Audit course Report

on
“Digital And Social Media Marketing”
(310259)
TE. [Computer Engineering]

Submitted By
Mr.
PRN No.:

Academic Year: 2024-2025

DEPARTMENT OF COMPUTER ENGINEERING

VIDYA NIKETAN COLLEGE OF ENINEERING, BOTA

 DEPARTMENT OF COMPUTER ENGINEERING

VIDYA NIKETAN COLLEGE OF ENINEERING, BOTA

.

SAVITRIBAI PHULE PUNE UNIVERSITY

A.Y. 2024-2025

CERTIFICATE
This is to certify that the Audit course report

DIGITAL AND SOCIAL MEDIA MARKETING

Submitted by,

….………..
PRN No.:

of

Third Year Computer Engineering Student have submitted the Audit course
report during Academic Year 2024-25 as a part of Assignments work
described by SPPU,
Vidya Niketan College of Engineering,Bota in sixth Semester.

Prof. Bhagawat O.V. Prof. Bhagawat O.V

Internal Guide HOD Computer Engineering

Place- Bota
 ABSTRACT

Social media platforms have become integral to modern communication and net- working, and
social media analytics is a crucial tool for businesses and organizations to evaluate their social media
strategy. This involves collecting and analyzing data to gain insights into various aspects of social media
performance, including audience en- gagement, content effectiveness, and overall social media strategy.
Key metrics such as reach, engagement, impressions, click-through rate, and conversion rate are commonly
used in social media analytics to identify areas for improvement and make data-driven decisions. In
summary, social media and analytics go hand in hand in helping businesses and organizations achieve their
marketing goals through effective social media strategy. Analytics and social media are two
interconnected aspects of modern marketing that are crucial for businesses and organizations to achieve
their goals. Social media platforms allow users to connect, share information and ideas, and consume
content, while analytics involve collecting and analyzing data to gain insights into social media
performance. By analyzing key metrics such as reach, engagement, impressions, click- through rate,
andconversion rate, businesses can evaluate their social media strategy, identify areas for improvement,
and make data-driven decisions. This paper highlights the importance of analytics and social media in
modern marketing and demonstrates how businesses can leverage these tools to achieve success in their
marketing campaigns.
 ACKNOWLEDGEMENT

It is my huge delight to chip away at this report “Social Media And Analytics” . The only
thing that has motivated and mentally prepared me to study this report is my almighty master’s
blessing.
I appreciate Sir Vidya Niketan College Principal, Dr. P. A. Phatangre, for providing me
with this chance to gain practical understanding of the subject. Ad- ditionally, I would like to
express my gratitude to Prof. O . V .B h a g a w a t , Head of the Computer Engineering
Department, for his invaluable encouragement during the entirety of my audit course work.
I sincerely thank my advisor Prof. Omkar V. Bhagawat, who constantly and kindly
encourages me to work on the topic and provides insightful advice. I’m really grateful to him
for his help with this report.
I also want to thank the entire computer engineering department personnel for their helpful
cooperation, which made it possible for me to successfully finish the report.
 INDEX

Abstract 1

Acknowledgement 2

Index 3

1 SUMMARY 5

2 INTRODUCTION 6

3 OBJECTIVES 8

4 DESCRIPTION 10
4.1 User Profile................................................................................................................10
4.2 News Feed..................................................................................................................10
4.3 Groups and Communities......................................................................................... 10
4.4 Posting Content......................................................................................................... 10
4.5 Interacting with Content......................................................................................... 10
4.6 Advertising................................................................................................................. 11
4.7 Analytics...................................................................................................................11

5 HISTORY 13
5.1 Early Days of Social Networking.......................................................................... 14
5.2 Emergence of Blogging and User-generated Content............................................14
5.3 The Birth of Social Media.....................................................................................14
5.4 Rise of Facebook.......................................................................................................14
5.5 Expansion of Social Media..................................................................................... 14
5.6 Social Media in Business.........................................................................................14
5.7 Social Media Today.................................................................................................15

6 PRODUCTS AND SERVICES 16

6.1 Social Media Management Tools:........................................................................... 16
6.2 Social Media Advertising:........................................................................................ 16
6.3 Social Media Analytics Tools:..............................................................................16

3
6.4 Influencer Marketing:................................................................................................ 16
 6.5 Social Media Listening:.......................................................................................... 16
6.6 Social Media Consultancy........................................................................................ 17
6.7 Social Media Content Creation:.............................................................................. 17

7 WORKING CONDITIONS AND FUNCTIONS 18

8 OUTCOMES 20

9 ADVANTAGES 21
9.1 Increased Reach and Engagement............................................................................21
9.2 Improved Customer Service.....................................................................................21
9.3 Brand Building and Promotion...............................................................................21
9.4 Cost-Effective Marketing......................................................................................... 21
9.5 Data-Driven Decision Making................................................................................21
9.6 Community Building.............................................................................................. 22

10 DISADVANTAGES 23
10.1 Addiction and Overuse............................................................................................ 23
10.2 Spread of Misinformation......................................................................................... 23
10.3 Cyberbullying and Harassment...............................................................................23
10.4 Privacy Concerns......................................................................................................23
10.5 Bias and Inaccuracies............................................................................................... 23
10.6 Product Related.........................................................................................................24
10.7 Dependence on Algorithms....................................................................................... 24
10.8 Cost.............................................................................................................................24

11 CONCLUSION 25

Bibliography 26
 Chapter 1

SUMMARY

Social media and analytics are two vital components of modern marketing. Social
media platforms have become an essential part of communication and networking, al-
lowing users to connect, share information and ideas, and consume content. Analytics, on
the other hand, involve collecting and analyzing data to gain insights into various as-
pects of social media performance. By analyzing key metrics such as reach, engagement,
impressions, click-through rate, and conversion rate, businesses can evaluate their social
media strategy, identify areas for improvement, and make data-driven decisions. This
summary highlights the importance of social media and analytics in modern marketing
and their interconnection in achieving marketing goals.
Social media refers to online platforms and technologies that allow users to cre- ate,
share, and interact with content, ideas, and information. Social media platforms include
popular sites such as Facebook, Twitter, Instagram, LinkedIn, and YouTube, among
others.
Social media has revolutionized the way people connect and communicate with one
another. It has also transformed the way businesses and organizations reach and engage
with their target audiences. Social media has made it easier for people to share their
thoughts, opinions, and experiences, and has given rise to new forms of social activism
and political engagement.
However, social media has also been criticized for its potential negative impacts,
such as the spread of misinformation and the perpetuation of online harassment and hate
speech. Social media platforms have struggled to balance the need for free expres- sion
with the responsibility to protect users from harmful content.
Despite these challenges, social media remains a powerful tool for communication,
marketing, and social interaction. As technology continues to evolve, social media will
undoubtedly continue to shape and influence our lives in new and unexpected ways.
 Chapter 2

INTRODUCTION

Social media refers to a broad category of online platforms and technologies that
allow users to create, share, and interact with content, ideas, and information. Social
media platforms include popular sites such as Facebook, Twitter, Instagram, LinkedIn,
and YouTube, among others. Social media has transformed the way people connect and
communicate with one another, enabling individuals to easily share their thoughts,
opinions, and experiences with a global audience. Social media has also given rise to
new forms of social activism and political engagement, making it easier for people to
organize and mobilize around causes and issues that matter to them.
Moreover, social media has revolutionized the way businesses and organizations
reach and engage with their target audiences, allowing them to connect with customers
and clients in new and innovative ways. Social media has become an essential tool for
marketing, customer service, and brand building in today’s digital age.
Despite the many benefits of social media, it has also been criticized for its potential
negative impacts, such as the spread of misinformation and the perpetuation of online
harassment and hate speech. Social media platforms have struggled to balance the need
for free expression with the responsibility to protect users from harmful content.
Overall, social media has had a profound impact on society, influencing the way we
communicate, work, and interact with one another. As technology continues to evolve,
social media will undoubtedly continue to shape and transform our lives in new and un-
expected ways.Social media analytics is the practice of gathering data from social media
platforms and using that data to inform business decisions. Social media platforms
generate vast amounts of data, including user demographics, engagement rates, and
sentiment analysis. By analyzing this data, businesses can gain insights into customer
behavior, preferences, and needs, and use that information to create more effective
marketing campaigns, customer service strategies, and product offerings.Social media
analytics tools and technologies have evolved rapidly in recent years, providing busi-
nesses with increasingly sophisticated and powerful ways to analyze and interpret social
media data. These tools can help businesses track key performance indicators (KPIs)
such as engagement rates, follower growth, and conversion rates, and provide real-time
insights into social media trends and customer sentiment.
 Overall, social media analytics has become a powerful tool for businesses of all sizes
and industries, providing insights into customer behavior and preferences that were pre-
viously unavailable. As social media platforms continue to evolve and generate even
more data, the importance of social media analytics will only continue to grow.

Moreover, social media analytics has become an essential tool for measuring the
impact of marketing campaigns and determining return on investment (ROI). By tracking
and analyzing social media metrics, businesses can identify which campaigns and
strategies are most effective and adjust their approach accordingly.
Social media analytics also plays a critical role in reputation management and crisis
response. By monitoring social media mentions and sentiment, businesses can quickly
identify potential issues and respond in a timely and effective manner.
 Chapter 3

OBJECTIVES

The objectives of social media and analytics can vary depending on the goals of
a business or organization. However, some common objectives of social media and
analytics include:

• Audience analysis: Social media analytics can help businesses gain a deeper un-
derstanding of their target audience, including their demographics, interests, and
behavior. This information can be used to create more effective marketing cam-
paigns and improve customer engagement.

• Content optimization: Social media analytics can help businesses identify which
types of content are resonating with their audience and which are not. By an-
alyzing engagement rates, click-through rates, and other metrics, businesses can
optimize their content to better meet the needs and interests of their audience.

• Performance tracking: Social media analytics can help businesses track the perfor-
mance of their social media campaigns and strategies, including engagement rates,
follower growth, and conversion rates. This information can be used to adjust and
improve campaigns in real-time, maximizing the impact and ROI of social
media efforts.

• Reputation management: Social media analytics can help businesses monitor social
media mentions and sentiment, allowing them to quickly identify potential issues
and respond in a timely and effective manner. This can help businesses maintain a
positive brand reputation and minimize the impact of negative feedback or reviews.

• Competitive analysis: Social media analytics can provide insights into the social
media strategies and performance of competitors, allowing businesses to identify
areas for improvement and stay ahead of the competition.

Overall, the objectives of social media and analytics are to use data and insights
to improve social media strategies, optimize content, and engage with customers in a
more effective and targeted manner. By leveraging social media analytics, businesses can
gain a competitive advantage in today’s digital age.Overall, the objectives of social
media are to build a strong online presence, engage with customers, and drive business
results. By using social media strategically, businesses can achieve their goals and stay
competitive in today’s digital age.
 Chapter 4

DESCRIPTION

4.1 User Profile

The user profile section is where users can create and manage their accounts. This
typically involves creating a username, uploading a profile picture, and providing per-
sonal information such as name, age, and location.

4.2 News Feed

The news feed is where users can view the latest updates from their friends, family, and
other users they follow. This section typically displays posts, photos, videos, and other
content that is relevant to the user based on their interests, preferences, and pre- vious activity.

4.3 Groups and Communities

The groups and communities section is where users can join or create groups based
on common interests, hobbies, or professions. Users can share content and engage in
discussions with other members of the group.

4.4 Posting Content

The posting content section is where users can create and publish their own posts,
including text, images, videos, and links. Users can also tag other users, add hashtags,
and share their content with specific audiences.

4.5 Interacting with Content

The interaction section is where users can engage with other users’ content by lik-
ing, commenting, and sharing. This section also includes features such as reactions,
emojis, and messaging.

4.6 Advertising

The advertising section is where businesses and brands can create and manage ad-
vertising campaigns to reach a targeted audience. Social media platforms offer various
advertising formats, such as sponsored posts, promoted tweets, and display ads.

4.7 Analytics

The analytics section is where users can track and measure their social media per-
formance, such as the number of followers, engagement rates, reach, and impressions.
This section provides insights and data to help users optimize their social media strategy
and improve their presence on the platform. Overall, social media offers a wide range of
features and functionalities that enable users to connect, communicate, and engage with
each other. The different sections of social media cater to various needs and interests of
users, making it a versatile and dynamic platform.
Social media analytics tools allow businesses, organizations, and individuals to
monitor, analyze and measure the performance of their social media accounts, including
the number of followers, engagement rates, impressions, and reach. It also helps them to
track their brand reputation, monitor customer feedback, and identify potential oppor-
tunities to engage with audience.Overall, social media analytics enables users to make
informed decisions about their social media strategies and improve their social media
presence by optimizing their content, targeting the right audience, and measuring the
effectiveness of their efforts.
Social media refers to web-based platforms and applications that allow individ-
uals, groups, and organizations to create, share, and exchange user-generated content,
such as text, images, and videos. Social media platforms include popular ones such as
Facebook, Instagram, Twitter, LinkedIn, and TikTok.
Analytics, on the other hand, refers to the process of collecting, measuring, and
analyzing data to gain insights and make data-driven decisions. Social media analyt-
ics, therefore, involves analyzing the data generated by social media platforms to gain
insights into user behavior, preferences, and trends.
Social media analytics tools allow businesses, organizations, and individuals to mon-
itor, analyze and measure the performance of their social media accounts, including the
number of followers, engagement rates, impressions, and reach. It also helps them to
track their brand reputation, monitor customer feedback, and identify potential oppor-

-
tunities to engage with their audience.
Overall, social media analytics enables users to make informed decisions about their
social media strategies and improve their social media presence by optimizing their
content, targeting the right audience, and measuring the effectiveness of their efforts.
Social media refers to a category of online platforms and applications that allow users
to create, share and interact with user-generated content. Social media platforms typically
involve a virtual community of users who can communicate and engage with each other
in various ways, such as sharing photos, videos, text, and links.The most popular social
media platforms include Facebook, Twitter, Instagram, LinkedIn, Tik- Tok, and
YouTube. Each platform offers its unique features and functionalities that cater to
specific needs, interests, and preferences of users.Social media has revolution- ized the
way people communicate, share information, and connect with each other. It has become
a vital part of modern-day communication, and it has also transformed the way
businesses interact with their customers. Social media provides businesses with an
opportunity to reach a broader audience, promote their brand, engage with customers, and
build brand loyalty.

Figure 4.1: Social Media Analytics

 Chapter 5

HISTORY

The history of social media and analytics is closely intertwined with the rise of the
internet and the proliferation of digital communication technologies. While social media
as we know it today didn’t come into existence until the early 2000s, the roots of social
networking can be traced back to the earliest days of the web.
One of the first social networks was SixDegrees.com, which launched in 1997 and
allowed users to create profiles and connect with friends. However, it wasn’t until the
launch of MySpace in 2003 that social networking really took off. MySpace allowed
users to create personal profiles, connect with friends, and share photos and music.

The next major social network to emerge was Facebook, which launched in 2004
and quickly became one of the most popular social platforms in the world. Facebook’s
popularity was due in part to its clean interface, robust features, and ability to connect
users with friends and family across the globe.

As social media platforms became more popular, businesses began to take no-
tice and began using social media as a way to reach their target audience. This led to
the development of social media analytics tools, which allowed businesses to track their
performance on social media and gain insights into their audience.

Today, social media analytics tools are widely used by businesses of all sizes to
measure their social media performance and inform their marketing strategies. These
tools provide data on metrics such as engagement, reach, and demographics, allowing
businesses to optimize their social media presence and improve their ROI.
5.1 Early Days of Social Networking

The roots of social networking can be traced back to the earliest days of the web.
One of the first social networks was SixDegrees.com, which launched in 1997 and allowed
users to create profiles and connect with friends.

5.2 Emergence of Blogging and User-generated Content

In the early 2000s, the rise of blogging platforms such as LiveJournal, Xanga, and
Blogger paved the way for user-generated content on the web. This allowed people to
share their thoughts, ideas, and opinions online, and connect with like-minded individ-
uals.

5.3 The Birth of Social Media

In 2003, MySpace was launched, which allowed users to create personal profiles,
connect with friends, and share photos and music. It quickly became one of the most
popular social platforms in the world.

5.4 Rise of Facebook

In 2004, Facebook was launched and quickly gained popularity due to its clean in-
terface, robust features, and ability to connect users with friends and family across the globe.

5.5 Expansion of Social Media

Over the years, social media has expanded beyond just personal networks. Plat-
forms such as LinkedIn, Twitter, and Instagram have emerged, each with their own
unique features and audiences.

5.6 Social Media in Business

As social media platforms became more popular, businesses began to take notice and
began using social media as a way to reach their target audience. This led to the
development of social media analytics tools, which allowed businesses to track their per-
formance on social media and gain insights into their audience.

5.7 Social Media Today

Today, social media continues to evolve and adapt to the changing needs and pref-
erences of its users. New platforms and features are constantly being introduced, and
social media analytics tools continue to provide businesses with valuable insights into
their audience and performance.

Figure 5.1: History Social Media Analytics

 Chapter 6

PRODUCTS AND SERVICES

6.1 Social Media Management Tools:

Social media management tools like Hootsuite, Buffer, and Sprout Social allow
businesses to manage their social media accounts, schedule posts, and track their per-
formance across multiple platforms.

6.2 Social Media Advertising:

Social media platforms like Facebook, Instagram, and Twitter offer advertising
options that allow businesses to target specific audiences and promote their products or
services to a wider audience.

6.3 Social Media Analytics Tools:

Social media analytics tools like Google Analytics, Socialbakers, and Sprout Social
provide businesses with data on their social media performance, including metrics such
as engagement, reach, and demographics.

6.4 Influencer Marketing:

Influencer marketing involves partnering with social media influencers to promote

products or services to their followers. This can be done through sponsored posts or
collaborations.

6.5 Social Media Listening:

Social media listening tools like Brandwatch and Hootsuite Insights allow businesses
to monitor social media conversations and track mentions of their brand or products. This
can help businesses identify trends, track sentiment, and respond to customer feedback.
6.6 Social Media Consultancy:

Social media consultancy services provide businesses with expert advice and guid-
ance on how to optimize their social media presence and strategy.

6.7 Social Media Content Creation:

Social media content creation services help businesses create high-quality content
for their social media accounts, including graphics, videos, and written content.
These are just a few examples of the many products and services related to social
media and analytics that are available today.
 Chapter 7

WORKING CONDITIONS AND FUNCTIONS

Social media and analytics work together to help businesses understand and engage with
their audience on social media. Here’s a breakdown of how they work:
1. Social Media:
Social media refers to the various online platforms and networks that allow people to
share content and interact with each other. Examples of social media platforms include
Facebook, Twitter, Instagram, and LinkedIn. Businesses can use social media to con-
nect with their audience, build brand awareness, and promote their products or services.

2. Social Media Management:

Social media management involves the tools and strategies that businesses use to manage
their social media accounts. This can include scheduling posts, responding to comments and
messages, and tracking performance metrics. Social media management tools like Hootsuite,
Buffer, and Sprout Social make it easier for businesses to manage multiple social media
accounts and stay on top of their social media strategy.

3. Social Media Advertising:

Social media advertising involves using paid ads on social media platforms to pro-
mote a business’s products or services. Social media advertising allows businesses to
target specific audiences based on demographics, interests, and behaviors, and can be a
highly effective way to reach new customers.

4. Social Media Analytics:

Social media analytics involves tracking and analyzing data related to a business’s
social media performance. This can include metrics such as engagement, reach, and
demographics. Social media analytics tools like Google Analytics, Socialbakers, and
Sprout Social provide businesses with valuable insights into their social media perfor-
mance and help them make data-driven decisions.

combining social media management, advertising, and analytics, businesses can

build a strong presence on social media and effectively engage with their audience. By
understanding their audience’s needs and preferences, businesses can tailor their social
media strategy to maximize engagement and drive results.
 Chapter 8

OUTCOMES

• Social media provides businesses with an opportunity to engage with their cus-
tomers and build relationships. By using analytics tools, businesses can track their
social media performance and make adjustments to improve their engagement with
customers.

• Social media is a powerful tool for building brand awareness and reaching new
audiences. By using social media advertising and influencer marketing, businesses
can expand their reach and attract new customers.

• Social media analytics tools provide businesses with valuable insights into their
audience, including demographics, interests, and preferences. This information can
help businesses tailor their products and services to better meet the needs of their
customers.

• By using social media analytics tools, businesses can track the performance of their
social media marketing campaigns and make adjustments to improve their ROI.
This can lead to more effective marketing and increased sales.

• Businesses that use social media and analytics effectively can gain a competitive
advantage over their competitors. By understanding their audience and tailor- ing
their marketing strategy accordingly, businesses can differentiate themselves and
stand out in a crowded marketplace. Overall, social media and analyt-
ics provide businesses with valuable tools for building brand awareness, engaging
with customers, and improving their marketing effectiveness. By using these tools
strategically, businesses can achieve significant outcomes that can drive growth and
success.
 Chapter 9

ADVANTAGES

Social media and analytics have numerous advantages. Here are some of the main
advantages.

9.1 Increased Reach and Engagement

Social media enables individuals and businesses to connect with a broader audience
and engage with their followers in real-time.

9.2 Improved Customer Service

Social media provides a platform for businesses to address customer concerns and
respond to inquiries quickly and efficiently.

9.3 Brand Building and Promotion

Social media enables businesses to build brand awareness, promote their products
and services, and reach their target audience more effectively.

9.4 Cost-Effective Marketing

Social media advertising is more affordable than traditional advertising, enabling

small businesses and individuals to compete with larger companies.

9.5 Data-Driven Decision Making

Social media analytics provides valuable insights into user behavior, preferences,
and trends, enabling businesses to make informed decisions.

9.6 Community Building

Social media enables individuals and businesses to create and foster communities
around shared interests and causes
 Chapter 10

DISADVANTAGES

While social media and analytics have numerous advantages, they also have several
disadvantages. Here are some of the main disadvantages of social media and analytics

10.1 Addiction and Overuse

Social media can be addictive, leading to excessive use and distraction from other
important activities.

10.2 Spread of Misinformation

Social media has been criticized for spreading misinformation and fake news, lead-
ing to confusion, fear, and division among users.

10.3 Cyberbullying and Harassment

Social media can be used for cyberbullying and harassment, leading to negative
psychological effects on users.

10.4 Privacy Concerns

Social media platforms often collect and store user data, raising concerns about
privacy and the security of personal information.

10.5 Bias and Inaccuracies

Social media analytics can be biased and inaccurate, leading to flawed decision-
making and strategic planning.

10.6 Product Related

An occupational health service can give instant access to medical professionals; you
do not have to wait for NHS GP or Specialists. One area where this is particularly
important is when the product you make or supervise, is affected by the health of your
employees. Here is an example:
10.7 Dependence on Algorithms

Social media algorithms can be unpredictable and can change frequently, leading to
a dependence on them for visibility and engagement.

10.8 Cost

Social media advertising and analytics tools can be costly, making it challenging
for small businesses and individuals to compete with larger companies.It’s essential to
acknowledge and address these disadvantages to use social media and analytics responsi-
bly and ethically. Users should be aware of the risks and use social media and analytics
in a way that prioritizes their well-being and the well-being of others..
 Chapter 11

CONCLUSION

Social media and analytics are two interrelated concepts that have transformed the
way individuals, businesses, and organizations communicate and engage with their
audiences. Social media has revolutionized the way people share information, interact
with each other, and build communities online. Social media platforms provide a wide
range of features and functionalities that enable users to create, share and engage with
user-generated content.
Analytics, on the other hand, involves collecting, measuring, and analyzing data to
gain insights and make data-driven decisions. Social media analytics is the process of
analyzing data generated by social media platforms to gain insights into user behavior,
preferences, and trends. Social media analytics tools enable businesses, organizations,
and individuals to monitor and measure the performance of their social media accounts,
optimize their content, and engage with their audience more effectively.
Social media and analytics have become crucial for businesses to reach a broader
audience, promote their brand, and build brand loyalty. They provide valuable insights
into consumer behavior, market trends, and competitor activity. However, it’s impor-
tant for users to use social media and analytics responsibly and ethically, as it also poses
risks such as the spread of fake news, cyberbullying, and privacy concerns.
Overall, social media and analytics have changed the way we communicate, interact,
and do business. It has provided opportunities for innovation, growth, and development,
but it also requires careful consideration and management to ensure it is used effectively
and responsibly.
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