Pratibimb | April 2011 the consumer engagement strategies of firms. Based on the premise that consumers narrow down, from many brands that they see and get to know, to fewer and then eventually final choice, the metaphor was the holy Bible of the marketers then. But with the advent of digital age, the metaphor used traditionally by marketers to build on recall value and awareness strategies around the visible points at the periphery of the funnel, failed to realize why consumer engagement shifts. Today the internet with 1,966,514,816 users worldwide, which shows a steady 28.7% penetration (percent of world population), as per World Internet Usage and Population Statistics, cites why the digital success story is going strong and registering a phenomenal growth. And this is the reason, why more and more companies felt the need to mark their presence in this virtual market arena, roaring to be captured and tamed. So, what are the new rules of the Game? Is it a new kind of consumer involvement model that is based on the concept of the loyalty loop? Is it the one that draws strength from the concept of Buy-enjoyadvocate and bond? So, are we not looking at a concept which starts right from the time the consumer buys the product and keeps them coming back? Well, the answer to all these questions is an outright YES! These are essentially the stages in the Model of Social Media Marketing. Well, now the question arises that how well this model is able to justify the growing needs of businesses to go online, where their target audience is waiting for them to open the doors and embrace the buzz! Does it not hinting towards the effectiveness of Social Media Marketing? Well, Yes! Social Media Marketing is generally not taken up
by the companies as Standalone Branding Strategy. Often, it is undertaken as a Complementary medium to the traditional push marketing approach and advertising, with intent to catch the customers once they log off from the traditional media like the TV or the print media advertisements. To put it simply, the link to social media in a business‘s traditional advertisement is a way of saying, ―See you there‖! So, it is right to say that the job of Social Media Marketing starts from where the traditional marketing ends, and not only this, it sews the loose ends left in the traditional campaign. This is justified with a wholesome experience that we get when we select the phone model that we wish to purchase, and the Company website plays the role of a nearby retail store. Merely advertising the product on TV and print media does not ensure many eye balls these days. And that is why, companies take special care to meet their target audience online, where there is no dearth of creativity that can be put to work. They know that the consumer these days spend more time watching stuff online than remaining glued to their television screens. According to a study, an average internet user spends 13 hours a week online, excluding e-mails. However, this does not necessarily indicate that Social Media Marketing is the only effective medium. Generally, it acts like a complement to garner as many eyeballs as possible. Now, the question arises that how Social Media Marketing converts these eyeballs to potential customers for the businesses? It also leads one to think, is it not too dangerous a thing, considering it leaves the business open to criticism and negative publicity? Well, Social Media Marketing can be considered as a double edged sword, a tool that opens myriad of opportunities to businesses, but may also present unanticipated events in store that may go off the track. So, it is up to the marketer 26