This is the era of borderless world. Social Networks have undergone a dramatic growth in recent years. The rapid growth of social networking taking place in India. Social networking is a method to communicate with others. In today’s challenging scenario many companies are using social networking sites as an effective marketing tool for online marketing. Now a- days social networks are used by billions of people around the world. The emergence and popularity of online social networking in recent years has changed the definition of online marketing. Social networks provide a powerful reflection of the structure and dynamics of the society in 21st century. Social networking internet services are changing the way we communicate with others. Social networking sites have become increasingly important to both small and large business. Social networks are trusted because of shared experiences and the perception of shared values or shared needs. However, these days it has been witnessed that most of the business houses also engage in social networking while promoting their products and services. Very often, the head honchos of the business groups tries to maintain a healthy relationship with their valued customers. Social networking sites are now seen as a promising means of publicity, which every brand must embrace. Social media as a medium of promotion contributes, through its immediacy, to a healthy and direct relation between brands and their public in an online environment. This immediacy offers the public the ability to be present, to communicate, to influence and retain a stronger position towards brands. In addition to using social platforms to monitor conversations about their industry, competitors, and products, companies are increasingly reaching out to their customers via the social Web to communicate messages about what they have to offer. In fact, social media is transforming the way organizations communicate — the many social tools that are available today are very cost-effective compared to traditional approaches such as email and online advertising. Blog posts and tweets enable businesses to create communities, offer immediate feedback or assistance, and promote their products and services.
The purpose of this paper is to evaluate the importance of Social networking sites as an effective marketing tool. We will explore the impact of Social networking sites in growth of companies and how Social networking sites helps to build relationship with customers. We will evaluate the impact of social media on branding of company, and the factor which influence internet marketing strategy adopted by company.
Keywords: Promotional Tool, Marketing Strategy, SNS, Social Media, Online Branding.
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