Changing Trends Of Social Media Marketing In India- Maharajas

CHANGING TRENDS OF SOCIAL MEDIA MARKETING IN INDIA

* Resmi Gopalakrishnan J, Research Scholar, SN College, Kollam. ** Dr.Basheer.A, Associate Professor, MSM College, Kayamkulam.

ABSTRACT Social Media, today, is among the ‘best opportunities available’ to a brand for connecting with prospective consumers. Social media is the medium to socialize. This helps in connecting themselves with social networking sites through which now people can stay far and yet remain connected. Apart from this media like Facebook create a loyal connection between product and individual which leads to large advertising opportunities. Similarly, other social media like Blogs create a platform to post comment on any event which needs to be publicized also can be utilized as a promotional technique for customer’s adoption as well as for promotions. Now users are acquiring followers & subscribers and directing them to your social networking page. These media has a competitive edge over other popular public media like Television because there is a time gap between social event occurrence and the time it is being broadcasted. This research paper emphasizes on the strategies which can take this viral marketing mode beyond the normal social media at present. As a result it can also help in building your community strong enough to make your marketing effective & initiative buying. In this paper an attempt has been made to analyse the changing trends in social media marketing in the changing economy. Keywords: Social Media, Blog, Twitter, Facebook, Social Advertising

INTRODUCTION Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Social media is best Community Press is now the trend. And for companies it symbolizes a marketing and promotion opportunity that transcends the standard middleman and connects companies directly with clients. This is why nearly every organization on the planet-from giants like Starbucks and IBM to the local ice cream shop-are exploring social media

promotion projects. Last season, companies were uncertain about social media. Now it's here to stay and details mill rapidly implementing social media promotion. Much like email and websites first empowered companies, social media is the next promotion trend. Social media promotion is promotion using social systems, social systems, weblog promotion and more. It's the newest "buzz" in promotion. Bangladesh is probably among the first proponents of social media promotion. These days, the organizational cause has replaced the social cause as companies seek to engage with their audience via the online systems. Social media Social media is engaging with customers online. According to Wikipedia, social media is internet-based resources for sharing and discussing details among humans. Community social networking websites are all about social networking as well as social networking in a way that espouses believe in among parties and areas engaged. Any website which allows customer to discuss their material and views and motivates connections and group developing can be classified as a social media. Some popular social media websites are: Facebook or fb, YouTube, Tweets, Stumble upon, Myspace, Stumble Upon, Delicious, Scribed, and Flickr etc. The meaning of the word ‘social media’ can be derived from two terms which constitute it. Press generally relates to marketing and the interaction of ideas or details through publications/channels. Community implies the connections of people within a team or group. Taken together, social media basically relates to communication/publication systems which are produced and sustained by the interpersonal connections of people through the specific method or device. Wikipedia has a common definition of the term: Community Press is the democratization of details, transforming people from material visitors into material publishers. It is the move from a broadcast mechanism to a many-to-many model, rooted in discussions between authors, people, and colleagues. Role of social media in marketing Social media is now progressively becoming an ingrained aspect of political strategies, national defence methods, public policy, advertising, item management and even intra organization interaction. Since the major task of promoting as device used to inform customers about the company’s items, who they are and what they provide, social promotion plays a natural aspect in promotion.  Social media can be used to provide an identity about the companies and the items or solutions that they provide.  Social media can be useful for creating connections with those who might not otherwise know about the items or support or what the companies represent.  Social media creates companies "real" to customers. If they want people follow them they need not just talk about the newest item information, but discuss their character with them.  Social media can be used to affiliate themselves with their colleagues that may be serving the same concentrate on industry.  Social media can be used to connect and provide the connections that customers look for.  Why companies need to consider social media promotion services? Importance of Social Media marketing

According to Social Media Examiner, about 96% of marketers are currently participating in social media marketing, but 85% of participants aren’t sure which tools are the best to use. With our help, we will diminish the confusion by thoroughly explaining the importance of using social media to market your business. 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. Get employees, business partners, and sponsors to "like" and "share" your page. Simply having people interact with your content will increase brand awareness and begin building your reputation as a business. Each post that is shared will be introduced to a new network of individuals, which can lead them to becoming potential customers, and the more people who know about your business, the better. By investing only a few hours per week, over 91% of marketers claimed that their social marketing efforts greatly increased their exposure. There is no doubt that by simply having a social media page your brand will benefit, and with regular use it can generate a wide audience for your business. 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. With different people come different needs and different ways of thinking. 3. Improved Search Engine Rankings Although posting on social media might get your business some site traffic, more effort than that is required to see significant success. Search engine optimization is very important for achieving higher page rankings and obtaining traffic to your business website. While social media doesn’t directly increase search engine rankings, Social Media Examiner states that more than 58% of marketers who have been using social media for one year or longer still see improved search engine rankings. Being able to rank in the top positions for your keywords will revolutionize your traffic and continue to generate positive results for your business.

To give yourself the best chance of ranking better through social media, create high quality content that integrates your targeted keywords. Content such as blogs, info graphics, case studies, business information, and employee photos will make your business’s social media profile intriguing and credible. Once you begin posting quality content, you’ll begin to build a social media community where followers will "like" and "share" your content. Most importantly, it gives you more opportunities to get in front of industry influencers who will write about your business and provide links back – which will help to directly increase search engine rankings. 4. 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. Studies have also shown that social media has a 100% higher lead-to-close rate than outbound marketing. When a brand is interactive online, consumers who follow your brand’s accounts often begin to more completely trust the credibility of your business. People use social media platforms to stay connected to their friends, family, and communities. Since people are already talking, why not throw your brand into the mix? More likely than not, they’ll mention your brand to a friend when your products or services are needed, overall providing your business with social proof of its quality. As reported by Social Media Examiner, about 66% of marketers saw lead generation benefits by using social media platforms at least 6 hours per week. 5. 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. Whether an individual has a question or a complaint, social media allows you to address the matter using interpersonal dialogue. A brand devoted to customer satisfaction that takes the time to compose personal messages will inherently be viewed in a positive light, even if responding to a customer complaint. 6. 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. Born between the early 1980’s and the early 2000’s, millennial are the largest generation in US history -– and will soon completely consume the market. Studies show that this segment of customers is 62% more loyal to brands that directly engage with them on social media. Since these technology natives require communication with their brands, businesses must implement social media marketing to get the attention of their most influential consumers. 7. 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. Regularly interacting with customers demonstrates that your business cares about customer satisfaction, and is available to answer any questions that they might have. Satisfied customers are eager to spread the word about a great product or service and they usually turn to social media to express their opinion. Having customers mention your business on social media will advertise your business, and show new visitors your value and brand authority. Once you obtain a few satisfied customers who are vocal about their positive purchase experience, you can let the advertising be done for you by actual customers who enjoyed your product or service. 8. 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. If you decide to use paid advertising on social media, always start small to see what you should expect. As you become more comfortable, fine tune your strategy and try increasing your budget. Just by spending a small amount of time and money you can significantly increase your conversion rates and eventually get return on investment on the money you initially invested. 9. 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.

Using social media as a complementary research tool can help gain information that will aid you in understanding your industry. Once you gain a large following, you can use additional tools to analyse the demographics of your consumers. Another insightful aspect of social media marketing is the ability to segment your content syndication lists based on topic, and identify which types of content generate the most impressions. These tools give you the ability to measure conversions based on posts on various social media platforms to find the perfect combination for generating revenue. 10. Thought Leadership Posting insightful and well-written content on your social media is a great way to become an expert and leader in your field. There is no one way to become a thought leader – it requires work that can be supported by online networking tools. To establish yourself as an expert, be sure to utilize social media platforms and build your presence. Be communicative, connect with your audience, share content, and promote your authority. When your social media campaign is aligned with other marketing efforts, your skills will be highlighted and followers will look up to you. Being able to directly connect with your customers creates a relationship that they will value, allowing you to become a notable influencer in your field. IMPACT OF SOCIAL MEDIA ON VARIOUS FIELDS A) Impact of Social Media on Business Social media is the new buzz area in marketing that includes business, organizations and brands which helps to create news, make friends, make connections and make followers. Business use social media to enhance an organization’s performance in various ways such as to accomplish business objectives, increasing annual sales of the organization. Social media provides the benefit as a communication platform that facilitates two way communication between a company and their stock holders. Business can be promoted through various social networking sites. Many of the organization promotes their business by giving advertisement on the social media in order to attract maximum users or customers. Customers can connect and interact with business on a more personal level by using social media. If an organization has established a brand, social media may help this organization to develop the existing brand and give the business a voice. With the help of social media organization can make their strategy to promote their organization. Positive Effect of Social Media on Business     

Social Media helps to better understand their audience by their likes and dislikes. It helps the business for promotional activities. Social networking sites helps to make new customers by providing useful facilities. Helps to enhance market insight and stretch out beyond your rivals with online networking. It also helps to increase awareness among brands and reach with little to no budget

Negative Effect of Social Media on Business

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In business filed social media is not entirely risk free because many of the fans and followers are free to post their opinion on a particular organization, the negative comment can lead the organization to failure. Many of the large organization have fallen victim to the hackers. The wrong online brand strategy can doom a company, and put at a huge viral social disadvantage. Getting involved with Social Media is very time consuming. As an organization you should assign a person to always bolster your pages and profile with significant substance. Most companies have difficulty measuring the results of social media advertising

B) Impact of Social Media on Society As we all are aware of social media that has an enormous impact on our society. Many of the social media sites are most popular on the web. Some social media sites have transformed the way where people communicate and socialize on the web. Social networking sites render the opportunity for people to reconnect with their old friends, colleagues and mates. It also helps people to make new friends, share content, pictures, audios, videos amongst them. Social media also changes the life style of a society. Positive Effects of Social Media on Society     

Social Media helps to meet people they may not have met outside the social media forums. It also helps to share ideas beyond the geographical boundaries. It provides open opportunity for all writers and bloggers to connect with their clients. Another positive effect of social networking sites is it unite people on a huge platform for the achievement of specific goals. This brings positive change in the society. Social media provides awareness among society like campaigns, advertisement articles, promotions which helps the society to be up to date with the current information.

. Negative Effects of Social Media on Society     

One of the negative effect of social media is that it make people addicted. People spend lots of time in social networking sites which can divert the concentration and focus from the particular task. Social media can easily effect the kids, the reason is sometimes people shares photos, videos on media that contain violence and negative things which can affect the behaviour of kids or teenagers. It also abuses the society by invading on people’s privacy. Social lies like family ones also weaken as people spend more time connecting to new people. Some people uses their images or videos in social sites that can encourage others to use it false fully

C) Impact of Social Media on Youngsters Nowadays social media has become a new set of cool tools for involving young peoples. Many young people’s day to day life are woven by the social media Youngsters are in conversation and communication with their friends and groups by using different media and devices every day . In past years it was seen that youngsters are in touch with only friends and their groups in schools and colleges. But nowadays youngsters are in contact not only with known friends but also with unknown people through social networking sites, instant messaging etc. According to BBC news research they discuss that 67% Facebook users are very common and well known social media portal consist of the youth and students, so these praise the fact that the youth and student have more focus and relation .Throughout the country teenagers frequently use the web, mobile phones, online games to communicate and gather information with each other. D) Impact of Social Media on Education As per the survey of previous research, 90% of college students use social networks. Technology has shown a rapid development by introducing small communication devices and we can use these small communication devices for accessing social networks any time anywhere, as these gadgets include pocket computers, laptops, iPads and even simple mobile phones (which support internet) etc. For the purpose of education social media has been used as an innovative way. Students should be taught to use this tool in a better way, in the educational classes’ media just being used for messaging or texting rather than they should learn to figure out how to use these media for good. Social media has increased the quality and rate of collaboration for students. With the help of social media students can easily communicate or share information quickly with each through various social sites like Facebook and Instagram etc. It is also important for students to do some practical work instead of doing paper work. CONCLUSION As the technology is growing the social media has become the routine for each and every person, peoples are seen addicted with these technology every day. With different fields its impact is different on people. Social media has increased the quality and rate of collaboration for students. Business uses social media to enhance an organization’s performance in various ways such as to accomplish business objectives, increasing annual sales of the organization. Youngsters are seen in contact with these media daily .Social media has various merits but it also has some demerits which affect people negatively. False information can lead the education system to failure, in an organization wrong advertisement will affect the productivity, social media can abuse the society by invading on people’s privacy, some useless blogs can influence youth that can become violent and can take some inappropriate actions. Use of social media is beneficial but should be used in a limited way without getting addicted.

REFERENCE 1. Lazer, W., Kelley, E.J. (1973). Social Marketing: Perspectives and Viewpoints. Homewood: Richard D. Irwin 2. Michael A. Stelzner (2010), Social Media Marketing Industry Report, “How Marketers are using social media to grow their businesses”, Social Media Examiner, April 2010 3. Kaplan, Andreas M.; Michael Haenlein (2010). "Users of the world, unite! The challenges and opportunities of Social Media". Business Horizons53 (1): 59–68. 4. Lazer, W., Kelley, E.J. (1973). Social Marketing: Perspectives and Viewpoints. Homewood: Richard D. Irwin 5. Michael A. Stelzner (2010), Social Media Marketing Industry Report, “How Marketers are using social media to grow their businesses”, Social Media Examiner, April 2010