Nearly 66 per cent of internet users globally visit social networks and blogs. The time spent on social networking sites is growing at over three times the rate of overall internet growth. Social media primarily constitutes social networking and book marking platforms, blogging platforms, content applications, social gaming and social connectivity. Indian companies currently using social media include Infosys, TCS, Frito-Lay, Dell, Naukri and HLL.
The main advantages of social media are high brand awareness (through internet advertising, regular updates about the product/event), and company-consumer interaction (by taking live feedback on products for development). Low cost high returns medium –Using social media is more cost effective than any of the traditional marketing methods. Moreover, the benefits in store far exceed the cost involved in setting up and executing a social media campaign.
Café Coffee Day has two pages that show up on Facebook search and the one with smaller number of fans seems to be the official page. They have around 48000 fans but seem to be making no concerted effort to make social media marketing work for them. The wall has no posts and counter-intuitively there are some posts under boxes tab.
The company, who seems to be trying, though not too hard, is Kingfisher. Kingfisher has a great brand presence that would translate really well in social media marketing. They post frequently and have events that they update. They just have 3000 fans but have the potential to be a leader of Facebook Marketing in India.