Project Report

On

“STUDY ABOUT SOCIAL MEDIA MARKETING AT MARKETING

THUGS”

Submitted in Partial Fulfillment of the Requirement for the awards of the degree of

“Bachelor of Business Administration”

Session-2018-2021

JAGAN INSTITUTE OF MANAGEMENT STUDIES

SECTOR-5, ROHINI

Submitted to: Submitted by: YASHASWIE MEHRA

Ms. Sonal Pahwa
(Assistant Professor) BBA 3RD YEAR 1ST SHIFT
 ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been
possible without the kind support and help of many individuals. I would
like to extend my sincere thanks to all of them.

I am highly indebted to Ms. Sonal Pahwa Ma’am for her guidance and
constant supervision as well as for providing necessary information
regarding the project & also for their support in completing the project.

I would like to express my gratitude towards my parents & friends for

their kind co-operation and encouragement which help me in completion
of this project.

YASHASWIE MEHRA
BBA 3rd year 1st shift
 CERTIFICATE

This is to certify that the project entitled, “STUDY ABOUT SOCIAL MEDIA
MARKETING AT MARKETING THUGS" submitted by "YASHASWIE MEHRA"
in partial fulfilment of the requirements for the award of BBA 3 rd year 1st shift
Jagan Institute of Management Studies, Rohini, DELHI is an authentic work
carried out by him under my supervision and guidance.

To the best of my knowledge, the matter embodied in the project has not been
submitted to any other University / Institute for the award of any Degree or
Diploma.

__________________
Ms. SONAL PAHWA
(Assistant Professor)
 TABLE OF CONTENT

S.NO. PARTICULARS PAGE NO. SIGNATURE

CHAPTER 1 INTRODUCTION
1.1 Industry Overview
1.2 Profile of Organization
1 1.3 a) SWOT Analysis of the Industry 1-22
b) SWOT Analysis of the Company
1.4 Competitor Analysis
1.5 Problems faced by the company

CHAPTER 2 OBJECTIVES AND RESEARCH

2.1 Objectives of the Study
2.2 Scope of the study
2 23-28
2.3 Significance of the Study
2.4 Research Methodology
2.5 Limitations of the Study

CHAPTER 3
3 29-33
- Conceptual Discussion

CHAPTER 4
4 34-44
- Data Analysis and Observation

CHAPTER 5
5 - Findings 45-46
- Conclusion

CHAPTER 6
6 47-48
- Recommendations

7 - ANNEXURE 49-51

8 - BIBLIOGRAPHY 52
 Chapter-1

Introduction

1.1 OVERVIEW:
In its current form, internet is primarily a source of communication, information and
entertainment, but increasingly, it also acts as a vehicle for commercial transactions. Since the
explosion of the web as a business medium, one of its primary uses has been for marketing.

Social networking websites are online communities of people who share interests and activities
or who are interested in exploring the interests and activities of others. They typically provide a
variety of ways for users to interact, through chat, messaging, email, video, voice chat, file-
sharing, blogging and discussion groups.

World Wide Web grew in popularity, social networking moved to web-based applications. In
2002, social networking era really started. In 2006, anyone with an email address could sign up
in social networking sites. And as of 2020, especially during Pandemic played an important role
in spreading awareness to people being locked inside their homes

Now advertisers target more over to these media due to high rush in varsity of audiences. So they
hire this as the ideal platform to communicate their brand and create an effective brand identity
through highly effective and interactive communication strategy. Most of the advertisers present
their ads in interactive form so that people tend more to check them and gain a little knowledge
about the product. There are various forms of brand communication available in social
networking sites. The effective way of brand communication present in these networking sites
would be the main aim of the study.

1.2 Social media:

Social media advertising is a paid form of brand, service or business promotion and requires a
proper and planned communicative message and budget. Advertising is customer centric in
nature. Customers play an important role in any major or minor communication because they are
the one who are going to decide the fate of the advertising communication. Some benefits of
social network advertising include:

1. Popularizing your brand, idea or service to the target group.

2. Informing target audience about your brand or service’s presence in the market.

3. Encouraging healthy competition in the market.

4. Providing social benefits for the brand.

5. Making the audience to interact and keep them intact with the brand.
Advertising in internet provides a major contribution to brand competition in the market.
Advertising here not only provides information about a product or service but also promotes
innovation. Besides it also facilitates consumer satisfaction. Big and small companies,
individuals of all walks of life, major and minor events, concepts, etc., nowadays lay their base
on social network advertising to get recognized in the market.

With over 800 million active users, Facebook, Twitter and Instagram have become a personal,
product and corporate branding hub in India. Every brand that exists on social networking sites
has the same core features and benefits, such as the ability to create a page, share resources, add
multimedia and much more. The effective brand communication strategies are analyzed to find
the impact among the users.

1.3 Social networking sites

A social networking site creates network communication among the user community. Though
social networking site serves for communication purposes among special interest groups, the
marketing strategy has also entered this medium for its reach. People get exposed to various
kinds of brand communication through this media. They tend to interact with the brand and also
get awareness about the brand and its service in an interesting way. Hence, there is a need to
study the effective way of communication in branding the product in social networking sites and
analyze its reach among the people and their perceptions in this research.

In recent trend of marketing in social networking sites, various brand communications are widely
used to attract targeted leads. So, this study would help to know the effectiveness of
communication and strategy done through social networking sites which make the target
audience to participate in this kind of advertising. This is mainly studied on networking sites
which are popular among Indian users were Facebook, Twitter and Instagram. This study would
help the advertisers to understand the effective communication strategy to communicate their
brand among the users.
1.4 Profile of the Organisation:
COMPANY OVERVIEW

About the Company:

MARKETING THUGS –

The main aim is to promote entrepreneurship and new startups, which is indeed a need for the
economy,
They strive in making a community to provide basic skills that most of the students lack these
days.

Secondarily the platform is a one-stop-shop for every need for startups! (Small and medium
scale), be it website development, social media marketing, DIGITAL marketing campaigns to
Creating Dramatic advertisement. They help new-age entrepreneurs overcome their challenges.

PARENT COMPANY

S & K Group is a Young Community, Founded by students of Delhi University, Currently

managing and owning 3 startups. A team of 100+ Students Working and learning together ! 

SUBSIDIARY COMPANIES OF S&K Group 

TRIPGIX.COM – They specialize in curating the best trips in your budget, we majorly deal in
College trips, Family Trips, Corporate and industrial tours. They have got all domestic tours
covered, be it that famous trek or that Beach vacation to Goa. We got your back.  

PRINTING THUGS – Be it customized merchandise for any brand or Printed t-shirts/ hoodies
for the college societies, they got everything covered. Other services include making Business
cards, Wrist bands, Pens, Standees, Canopy’s. You name it, they got it.

1.5 Organization Culture:

 The Company Believes in an open system where one has ample opportunities to grow
along with organization
 We believe in working as a group rather than an Individual towards the attainment of the
goals
1.6 SWOT Analysis: Social Media Marketing In Marketing Thugs:
Strengths: Weaknesses:
 Cost-effective Campaigns  Effort vs results
 Quick information exchange.  Consistency
 Making up for mistakes

Opportunities:
 Creating/joining online presence on
sites where the company currently
doesn’t exist
 Niche markets that are untapped
Threats:
 Sustainability of Campaigns
 Attitudes on privacy

1.6.1 Strengths:

 Growing market reach or penetration: Social media builds a conversation and

converse with others and build close networking bonds which share quick information
exchange. It lets you follow and connect with people/groups that interest you – but are
not necessarily your friends. Authors, celebrities, co-workers, colleges, organizations etc.
 Cost Effective Campaigns: Social Media Ads Are More Cost-Efficient Than Other
Types Of Digital Advertising. Also Social Media has a faster reach than other types of
Digital Marketing.

1.6.2 Weaknesses:

 Tough to train or convince management team/group members on social media

principles. The industry has low retention rate. There is concern about information
leakage, liability, security, and management also.
 Effort vs results: Even if it is more measurable than other channels, it is difficult
(especially for small business operations) to balance the effort put on social media against
the results obtained
 Consistency: Engaging with your audience at a direct level means more efforts in terms
of keeping a consistent message/ corporate image
  Making up for mistakes: The time-frame to correct errors that affect your audience is
less. Because you are heavily exposed, your company has to take action more promptly.

1.6.3 Opportunities:

 Creating/joining online presence on sites where the company currently doesn’t exist:
Great opportunity for individuals and organizations to connect and exchange information.
 New target or niche markets that are untapped: students, the public. Reach out to
certain groups that traditional media didn’t allow you to: because Social media is for
everyone, sooner or later you’ll come across people you never thought of as your client.
 This opens the doors to building new relationships but also to valuable feedback that
can help you develop your products or services more intelligently.

1.6.4 Threats:

 Campaign Sustainability: Competitor is going after the same space or same audience
with similar campaign and the question also arises whether the current campaign
sustainable, can it continue?
 Attitudes on privacy: while lately it seems everyone is willing to share the most intimate
as well as mundane details of their life – there could easily be a backlash against this
trend.

1.7 Competitor’s profile:

1.7.1 Marketing Mind:

They
are a
creative agency, distribution platform and promotional partner who can be trusted to craft a 360
degree social media campaign and amplify your messaging, to really engage with your target
audience. They reach audience where they live, chill, work and play via interesting articles,
funny memes, original videos, banners, GIFs, contests, and user generated content. They amplify
the message so it reaches lakhs of viewers organically, and give it the visibility it needs, across
multiple channels.

Number Crunchers, Data Analysts, Media Planners, Media Buyers, Creative Strategists,
Scriptwriters, Content Writers, Directors, Cinematographers, Meme Creators, Influencers, and
Account Managers… They have a variety of experts who will create a powerful strategy to
distribute your content via the right ‘digital media mix’ and create a smart plan, so your brand
and your message delivers the maximum impact. They are not mere service providers but act as a
digital media partner and work closely with client to create and deliver campaigns that work.

1.7.2 Ino Magic:

Working behind closed doors was not our style of working. We opted to go out, talk to
companies, and understand their perspectives and requirements. We approached small businesses
and identified what is their main issue for not being able to establish themselves on the digital
platforms. We talked to various entrepreneurs to understand what makes a marketing company a
jewel to cherish.
Inomagic has evolved after a lot of research. We are not a company that just looks for clients, does
the monetary exchange, and provides the services. We are more than that. Aim is to hold on with you
until you really feel you have achieved what you always wished for. Services include Digital Marketing,
app development, web development, SEO, Social Media Marketing, Branding, ERP Solutions and E-
commerce development. 
1.7.3 Marketing Mantra:

The digital space is transforming the way business is done today. Organizations need to be
digital-first in order to attain an advantage. They help them, As an agency that integrates
technology, design, marketing, content and digital strategy, embrace hard problems and creative
challenges in order to drive results. Marketing Mantra’s process is data-driven and highly
iterative.

Marketing Mantra cuts through the clutter that burdens many organizations. The team is made up
of individuals who like to create, build, learn, and think. We are committed to solving growth
challenges related to the buyer’s journey. Team Work is an intersection of creative strategy and
data-driven decision making. Teams collaborate on solving challenges and reaching goals.

Marketing Mantra believe that collaboration and the spirit of innovation can go hand-in-hand.
We bring together designers, marketers, writers, engineers, and account leadership to build agile
go-to-market approaches. Their work blends content, strategy, design, technology, marketing,
sales, and business consulting in order to solve real-world growth issues for our clients.

Chapter -2
Objectives and Research Methodology
2.1 OBJECTIVES OF STUDY:
 To understand the effective communication strategy through social networking sites.
 To study about Nature of Social Media in Marketing for Marketing Thugs.
 To understand about Marketing Thugs and its competitor
 To understand about Changing Marketing Trends
 To study the effectiveness of brand communication through social networking sites from
its users and communicators.
 To study growth of Social Media Marketing.
 To study analyse the opinion of people for Social Media Usage

2.2 SCOPE OF THE STUDY:

 The study would help in gathering the opinion of people for social networking sites, how
do they use it, what are the things that they do on social and professional networking sites
and how these sites help them in socializing with their personal and professional contacts.
 The study further helps in analyzing the benefits of promoting through social media,
identifying the benefits of branding and promoting via Social Networking Sites.
 This study helps to understand and know how to deal with different kinds of customers or
a clients and how to make an impressive online campaigns.
 To study the reality check of the market where actual comparison between the classroom
knowledge and the real situation can be done. Experiences of Theoretical knowledge and
Practical knowledge may wary.

2.3 SIGNIFICANCE OF THE STUDY:

 To know the effectiveness of Branding and Communicating through Social Networking
Sites.
 How is the shift in the Marketing Techniques (style) taking place?

2.4 RESEARCH METHODOLOGY:

To analyze and find the effectiveness of communication strategy in developing brand,
communication through social networking sites was done with the survey method and
content analysis in the research.
 2.4.1 Methods of data collection
The survey method helped to identify the reach of the brand among its target audience,
ways of impact, usage of these social networking sites and access to these form of
communication. And the content analysis is another method used to analyze the
communication strategy of different social networking sites with certain parameters
among top three Indian social networking sites which are tabulated with results.
 2.4.2 Research design
 This research study adopted survey and content analysis in order to find the effectiveness
and the impact of communication in branding any product or the service among the target
market through social networking sites like Facebook, Twitter and Instagram.
 2.4.3 Survey
Survey was conducted randomly among Facebook, Twitter and Instagram user
community, by sending questionnaire through online to collect the individual opinion
from the respondents.
 2.4.4 Sampling
Non probability sampling technique is used to collect the opinion from the online
respondents. The total population is social networking user community, but to collect the
effective data the sampling is constrained to the target population like young adults,
graduates within the age of 16 years to 30 years. The sampling size is 50.
 2.4.5 Content analysis
In content analysis, the following three popular social networking sites were selected to
find the effective brand communication among its users (Face book, Twitter and
Instagram).
 2.4.6 Parameters and units of analysis
1.. Target group: category of audience visiting these sites.
2. Types of advertisements: what are the types of brand communication followed by
them?
3. Ads placement: how do these sites place their ad in their pages?
4. Communication strategy: kinds of brand promotion used by them.
5. Visual appealing factors: regarding the appearance of these sites.
6. User Interaction: kinds of participation with the brand.
7. Accessibility: how effectively they present themselves.
8. User interest: the forms of expectations from users in these sites.
9. Customization: the factors that the users could create by themselves.

Chapter – 3
Conceptual Discussion
3.1 Social media marketing:
Social media marketing programs usually center on efforts to create content that attracts attention
and encourages readers to share it with their social networks. A corporate message spreads from
user to user and presumably resonates because it appears to come from a trusted, third-party
source, as opposed to the brand or company itself. Hence, this form of marketing is driven by
word-of-mouth, meaning it results in earned media rather than paid media.

Social media has become a platform that is easily accessible to anyone with internet access.
Increased communication for organizations fosters brand awareness and often, improved
customer service. Additionally, social media serves as a relatively inexpensive platform for
organizations to implement marketing campaigns.

Why Is Social Media MARKETING Important TO BUSINESS? Why is social media marketing
important to businesses? Because your brand doesn’t really exist online if you’re not represented
across all social channels – and regularly interacting with your followers, journalists who cover
your industry, thought leaders and tastemakers, etc. Here’s one very important reason you may
not have considered — it’s fun! Hosting a Twitter chat to celebrate a new product launch, getting
your geek on while you A/B test Facebook ads, or sharing pop-culture polls for your followers to
weigh in on — these are all activities that build brand awareness, boost web traffic and lead to
loyal customers. But unlike many traditional marketing tactics with the same goals, these tasks
are actually fun in addition to driving real value for your company. It’s 2017 and social media is
growing at warp speed. With more and more people joining social media sites and using them
regularly/efficiently, the social media industry is bound to become bigger in the coming years.
It’s booming like never. Yes, the social media wave isn’t ending anytime soon. And your
business should take advantage of it if you want it to survive. With such amazing growth, every
business today needs to leverage proper social media channels in the best possible way. Not
because it’s the “in thing”, and not because it sounds simple, but because their target audience is
hanging around the popular social networks. And they’re engaging with their favorite brands and
connecting with them on different levels. By giving your business brand the social media touch,
you not only generate more business but also connect with your customers better and serve them
on a higher level. It actually makes your online marketing easier. According an info graphic
published by Ambassador, 71% of consumers are more likely to recommend a brand to others if
they have a positive experience with it on social media. Here are some more social media
statistics that prove beyond doubt that your business needs to leverage sites like Facebook,
Twitter and LinkedIn to keep up with the competition.

 The number of social media-using adults has gone from 7% in 2005 to 69% just ten years
later.
 Social media use on mobile devices is seeing a 30% growth every year.
 2 million business today use Facebook advertising for promoting their products and
services.
3.2 Social media marketing tools:
Besides research tools, various companies provide specialized platforms and tools for social
media marketing:

 Social media measurement

 Social network aggregation
 Social bookmarking
 Social analytics
 Automation
 Social media
 Blog marketing
 Validation

3.3 Different Methods of Social Network Marketing being used at Marketing

Thugs:
Social network marketing is popularly called as Internet marketing. Today one can find many
ways for internet marketing. Many people who enter this online marketing are less worried
because of its guaranteed success. Today on Internet totally all types of products has been
marketed online without much effort. Internet attracts many business people to promote their
business online. Social network marketing is grown to such a height that today many people can't
earn without it.

Some of the most recognized network marketing tools are Facebook, Instagram and LinkedIn.
Twitter became regular place for people who have newly entered the field of social network
marketing.

1. Blogging: When one starts Blogging or posting your data about any product, one can see
less response from clients. Blog is an amazing tool which provides many other facilities
in addition to just marketing your business. At Marketing Thugs, the blogs are promoted
by interns by sharing the links of blogs.
A blog is a discussion or informational website published on the World Wide Web consisting of
discrete, often informal diary-style text entries (posts).

 Personal blogs
The personal blog is an ongoing online diary or commentary written by an individual,
rather than a corporation or organization. While the vast majority of personal blogs attract
very few readers, other than the blogger's immediate family and friends, a small number
 of personal blogs have become popular, to the point that they have attracted lucrative
advertising sponsorship. A tiny number of personal bloggers have become famous, both
in the online community and in the real world.
 Collaborative blogs or group blogs
A type of weblog in which posts are written and published by more than one
author. The majority of high-profile collaborative blogs are based around a single
uniting theme, such as politics, technology or advocacy. In recent years,
the blogosphere has seen the emergence and growing popularity of more
collaborative efforts, often set up by already established bloggers wishing to pool
time and resources, both to reduce the pressure of maintaining a popular website
and to attract a larger readership.
 Microblogging
 Microblogging is the practice of posting small pieces of digital content—which
could be text, pictures, links, short videos, or other media—on the Internet.
Microblogging offers a portable communication mode that feels organic and
spontaneous to many users. It has captured the public imagination, in part
because the short posts are easy to read on the go or when waiting. Friends use it
to keep in touch, business associates use it to coordinate meetings or share useful
resources, and celebrities and politicians (or their publicists) microblog about
concert dates, lectures, book releases, or tour schedules. A wide and growing
range of add-on tools enables sophisticated updates and interaction with other
applications. The resulting profusion of functionality is helping to define new
possibilities for this type of communication.[32] Examples of these include Twitter,
Facebook, Quora and, by far the largest, WeiBo.
 Corporate and organizational blogs
o A blog can be private, as in most cases, or it can be for business or not-for-profit
organization or government purposes. Blogs used internally, and only available to
employees via an Intranet are called corporate blogs. Companies use internal corporate
blogs enhance the communication, culture and employee engagement in a corporation.
Internal corporate blogs can be used to communicate news about company policies or
procedures, build employee esprit de corps and improve morale. Companies and other
organizations also use external, publicly accessible blogs for marketing, branding,
or public relations purposes. Some organizations have a blog authored by their executive;
in practice, many of these executive blog posts are penned by a ghostwriter, who makes
posts in the style of the credited author..
 Aggregated blogs
o Individuals or organization may aggregate selected feeds on specific topic, product or
service and provide combined view for its readers. This allows readers to concentrate on
reading instead of searching for quality on-topic content and managing subscriptions.
Many such aggregation called planets from name of Planet (software) that perform such
aggregation, hosting sites usually have planet. subdomain in domain name.

 By genre
Some blogs focus on a particular subject, such as political blogs, journalism blogs, health
blogs, travel blogs (also known as travelogs), gardening blogs, house blogs, Book Blogs,
 fashion blogs, beauty blogs, lifestyle blogs, party blogs, wedding blogs, photography
blogs, project blogs, psychology blogs, sociology blogs, education blogs, niche
blogs, classical music blogs, quizzing blogs, legal blogs (often referred to as a blawgs),
or dreamlogs. How-to/Tutorial blogs are becoming increasing popular. Two common
types of genre blogs are art blogs and music blogs. A blog featuring discussions
especially about home and family is not uncommonly called a mom blog.

2. Article marketing: It is also best and cheap internet marketing method. It is a mode of
advertising our trade just by writing articles and attracting endless number of users across
world. Many people usually sell their articles to different article database websites and
article directories. Marketing Thugs promotes articles on various platforms such as
Quora. Today it provided free business to many advertisers and publishers and they are
really benefited through their articles.
Article marketing is a branch of content marketing. It is a type of advertising in which companies
write and distribute short articles to a range of outlets such as article banks, forums, and
newsletter publishers. Its main purpose is to gain a huge number of online audiences and boost
the number of sales opportunities for products or services on websites. Another main purpose of
this kind of marketing is to build backlinks. This type of marketing strategy can help marketers
acquire new visitors and increase sales on their websites. Article marketing is also one of the least
costly ways to market a company.

Article marketing is used to advertise cheaply. It is common for articles to get picked up by search
engines, which allows for additional attention to a companies website. [5] Article marketing is also very
easy to perform and a great first step for a new business, which makes it very popular among small
businesses.[5] Article marketing has become so popular that many websites now have articles which teach
easy steps on how to write your own marketing article to gain views from the public. [5] Gaining views and
attention to a website is important because websites gaining more traffic have a higher chance of getting
purchases from the website according to statistics. Even if a website does not sell as many products on the
website, the traffic a company gains will make the website more valuable. This will result in other
companies seeking to pay for use of the website space for advertisements because of the larger amount of
traffic the website receives.

There are many advantages of using article marketing such as:

 Increasing brand awareness - a company can use this marketing strategy to establish a good
relationship with their readers, which they can convert into consumers if the company’s articles are
useful enough for their readers.
 Increase in page rank and SEO - an advantage of article marketing is that if the articles are
good enough, their search results will get higher ranks. This results in the company’s whole website
to get a higher rank since those articles have backlinks to the website.
 Inexpensive marketing - article marketing is one of the least expensive ways marketers use to
market their product or service. Once your article is published, it stays there as long as the website is
up and running, it also gets indexed in search engines and thus with nominal time and effort you gain
to achieve a free advertising tool.
 Articles may go viral - if a company writes a great article, it may become viral and they would
get a lot of readers and their site traffic would increase as well. An article going viral can create a lot
of advantages for the company in the long run.

3.Email marketing: Electronic mail sending is the best way to marketing. Collect list of email
addresses through portfolio websites and email about your business to all internet users. The
Email should be attractive in such a way that your recipient will be impressed to get back to
marketer. Personalized Emails are sent to all the clients of Marketing Thugs & their responses
are closely monitored.

Email marketing is the act of sending a commercial message, typically to a group of people, using email.
In its broadest sense, every email sent to a potential or current customer could be considered
email marketing. It involves using email to send advertisements, request business, or solicit sales or
donations. Email marketing strategies commonly seek to achieve one or more of three primary objectives,
to build loyalty, trust, or brand awareness. The term usually refers to sending email messages with the
purpose of enhancing a merchant's relationship with current or previous customers, encouraging customer
loyalty and repeat business, acquiring new customers or convincing current customers to purchase
something immediately, and sharing third-party ads.

Transactional emails
Transactional emails are usually triggered based on a customer's action with a company. To be qualified
as transactional or relationship messages, these communications' primary purpose must be "to facilitate,
complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with
the sender" along with a few other narrow definitions of transactional messaging. Triggered transactional
messages include dropped basket messages, password reset emails, purchase or order confirmation
emails, order status emails, reorder emails, and email receipts.
Direct emails
Direct email involves sending an email solely to communicate a promotional message (for example, a
special offer or a product catalog). Companies usually collect a list of customer or prospect email
addresses to send direct promotional messages to, or they rent a list of email addresses from service
companies.

4. Use social networking websites: Social networking websites like Twitter, face book can be
used to promote your sales. These provide best platform for all who are thinking of online
marketing. Promotion of Content is done on FB, Instagram, LinkedIn & twitter.

A social networking service is an online platform which people use to build social networks or social
relationships with other people who share similar personal or career interests, activities, backgrounds or
real-life connections.
Social networking services vary in format and the number of features. They can incorporate a range of
new information and communication tools, operating on desktops and on laptops, on mobile devices such
as tablet computers and smartphones. They may feature digital photo/video/sharing and diary entries
online (blogging). Online community services are sometimes considered social-network services by
developers and users, though in a broader sense, a social-network service usually provides an individual-
centered service whereas online community services are group-centered. Defined as "websites that
facilitate the building of a network of contacts in order to exchange various types of content online,"
social networking sites provide a space for interaction to continue beyond in person interactions. These
computer mediated interactions link members of various networks and may help to both maintain and
develop new social and professional relationships 
Social networking sites allow users to share ideas, digital photos and videos, posts, and to inform others
about online or real-world activities and events with people in their network. While in-person social
networking – such as gathering in a village market to talk about events – has existed since the earliest
development of towns, the web enables people to connect with others who live in different locations,
ranging from across a city to across the world. Depending on the social media platform, members may be
able to contact any other member. In other cases, members can contact anyone they have a connection to,
and subsequently anyone that contact has a connection to, and so on. The success of social networking
services can be seen in their dominance in society today, with Facebook having a massive 2.13 billion
active monthly users and an average of 1.4 billion daily active users in 2017. LinkedIn, a career-oriented
social-networking service, generally requires that a member personally know another member in real
life before they contact them online. Some services require members to have a preexisting connection to
contact other members.

1. Increased Brand Awareness

Social media is one of the most cost-efficient digital marketing methods
used to syndicate content and increase your business' visibility.
Implementing a social media strategy will greatly increase your brand
recognition since you will be engaging with a broad audience of
consumers. To get started, create social media profiles for your business
and begin interacting with others.

2. More Inbound Traffic

Without marketing your business on social media, your inbound traffic is
limited to your usual customers. The people familiar with your brand are
likely searching for the same keywords you already rank for. Without
utilizing social media as part of your marketing strategy, you'll have much
more difficulty reaching anyone outside of your loyal customer circle.
Every social media profile you add to your marketing mix is a gateway to
your website, and every piece of content you post is another opportunity
to acquire a new customer. Social media is a melting pot of different
types of people with varying backgrounds and behaviors.

3. Higher Conversion Rates

With increased visibility, your business gains more opportunities for
conversion. Every blog post, image, video, or comment may lead viewers
to your company's website and increase traffic. Social media marketing
allows your business to give a positive impression through a
humanization factor. When brands are interactive by sharing content,
commenting, and posting statuses on social media, it personifies a
brand. People prefer to do business with other people, rather than
companies. Over 51% of marketers claimed that taking the time to
develop relationships with consumers showed positive results in sales.
The better impression you make on a visitor, the more likely they are to
think of your business when the need for your product or services
arises. 

4. Better Customer Satisfaction

Social media is a networking and communication platform. Creating a
voice for your company through these platforms is important in
humanizing your company. Customers appreciate knowing that when
they post comments on your pages, they will receive a personalized
response rather than an automated message. Being able to
acknowledge each comment shows that you are attentive of your visitors'
needs and aim to provide the best experience.
Every customer interaction on your business's social media accounts is
an opportunity to publicly demonstrate your compassion for your
customers.

5. Improved Brand Loyalty

One of the main goals of almost all businesses is developing a loyal
customer base. Considering that customer satisfaction and brand loyalty
typically go hand in hand, it is important to regularly engage with
consumers and begin developing a bond with them. Social media is not
just limited to introducing your brand's products and promotional
campaigns. Customers see these platforms as a service channel where
they can communicate directly with the business. The millennial
generation is known for being the most brand loyal customers of all.

6. More Brand Authority

Customer satisfaction and brand loyalty both play a part in making your
business more authoritative, but it all comes down to communication.
When consumers see your company posting on social media, especially
replying to customers and posting original content, it makes you appear
more credible.

7. Cost-Effective
Social media marketing is possibly the most cost-efficient part of an
advertising strategy. Signing up and creating a profile is free for almost
all social networking platforms, and any paid promotions you decide to
invest in are a relatively low cost compared to other marketing tactics.
Being cost-effective is such an advantage because you can see a
greater return on investment and retain a bigger budget for other
marketing and business expenses.

8. Gain Marketplace Insights

One of the most valuable advantages of social media is marketplace
insight. What better way to know the thoughts and needs of your
consumers than by directly talking to them? By monitoring the activity on
your profiles,, you can see customer' interests and opinions that you
might not otherwise be aware of if your business didn't have a social
media presence.

5. Video promotion: Use several video distribution websites for your marketing. These websites
uploads your service to the whole world. All that you need to do is film a video about marketing
and send it to video uploading sites like You Tube. It seems it is the easiest way of marketing
than any other modes since many people will be interested in view videos rather than word form
of advertisement. Videos are being promoted by interns putting them on their Stories on
Facebook , Instagram & Whatsapp.

Video Marketing is a component of an integrated marketing communications plan designed to

increase audience engagement through social activity around a given video. In a successful
social video marketing campaign, the content, distribution strategy and consumer self-
expression tools combine to allow an individual to “add their voice” or co-create value to a piece
of content - then further disseminate it out to their social acquaintances. Social video typically
benefits from a halo effect cast by the "influencers” of a given social grouping. Social video
marketing draws on consumer-culture theory, economic theory, and social theory around
the psychology of sharing. Social video marketing differs from social marketing, which has the
intent of influencing behavior for a social good.

6.Search Engine Optimization: It improves the traffic to your website by providing quality web
content. It uses RSS feeds and many SEO techniques. At Marketing Thugs Content is promoted
using SEO.

Search engine optimization (SEO) is the process of improving the quality and quantity
of website traffic to a website or a web page from search engines.[1] SEO targets unpaid traffic
(known as "natural" or "organic" results) rather than direct traffic or paid traffic. Unpaid traffic
may originate from different kinds of searches, including image search, video search, academic
search,[2] news search, and industry-specific vertical search engines.

Search engine marketing (SEM) is the practice of designing, running and optimizing search
engine ad campaigns.[58] Its difference from SEO is most simply depicted as the difference
between paid and unpaid priority ranking in search results. SEM focuses on prominence more
so than relevance; website developers should regard SEM with the utmost importance with
consideration to visibility as most navigate to the primary listings of their search. [59] A successful
Internet marketing campaign may also depend upon building high-quality web pages to engage
and persuade internet users, setting up analytics programs to enable site owners to measure
results, and improving a site's conversion rate.

SEO may generate an adequate return on investment. However, search engines are not paid
for organic search traffic, their algorithms change, and there are no guarantees of continued
referrals. Due to this lack of guarantee and the uncertainty, a business that relies heavily on
search engine traffic can suffer major losses if the search engines stop sending visitors.
[63]
 Search engines can change their algorithms, impacting a website's search engine ranking,
possibly resulting in a serious loss of traffic.

3.4 Social networking websites and blogs

  Social networking websites allow individuals to interact with one another and build
relationships. When products or companies join those sites, people can interact with the
product or company. That interaction feels personal to users because of their previous
experiences with social networking site interaction
 Social networking sites and blogs allow individual followers to “retweet” or “repost”
comments made by the product being promoted. By repeating the message, all of the
user’s connections are able to see the message, therefore reaching more people. Social
networking sites act as word of mouth. Because the information about the product is
being put out there and is getting repeated, more traffic is brought to the
product/company.
 At Marketing Thugs promotional Campaigns are carried out on various Social Media
handles such as Twitter, Instagram etc. On Twitter likes, repost as well as comments of
viewers are considered useful.
 Through social networking sites, products/companies can have conversations and
interactions with individual followers. This personal interaction can instill a feeling of
loyalty into followers and potential customers. Also, by choosing whom to follow on
these sites, products can reach a very narrow target audience.

3.5 Engagement

 In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or idea somewhere along the business’s path to market.
Each participating customer becomes part of the marketing department, as other
customers read their comments or reviews. The engagement process is then fundamental
to successful social media marketing.
 Social Media plays an important role in the Election process of Democratic Countries

Example-

 2019 Indian General Election

The 2019 campaign of ruling NDA was focused on Social Media. BJP used various
platforms to spread their ideology across the country. Prime Minister Narendra Modi,
used Twitter, Youtube, Instagram and Facebook to differentiate his campaign. His social
networking site profile pages were constantly being updated and interacting with
followers.

 2020 US Presidential Election

The 2020 presidential campaign had a huge presence on social networking sites. Joe
Biden, a Democratic candidate for US President, used Twitter and Facebook to
 differentiate his campaign. His social networking site profile pages were constantly being
updated and interacting with followers. Social Media proved to be an effective tool for
campaign during Pandemic. Such an effective campaign lead to victory of Biden who is
set to be 46th President of United States of America.

3.6 Challenges faced by Marketing Thugs:

 Staying up-to-date with latest trends on a daily basis: Social media is continually
changing, so one of the biggest challenges can be staying up to date with everything
daily. This can be changes to one of the platforms, such as Facebook introducing a new
algorithm or function, a client dealing with a community management issue or even just
daily trending events in popular culture that warrant a reactive social post.
 Sorting across the most engaging content: Sorting across the most engaging content
which can be scheduled for the social media pages is the big challenge for Social media
managers today. With tons of content being published and shared across the social media
platforms, it is hard for the managers to predict which content will be most engaging
among their brand followers.
 Getting to know the audience: While social media managers have metrics for
engagement, too often that extends only to posts. But real engagement with the audience
also involves getting to know them by interacting with them in the conversations they are
already having on social media as well.
 Dilemma of choosing between quality and quantity: It can be extremely challenging
for a Social Media Manager to find time for everything – from coming up with content
ideas to posting that content at the right times. There’s always the dilemma of choosing
between quality and quantity.

3.7 General Social Networking Statistics

• 72% of adults worldwide now use social media

• Social networking is most popular online activity, with 42% of time

online spent on channels like Facebook, Twitter and Instagram

• 65% of the world’s top companies have an active Twitter profile

• 90% of marketers use social media channels for business, with 93% of these rating social tools
as “important”

• 63% of marketers have noticed an improvement in sales due to social campaigns

• 72% of marketers who have worked in social media for three or more years said that they saw a
boost in turnover due to social channels (the longer you’re working in it the better you get)

• 91% of experienced social marketers see improved website traffic due to social media
campaigns and 79% are generating more quality leads.
• The average time spent by marketers on social media is 1-5hrs per week for those just getting
started and 6+ hours per week for those with 3+ years of experience

• The most popular social networking tool for marketing is Facebook – being used by 92%,
followed by Twitter (84%), LinkedIn (71%) and blogs (68%)

• LinkedIn is 4X better for B2B lead generation than Facebook and Twitter

• Only 25% of marketers are actively monitoring social media ROI

• Only 42% of businesses have a dedicated social media manager

• 32% of Fortune 500 companies have a public-facing corporate blog

• 58% of Fortune 500 companies have an active corporate Facebook account, 62% have an active
corporate Twitter account

• 47% of customers are somewhat likely to purchase from a brand that they follow or like

Chapter – 4
Data analysis
4.1. Table: A table is a data structure that organizes information into rows and columns. It can
be used to both store and display data in a structured format. SAMPLE TOOL RESPONDENTS
NUMBER OF RESPONDENTS Questionnaire Consumers 70 4.2.

4.2 Charts: A chart is a graphical representation of data, in which "the data is represented by
symbols, such as bars in a bar chart, lines in a line chart, or slices in a pie chart".

A chart can represent tabular numeric data, functions or some kinds of quality structure and
provides different and helpful information.

4.3. Inferences with charts: Here are the charts of the questionnaire with their inferences.
1. Age of Respondents:
 35% respondents are from age bracket 16-20
 30% of respondents are from age bracket 20-25
  35% respondents are from age bracket 25-30
Age Bracket 16-20 (%) 20-25 (%) 25-30 (%)
Percentage 35 30 35

Age of Respondents

25-30 (%) 16-20 (%)

35% 35%

20-25 (%)
30%

2. Educational Qualification of Respondents:

 Under Graduate: 45%
 Graduate: 35%
 Post Graduate: 20%

Qualification Under Graduate Graduate Post Graduate

Percentage 45 35 20

Educational Qualification
Post Graduate
20%

Under Graduate
45%
Graduate
35%

4.3 Occupation:
It has been noted that :
 45% respondents are Under Graduates
 30% respondents are Graduates
 25% respondents are Post Graduates
4.4 Usage of internet by the user:
 It has been found that 12% of audience use internet once a week,
 19% of the respondents use 2 to 3 days a week.
 30% of the respondents use 1 or 2 hours a day
 the remaining 39% of users are accessing internet more than 3 h a day

It is understood that the new media and its technology is an emerging

trend in communication which attracts almost all the people, if they have
knowledge of computers. So this digital media has more snatchers towards
its communication and internet is becoming part of necessary
communication among the students and professionals, etc (Table 1).

Usage of internet by the user:

Once a week
12%

More than 3 hours a day

39% 2 to 3 days a week
19%

1 to 2 hours of a day
30%

4.5 Awareness of social networking sites:

From this result, it is observed that nearly 98% of the internet users are
aware of social networking sites and only 2% of them are clueless. Although
the concept of computer-based communities dates back to the early days of
computer networks, only some years after the advent of the internet online
social networks have met public and commercial in a successive manner. At
the most basic level, an online social network is an internet community
where individuals interact, often through profiles that represent their selves
to others (Donath and Boyd, 2004). Social networks have grown rapidly, and
some like facebook , have achieved the mass market and penetrated in
a few months since their inception, such applications have infringed their
users in different strategy to interact with more people (Table 2).
 Awareness of social networking sites:
No
2%

Yes
98%

4.6 How often do repondents log into social networking sites:

The study found that 30% of the respondents log into the sites daily only once, whereas 25%
respondents log into Social Media Sites 2-3 times a day. also 40% respondents log into Social
Media Sites more than three times a day whereas only 5% respondents log into these sites once a
week.
Once a day (%) 2-3 times a day (%) More than 3 times a Once a week (%)
day (%)
30 25 40 5

How often do repondents log into social networking sites

Once a week (%)
5%

Once a day (%)

30%
More than 3 times a day (%)
40%

2-3 times a day (%)

25%

4.7 Number of profiles in social networking sites:

The study found that all the respondents that is, 100% of respondents have
profiles on Face book. And also, 88% respondents of the same group have
profiles on Instagram , 62% respondents have connected to twitter and 37% of
users have account on other social networking sites. The users can create
many accounts in different social networking site (Table 3).

Table 3: Number of Profiles on Social Networking Sites:

 S/N Facebook (%) Instagram (%) Twitter (%) Others (%)
1 100 88 62 37

Number of profiles in social networking sites:

100
88
62
37

Facebook (%) Instagram (%) Twitter (%) Others (%)

4.8 Ads in different social networking sites:

From the earlier mentioned, it is found that 45% of the users find Face book
as a well communicated social networking sites, which promotes more
brands and advertisements, gives information about product and service
which is useful for the young user community in an interactive way to learn
more about the particular brands, 12% user suggests Twitter, please follow
one pattern all here small words has effective communication of
advertisements. 28% of users find Instagram as the second option in
communicating brand advertisements (Table 4).

Table 4: Ads communicated in these social networking sites.

S/N Facebook (%) Instagram (%) Twitter (%) Others (%)
1 45 28 12 15

Ads in different social networking sites

Others (%)
15%

Twitter (%)
12% Facebook(%)
45%

Instagram (%)
28%

4.9 Exposure to different kinds of ads:

From the data, it is found that 32% of respondents have come across web
banner ads in these social networking sites like Face book, Twitter and
Instagram whereas 8% cut across pop up ads and flash ads in various websites
and 31% of users found video ads in YouTube and in other sites. Google,
Yahoo and News International have bought themselves a presence in the
social networking arena with different communication strategy to have
innovative appearance in content and display (Stroud, 2007). The detailed
rationale for these acquisitions differs, but all have a common theme of
essential access to the enormous audiences of these sites (Table 5).

Exposure to different kinds of ads:

Others (%)
7%
Web Banners (%)
Video ads (%) 32%
22%

Flash ads (%)

31%
Pop-ups (%)
8%

4.10 Communication creates trust on ads:

From the survey data, it is understood that 38% of user agreed and satisfied
with ads appearing in social networking sites, whereas 11% of the user
disagreed and unsatisfied with certain communication of information. Only
51% of the respondents found it neutral. The web has proved a catalyst in
bringing the changes forward and amplifying their scale in creating
trust worthiness (Table 6).

4.11 Accessibility of ads:

Only 8% of the total samples say that they have never accessed or shown
interest to the ads displayed in social networking sites, while browsing
internet for other communication purposes. And 36% of the respondents use
to access often and were interested to listen to the advertisements of various
brands, 35% user says they listen to the brand communication and also link
to the brand sites to gather more information and 21% of the user access
according to the way of communication it appears, because sometimes the
brand promotion could be in the form of display ads, interactive feedback
forms or as interactive games, accessing of advertisements information
differs sometimes according to the format of brand communication . Today's
customers want to be engaged differently than in years past and many
traditional marketing tactics simply do not work anymore. Social media
marketing is a revolutionary way to build solid relationships with customers
long before first contact with fun, attractive messages and interactions(Table
7).

Accessibility of ads:

Depends
21% Often
36%

Never
8%

Sometimes
35%

4.12 Brand communication that attracts the users:

Games, quiz and updates of latest information are the kind of interactive
communication messages that attracts 28% of users. 26% of users are
attracted to fan pages and posts. 20% of users are pulled their interests
towards flash ads, 14% of users listened to video ads and remaining 12% of
users are interested to traditional banner ads. Most of the social networking
websites are enabling brands to engage the right people in the right
conversation at right time (Shih, 2009). Nowadays communication on
branding in social networking sites is more personal, contentious, fascinating
and influencing among the user community (Table 8).

Brand communication that attracts the users:

Video ads (%)
14%
26%

Flash ads (%)

Games,Quizes and Updates
20%(%)
28%

Banner ads (%)

12%

4.13 RESULTS OF THE ANALYSIS

As seen earlier, the various brand communication factors involve in these
kinds of social media advertising and day by day competition among the
brands increase. So, to survive brands, the communicators come up with
more and more innovative, interactive and interesting kinds of brand
communication messages which make the users to access them and develop
closeness with the different brand communication strategy with attractive
name and its service.
 The finding of the study states that the audiences respond more to
interactive marketing than the traditional ads followed in internet
advertising.
 Almost everyone is communicated through social networking sites.
 Nearly 70% of the audience has impact through ads in social networking
sites and half of them access these ads e.g. games, quiz, events, etc.
 Users remember the brand by the way they advertise. They respond to any
new form of advertising which interest them.
 Social networking sites will become the primary arena for highly targeted
marketing and advertising. Social networking sites present an unmatched
opportunity to build brand.
 Users of Face book and Instagram are of same age group and category. In
twitter, people do not show much interest because it‘s just like a microblogging
site.
 Interaction is more in the display banners advertisements in Face book
and Instagram .

Chapter -5
 Findings and Conclusion

5.1 CONCLUSION
 Communication about the product or service provides a major contribution
to brand competition in the market.
 It not only provides information about a product or service but also promotes creative
innovation. Besides advertising, it also facilitates consumer satisfaction.
 The hidden fact is that no brand can progress without effective communication strategy to
attract their customers or users.
 Big and small variety of brands nowadays laid their base on social network
communication to get recognized in the target market.
 The Summer Internship Project helped me to understand how the corporate business
works. The various departments and its functions are interrelated to each other.
 Marketing Thugs, a Delhi based startup shows the complete process of how they work at
each functional level, especially about Social Media Marketing. It is a basic process of
online marketing which intends to target specific audience given by the other departments
such as business development dept.

5.2 SUGGESTIONS
 Communication should be more preferred than advertising: people do not
prefer buying products through social networking sites. So, if the brand is
communicated well and remembered by the audience, then it is a greatest
success to the company for their promotion through social media.
 Promotional way of advertising is best: the usual banner ads and pop-up ads
make the users to ignore them. So advertising must be interactive,
promotional and in innovative form to hold the audience. It should target the
individuals than the mass. If an ad is hosted for a group then that would be
no advantage in delivering specified information.
 Adding more multimedia elements to have more interactive factors in fan pages and
group would benefit the brand user.

5.3 Questionnaire
Name:………………………………………………………….……………
Contact No: ……………………………………………………..
City: ………………………………………State: …………………………..
PART-A
1. Age
 16-20
 20-25
 25-30

2. Educational Qualification
 Undergraduate
 Graduate
 Post Graduate
3. Occupation
 Business
 Profession
 Service
 Student

PART-B
4. How often do you use internet?
 Once a week
 1 or 2 hrs a day
 2 to 3 days a week
 More than 3 hrs
5. Are you aware of social networking promotions?
 Yes
 No
6. How often do you log into these networking sites?
 Daily
 2 to 3 times a day
 More than 3 times a day
 Once a week
7. How many SNS profile do you have? Mention the number here and
tick the options…………
 Instagram
 Face book
 Twitter

8. In which SNS do you find ads communicated well?

 Facebook
 Instagram
 Twitter
9. What kinds of ads have you come across in these sites?
 Web banner
 Pop ups
 Flash ads
 Video ads
 Others
10. Do you agree that the ads should appear on SNS?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
11. Have you ever accessed these ads coming on your way?
 Often
 Sometimes
 Never
 Depending on ads
12. What kinds of Brand communication attract you in SNS?
 Interactive Flash ads
 Banner ads
 Games, quiz, updates
 Video ads
 Chapter 6
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