In the current technological world, driven by high competition organizations need to keep themselves updated to meet the challenges imposed by trending market demands for avoiding the risk of being outdated. The traditional business models don’t seem to work in today’s world determined by internet and smart phones. Hence, designing a marketing strategy that incorporates social media and networking is imperative. Marketing and promotional mix of companies these days involve Social media as an important gradient. Online marketing using social networking sites has been adopted and embraced by all businesses as a key element. This type of marketing has been proved to be more fruitful in an industry where frequent changes in trends have been observed like handicrafts and fashion industry. This paper attempts to perform “empirical research to understand the effectiveness of social media as a marketing tool” with special reference to the Gujarat state of India. More importantly, the paper seeks to identify how to capitalize on over social media marketing strategies for enhancing efficiency. Different statistical tools were utilized for analysis. Finally, Self-developed online questionnaire has been developed and shared with the respondents over email with an aim to find the perception of respondents about Social Media Marketing (SMM). Results of the study reveal that the field of social media marketing is penetrating in the market at an exponential rate with enormous scope in the future. SMM possess vast future prospects with huge potential to explore, companies now requires leveraging over SMM and design strategies in order to maximize profits and capture greater share of customer base to become business leaders.

KEYWORDS: Marketing, Social Media, Social Media Marketing, Innovation and Technology.