Chapter : 1

Executive Summery
Today, when technology is booming, information technology is connecting all
people to one another. Business has now started using social media platform for
the corporate purpose. Marketing is one of the functions which can leverage a
lot from social media. Why marketers are attract towards social media
marketing? There are various reason for this. Social media has high customer
reach, social media is cost effective, social media is user friendly are major
reasons.
This project gave me a great learning experience. This report help to know about
the user preference of social networking sites. I have covered advantages and
disdvantages, Features, SWOT analysis, SEO strategy and set the campaign of
Facebook ads.
The first part gives an insight about facebook and Instagram, company profile,
Objective of the study, Research Methodology. One can have a brief knowledge
about facebook and its basic through the project.
The second part of the project consists of the data and its analysis collected
through survey done on 100 people. For the collection of primary data I made a
questionnaire and surveyed of the 100 people. The data collected has been well
organizes and presented. I hope the research findings and conclusion will be of
use.
 1.1 Introduction

Social media are interactive computer-mediated technologies that facilitate the

creation or sharing of information, ideas, career interests and other forms of
expression via virtual communities and networks. Users usually access social
media services via web-based technologies on desktops
and laptops, or download services that offer social media functionality to their
mobile devices (e.g., smartphones and tablets). As users engage with these
electronic services, they create highly interactive platforms through which
individuals, communities, and organizations can share, co-create, discuss,
participate and modify user-generated content or self-curated content posted
online.
There are always a large range of opinions about social media and the way useful
(or harmful) it is. As a marketer, I can say surely that — utilized in the proper
way — it are often a really powerful communication tool and an unsurpassed
platform for engagement. There’s tons to find out about social media, and an
enormous sort of social media that you simply could employ, but this text will
offer you a robust start on knowing what’s out there and how it can help you.s
Social media began through a spread of online platforms for users to share their
interests and connect with others who shared similar interests. Then, it evolved
into a web public space to attach and network with people. Social networking
sites video sharing sites, blogging, and microblogging platforms, and related
tools that allow participants to make and share their own content” (p. 6).
Additionally, social media allows people to interact in online communities (Boyd,
2014). It bridges the gap between not being able to physically be around people
and wanting to connect with them.
The internet and the software which has been developed to run on it have made
it extremely easy for anyone to publish content and have it accessible to millions
of people. In effect, consumer have been given a voice to air their views to a
massive audience. Something which before the Internet, they could never have
done.
When used correctly, social media can be an important addition to a
department's information strategy. Because many employees have revealed an
interest in developing and sustaining a social media presence in personal and
professional capacities, the Office of University Communications and Marketing
has crafted the following introduction to social media. Please read this overview
before developing your social media presence.
This new publishing freedom has resulted in an explosion of new content.
However the term social media, or citizen journalism as it is sometimes called ,
may be a misnormer as many companies can do it as well.
 1.2 HISTORY OF SOCIAL MEDIA SITES :
Social media may have roots in the 1840s introduction of the telegraph, which
connected the United States. The PLATO system launched in 1960, which was
developed at the University of Illinois and subsequently commercially marketed
by Control Data Corporation, offered early forms of social media features with
1973-era innovations such as Notes, PLATO's message-forum application; TERM-
talk, its instant-messaging feature; Talkomatic, perhaps the first online chat
room; News Report, a crowd-sourced online newspaper and blog; and Access
Lists, enabling the owner of a note file or other application to limit access to a
certain set of users, for example, only friends, classmates, or co-workers.
ARPANET, which first came online in 1967, had by the late 1970s developed an
upscale social change of non-government/business ideas and communication,
as evidenced by the network etiquette (or "netiquette") described during a 1982
handbook on computing at MIT's AI Laboratory. ARPANET evolved into the
Internet following the publication of the first Transmission Control Protocol
(TCP) specification, RFC 675 (Specification of Internet Transmission Control
Program), written by Vint Cerf, Yogen Dalal and Carl Sunshine in 1974. This
became the foundation of Usenet, conceived by Tom Truscott and Jim Ellis in
1979 at the University of North Carolina at Chapel Hill and Duke University, and
established in 1980.
1.3 TYPES OF SOCIAL NETWORKING SITES :

1. Facebook:
This is easily the largest social networking site in the world and one of the most widely used.
And, Facebook was perhaps the first that surpassed the landmark of 1 billion user accounts.
Apart from the ability to network with friends and relatives, you can also access different
Facebook apps to sell online and you can even market or promote your business, brand and
products by using paid Facebook ads.
2. Instagram :
Instagram was launched as a unique social networking platform that was completely based
on sharing photos and videos. This photo sharing social networking app thus enables you to
capture the best moments of your life, with your phone’s camera or any other camera, and
convert them into works of art.This is possible because Instagram allows you to apply multiple
filters to your photos and you can easily post them to other popular social networking sites,
such as Facebook and Twitter.
3. WhatsApp:
WhatsApp a play on the casual greeting “what’s up?”, is an adfree mobile messaging app that
allows users to exchange text and media messages through their internet data plan or through
Wi-Fi. Users do not have to pay for SMS. Once you start using WhatsApp to connect with your
friends, you’ll wonder how you ever lived without it!

4. Twitter:
This social networking site enables you to post short text messages (called tweets), containing
a limited number of characters (up to 140), to convey your message to the world. With the
growing craze for online shopping, Twitter also makes it possible to promote your businesses
and even shop directly through tweets.
5. Linkedin:
Linkedin is easily one of the most popular professional social networking sites or apps and is
available in over 20 languages. It is used across the globe by all types of professionals and
serves as an ideal platform to connect with different businesses, locate and hire ideal
candidates, and more. It boasts over 400 million members.
6. Google + :
Owned by the tech giant Alphabet (Google), this interest-based social networking platform
enables you to stay in touch with people by sharing messages, photos, videos, useful links to
sites and so on. It also extends support for video conferencing through Hangouts and allows
businesses to promote their brands and products through Google+ business pages.
7. Snapchat:
His is an image messaging social platform that enables you to chat with friends by using
pictures. It allows you to explore news and even check out live stories that are happening
around the world.
8. Pinterest :
This is a photo sharing and visual bookmarking social media site or app that enables you to
find new ideas for your projects and save them. So, you can do DIY tasks or home
improvement projects, plan your travel agenda and so on by using Pinterest.
9. Quora:
Quora is a place where people can share and gain knowledge by asking and answering
questions.
10. QZone:
Like QQ and WeChat, QZone is yet another social networking service developed by Tencent.
It enables you to share photos, watch videos, listen to songs, write blogs, maintain diaries
and so on. It also empowers you to choose the accessories and customize the look and feel of
your QZone webpage.

11. Tumblr:
Having been owned by Yahoo since 2013, Tumblr serves as a social media cum micro blogging
platform that can be used to find and follow things that you like. You can also use it to post
anything, including multimedia, to a short-form blog. Moreover, it gives you the flexibility to
customize almost everything.
12. Skype:
Skype, owned by Microsoft, is one of the most popular communication-based social
networking platforms. It allows you to connect with people through voice calls, video calls
(using a webcam) and text messaging. You can even conduct group conference calls. And, the
best part is that Skype-to- Skype calls are free and can be used to communicate with anyone,
located in any part of the world, over the internet.
13. Telegram:
This instant messaging network is similar to WhatsApp and is available across platforms in
more than eight languages. However, Telegram has always focused more on the privacy and
security of the messages you send over the internet by using its platform. So, it empowers
you to send messages that are encrypted and self-destructive. This encryption feature has
only just been made available for WhatsApp, whereas Telegram has always provided it.
14. Reddit:
This social media platform enables you to submit content and later vote for the content. The
voting determines whether the content moves up or down, which is ultimately organized
based on the areas of interest (known as subreddits).
15. BaiduTieba:
Offered by Baidu of China, a search engine company, Baidu Tieba (known as Postbar
internationally) is a social forum network based on the keyword searches in the Baidu search
engine. This discussion forum works on the unique concept of allowing you to create a social
network group for a specific topic, using the search, or even to join an existing online social
group.
16. LINE:
LINE is a globally available messaging social network that enables you to share photos, videos,
text messages and even audio messages or files. In addition, it allows you to make voice and
video calls at any time of the day.
17. Myspace:
This is a music-focused social networking site and provides an interactive and user-submitted
network of friends. It also provides blogs, groups, personal profiles, pictures, videos and so
on.

18. YouTube:
YouTube is the world’s largest video-sharing social networking site that enables users to
upload and share videos, view them, comment on them and like them. This social network is
accessible across the globe and even enables users to create a YouTube channel where they
can upload all their personally recorded videos to showcase to their friends and followers.
19. Flickr:
This is another highly popular photo-sharing website. It serves as a platform to upload
numerous high quality images, especially by photographers or people who love photography.
It is also an efficient online photo management and sharing service.
20. Flixster:
This is an American social networking site for people who love movies and want to connect
with like-minded people by sharing their movie reviews and ratings. Its users are likely to learn
about movies and get information about new movies.

LEADING SOCIAL MEDIA SITES WORLDWIDE BY ACTIVE UERS PER MONTH

 Sr No. Social media site No. of active users
(Billion)
1 Facebook 1.59
2 Instagram 400
3 WhatsApp 1
4 Twitter 320
5 Linkedin 400
6 Google + 300
7 Snapchat 200
8 Pinterest 100
9 Quora 200
10 QZone 640
11 Tumblr 555
12 Skype 300
13 Telegram 100
14 Reddit 100
15 BaiuTieba 300
16 Line 215
17 Myspace 20
18 QQ 853
19 WeChat 697
20 Viber 249

1.4 ADVANTAGES AND DISADVANTAGES OF SOCIAL SITES :

 ADVANTAGES :

A. Creates and Promotes Social Connections:

The main reasons and purpose of social networking is to be social. This is very successfully
accomplished because of just how easy it is to talk to and communicate with people on social
networking.

b. Sharing Information:
Another great benefit of social networking is that you can share information to a large amount
of people at once. You can keep your family and friends updated on what is going on in your
life through videos, pictures, and textual updates.
c. An Effective Marketing Tool:
Social media sites have an extensive reach, and content has the ability to spread like wildfire.
This makes it a marketers dreams. You can use these sites to gain recognition for you name,
brand, or product.

c. An Effective Marketing Tool:

Social media sites have an extensive reach, and content has the ability to spread like wildfire.
This makes it a marketers dreams. You can use these sites to gain recognition for you name,
brand, or product.
e. Raising Awareness:
There are many issues that people are not educated or even aware about. Social networking
gives people the tools that they need to truly raise awareness. One great example of this is
the awareness of ALS with the ‘ice bucket challenge’ that was a worldwide phenomenon.
f. Brings People Together:
There are many groups on social websites that bring people with common interests together.
This can form great friendships with people that are involved in the same types of things. Love
is another thing that is commonly found through social media, and has become one of the
most common ways to meet new romantic partners.
g. Advertising:
Nowadays, business people love to work with every social networking sites especially
FaceBook.Because social networking sites are the best platform for business people as they
can advertise their own product here. In this current world, almost all the people using social
networking sites and they often visit those sites. So it’s very easy to make your own product
reach to the people via these social networking sites.
h. Organise and Participate Events:
Another best advantages of social networking site is you can organize and participate events.
Let’s say you are going to get married soon. In this case, you have to send the invitation card
to your friends and well-wishers. But, nowadays, people create an event and share that on
the social media sites instead of sending invitation card individually.
i. Best Job Search Platform:
This is another great advantage for people who looking for work opportunities. All the social
networking sites are good for job search and Linkedin is the best among them. As you all
know, Linkedin has more work opportunities. This social networking site arises only for people
who searching work opportunities and it running very successfully.
 DISADVANTAGES :

a. Cyber Bullying:
Bullying has always been a problem among young people, but cyber bullying is a new, and
progressively growing, problem. This is when the bullying happens over the internet,
commonly through social networking sites. There is no way for these people to escape the
bullying, and it can happen anonymously so no one is held accountable.
b. The Addiction Is Real:
A new problem is beginning to emerge in today’s world, especially with younger people. This
is the addiction to social networking. The attention that you can receive, interactions that you
have, and many other things go into social media and internet addiction.
c. A Society Of Narcissists:
The biggest thing that social media does is let you put yourself and your life on display. This
has caused people to focus solely on how they are perceived on social media, which typically
involves looks and lifestyle. People are obsessed with themselves and this is largely to due
with social networking.
d. Destroys Social Lives:
It is pretty ironic that social networking is negatively impacting people’s social lives, isn’t it?
However, this is most certainly the case. Instead of having face to face interactions, people
are hiding behind keyboards and cellphones. All social interactions are beginning to happen
on the internet instead of organically in real life.

e. Decreases Face-to-Face Communication Skills:

Computer reliance could hurt a person’s ability to have a face to face conversation by making
it awkward and unusual to hear something and respond with a thoughtful message through
the spoken word because of one’s dependence on a keyboard to convey a message.
f. Can’t Keep Your Privacy 100% :
Any of the social media networking sites has not given you 100% guarantee for your privacy.
Even though they try to protect you, still there are some holes which bring your privacy out.

g. Affect Human Health:

Sitting on the chair for a whole day would definitely affect the human body. Social networking
sites do this job perfectly. Instead of playing outside or go to jogging/Gym or do some physical
activities, you are sitting in front of the laptop. Just think, how your health would affect. This
is the reason why people face more healthy issues in this current world.

h. Affect Learning Habit Of Students:

Because of these social networking sites, students affect the most than others. Because they
lose their interest in studying. Not only studying but also they lose their healthy activities.
Social networking sites are exactly same as drugs. Once you enter into it, it’s really hard to
come out from there. Some students use social networking sites all the day even in the exam
times. Just imagine, how much these students affected by social networking communities.
1.5 CHARACTERISTICS OF SOCIAL MEDIA SITES :

i. Free web space: Each member is provided free web space to publish content.
ii. Free web address: Each member gets a unique web address that becomes the identity of
that individual or business. The members can then use their web address or URL to promote
themselves or their business.
iii. Build Profile: Members are provided web space to build their profiles. The profiles serve a
dual purpose: one, they allow friends or contacts to identify members from their profiles; and
two, the data entered by the members is used by Social Networking Sites to connect with
other members who have a similar background.
iv. Upload content: The Social Networking Sites allow members to upload text messages,
photographs, audio and video files free of cost. All posts are arranged in descending order
with the last post coming first. Further, all content is published in real time, and becomes
visible instantly.
v. Build conversations: Content posted by members can be browsed and commented upon
by all members who form part of the community. Content can also be tagged from third party
sites on subjects that interest the group.

v. Build conversations: Content posted by members can be browsed and commented upon
by all members who form part of the community. Content can also be tagged from third party
sites on subjects that interest the group.
vii. E-mail: Members can send e-mails to each other. The Social Networking Sites also send e-
mail alerts whenever a member is tagged in a third party post. This enables members to learn
when a fellow member has connected to them.
viii. Create Pages: Members are allowed to create pages where they can post articles or
photographs related to a theme. The pages can also be used to promote businesses.
ix. Puch notification is a must-have: Push notification provides real-time access to content
on devices, especially mobile, and encourages return visits and more on-site activity, which
are useful metrics for the growth of social media sites and any other site type for that matter.
1.6 IMPORTANT FACTS ABOUT SOCIAL MEDIA SITES :

 In 2013, a study showed that 79% of all adults in the United States had at least one
social network profile.
 2.1 billion people in the world have social media account.
 Mobile phones now make up 72% of internet traffic to these sites.
 70 million photos and videos are upload to Instagram every single day, and that is
steadily rising.
 Nearly 50% of all twitter users have never sent a tweet.
 Linkedin is the social networking sites with the highest percentage of college educated
users.
 Facebook is by far the most popular social networking site, with over 1.4 billion active
 23 percentage of all facebook users check their facebook five or more times per day.
 Chapter 2
Company profile
 2.1 : Introduction of facebook

Facebook, Inc. is an American online social media and social networking sites
company based in Menlo Park, California. Its website was launched on February
4, 2004, by Mark Zuckerberg, along with fellow Harvard College students and
roommates Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris
Hughes. It is considered one of the Big Four technology companies along with
Amazon, Apple, and Google. Facebook, Inc., is focused on building products that
enable people to connect and share through mobile devices, personal
computers and other surfaces.
This is easily the largest social networking site in the world and one of the most
widely used. And, Facebook was perhaps the first that surpassed the landmark
of 1 billion user accounts. Apart from the ability to network with friends and
relatives, you can also access different Facebook apps to sell online and you can
even market or promote your business, brand and products by using paid
Facebook ads.
The Company also enables people to discover and learn about what is going on
in the world around them, enables people to share their opinions, ideas, photos
and videos, and other activities with audiences ranging from their friends to the
public, and stay connected by accessing its products. The Company's products
include Facebook, Instagram, Messenger, WhatsApp and Oculus. The Company
also engages in selling advertising placements to marketers. Its advertisements
let marketers reach people based on a range of factors, including age, gender,
location, interests and behaviors. Marketers purchase advertisements that can
appear in multiple places, including on Facebook, Instagram, and third-party
applications and Websites.
The founders initially limited the website's membership to Harvard students and
subsequently Columbia, Stanford, and Yale students. Membership was
eventually expanded to theremaining Ivy League schools, MIT, and higher
education institutions in the Boston area. Facebook gradually added support for
students at various other universities, and eventually to high school students.
Since 2006, anyone who claims to be at least 13 years old has been allowed to
become a registered user of Facebook, though variations exist in this
requirement, depending on local laws. The name comes from the facebook
directories often given to American university students. Facebook held its initial
public offering (IPO) in February 2012, valuing the company at $104 billion, the
largest valuation to date for a newly listed public company. It began selling stock
to the public three months later. Facebook makes most of its revenue from
advertisements that appear onscreen.
Facebook can be accessed from a large range of devices with Internet
connectivity, such as desktop computers, laptops and tablet computers, and
smartphones. After registering, users can create a customized profile indicating
their name, occupation, schools attended and so on. Users can add other users
as "friends", exchange messages, post status updates, share photos, videos and
links, use various software applications ("apps"), and receive notifications of
other users' activity. Additionally, users may join common-interest user groups
organized by workplace, school, hobbies or other topics, and categorize their
friends into lists such as "People From Work" or "Close Friends". Additionally,
users can report or block unpleasant people.
Facebook has more than 2.2 billion monthly active users as of January 2018. Its
popularity has led to prominent media coverage for the company, including
significant scrutiny over privacy and the psychological effects it has on users. In
recent years, the company has faced intense pressure over the amount of fake
news, hate speech, and depictions of violence prevalent on its services, all of
which it is attempting to counteract.
2.2 : FEATURES OF FACEBOOK :

1. News Feed:
On September 6, 2006, Ruchi Sanghyi announced a new home page feature
called News Feed. Originally, when users logged into Facebook, they were
presented with a customizable version of their own profile. The new layout, by
contrast, created an alternative home page in which users saw a constantly
updated list of their friends' Facebook activity. News Feed highlights information
that includes profile changes, upcoming events, and birthdays, among other
updates.

2. Friends:
"Friending" someone is the act of sending another user a friend request on
Facebook. The two people are Facebook friends once the receiving party accepts
the friend request. In addition to accepting the request, the user has the option
of declining the friend request or hiding it using the "Not Now" feature. Deleting
a friend request removes the request, but does allow the sender to resend it in
the future. The "Not Now" feature hides the request but does not delete it,
allowing the receiver to revisit the request at a later date.

3. Wall:
The Wall is the original profile space where Facebook users' content until
December 2011 was displayed. It allowed the posting of messages, often short
or temporal notes, for the user to see while displaying the time and date the
message was written. A user's Wall is visible to anyone with the ability to see his
or her full profile, and friends' Wall posts appear in the user's News Feed.
4. Timeline:
In September 2011, Facebook introduced "Timeline" at it developer conference,
intended to revamp users' profiles in order to show content based on year,
month and date. "Cover" photos were introduced, taking up a significant portion
of the top of pages, and a redesigned display of personal information such as
friends, likes and photos appeared on the left-hand side, while story posts
appeared on the right. The new design introduced flexible sizing for story posts
in the feed, along with more prominent location and photo placement.

5. Like and Reactions:

The like button, first enabled on February 9, 2009, enables users to easily
interact with status updates, comments, photos, links shared by friends, videos
and advertisements. The button also displays the number of other users who
have liked the content, including a full or partial list of those users. Facebook
officially rolled out "Reactions" to users worldwide on February 24, 2016, letting
users long-press on the like button for an option to use one of five pre-defined
emotions, including "Love", "Haha", "Wow", "Sad", or "Angry". Reactions were
also extended to comments in May 2017.

6. Comments:
To mark the 30th anniversary of the GIF, Facebook has introduced a new feature
enabling users to add GIFs to comments. The eagerly-awaited feature can be
accessed using the GIF button located beside the emoji picker. Users can choose
from the available GIFs sourced from Facebook's GIF partners, but cannot
upload other GIFs.

7. Messages and inbox:

Facebook Messenger is an instant messaging service and software application.
Facebook Messenger lets Facebook users send messages to each other.
Complementing regular conversations, Messenger lets users make voice calls
and video calls both in one-to-one interactionsand in group conversations.

8. Notifications:
Notifications tell the user that something has been added to his or her profile
page. Examples include: a message being shared on the user's wall or a comment
on a picture of the user or on a picture that the user has previously commented
on. Initially, notifications for events were limited to one per event; these were
eventually grouped category wise.

9. Events:
Facebook events are a way for members to let friends know about upcoming
events in their community and to organize social gatherings. Events require an
event name, network, host name, event type, start time, location, and a guest
list of friends invited. Events can be public or private. Private events cannot be
found in searches and are by invitation only.

10. Groups:
Facebook Groups can be created by individual users. Groups allow members to
post content such as links, media, questions, events, editable documents, and
comments on these items. Groups are used for collaboration and allow
discussions, events, and numerous other activities. They are a way of enabling a
number of people to come together online to share information and discuss
specific subjects. They are increasingly used by clubs, companies and public
sector organizations to engage with stakeholders, be they members of the
public, employees, members, service users, shareholders or customers. Groups
can have three different levels of privacy settings:
 "Open" means both the group, its members and their comments are
visible to the public(which includes non-members) but they cannot
interact without joining.
 "Closed" means the group and its members are visible to the public but
their comments are not visible until the user has joined the group.
 "Secret" means that nothing can be viewed by the public unless a member
specifically invites another user to join the group.

11. Marketplace:
In 2007, Facebook introduced the Facebook Marketplace, allowing users to post
classified ads within sale, housing, and jobs categories. However, the feature
never gained traction, and in 2009, control was transferred to Oodle the
platform powering the functionality. The feature was then eventually shut down
in 2014. In October 2016, Facebook announced a new Marketplace, citing the
growth of organized "buy and sell" Facebook Groups, and gave the new version
a higher prominence in the main Facebook app, taking the navigation position
previously held by Facebook Messenger.

12. Photos:
Facebook allows users to upload photos, and to add them to albums. In
December 2010, the company enabled facial recognition technology, helping
users identify people to tag in uploaded photos. In May 2011, Facebook
launched a feature to tag specific Facebook pages in photos, including brands,
products, and companies. On mobile, Facebook introduced photo filters in
August 2011.

13. Videos:
In May 2007, Facebook officially launched its video platform, allowing users to
upload recorded videos or livestream videos from their webcams. The service
supports the ability to "tag" friends in similar ways to photos. In December 2014,
Facebook began rolling out functionality for business Pages to pin ("Feature") a
video to the top of their Videos tab.

14. Live streaming:

In August 2015, Facebook began to allow users to live stream video. Streams
appear on the News Feed, and users can comment on them in real-time. Live
broadcasts are automatically saved as a video post to the streamer's page.

15. Status updates:

"Status updates" (also called as a "status") allows users to post messages for
their friends to read. In turn, friends can respond with their own comments, as
well as clicking the "Like" button. A user's most recent updates appear at the
top of their Timeline/Wall and are also noted in the "Recently Updated" section
of a user's friend list. Originally, the purpose of the feature was to allow users to
inform their friends of their current "status", including feelings, whereabouts, or
actions, where Facebook prompted the status update with "Username is"... and
users filled in the rest.

16. Subscribe:
In September 2011, Facebook launched a "Subscribe" button, allowing users to
follow public updates from people without requiring a Facebook friendship
connection.

17. Hash-tagging support:

In June 2013, Facebook introduced its support for clickable hashtags to help
users search for topics being actively discussed on the social network.
2.3 : ADVANTAGES AND DISADVANTAGES OF FACEBOOK :

 ADVANTAGES OF FACEBOOK :

1. Better Socializing:
Facebook is changing the way we think and feel. You can connect with the world
by just signing into the Facebook. You get the information about various sectors,
peoples, their culture, religion; it’s a social platform where the world comes
together. Facebook isn't the social network anymore. Sometimes it could be a
better matrimony site or advanced version of penpalworld. It is easy to find out
like-minded people by seeing their interests, & you can easily connect with them
by looking up their wall updates, interests, & here you can connect with them
by sending a free message.

2. Chatting:
A better internet communication. Fb provides you the chat option so that you
can talk with your friends, family members through FB just by using your laptop,
& even with your mobile phones. Facebook has launched Messenger app earlier
for mobile users by means of chatting purpose. Facebook can be used as video
chatting tool. With the implementation of Skype partnership, the Facebook has
started video chatting using FB inbuilt video chat service. Moreover, using
WhatsApp video calling feature, you can make free video calls to your friends.

3. Find & Invite your friends:

It’s the most amazing thing to find your old friends, & to keep in touch with
them. Friend Finder feature helps you to find out your friends, with their names
or email addresses. You can see their photos, updates & keep up to date with
what they are doing. It is really real that many people found their old friends
once again on FB they never knew they will ever contact again & they are not
only now connected with FB but in real life too.
4. Business promotion:
It is one of the biggest advantages of Facebook. Through FB ads & fan pages, you
can advertise your business. It helps you to maintain the good relationship with
your customers. This is really important as in business you can sell or promote
your product or service to the targeted audience & increase your brand value &
social media presence for your business. There are billions of active users on FB,
so it’s the best platform for any kind of business to fetch the right kind of
customer. You can start making FB pages for your brand or company & can use
this advantage to earn money online.

5. Entertainment unlimited:
Facebook is the best thing to spend your time when you don’t have to do
anything & just getting bored. You can see your friends post, or share your
photos, status, or even play games on FB. Yes, FB has a game corner where you
can play games alone, or along with your friends. It's just like endless
entertainment.

6. Free:
The best part of the Facebook is that you do not have to pay money for its use
& it’s the best medium for communication in the social networking sites.
Messaging, video calls, uploading photos & videos without any charges don’t
you think this is the best part of the FB. Lots of active users use the Facebook as
a personal diary, where they upload and post their day-to-day life events and
also post valuable notes with social friends.
7. A platform to share feelings, life events:
Through Facebook, it is very easy to share your feeling, opinion & what’s
happening in your life. It's just like a platform you can use in your own way to
share what's going into your mind, your achievements, sorrows, happiness all
feelings can be expressed & then you will able to get some guide, support, or
help from your generous friends.

8. Pages, groups, news-feed:

These features of the Facebook are most amazing. I think FB gets most favourite
just because of these several applications, features available under one roof.
News-feed plays a significant role ingetting the latest information. In the case of
fan pages, the admin or the users publish the post, news, info, photos, videos,
etc. regularly to stay connected and being engaged with their fan followers.

9. Gather More Leads :

Just having people Like your page isn't enough to provide yourself with a long-
term, sustainable business. Sure you can make a good living short-term off just
using your Facebook page. But what if Facebook does actually disappear one
day? If you haven't made a connection with your followers outside of Facebook,
then you'll be in trouble.
10. Lower Your Marketing Expenses :

Starting a Facebook business page costs you exactly $0.Sure, you may pay a
graphic artist to design a profile picture and cover photo -- but that's not a
necessity.Simply using photographs you take of your business will work -- and in
some cases that's better than a creative image from a designer. My point is that
getting rolling with a page costs you nothing until you start paying for ads to get
page Likes, boosting posts and running Sponsored Stories -- all of which you
should be doing with your page.

12. Reach a Targeted Audience :

If you're a local business, direct your ads to target customers within a 10-15 mile
radius. The ads might cost you more, but the Likes and potential customers are
laser targeted. This is carry over from #3 -- and it's super important. Just because
there are 1.19 billion Facebook users, it doesn't mean they all want to like your
page. In fact, I wouldn't want all of them to like my page -- because only a small
percentage of them would actually engage with my posts. As shown in my
example above, I was able to get inexpensive Likes by targeting my ads. I
targeted people who already had an interest in Bigfoot -- almost guaranteeing
that many of them will give my page a Like.
2.4 SWOT ANALYSIS OF FACEBOOK :

 STRENGTHS :

1. Leading social media network:

Despite recent concerns and controversies Facebook is the leading social

network of the world. The popularity of the social media site was high right since
its foundation. With time, it kept growing even popular. Individual users,
businesses and other groups started using it for striking connections and for
marketing. With time, it has added several more features that have made the
platform all the more engaging and attractive for users.

2. High number of users:

The number of Monthly Active users at Facebook has grown very fast doing the
recent years. It is past 2.2 Billion now. The popularity and audience size of the
social media brand has grown very fast. It’s famous globally as the leading social
media platform. The number of users in Asian and Western markets has grown
very high.
3. Leading online advertising business:
It is one of the leading online advertising businesses. Facebook is behind Google
in this area. However, the brand has grown its presence in the area of mobile
advertising.

4. Ownership of multiple platforms:

Apart from Facebook, Facebook Inc, also owns WhatsApp, Instagram, Oculus
and Messenger. Facebook is a platform for building connections, sharing and
forming groups. Instagram on the other hand is a platform for sharing visual
media like images, videos and for forming groups and communities as well as
connecting with others and messaging. WhatsApp is a mobile application for
instant messaging and for video messaging. Oculus is a virtual reality technology
and content platform that allows users to learn and train as well as connect.

5. High Investment in Marketing and Sales:

Part of the fast growth of Facebook as a social network can be attributed to its
excellent marketing. Facebook has marketed its brand heavily leading to fast
growth in the numbers of mobile users. Its investment in marketing and sales
has grown a lot in just last few years.
 WEAKNESSES :

1. User privacy and content related concerns:

User privacy has become a central issue challenging the internet industry in the
recent times. Facebook is facing a lot of criticism over its user data related
policies. Complaints against Facebook over its user data management have
risen.

2. Management issues :
The data scandal at Facebook has been linked with management problem. Apart
from the founder other top executives have also been held accountable in this
area. Management problems are seen as the biggest problems in the business
world. They can lead to more and more problems.
 OPPORTUNITIES :

1. Diversification:
Facebook owns several platforms including WhatsApp, Instagram and
Messenger. To find further growth diversifying into new technology areas can
be an attractive option. Once Facebook has overcome the recent data and
management related problems, it could consider diversifying into other related
areas.

2. New acquisitions:
Facebook has managed a series of acquisitions including that of WhatsApp and
Instagram. It has had attractive financial growth in the recent years. It can also
consider making new acquisitions. Acquiring technology start ups can help it
build a string portfolio of businesses.

3. Targeting new user segments:

Facebook has mainly remained the social network of the modern users.
However, it can target new user segments. It can target older users too as well
as bring additional features for businesses and institutions. While it offers
attractive features for marketing, not all kinds of institutions find it much
suitable for marketing. It could become a marketing platform of choice given it
innovates to suit the needs of all kinds of users.
 THREATS :

1. Competitive threat:
Competitive threat against Facebook has kept rising. Google has got some
formidable strengths and the strongest position in the internet industry. It is the
toughest competitor that Facebook has to face. Other competitors like Amazon,
Microsoft and Apple too hold significant clout that can lead to higher pressure
in the social networking platform. Higher competitive threat can shrink the user
base of the social media giant. While Facebook has got a large user base,
competitive pressure has forced it to make compromises.

2. Regulatory threat :
Regulatory pressures on all the internet businesses have increased. From user
privacy to data safety and content quality related concerns there are several
areas where these brands have been forced by governments to adopt extra
transparency and higher accountability.

3. Operational costs :
As the size of audience has grown, the operational costs of Facebook have also
increased. There has bene a sharp rise in the cost of revenue of the social media
business during the previous three years. from 2015 to 2017, its cost of revenue
has nearly doubled. Cost of revenue stood at 2867 million dollars in 2015, and
increased to 3789 million dollars in 2016. From there it increased by around 44%
or 1.67 Billion dollars 5.5 Billion dollars in 2017. Apart from other things, the
increased expenses related to data centres and technical infrastructure has led
to higher operational costs for Facebook. Facebook is trying to increase its data
centre capacity further which will further increase its operational expenses.
2.5 VISION AND MISSION OF FACEBOOK :

 VISION:

People use Facebook to stay connected with friends and family, to discover
what’s going on in the world, and to share and express what matters to them.
Facebook's corporate vision statement, based on the company's social media
service offerings, is “People use Facebook to stay connected with friends and
family, to discover what's going on in the world, and to share and express what
matters to them.”

 MISSION:

1. To give people the power to build community and bring the world closer
together.
2. To give people the power to share and make the world more open and
connected.
 TYPES OF FACEBOOK ADS :

When you take a look at Facebook Ads Guide you can notice that there are many
different types of ads available on Facebook.
In fact, there are 11 types of ads you can choose from:

1. Video Ads: recommended videos up to 15 seconds with subtitles.

2. Image Ads: an eye-catchy image accompanied by a persuasive message.
3. Collection Ads: a cover image or video followed by a few product photos.
4. Carousel Ads: you can showcase up to 10 images (or videos) in a single ad,
each with its own link.
5. Slideshow Ads: video-like ads, which use motion, sound and text to tell your
story.
6. Facebook Instant Experiences/Canvas Ads: mobile-optimized ads that show
all your videos, photos, carousels and product images in a single ad.
7. Lead Generation Ads: capture user’s information.
8. Offer Ads: allow you to create and extend timely discounts and promotions
to your target audience.
9. Post Engagement Ads/Boosted Posts: help you share information about your
business with users.
10. Event Response Ads: help you to promote events.
11. Page Likes:
Can be used to drive your audience to like your Facebook Page.As you can see,
there’s a variety of ads you can create on Facebook. However, although all can
give you great results, there are a few that are the most engaging, give you a lot
of space for creativity and can give you a remarkable ROI: Facebook Carousel
Ads: and Facebook Collection Ads
2.6 FACEBOOK ADS: BETTER FOR E-COMMERCE

Social media ads give marketers advanced audience targeting options and
reliable conversion tracking. Although Facebook is older and has a larger user
base (2.07 billion monthly active users as of September 30, 2017).
If your brand is active on both Facebook, the best approach is to activate ad
campaigns on both networks on a campaign-by-campaign basis. But with a fixed
or tight social media marketing budget, you may need to ask yourself where you
should devote the bulk of your ad dollars: Facebook Ads. The answer can be
determined by identifying which platform will bring in the most revenue.

To identify the best social media platform for your E-commerce business,
research these three main objectives:
1. Reach
2. Engagement
3. Demographics

1. Reach:

Facebook
Facebook is one of the oldest social media platforms: Facebook has 2.07
billion monthly active users.
This makes Facebook the number one social media platform when it comes
to reach, so if you’re looking to increase brand visibility without targeting a
specific age group, Facebook may be the right choice.
Plus, Facebook does have a ton of ad targeting options. These are the options
available for creating a new audience, which you can find in the “Audience”
section of ad set creation on Facebook Manager:
 Locations: Target ads to people based on locations (ex: country, state,
province, city, congressional district, zip or post code). Most objectives
let you target worldwide (type in “worldwide”), by region (ex: “Europe”),
by free trade area (ex: “NAFTA,” the North American Free Trade
Agreement) or by app store availability (ex: “iTunes app store countries”).

 Age: Target ads to people within an age range.

 Gender: Target ads to women, men or people of all genders.

 Languages: Target ads to users of certain languages.

 Detailed Targeting: Include or exclude people from an audience based

on demographics, interested and/or behaviors.

 Connections: Include or exclude people from your audience based on

connections to your Pages, apps or events.

 Custom Audiences: Custom Audiences are target audiences of people

you already know. The groupings are created from information you
provide or from information generated on Facebook’s products. You can
create Custom Audiences from customer files, the Facebook pixel, the
Facebook SDK, and engagement on Facebook.

2. Engagement

Facebook engagement from organic posts may be changing, but the ad

targeting opportunities on this network are huge. With ads, you can get
very specific about the kind of engagement you are looking for.

3. Demographics :
 The same study by Pew Research found that Facebook attracts adult
users of all age groups. Just like Instagram, Facebook has more female
users than male users. Sixty-six percent of male internet users and 77%
of female internet users are using Facebook. The Pew Research study
also found that Facebook is most popular among young adults within the
18-to-29 age group. Seventy-nine percent of internet users between 30
and 49 use Facebook. These statistics prove that Facebook reaches users
of all age groups.

2.7 HOW TO SEARCH ENGINE OPTIMIZATION (SEO) IN YOUR

FACEBOOK PAGE :
1. Creating Your Facebook Page:
When creating a Facebook page, it’s important to pick the right type of Facebook
page right off the bat. You can choose from:

 Local Business or Place: Only choose if you have one location. That said,
don’t freak out if you have one location now, but will have more in the future.
Keep on reading to find out more about Facebook location Pages.
  Company

 Brand or Product

 Public Figure

 Entertainment

 Cause or Community

Setting it up properly the first go-round will enhance the way you
communicate the message you wish to show.

2. Location Pages:

If you have a business with one location, you can start off with a location
page. However, if you expand your locations, there are various things you
need to do in order to make that happen. After you’ve gained access to your
location pages tab, fill each location out with their proper:

 Name

 Address

 Phone number

 Username

 Category

 Website address

 Email
  About

Another great benefit of location pages is that you can implement

ratings and reviews. You have the option to hide these, but it’s best to
show these because reviews play a huge part of digital marketing, local
marketing, and SEO.

3. Keep Business Operating Hours Accurate:

It’s essential to enter your business hours, but it’s equally important to
update them whenever they change. When adding new location pages, make
sure that the correct hours of operation and days open are correct, as some
may vary.

4. Custom Username: Having a custom username (or short, user-friendly

URL) for your page makes it more convenient for users to find your
Facebook Page in search when it has a unique username. Facebook Pages
with usernames are also allowed to create custom URLs that enable
people to quickly visit and message them. Some other things to keep in
mind when creating a username:


 You need to be an admin to create a username.

 You can’t use any spaces or underscores but you can have periods
separating words.

 Capitalize the words to enhance readability and won’t affect if people

type in lower case letters.

 Usernames can be a maximum of 50 characters.

  At least 5 characters long

5. Profile & Featured Image:

One way of customizing your Facebook page is using not only the profile/avatar
feature but taking full advantage of the featured image section.
You can now not only just upload a photo in the featured image/banner section,
but now you can be creative and utilize video or create a slideshow.

6. Call to Action Button:

Right under the cover photo, you can also add a call to action (CTA) to
encourage your users to interact either on the page or help learn more about
your business.

7. Managing Customer Reviews & Comments:

Engaging and interacting with your customers is an integral part of social

media. Facebook is a great platform where you can provide great service
(responding and assisting customers) and also discover new ways to improve
your business. You need a strategy around triaging and managing comments
and reviews, so don’t take this section lightly.

8. Messenger:

Facebook Messenger, like reviews, is another great way to show off how well
your business willing to provide great service and support in various mediums.
Messenger is just another way your consumers can connect with you.
9. Organizing Your Page Tabs:

While this is kind of obvious, if you end up implementing Facebook location

pages over and over, this step has to be repeated. Not only can you arrange
these tabs, but there are some you can even turn off and on.
The reason why you want to take a look at this section is that some tabs may
be more of a priority for your business, depending on what you do. You can
also utilize the templates that Facebook provides, which can also take the
guesswork out of how to organize your tabs.




 Go to your Facebook page.

 Click on Settings.

 The on left, click on Edit Page.

 Once in the Edit Page area, you will be able to see the various templates,
and also place various tabs in order by dragging the three-lined icon to
the left of the tabs and moving them around.

2.7 Facebook User in India –February 2019

It is observed that age group 18-24 & 25-34 has highest facebook user in India
that is about 40% & 31 %. Facebook users in India. There were 303 820 000
Facebook users in India in February 2019, which accounted for 22% of its entire
population. The majority of them were men - 77.8%. People aged 25 to 34 were
the largest user group (114 000 000).

2.8 STEP OF SET FACEBOOK ADS & CAMPAIGN:

Step 1: Select Your Campaign Objective

The first selection you’re going to make is choosing your campaign objective.
Here’s the complete list of Facebook campaign objectives available in the Ads
Manager:

How to choose your campaign objective?

The reason Facebook’s asking about your campaign’s goal, i.e. objective, is
because it will determine the campaign’s ad formats, bidding options, and auto-
optimization.
If you tell Facebook your goal, it can auto-optimize your ads to deliver you
more results.

Step 2: Give Your Ad Campaign a Name

Example we select a Traffic

Step 3: Set Up the Audience Targeting
In this phase of your campaign setup, you have two options:

 Create a new Facebook target audience

 Use a Saved Audience

 You can also select Custom Audiences that you’ve previously created in
the Audience Manager.

.
  Location: You can choose to include or exclude people from different
locations. You can add countries, states, regions, cities, and postal codes.
Keep in mind that this option is not available in all countries .


 Age: In the Age section, you can define the age of the people to whom
your ad will appear.

 Gender: In the Gender section, you can choose whether your ad will be
seen by men, women, or both.

 Languages: You do not have to enter anything in this field. If the

audience of your ad uses a language common to the location, you have
already chosen.

 Detailed Targeting: Here, you can include or exclude people by

demographics, interests, or behaviours. Just click on the preferred field,
and you will see a drop-down menu full of options

 Connections: Connections is a great targeting option because it gives

you the opportunity to narrow down your audience. As a result, your
Instagram ad will get more relevant views. With Connections, you can
reach people who have a specific connection with your Facebook Page,
App, or Event.
 Chapter 3
Research Methodology
3.1 OBJECTIVE OF THE STUDY
 To findout most popular social networking Sites.
 To find which social networking sites user prefer most.
 To know the purpose of using social networking sites.
 To findout frequency of using social networking sites

3.2 SCOPE OF THE STUDY

The social networking site is an online community designed to make
social life more active and stimulating. The social networking sites
can help you maintain existing relationships with people and share
picture and messages. Future opportunity to the coming users to
enhance the IT technologies.
 Update sites according to user requirement.
 Online games and other application.
 Different types of advertisement like auction, discounts, etc.
 Privacy of user information among other person on network.

3.2 SCOPE OF THE STUDY

The social networking site is an online community designed to make social life
more active and stimulating. The social networking sites can help you maintain
existing relationships with people and share picture and messages. Future
opportunity to the coming users to enhance the IT technologies.
 Update sites according to user requirement.
 Online games and other application.
 Different types of advertisement like auction, discounts, etc.
 Privacy of user information among other person on network
3.2 LIMITATION OF THE STUDY
 Due to shortage or less availability of time it may be possible that all the
related and concerned aspects may not be covered in the project.
 Analysis done is limited to the availability of data.
 There is a chance of making wrong answers or making incorrect choices in
the questionnaire as some of the respondents may be have misread the
questions.

3.4 SAMPLE SIZE

“This refers to the number of items to be selected from the universe
to constitute a sample” In the present research sample size is 100.

3.5 DATA COLLECTION

While deciding about the method of data collection to be used for the study,
the researcher should keep two types of data.
1. Primary Data.
2. Secondary Data.
Research uses primary data, as well as secondary data. Primary means collected
as fresh, and the first time data and secondary means which are already
available like annual report, magazines, internet, previously researches etc.

3.6 TOOLS USED FOR INTERPRETATION

CHARTS:
Bar chart and pie charts are used to get a clear look of the tabulated values.
 CHAPTER: 5
DATA ANAYSIS AND INTERPRETATION
1) What is your age ?

Age Group No. of

Respondents
20 or below 55

21 - 25 26

26 11
- 45
46 & above 8

Age Group

2nd Qtr 3rd Qtr 4th Qtr

INTERPRETATION
Out of 100 respondents
 The most of the respondents are in the age of 21 or below years i.e. 55%
 The second most respondents are in the age of 21- 25 years i.e. 26%
 The third most respondents are in the age of 26 – 45 years i.e. 11%
 The least respondents are in the age of 46 & above i.e. 8%