International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395 -0056 Volume: 03 Issue: 06 | June-2016 www.irjet.net p-ISSN: 2395-0072 © 2016, IRJET | Impact Factor value: 4.45 | ISO 9001:2008 Certified Journal | Page 870 Social Media Marketing Nomaan Shaikh 1 , Mohd Ehsanuddin Siddiqui 2 , Kaustubh Vasatkar 3 , Yugesh Jagtap 4 , Prof. L.J.Sankpal 5 1,2,3,4,5 Department of Computer Engineering, Sinhgad Academy of Engineering, Pune ---------------------------------------------------------------------***--------------------------------------------------------------------- Abstract - In today’s technology driven world, social networking sites have become an avenue where retailers can extend their marketing campaigns to a wider range of consumers. Social Media Marketing is the need as a connection between brands and consumers, which covers a personal channel and currency for user centered networking and social interaction. Social media has become one of the most popular marketing channels for many companies, which aims at maximizing their influence by various marketing campaigns conducted from their social accounts on social networks. This paper aims to use the medium of social media sites to enhance the brand of the company. It aims at developing fully automated system which conducts social media campaigns and represents the result in an interactive form. It also uses a unique scoring algorithm to give score the users based on their activity, thus identifying the potential leads which can be harvested and used by the company to maximise their profits and reduce the cost incurred in advertising by going after only the genuine targets/leads. Key Words: APIs, Campaign data, Scoring Algorithm, Black Box DMC. 1.Introduction Social marketing, like generic marketing, is not a theory in itself. Rather, it is a framework or structure that draw from many other bodies of knowledge such as psychology, sociology, anthropology and communications theory to understand how to influence people behaviour. Like generic marketing, social marketing covers a logical planning process involving consumer oriented research, marketing analysis, market segmentation, objective setting and the identification of strategies and tactics. It is based on the voluntary exchange of costs and benefits between two or more parties. However, social marketing is more difficult than generic marketing. It involves changing intractable behaviours, in complex economic, social and political climates with often very limited resources. Furthermore, while, for generic marketing the ultimate goal is to meet shareholder objectives, for the social marketer the bottom line is to meet society desire to improve its citizens quality of life. This is a much more ambitious - and more blurred - bottom line. 2. Literature Review Social media consists of three core facets: 1. Monitoring and listening 2. Engaging and participating 3. Influencing The goal of any social media campaign is Influencing. However, you cannot influence without having first monitored and listened, engaged and participated. If you attempt to shortcut the process and start with influencing you will fall short. Your campaign will likely perform poorly and you may even create negative reactions to your brand. Social media activities can happen in three venues: 1. On your site (i.e. your blog, application, website) 2. On your social networks (i.e. your Facebook page, your LinkedIn Page, your Twitter page) 3. On the social sphere (i.e. LinkedIn groups, QA sites, other blogs) When planning a social media campaign, you control where you wish to focus your energies and how much you choose to invest in each locale. Typically a holistic approach will yield the best results. Plan a comprehensive campaign, which tailors the appropriate types of materials for each place, but always ensure your message is aligned. 3.Existing System Previous researches focused on explaining the reasons to motivate firms’ intention to use social media. Social Media is mainly used by different companies to promote their products on the social platforms and creating a buzz about their products. Some third party organisations are also used for these purpose, but they only help in managing and conducting various campaigns on social media sites. There is a need for a platform which not only runs a social media campaign, but also studies or assesses the result of the campaigns and provide a pool of potential candidates which could be focused upon.