? Photos are uploaded, videos are
posted and people are spending time with you and your brand. By the time
opening day runs around, you've built up so much interest in your Salon
that people are dying to find out more. On opening day, you send out a
digital coupon to your social network - 20% off of a haircut if you mention
the network you found it on.

The shaggy haired folk come to your Salon in droves, coupons in hand.

Even after opening day, your social media efforts continue to pay off as
people talk about your Salon to their friends, and your brand starts to
grow through word of mouth. You continue to engage in the coming months
by regular videos and photos of the services you provide. You've
even started a haircut of the month club where the top vote getting haircut
each month gets a coupon for a free 'do. Your reservations book is filled for
the next 6 months - and all because you spent a few hours with some social
media tools.

13. Customer Service & Feedback: You've been running your Hair Salon
for a few months now. Business has been good, and thanks to the successful
grand opening, you've been able to pay off a few business debts. In fact,
37
 business has been so good that you're able to take a week off for vacation.
During your vacation, you check your e-mail, and you're greeted by some
negative news. According to the Google Alert you set up for your business
name, someone wrote a blog post about a poor experience they had at your
salon.

Luckily, since you set up the Google Alert, you're able to respond quickly to
the person, instead of letting the negative review influence others. To rectify
the situation, you create an account on the user’s website and post a comment
on the post with your contact information. You speak directly with the blogger
and offer a couple of free haircuts, so they can try your service one more time.
A few weeks later, you get another Google Alert in your e-mail - turns out the
blogger wrote a follow-up post about your great customer service, and a much
better haircut the second time around.

14. Lead Generation: Let's stick with the example of a new Hair Salon.
Through the power of Twitter Search, you're able to search for people who are
talking about bad haircuts within 25 miles of your Salon. Whenever someone
mentions their bad haircut, you're able to start up a conversation, and offer
them a discount on a "re-'do". You find that over time, about 50% of the
people you offer this coupon to come in, and of those, 40% come back for
another haircut. That's powerful.

You've maintained your Flickr and YouTube accounts since launch, and every
now and then, you'll post a coupon code in a photo or video. You estimate that
you get about 5 extra people coming in for haircuts each month, and the
average customer value of these is about $20 more than standard walk-ins.
The great aspect of social media is with proper attention, it significantly
expands the entry points for your brand and business. Now, instead of
customers finding you through just Google Search, or the Yellow Pages, they
can find you through Search, Twitter, Facebook, LinkedIn, YouTube, Flickr,
and many, many more. The possibilities are endless for grassroots, guerrilla
style marketing campaigns. All you need is a little bit of creativity, and some
time.

38
 15. Goodwill: What's even more powerful with social media is its
capabilities for goodwill generation for your company and brand. Now that
your Salon has built up a following through the various social networks that
you're a part of, as you spend time interacting with them, they'll be more
emotionally involved with you. What does this mean? More customers, more
repeat customers, and more customer referrals. If people are involved with you
on an emotional level, they will be much more likely to refer friends and
family to your business, as well as talk positively about your brand. When it
comes down to it, a good customer referral is the most powerful form of
marketing there is.

CHAPTER-IX

DO’S AND DON’TS OF SOCIAL MEDIA MARKETING

39
Following are some of the things which need to be done in order to get success in our
business while using social media marketing:

1. Strong Network : Build a strong social network. If you have a profile on Twitter, and if it
has over thousands followers, then you can pat yourself on your back for building such a
strong social network. Boy, are you ever so wrong? Have you taken care to ascertain how
many of these thousands of followers are legit? And how often do you interact with your
followers, respond to the tweets you receive? Less than positive answers to either of these
questions mean that despite the impressive number of followers, your social network is as
weak as it can get. Interact with your network, only that can ensure your network is as true to
you as you want it to be and that your message is conveyed successfully.

2. Trust Quotient: Expend your effort building the trust quotient of your site. If yours is not
a trusted site, set about working on improving the areas it is found lacking in. When you
engage in SMM, you are inviting the entire world to scrutinize your site, if you think it won’t
be able to stand up it, wait until you are ready to launch you campaign. You can start by
ensuring your site is clean of harmful viruses and spammy links.

3. Blogging: It’s simple, it may sound a little hackneyed, but it is also true – pretty impossible
to drive a social media campaign without a blog. Bloggers pioneered and now sustain social
media, without them, there would be nothing to Digg, or Like or Stumble. Social media
would be reduced to a couple of social networks and unending streams of status updates. (All
right, maybe a little more than that, but you get the picture). Integrate a blog (pretty easy to
do with Wordpress) into your site and update it regularly with ‘good’ content!

4. List Post: This is a classic tip, works every time. You may remember a time when ‘List’
posts were all the rage (as a matter of fact, they are still very popular), how they could draw
traffic to a blog like nothing else could. Well, now with the immense popularity that video
sharing sites seem to enjoy, creating a video in the vein of a List post (for example, a ‘How
To’ or an ‘x Best Tips’ video) and uploading it on sites like YouTube and Tubemogul is
something that can really benefit your SMM efforts. Sure, you wouldn’t say no to instant
exposure and the possibility of reaching millions of viewers. Apart from YouTube, you can
promote the links to the videos on sites like Facebook and Twitter, and effortlessly double the
exposure your brand stands to receive.

40
5. Dynamism: Keep your eyes peeled and your ears open, and your finger on the pulse. Bad
anatomical idioms aside, being aware of all the changes happening around you on the web is
important not just in social media marketing, but any kind of marketing on line. Subscribe to
feeds from relevant sites, use an RSS reader (like, Zune or Feedreader) and be among the first
to comment on posts you like or find particularly relevant. Commenting on posts is great way
to get in to the thick of the social activity on a site, but being the first commenter will give
you the opportunity to initiate a discussion and channel it in the direction you wish to.

6. Equally important role of Micro Social Sites: Social media marketing can hardly be
possible unless you are willing to be, you know, social. It’s a given that you should make
your presence felt on all the major social sites, but what is equally important, but is often
overlooked is being part of micro-communities – that are relevant to your business. While
your message may get lost in the irrelevant ‘noise’ on established social sites, it has more
probability of reaching the intended audience in a smaller, but niche, micro-community. If
you have a site about pet grooming, joining a niche community for dog lovers like Dogster
will greatly help your business.

7. Stick to your brand philosophy: Just because you are depending on a (relatively) modern
approach to marketing doesn’t mean you have to abandon your brand’s basic ideology, which
has hitherto guided you. Let your brand philosophy guide your SMM strategy, it will stop
you from over-promising and help sustain your brand identity.

8. Be familiar with the social culture of the communities you frequent – very important,
lest you commit a social faux pas and the other members banish you from the community. If
you have ever participated in a forum discussion, you know what I mean. Like forums, social
communities have a certain culture – certain jargons they favor, certain topics that are
preferred. If you wish to be accepted as part of a community, be sure you are well-versed
with its ways and are prepared to adapt. Though essentially they do the same thing, Digg and
Reddit has different and distinct cultures; if you are found to be pro-Reddit on Digg, you’ll be
buried even before you can say social!

Following are some of the things which should not be practiced by a social media marketer
while using the SMM in his business otherwise serious consequences may be there:

41
1. Don’t ‘spam’ on social sites. A no-brainer, really. Everyone on the Internet knows that
Spam = Evil, so if you are engaging in social spamming, you are clearly prepared to see your
SMM campaign die an extremely quick death. But to those of you, who are yet to commit
this cardinal of sins, let me say this: DON’T DO IT! Not only you lose your credibility, social
or otherwise, but all your efforts will go to naught as well. Social spamming isn’t limited to
offering unsolicited irrelevant links on social sites; posting promotional comments (with or
without links), Digging or Stumbling posts on popular topics that are in no way related to
your site, even sending automated Direct Messages on twitter are considered spammy
practices.

2. Avoid blatant marketing tactics, be subtle. I know what you are thinking, “what’s the
point of having a ‘subtle’ marketing campaign?” I am afraid that’s the way things work in
social media. The ‘social’ element (a.k.a user/follower/fan) in social media apparently has
little patience for overtly promotional and gimmicky marketing tactics. Give then fun
contests, quizzes and games that don’t ‘corrupt’ the social space too much, and they’ll love
you!

3. Don’t forget to keep your social profiles live and updated. One would think, this goes
without saying, but there are enough ‘dead’ profiles out there to change one’s thinking. I
don’t like following, friending or even ‘fanning’ inactive profiles, I can only imagine it is true
of other social media users too. Freshness is of the essence in social media, if all a profile can
provide is stale information, it is of little use to anyone.

4. Don’t forget about Online Reputation Management. A significant amount of signals

monitored in ORM come from social sites. So, while you are engaged in SMM, it is of vital
importance to gauge user reaction to your product and to take appropriate measures to
counter any less-than favorable signal. If these negative signals point to an actual problem
with your product, take them to heart and address the issue immediately. If they aren’t, work
to rectify the wrong perception.

5. Don’t drop search in favor of social. You SMM efforts should complement your SEO
efforts. Choosing one over the other will turn out to be nothing so much as a mistake.
Continue building links and optimizing your site while you build your presence in social
media.

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6. Don’t try to do too much too fast. Let your SMM take a natural course. Natural being the
keyword here; just because you figured you got into the game a little too late, don’t try to
make up for it by working over time. So, tweeting updates every half an hour – bad idea.
Your followers want to receive useful tweets from you, even one tweet a day will very likely
keep them happy. Try not to flood their streams with less-then-useful, overtly promotional
tweets, this holds true for your activity on other social sites as well.

7. You social media activities should be primed to bring exposure to your site. They certainly
should not be used to go on the offence and slander your competition. Battling it out with a
competition can do more harm than good to your SMM efforts.

8. Don’t engage in social climbing – you can’t have a successful SMM campaign if you
have only people with big, established profiles on your network. While seeking to climb the
social ladder, arguably in an effort to boost the importance of your profile, you may lose out
on many a potential customer.

CHAPTER-X

DIFFERENCE BETWEEN SOCIAL MARKETING AND

SOCIAL MEDIA MARKETING

Even though the difference between Social Marketing and Social Media Marketing is clear
but still there is confusion about their differences. So here is the difference between the two:

43
Social Marketing

“Social marketing is a process that applies marketing principles and techniques to create,
communicate, and deliver value in order to influence target audience behaviors that benefit
society (public health, safety, the environment and communities) as well as the target
audience.” – Philip Kotler, Nancy Lee and Michael Rothschild (2006)

Example: Running an anti-smoking marketing campaign to improve public health (not to be

confused with Corporate Social Responsibility). Social Marketing initiatives are thus mainly
undertaken by Government, Non-Profits and Professional Associations.

Social Media Marketing (SMM)

“SMM combines the goals of internet marketing with social media sites such as Digg, Flickr,
MySpace, YouTube and many others. The SMM goals will be different for every business or
organization, however most will involve some form of viral marketing to build idea or brand
awareness, increase visibility, and possibly sell a product or service. SMM may also include
online reputation management. Most online communities don’t welcome traditional direct or
hard sell techniques so an effective SMM campaign will require more finesse to execute
properly. SMM campaigns must be targeted to the community you want to reach with a
message that appeals to them. Some common ways of achieving this are with authoritative
information, entertainment, humor or controversy.” -Wikipedia 2007

Example: Adidas opening up a shoe store in Second Life to increase brand awareness
amongst users of this popular 3D Virtual World.

CHAPTER-XI

PROS AND CONS AND PILLARS OF SOCIAL MEDIA

MARKETING

The pros of social media marketing are-

44
  You can reach customers that traditional marketing misses. You never know who will
direct a friend to your blog, Facebook page or social bookmark post, so your potential
for reeling in new leads is unlimited.
 You can build brand loyalty. Not only can you use social media to build your brand,
you can use it to demonstrate your personality, interact with customers and show them
that you care, which, in turn, breeds loyalty. Social media marketing can also boost
your reputation and build relationships.
 You can learn how to improve your products and services. By encouraging open
communication through public comments, you can learn what you can do to make
your products and pitch more palatable.
 You can learn more about your target audience, not only by their comments but also
by studying visitor analytics. This information can prove invaluable when planning
other marketing campaigns such as direct-mail postcards.
 Social media marketing is cost-efficient in comparison with other marketing methods,
even if you hire a dedicated team or outsource your social media content needs.

The cons of social media marketing are-

 Social media marketing places high demands on your time. Content must be created,
edited, approved and published; comments must be responded to and sites and pages
must be maintained. You can alleviate these demands by outsourcing for a fee.
 Social media marketing places high demands on your talent. It can be difficult to
constantly come up with innovative exciting content that interests a variety of readers
and, without relevance, your efforts will be wasted.
 You lose some control of your marketing efforts. Anything you publish is up for
grabs, and others can easily criticize you. Publish backlash is the last thing you want
your social media marketing to spawn, and without the ability to control comments or
even what your own team is publishing you open yourself up for potential negatives.
 Your return on investment is delayed. Social media marketing can work to build
relationships and brand loyalty, but it takes time and dedication. Social media
marketing efforts are not likely to earn immense popularity overnight, so you must be
willing to be in it for the long haul if you decide to launch a social media marketing
campaign.

45
As you can see, social media marketing can bring many benefits and increased profits to any
company with an online presence, but it comes with caveats. If you're considering launching
a social media marketing campaign, make sure you understand all the pros and cons and have
a robust plan in place. With proper planning you'll increase your chances for social media
success, broaden your company's horizons and be ready to tackle and unfortunate
eventualities.

Pillars of Social Media Marketing:

Following are the five pillars of social media marketing on which the success and
usefulness of social media marketing depends-

1. Connectivity:

If you aren’t connected to your consumers, and conversely they are not connected to you,
then social media success is impossible.

Whether you have customer service chat available on your website, a support forum,
commenting enabled on the company blog or even a company presence on Twitter, you must
have a connecting point for your customers to find you. Social media is about conversations.
Conversations cannot be had if you’re nowhere to be found.

Being connected doesn’t just mean you throw up a form on your website, though. It means
you have a person or persons monitoring conversations about your brand online, answering
questions, even if the questions weren’t posed directly to them. Connectivity means not just
being plugged in, but also being turned on.

2. Generosity

If you’ve read anything about social media on- or offline, you’ve probably heard the phrase,
“Give to Get.” Online social media is an almost identical environment to a social gathering
offline. People gravitate to individuals, groups or conversations they feel they can get the
most out of. By providing something of value to your customers, or potential customers, in
your online activities, you earn trust. The more trust you earn, the more influence you’ll have.

46
Generosity requires a cultural shift, however, in the way most marketers think. You cannot be
generous to others if your top priority is selling more stuff. That is selfish.

You have to approach the online consumer with the attitude that you have something of value
to provide, free of charge. In exchange for that, you hope to build and strengthen
relationships with others. Those relationships, over time, will equal a much higher return on
investment than one-off, one-time customers.

3. Honesty

Have you ever heard a politician or professional athlete respond to a reporter’s question with,
“No comment?” It appears as if they’re hiding something, doesn’t it?

If what you’re doing in social media is building relationships, you can’t build them without
honesty. If your product is made with a lesser material than your competitor’s, don’t hide it.
Either get better material or find a positive reason it’s made that way (e.g., it’s cheaper, thus
saves consumers money). If the company makes a mistake and has to recall a product, simply
say, “We made a mistake. We’re very sorry.” As long as you mean it, people will believe
you.

And you don’t have to suddenly treat confidential company information with open records
policies, either. The public is a lot smarter than you think. When sensitive information is in
question, simply say, “I’m sorry. That’s information we don’t talk about outside the company
for competitive reasons.” That answer is honest. “No comment?” Not so much.

4. Personality

If you had to boil successful communication in the social media realm down to an essence, it
would be to be human. Consumers flocked to social networking sites and blogs to get away
from one-way blasted marketing messages hurled at them all day.

By visiting only the websites they want to visit and finding like-minded consumers to share
recommendations and conversations with in social networks, the public has created a new
environment for communications—one that requires you, even as a company, to be human.

47
To put it simply, people want to talk to another human being when making buying decisions,
discussing products and services and discovering new products and services. You cannot
have a conversation with a logo, a building or a company. You have conversations with
human beings.

5. Imagination

Social media is much like a social event. But after a while, social events or conversations
with the same groups of people become stale and predictable. The conversations that last are
those where at least one person always has something new to say, a never-ending stream of
stories or jokes.

Approach your planning as if you’re the person who will keep the life in the party. Develop
an editorial calendar for website or blog content and brainstorm a contest, promotion or game
for customers and fans to engage with on a monthly or quarterly basis. Remember that you’re
building relationships, but, like dating or even marriage, you have to be creative to keep the
relationship fresh and invigorating.

CHAPTER-XII

BRAND BUILDING THROUGH SOCIAL MEDIA

MARKETING

There are four key ways that social media marketing builds brands-

1. Social media can increase your awareness. Social media lets us publish our company’s
best practices and expertise without the need to get past gatekeepers such as editors and
traditional media. In social media, the gatekeepers are our peers, and the quality of our

48
content and ideas determines what gets promoted. Really good content can be distributed
widely – and when prospective buyers read our content they are also learning about our
company and the problems that we solve.

2. Social media can build our reputation as a thought leader. This matters because
thought leadership is a great way to build our brand. Buyers trust thought leaders who can
demonstrate them, understand buyer problems and how to solve them. While a reputation of
thought leadership will never be as “risk-reducing” as a personal referral, it is a great way to
build awareness and increase our chances that the prospect will respond to future demand
generation efforts.

3. Social media can encourage promoters. Word of mouth is perhaps the best way to
generate leads, since buyers trust referrals from their peers more than any other source of
information. Researchers have found that the company with the highest Net Promoter Score
in an industry typically grows more than 2.5X faster than their competitors. Social media can
help create promoters in three ways.

 Social media can help people share the “remarkable expectation-beating experiences”
they have with our company. This can be via reviews on third-party sites (such as the
salesforce.com AppExchange), the responses people make to queries on LinkedIn
groups of Twitter, the posts customers and prospects share on our own community, or
a variety of other ways customers can interact with other prospects.
 Social media can actually create the experiences that people want to talk about. Great
content, a funny video, a useful tool – they can all be things that people want to share
with other prospective customers. Although this isn’t always promoting our solution
directly, there is a brand “spillover” effect that gives credence to our company.
 Social media can make it easy to share on our site (e.g., one click share), and it can
make the referrals more relevant since directly shared links come from a trusted friend
or colleague.

4. Social media can build our SEO ranking. Buyers tend to trust the companies with the
top rankings on a Google search. Whether or not they comprehend the mechanics of ranking,
buyers understand the wisdom of crowds is at work in determining the top rankings. Since
inbound links are the currency of ranking, social media can play a huge role in building your

49
organic ranks – both as a source of links via the content on your blog, etc., as well as a way to
promote your content and encourage other inbound links.

The action item for marketers from this is obvious: take some of the budget that we would
normally allocate to trade shows, list purchases and other lower-performing demand
generation investments and allocate it to generating great content and the efforts to promote
it. By getting our company’s expertise out there, we create broad awareness and affinity for
our brand, and this will translate into quality inbound lead generation

CHAPTER-XIII

EXAMPLES OF COMPANIES USING SOCIAL MEDIA

MARKETING

Many companies in India as well as in Foreign countries are using SMM as an important
marketing tool. With the advent of social technologies grabbing marketing spaces, many
brands can be seen embracing social media for adding value to themselves. Dell, IBM and
Starbucks are some of the best examples of companies having a majority of their marketing

50
efforts directed towards social media. In India you can see Tata, Airtel, Reliance BIG, HT
Media, Toyota and many more doing the same.

1.Ford’s success story by using social media marketing-

I noticed articles and videos appearing online and on Social Media such as YouTube about
the Ford Fiesta. So I decided to dig a little deeper to find out about what Ford were doing in
Social Media to market their products.

Scott Monty is the Head of Social Media at Ford and has only been there since 2008 and put
in place a Social Media strategy including multiple Social Media channels such as Facebook,
Twitter, Youtube and Flickr.

Scott said that his “Jewel in the Crown” is the Ford Fiesta Movement that involved selecting
100 socially vibrant individuals who were provided with the European version of the Ford
Fiesta 18 months prior to it being manufactured and released in the USA. These socially
media aware fanatics were encouraged to share their experience with the Ford Fiesta over the
6 months on their Blogs, Twitter, Facebook, Flickr and YouTube channels.

What were the strategies that Ford implemented to create viral awareness without one dollar
of traditional marketing spend?

The 7 secrets to Ford’s Social Media Marketing Success

1. People trust corporations less so with the rise of social media you need to allow other
people through word of mouth create trust for you through Social Media (it amplifies
your message)
2. Reached out to those who are listening and let them do the talking for you and to
connect with people like themselves
3. Let them know that you are real people just like them and are passionate about what
they do and the Ford Brand
4. Run a competition involving Social Media eg.. To be selected to drive a Ford Fiesta
for six months – select 100 of those who are “socially vibrant” such as Michelle
McCormack ..view her application on YouTube.
5. Aggregated the content on Fords Fiesta movement website (crowd sourcing content)
without editing it!

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 6. Implemented multiple Social Media channels such as Facebook, Twitter and
YouTube to create digital buzz
7. “Get On Board” the executive team and the board of directors

2. Dell using it everywhere:

Embracing social media is a huge undertaking, and involves a large investment. Dell didn’t
shy away from these obstacles , instead they’ve gone above and beyond, truly cultivating a
cross-platform community. They’ve created multiple Twitter handles, a network of blogs, and
are very active on Facebook.

Dell is also one of the few companies to publicly state that they created a return on
investment from Twitter. Apparently, Dell’s social media efforts help create “$1 million in
revenue“.

Lesson: Social media isn’t all about ROI, but it is possible. Creating cross-platform strategies
can lead to the most success, especially when your demographic is already Internet and
technologically savvy.

3.IBM With Lots of Blogs:

When IBM decided they wanted to start using blogs, they didn’t just create one blog, they
created an entire network. IBM created a way and allowed their employees to write about
their experiences, what they’re working on, or any other topic of choice.

IBM capitalizes on the intelligence of their employees to give consumers insight into what
happens behind the scenes. By giving the industry experts they’ve hired a voice, IBM is able
to highlight the people behind their products. Users get to see how IBM operates, and are
given a direct connection with IBM employees.

52
Lesson: Having a CEO that blogs is great, but increase the number of blogs and you increase
the number of connections. Leveraging your employees to write about what they love
conveys the corporate dedication to the industry. You can also find IBM on Twitter giving
updates on events from their calendar.

4.Starbucks Asks for Your Advice:

Social media isn’t only about using existing websites, but sometimes creating your own. To
get a better handle on consumer feedback, Starbucks did just that with “My Starbucks Idea.”

The site allows users to submit suggestions to be voted on by Starbucks consumers, and the
most popular suggestions are highlighted and reviewed. Starbucks then took it a step further
and added an “Ideas in Action” blog that gives updates to users on the status of changes
suggested.

53
By empowering their exceptionally web savvy consumer, Starbucks strengthens their
campaign to add a personal touch to coffee.

Lesson: Thinking of ways to build your company are great, but directly asking your
consumers what they want, is better. Acting on that information and doing it publicly is key
to the success of this campaign. Starbucks has also embraced Twitter, we can see their stream
at @Starbucks.

5. Blendtec Blends it on YouTube:

Who doesn’t know about the “Will It Blend” series on YouTube? Created by George Write,
the marketing director of Blendtec, the campaign was low cost and instantly became a hit. In
the video, Tom Dickson the CEO of Blendtec, attempts to blend objects in their blender. This
simple idea led to a “five-fold increase in sales”. Blendtec leveraged YouTube’s subscriber
base and tried something fun and original. The campaign was a success and continues to
entertain and sell.

Lesson: Social media marketing doesn’t always need to cost a lot of money. Creating funny,
original video and leveraging an already large user base can be used to increase sales.

CHAPTER-XIV

54
 SOCIAL MEDIA MARKETING IN INDIA &
SWOT ANALYSIS

Is Social Media actually working in India? Is Social Media Marketing the only facet of social
media? Can you help your business through social media in India? What should you be doing
if you want to market yourself, or your brand for that matter, on social media? These are my
views on what you need to be doing to undertake a successful social media campaign in
India. Please add on to the list by way of comments.

A. Facebook fan page: A Facebook fan page is something we all have seen. Once a
person becomes a fan on your fan page, your updates appear on his profile.
Obviously, until he decides to remove himself from the fan page. A number of custom
applications can be built on the fan page. Companies have even started using the fan
page for e-commerce and competitions for promoting their brands. This can be done
very easily using the static-FBML application and writing some very simple mark up.
By the way, Facebook now is the 4th most popular site in India, overtaking Orkut.
Check out the Facebook fan page of Coca Cola to see how the brand has used it
beautifully.

Facebook applications: A Facebook application can be viral. Some companies in India

have already started using the Facebook applications to brand themselves. The
Complete the zoo-zoo story application by Vodafone is a case in point.

B. Orkut : Although, Orkut (5th most popular site in India) is a dying social medium, it
still remains a major social network as far as India is concerned. It still has the highest
number of user accounts for a social network in India. Make sure you monitor the
discussions going on about your brand. If you really think your brand could leverage
Orkut, you can even go for Orkut applications.
C. Twitter: Everybody seems to have a twitter account these days. Companies like Dell
have used twitter to do some good business. Yahoo India seems to be running huge
contests on Twitter to get the word of mouth going for them however; there are still a
lot of small companies which are trying to figure out how this thing works. My advice
to them would be just trying it out first. The only way to learn what is happening on
twitter is to get busy using it. The small businesses using twitter have to understand

55
 that twitter’s reach is truly global. Find out twitter audience in your vicinity using
services like Nearby Tweets and target them. Also make sure you have information
going out continuously on twitter, or else your tweet will be nowhere to be seen on
your follower’s wall. As a matter of fact, i read somewhere that Indian companies
have still not deciphered Twitter. I must say that it’s high time they start
understanding the concept of two-way communication on Twitter. Twitter is now the
12th most popular site in India. India now is at number 2 as far as number of twitter
users is concerned. US has 37% presence on twitter, India has 8% and I bet Indians
will outnumber Americans very soon. No wonder every time the Indian cricket team
is playing, one of the Indian cricket players is a trending topic.
D. Blog: Try to understand the focus of your blog. Some companies try to put up quality
information about the industry they are in. This gives them an edge and leaves the
audience thinking that your brand understands what it is doing. Other companies
however, have used their blogs to show the human side of the company. With a
number of their own employee’s blogging about the fun they are having working in
your company helps the audience relate to your brand in a human way. Companies
like Zappos have done this very well. Although, a tougher medium to use, the ROI is
very high. I don’t see any Indian company showing off their consumer-sensitive side
through a blog. The microsite of pampers which is covered in one of our previous
posts can be good example to look at.
E. LinkedIn: LinkedIn is more of a professional social networking platform. To
embrace LinkedIn, create an account and try to see how everyone else is getting
involved in it. LinkedIn already has 3.4 million users in India and now the Mumbai
office.

i.
ii. LinkedIn has opened its office at Bandra Kurla Complex, Mumbai. LinkedIn,
in the years to come can be a major replacement for the job finding and
posting sites. You even have facilities to upload your resumes, create groups
and polls. Most of the alumni meet these days happen through LinkedIn. For
56
 business networking, LinkedIn is the way to go. Now that your twitter
account can also be integrated with your LinkedIn account, there is a little bit
of conversation going on there too. Make sure your LinkedIn account is very
neat, whether you are a company or an individual. Outlook 2010 will have
LinkedIn integration.
F. Wikipedia: Wikipedia may not seem a social medium but it is in fact one of the most
important mediums to monitor. Make sure the information out there is correct and try
to edit if you feel the information has been tampered with.
G. Leave comments on other people’s blogs: This is one part of social media which
most people, even the so called *social media evangelists* miss out. This however is
the most important thing, if you are trying to establish yourself as an expert in a field.
It doesn’t happen overnight but after certain amount of time, people in your field start
knowing you and can even go on to refer business to you. People don’t even mind a
small back link to your blog.
H. The Q & A sites and forums: There are a lot of Q and A sites on the internet. Yahoo
Answers and Wiki Answers being the major ones. Make sure you answer all the
queries people have about your brand in the various Q & A sites. There are also some
Q & A sites which are specific to your sector. Make sure you take a look at them. The
forums are also a major source of Buzz about a brands positivity or negativity.
Forums like Indiabroadbandforum, consumer complaints etc. ,must be monitored very
closely to monitor your brand. Answer people if they have any queries about your
brand at such places.
I. Mobile Social Networks: Mobile social networks haven’t yet taken off in India but
they will soon. Networks like Foursquare have been doing very well in the United
States. I personally believe mobile Internet will do better in India than normal
broadband has. Mobile users in India outnumber broadband users by a huge margin.
Mobile Social Network, Mozat, formerly Morange has reported over 10 million
registered users (mostly in Asia). The number of mobile internet users in China is
more than the population of United States. Indian brands need to understand that
Mobile Phone is the future and at least register their names out there. Whether mobile
social networks work for you completely depend on the nature of your business. A
real estate agent would benefit immensely from this media.
J. Monitor: Start listening. It would do you a good deal of help to understand what is
being said about you or your brand. For a small brand, there a set of basic things
57
 which they can do are: A) Set up Google alerts ; so that whenever your name gets
mentioned in any of the searches or on blogs, you get to know about them. B) Use
twitter search once a day and see what people have to say about you. C) Even
Facebook has the search facility these days and should be monitored periodically. If
you are a big brand, however, and really want to invest a good amount of money, you
can go for professional services which monitor your brand. You can even use freebies
like Social Mention, Trendrr etc. For a comprehensive list of some of the free
services click here . Services like Radian6, Trackur etc. are okay and there are some
very good upcoming services which we will let you know shortly. For a good list,
check here.
K. Video and Photo Sharing sites: Remember the video “ Where the hell is Matt”?.
YouTube and Flickr are surely a part of the social media revolution which has taken
place over the years. A simple video says what a long blog cannot and it says it all in
a much more effective way. A look at the youtube channel of dell shows how
effectively youtube is being used by Dell. Also, make it a point to check the beautiful
photo sharing profile of Dell called Digital Nomads. Before you go for a channel like
youtube(it is costly to make videos) make a check if your target audience is there on
youtube. Picasa photo sharing may return more to you if you are targeting the Indian
audience.
L. Combining your social media campaign with some social cause: Some of the
companies in India who have taken up social media campaigns have been pretty much
throwing their brands information on the users. Tata Docomo almost reached levels of
hash tagging where people started feeling spammed by their social media campaign.
Indian brands can learn from the way Jimmy choos has taken up their social media
campaign with the name jimmychoo72 . The money they make from this campaign
goes to the Elton John AIDS Foundation. In this way, Jimmy choos is able to
combine its Social media campaign with CSR activities and hence create beautiful
branding around itself. I would dearly love to see an Indian brand doing some similar
work.

SWOT ANALYSIS OF SOCIAL MEDIA MARKETING-

The SWOT analysis of anything makes us know more about that subject. After doing
SWOT analysis, we are capable of taking decisions about its effectiveness and

58
efficiency in a more precise manner. So here is the SWOT analysis of Social Media
Marketing which provides us more knowledge about its usefulness in the present
scenario of modern marketing.

SWOT analysis in the figure form

CHAPTER-XV

CONCLUSION AND SUGGESTIONS

59
The marketing landscape has changed. Consumers are responding less and less to traditional
marketing messages. Instead they are seeking the recommendation of friends and colleagues
and the familiarity of personal connection and interaction. And this is where social media
marketing comes in.

Participation in social networks, online, and in blogs is growing at an astonishing rate. The
most important thing about this for marketers is the proof that people are gathering in the
social spaces around shared interests and ideals. Organizations and brands now can connect
with interested potential customers by engaging with them in the networks. The
overwhelming prevalence of people using social networking and looking to those networks
for information and recommendations about products, services and brands means that
companies need a social media strategy today or they risk falling out of touch with their
customers and behind their competitors.

Social media efforts should be treated with the same rigor as other business planning; they
should be properly strategized and structured with end-to-end processes put in place and
appropriate methods established to measure outcomes and success.

Social media marketing can present a great opportunity for many small and big businesses.
So following are the suggestions for the novice in using social media:

1). Start with a Website:

The cornerstone of any successful online marketing program is a well-optimized website.

While businesses can participate in social media without an online presence, the return on
their investment will be significantly reduced.

2). Register for a Google Account:

Google offers a suite of free services that businesses can find invaluable. They include:

60
Google Reader – RSS Reader to Automatically Subscribe to Blogs.
Google Alerts – Online Reputation Management.
Google Analytics – Website Analytics.

3). Start by Listening:

Many businesses are excited about the potential of social media and jump in before
determining whether it can be productive. A little research can save business managers a lot
of time. A great place to start is to find and read several blogs related to the business’
industry, geographic region and competitors using Google Reader.

4). Monitor What’s Being Said about the Company:

Many companies fail to realize that their customers, prospects and competitors may already
be talking about them. Some of those conversations may be in praise of the company while
others may not. Businesses should create a series of Google Alerts that will notify them
whenever the company is mentioned online. Also, Google Alerts can also be created for the
names of company managers, industry related terms, geographies and even competitors (hint,
hint).

5). Register & Promote Reviews on Free Local Business Directories:

There are a variety of free local business directories whose social media components can
have a dramatically positive effect for business. First, businesses must register with some of
these directories. Here’s a starter set:

 Google Local
 Yahoo Local
 Bing (Via Info USA)
 YellowPages.com
 Yellow Book
 Yelp

After registering with each directory, businesses should then ask customers to rate their
performance on these sites. Businesses will receive a business listing that will often appear
above the search results and rank more highly when it has more reviews than its competitors.
61
6). Create and Grow a Customer List:

Social media is all about communicating with other people. Existing customers are already
interested in your business and creating a customer list allows businesses to:

 Connect with them through social media.

 Determine which social media platforms they use.
 Market to customers using email, if appropriate.

7). Claim a Social Media User Name:

Consistency is important in all forms of marketing and this applies to social media marketing
too. Using a consistent name across multiple services and platforms helps businesses get
found more easily. Regardless of whether a business intends to actively participate in social
media, it’s still a good idea to register their preferred User Name to prevent others from
taking it. Businesses can use namechk.com to determine whether their preferred User Name
is available on 72 different social networks. But before you run out to open 72 accounts, we
suggest sticking with these to start: Facebook, Twitter, You tube, LinkedIn, Flickr, Delicious
etc.

8). Experiment to Find the Right Fit:

Social media can be a powerful marketing tool for business, but it’s not for everyone.
Business managers should critically evaluate social media types and platforms to find those
that may be productive. While a complete review is beyond the scope of this list, an
explanation of social media types and platforms can be found here: Wikipedia’s Social Media
entry. One approach that many have found useful is to identify competitors in like industries
and evaluate their use of social media.

9). Establish and Track Goals:

Businesses must determine whether their social media participation is productive for the
company, therefore goals must be established and tracked. It’s important that social media
marketing goals be consistent with getting prospects to move closer to making a purchase,
such as visiting the website, signing up for an email list, or requesting a quote. Unfortunately,

62
too many businesses focus on non-productive goals like amassing followers, fans or online
mentions.

10). Promote Your Social Media Presence Offline:

Once a business is familiar and comfortable with using social media, it should promote its
presence to its customers, prospects and surrounding community both online and offline.
Several ideas include:

 Include a Reference to Social Media Accounts in Traditional Advertising

 Include a Mention of Social Media in Individual Email Signatures
 Invite Website Visitors to Connect Via Social Media Services

This list is designed to get businesses pointed in the right direction. It is designed to be a
starting point and is general in nature To reiterate, this list is designed to be a starting point
and is general in nature. Some suggestions may not be the best fit for an individual business.

BIBLIOGRAPHY

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1. Ajit Jaokar, Brian Jacobs, Alan Moore, “Social Media Marketing: How Data

Analytics helps to monetize the User Base in Telecoms, Social Networks, Media and

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2. Andy Beal, Judy Strauss, “Radically Transparent: Monitoring and Managing

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3. Andy Sernovitz, Seth Godin, Guy Kawasaki, “Word of Mouth Marketing: How Smart

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14. Lon Safko, David Brake, “The Social Media Bible: Tactics, Tools, and Strategies for

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1. en.wikipedia.org

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2. smm-strategist.com

3. socialmediamarketingjournal.com

4. www.blog.dinkuminteractive.com

5. www.doshdosh.com

6. www.jeffbullas.com

7. www.marketing.about.com

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11. www.microgeist.com

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13. www.slideshare.net

14. www.socialmedia.com

15. www.socialmediaindia.com

16. www.socialmediamarketing.com

17. www.socialmediatoday.com

18. www.socialmediatrader.com

19. www.webworkerdaily.com

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