Journal Press India^®

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Social Media, with millions of active users in India, is being actively proposed as an important tool for marketing and brand communication. These social platforms are claimed to help businesses get leads, increase sales, help them connect with their customers, understand their needs, get feedback and resolve complaints/queries. There is also a risk involved of negative publicity and the way these platforms work make it very easy for negativity to spread fast. Therefore, along with keeping the quality of product and services high, having a strong social media presence with regular updates and cautious public posts has become an important marketing strategy for most businesses to stay relevant in the minds of customers and maintain a positive brand reputation. An added benefit is that, compared to other mass marketing channels, social media marketing is a considerably low cost option and the results can be effectively measured. This study aims at understanding the different ways businesses in India, large or small, can use social media as a mode of customer communication to fuel growth.

Keywords

Social Media Marketing, Social CRM, Customer Communication, Brand Awareness, MSME

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